Meta-owned Instagram has announced that it is expanding access to elements of the Creator Marketplace through an API (application programming interface), making it easier for brands to find and engage with creators on third-party creator marketing platforms which they are already using.
The company is also expanding Creator Marketplace access to brand agencies.
“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 launched its Creator Marketplace last year as a new destination for brands and creators to connect and build branded content partnerships.
The first API features ‘Priority DMs’, which will allow brands to easily reach creators in a priority inbox on Creator Marketplace – without leaving their preferred creator marketing platform.
The second API features ‘Project Briefs’, which will allow brands to publish structured project briefs directly to the Creator Marketplace from a third party.
The company is testing these APIs with a small group of key creator marketing partners, including Aspire, Captive8 and CreatorIQ.
In addition, Instagram is also testing dedicated access to the Creator Marketplace for brand agencies to manage creator discovery and collaboration on behalf of their brand clients.
The company is testing this access with a small group of partners including Influential, WPromote, Rickhouse Media, Power Digital, Dentsu, OMG and Brkfst.
With this extension, brand agencies will be able to find the best talent for their brand clients, track creator interactions with a dedicated folder, and effectively work with creators and track progress.
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