Facebook parent Meta on March 26 introduced new artificial intelligence (AI)-enabled marketing tools that make it easier for brands to discover and partner with creators who can help them grow sales. These include creator discovery and content recommendation tools, as well as new creator insights for businesses in Instagram's Creator Marketplace. Instagram expanded its Creator Marketplace to India and seven other markets in February 2024.

Arun Srinivas, Director and Head of Advertising Business at Meta India, said that the world's largest Instagram creator community is right here in India and it is no surprise that we are seeing brands increase sales and ROAS (return on ad spend) by partnering with them. The new tools we are launching today make creator discovery even easier for brands using AI, increasing growth potential for both brands and creators.

A great tool

He said that Meta's creator marketing solutions like Partnership Ads and Instagram Creator Marketplace can help brands connect with creators easily and achieve better performance. India is Meta's largest user market, with more than a billion users on products like Facebook, Instagram, Threads, and Messenger. Most Reels are created every week in the country.

Aniket Singh, Chief Business Officer, Snitch, said that they are constantly using Reels and seeing its effect. The combination of Reels and creators is the magic point from which the desired business results are achieved. With the help of creator content promoted by Partnership Ads on Meta platforms, we have seen a 53% increase in ROAS.

Meta is introducing personalized, AI-enabled creator content recommendations for brands within the Partnership Ads Hub in Ads Manager, helping brands identify potentially best-performing organic branded content.

Creator suggestions in Instagram's Creator Marketplace are also getting smarter, with recommendations now based on a creator's brand loyalty. The company said they can now predict which creators will be most effective for upcoming ad campaigns by using AI and combining information about a creator's platform presence, ad content, audience similarity, and partner ads experience.

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