Meta officially launched its new Creator Marketing hub on Tuesday, a dedicated platform that will provide access to all of Meta’s discovery and outreach options in a single UI.
First announced in June, Meta’s updated Creator Marketing hub includes a range of elements designed to facilitate brand partnerships, including:
- New discovery filters to help brands find relevant creators and content, including a predicted affiliate content search tool
- Improved content recommendations based on objectives
- One-click ad creation from listings
- Content-level permissions and permission expiration dates, ensuring better management of creator content
- Ad editing features, including the option to remove copyright-protected music or stickers
Meta has also integrated partnership messaging directly into the platform, which will make it easier for brands to go straight from discovery to outreach in-stream.
Meta also announced an expansion of its API connectivity options for creator insights. New features include an integration of Facebook and Instagram creators in its Creator Marketplace API and an updated Messaging API element that will more easily facilitate creator outreach.
As per Meta: “We're also expanding our Content Discovery API to bring content discovery and evaluation on par with Meta's own tools. Within the API, partners will get recommendations on top-performing organic creator content along with advanced filters, keyword search, organic insights, and a clear view of which content is ready to run as an ad.”
These expansions will let third-party tools facilitate creator partnerships, extending opportunities for marketers looking to tap into creator audiences.
Meta is also expanding its Meta AI business assistant chatbot to its Creator Marketing Hub, which will help to support creator discovery.
Finally, Meta is expanding its live video ads to Instagram, which will enable brands to sponsor a creator’s livestream.
That could provide more opportunities to drive engagement, and could be a valuable complement for product launches because it uses the immediacy of live engagement on IG to drive more interest.
Live video ads for Instagram will be available beginning September 29.
