Instagram adds new features to its creator marketplace, expands access to brand agencies

Instagram announced today that it is extending API access to its creator marketplace to make it easier for brands to discover and work with creators on their third-party creator marketing platform. Brand agencies will also have creator marketplace access.

Last July, Facebook launched its creator marketplace to help brands find and contact creators for partnerships and campaigns.

The first new API will let brands easily reach creators in a priority inbox on the creator marketplace through their preferred creator marketing platform. The second API lets brands publish structured project briefs to the creator marketplace from a third party. Aspire, Captiv8, and CreatorIQ are testing these APIs with Instagram.

Brand agencies are testing dedicated access to the creator marketplace to manage creator discovery and collaborations for their brand clients. Influential, WPromote, Rickhouse Media, Power Digital, Dentsu, OMG, and Brkfst are testing this access with Instagram.

This expansion allows agencies to filter creators by gender, age, followers, and interests. Agencies can also filter creators by their engaged audience’s gender, age, interests, country, and city. Agencies can also send messages directly to creators’ partnership messages folders and publish discoverable projects that eligible creators can apply to.

The company announced new ways to discover and reach Instagram creators by expanding access to brand agencies and testing integrations with top creator marketing platforms in a blog post. “These updates complement and help evolve the robust third party ecosystem of agencies and platforms already helping creators and brands form partnerships.”

Instagram’s creator marketplace resembles TikTok’s Creator Marketplace, its influencer marketing platform. Like Instagram’s marketplace, TikTok’s Creator Marketplace helps brands find top personalities for marketing campaigns.