Meta’s Instagram is making it easier for brands and content creators to connect. The social media platform announced new artificial-intelligence-enabled creator discovery and content recommendation tools within the platform’s Creator Marketplace.

Additionally, brands can access creator insights within Creator Marketplace, which will help them discover and evaluate the best creators for their ad campaigns. 

Businesses and brands can find the new AI-enabled creator discovery and content recommendation tools within the Partnership Ads Hub in Ads Manager. New features include being able to determine a creator’s affinity to a brand and the ability to use keyword search.

Keyword search lets brands search using terms such as “soccer moms with dogs,” “gluten free desserts,” or “gadget unboxing,” as well as filter results by more than 20 verticals, including beauty, fashion, and home and garden.

Instagram also makes it easier for businesses and brands to discover and evaluate creator fit by adding insights into Creator Marketplace.

These features include:

• Creator cards with playable Reels: Showing relevant Reels content on creator cards. 
• Easier creator engagement: Contact a match using the creator’s direct email.
• Experienced creator badges: Show badges on the profiles of creators who have previously run partnership ads. 
• Active Partnership Ads: Show the creator’s current Partnership Ads on their creator profile. 

Meta has also announced that it is expanding Marketing API (application-programming interface) support for Partnership Ads, making it easier to run creator marketing campaigns alongside their business-as-usual ads. 

Advertisers will now be able to use existing Instagram posts for partnership ads in both placement asset customization and Advantage+ Creative. These partnership ads can now be used for click-to-message destinations.