Instagram’s Creator Marketplace has officially entered the chat!
In an announcement made by Mark Zuckerberg, CEO of parent-company Meta, he noted, “We're testing a set place on Instagram where creators can get discovered and paid, and where brands can share new partnership opportunities.”
This is huge for creators and brands — offering a new, streamlined way to connect and make money on the platform.
And while this news doesn’t come as a total surprise — the company has been working on monetization tools for a while now — it does cement the fact that Instagram is evolving to support a creator-first economy.
Find out everything you need to know about the latest features below:
What is the Instagram Creator Marketplace?
The Instagram Creator Marketplace is a dedicated space where creators can be discovered, connect with brands, and paid on the platform.
Think of it like Instagram’s very own matchmaking service.
The unique tool allows brands and creators to seek relevant partnership opportunities between one another, all without ever having to leave the app.
Now, if this all sounds familiar, you’re not wrong.
Similar to TikTok’s Creator Marketplace — where brands can discover top TikTok talent in-house — Meta is expanding their functionality toward a creator economy, too.
Here’s how the new Instagram Creator Marketplace works:
Once a brand has discovered a creator through Instagram’s discovery feature, they can message the creator through the partnership messaging feature — a folder within the app that keeps partnership requests separated.
From there, brands can send through project details including necessary deliverables, rates, and facilitate payments (no negotiating with managers required!).
Making it easier than ever for brands and creators to collaborate and earn a living on the platform.
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Instagram Creator Marketplace Features: A Breakdown
Instagram has rolled out four new tools to streamline branded partnerships on the Creator Marketplace, let’s get into them:
Discovery
Partnership Messaging
Projects
Payments
#1. Discovery Feature
Instead of brands tirelessly scouring the internet for hours (sometimes days!) to find the right influencer, Instagram’s made it easier than ever for brands and creators to unite.
Enter: The Discovery function.
Here, vetted brands can quickly discover creators that match their brand ethos and creators can indicate their interests and topics that align with their work — talk about a match made in content heaven.
#2. Partnership Messaging Feature
Say goodbye to opportunities getting lost in the DMs.
Instagram’s Partnership Messaging feature lives as its own folder within your DMs, keeping offers and partnerships separated and, most importantly, organized.
#3. Projects Feature
Much like a statement of work or deck, Instagram’s Project tool contains all the relevant information regarding a creator’s project.
Shared within the Partnership Messaging feature, Projects will include the full scope of work and vital details including deliverables and rates.
#4. Payments Feature
Now, let’s talk $$$.
Coming soon, creators will finally be able to get paid directly on the app.
With Instagram’s Payment tool, brands can pay creators once a project is complete without ever leaving Instagram.
And even better, creators will be able to track payments within the Tools section of their dashboard, win-win!
As Instagram continues to expand their functionality toward financially supporting the creator economy, it’s a great time to be a creative on the platform.
Will you be dipping your toes into Instagram’s new brand x creator matchmaking services? Let us know over on Later’s Instagram account.
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