Instagram has launched a new “creator marketplace,” a hub designed to help brands discover and contact creators about collaborations and campaigns.
The marketplace is currently available to brands in the United States only by invitation.
According to Instagram:
“Instagram’s creator marketplace is a new destination that allows brands to find creators they may want to connect with. They can use the desktop experience within Meta Business Suite to filter creators by gender, age, number of followers and interests. They’ll also be able to filter for creators based on the demographics of their engaged audience, using filters including gender, age, interests, country and city; see creators who have expressed interest in working with them, have tagged them or follow them; see similar creators to those they’ve already found through the filters; and add creators to saved lists.”
Companies will also be able to see creators who have expressed an interest in working with them through a “interested creators” tab. A “tags and follows” tab allows them to see creators who have tagged or followed them.
Brands can also see creators who are similar to those they’ve already discovered using the filters. They can then save creators to lists.
Once brands have identified creators with whom they want to collaborate, they can use the marketplace to create campaigns and share them with the creators. They can then provide creators with campaign information such as desired deliverables and compensation.
Messages sent to creators will be routed to a new “Partnerships Messages inbox.” Creators can respond to brands and collaborate with them directly within the Instagram app via direct messages (DMs).
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“This is all part of our commitment to make Instagram the best place for creators to make a living doing what they love — all while helping brands discover creators to partner with,” Instagram said in a blog post.
The official announcement comes just a few weeks after Meta CEO Mark Zuckerberg revealed that the company was testing a dedicated Instagram space for creators to be discovered and paid for their work.
Meta’s approach to its creator marketplace is similar to TikTok’s Creator marketplace, which serves as the video app’s in-house influencer marketing platform.
TikTok’s Creator Marketplace enables brands to discover top TikTok personalities for their marketing campaigns, which appears to be what Meta intends to do with its own creator marketplace.
Meta’s Creator Marketplace is clearly part of the company’s ongoing efforts to compete with TikTok.
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A breakdown of Instagram Creator Marketplace Features
Instagram has released four new tools to help streamline branded partnerships on the Creator Marketplace.
- Discovery
- Partnership Messaging
- Projects
- Payments
Discovery
Instead of brands scouring the internet for hours, or even days, to find the right influencer, Instagram has made it easier than ever to connect brands and creators.
Here, vetted brands can quickly find creators who match their brand ethos, and creators can indicate their interests and topics that align with their work.
Partnership Messaging Feature
Instagram’s Partnership Messaging feature operates as a separate folder within your DMs, keeping offers and partnerships separate and, most importantly, organized.
Projects Feature
Instagram’s Project tool, similar to a statement of work or deck, contains all relevant information about a creator’s project.
Projects will be shared within the Partnership Messaging feature and will include the full scope of work as well as important details such as deliverables and rates.
Payments Feature
Creators will soon be able to get paid directly through the app. Brands can use Instagram’s Payment tool to pay creators once a project is finished without ever leaving the app.
Even better, creators will be able to track payments in the Tools section of their dashboard, which is a win-win situation!
As Instagram expands its functionality to financially support the creator economy, it’s an exciting time to be a creative on the platform.
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