Meta Unveils AI-Powered Tools to Supercharge Brand-Creator Collaborations on Instagram

Meta has launched a suite of AI-driven tools to streamline brand-creator collaborations on Instagram’s Creator Marketplace, aiming to boost marketing performance and ROI for businesses. These tools focus on smarter creator discovery, content recommendations, and enhanced insights, helping brands better identify and partner with creators who can drive results.

With India housing the world’s largest community of Instagram creators and leading in Reels creation, the timing is strategic. Arun Srinivas, Director and Head of Ads Business at Meta India, emphasized the momentum in creator partnerships, calling the new tools a game-changer for sales and growth.

The updates include AI-enabled content recommendations in Ads Manager that help brands choose organic content to amplify via Partnership Ads. Creator recommendations are now more intelligent, factoring in content relevance, audience overlap, and past ad performance. Instagram’s Creator Marketplace also gets keyword search, vertical filters, and badges for experienced creators to ease navigation.

New features like playable Reels on creator cards, direct email contact, and visibility into active partnership ads promise to enhance engagement and transparency.

Brands like Snitch are already seeing results, reporting a 53% jump in ROAS using Reels and creators. Meta’s latest tools undeniably signal a smarter, more impactful era of influencer marketing.