• by Colin Kirkland , May 13, 2024

After an initial expansion in February, Meta is further growing Instagram’s Creator Marketplace tool across 10 new countries including South Korea, Germany, Netherlands, France, Spain, Israel, Turkey, Mexico, Argentina and Indonesia.

The Creator Marketplace first launched in 2022 as a way to help connect US-based brands with Instagram influencers for in-app partnership opportunities that could help amplify brand messaging to the appropriate audiences in the app.

Brands can use the Marketplace to search for creators based on audience size, location, common topics, gender, age, ads experience and more. They can communicate via the Partnership Messages folder, which allows brands to reach out to creators directly, or create and send a project to multiple creators outlining the branded content or ad opportunity.

In February, Meta expanded the Marketplace to Canada, the United Kingdom, Japan, Australia, New Zealand, India and Brazil, as well as Chinese export brands. Now, advertisers will have an even wider selection of creators to choose from, giving them the chance to target new audiences across the globe.

To join the program, creators must be at least 18 years old, have a professional account and have a “significant following.”

During its NewFronts presentation earlier this month, Meta also unveiled a suite of new AI-powered tools designs to help brands connect with the right creators, including a “Recommended Creators” feature that uses AI to “match the right creators and brands for campaigns” in Instagram’s Creator Marketplace.

“We are also testing a new tool internally, leveraging AI, to predict which organic branded content will perform best if used in paid campaigns as a partnership ad. As we learn more here, we'll explore integrating this technology into our business solutions,” a Meta spokesperson said.</p.