Meta-owned Instagram has announced that it is expanding access to some creator marketplace components through API, in order to make it simpler for marketers to find and continue working with creators on the third-party creator marketing platform they already use.
Additionally, the company is giving brand agencies more access to the creator marketplace.
“Today, we`re announcing new ways to discover and reach Instagram creators by expanding access to brand agencies and testing integrations with top creator marketing platforms,” Instagram said in a blogpost.
Instagram introduced its creator marketplace last year, as a new platform for connecting companies and creators and developing partnerships for sponsored content.
‘Prioritised DMs’, a feature of the initial API, will make it simple for brands to get in touch with creators through a priority inbox on the creator marketplace without ever leaving their preferred creative marketing platform.
‘Project Briefs’, a feature of the second API, enables marketers to post structured project briefs directly from a third party to the creative marketplace.
The company is testing these APIs with a select group of top creator marketing partners, such as Aspire, Captiv8, and CreatorIQ.
Additionally, Instagram is also giving brand agencies exclusive access to the marketplace for creators so they may manage creative discovery and collaborations on behalf of their brand clients.
The company is testing this access with a select group of partners, including Influential, WPromote, Rickhouse Media, Power Digital, Dentsu, OMG, and Brkfst.
Brand agencies will be able to identify the best talent for their brand customers thanks to this expansion. They will also be able to track creator dialogues in a separate folder, collaborate with creators productively, and follow their progress.
Meanwhile, according to Insider Intelligence, Instagram generated USD 43.2 billion in ad revenue in 2022, which is a slight increase from 2021 when the platform’s ad revenue amounted to USD 42.1 billion.