Meta is continuing to build out its Creator Marketplace by introducing new features designed to help brands find and partner with creators to support their campaigns more effectively. First launched as a test in the US in 2022, the Creator Marketplace was developed to streamline how businesses and creators connect. The marketplace has since been developed into a more structured platform for discovery and managing creator partnerships.
The latest update focuses on improving discovery by introducing new tools that make identifying the right creators more intuitive and data-driven. Alongside previous updates, including API access for agencies, these new features underscore Meta’s push to position the Creator Marketplace as a central platform for influencer collaboration.
More Guided Creator Discovery Across Meta
An interesting new feature in the Meta Creator Marketplace is an ad performance indicator badge that recommends which creators are expected to deliver better results for a specific brand’s campaigns. Rather than relying solely on follower counts or engagement rates, this new feature provides brands with more predictive insights. It suggests a move toward evaluating creators based on how they may perform in paid activity.
Meta has also introduced new recommendations features designed to surface relevant creators more easily:
- Brand affinity signals – Businesses can now see creators who have already tagged their brand in content
- Partnership intent – Creators who have expressed interest in working with a brand are highlighted
- ‘Similar creators’ search – Brands can find new creators based on existing profiles and handles
These updates will help brands reduce time spent on manual searches and partner vetting, replacing them with more reliable suggestions. These updates build on changes that were introduced in late 2025, when Meta launched its Instagram Creator Marketplace API and Facebook Creator Discovery API. These APIs allow third-party tools and agencies to search for creators using keywords and filters, access account-level insights – including audience data – and manage and scale creator discovery across both Instagram and Facebook. For agencies and larger brands, this opened up more flexible ways to integrate creator discovery into existing workflows.
Now, in addition to improved discovery, Meta is also adding more transparency to how recommendations are presented. A redesigned homepage within the Creator Marketplace now provides clearer explanations for why certain creators have been suggested. This added context helps brands make more informed decisions, particularly when evaluating creators they may not have previously considered.
What This Updated Creator Marketplace Means for Brands and Partnerships
These new features reflect how Meta is taking on a more performance-driven approach to creator partnerships. Instead of focusing on visibility or reach, brands are being guided towards creators who are more likely to deliver outcomes aligned with campaign goals. This could influence how partnerships are planned and evaluated:
- Creator selection may become more data-informed rather than institution-led
- Existing brand advocates are easier to identify and activate
- Discovery expands beyond known creators to more relevant, adjacent audiences
At the same time, it may raise expectations around measurable performance, particularly for paid collaborations. For creators, this could also change how their profiles are positioned, with more emphasis on demonstrating value beyond engagement metrics alone.
The Final Word
Meta’s latest updates to its Creator Marketplace are focused on making creator discovery more performance-aligned. As the platform continues to change, it’s delivering updates that help brands identify the right partnerships based on real data and intent.
For clients, these tools mean utilising creators and influencers has never been easier. What previously required informal or unstructured direct messages to creators, or additional high fees from agents or influencer agencies, is now available through accessible ad platforms.
Streamlining the whole experience for both creators and brands is an opportunity for many of our clients to experiment with creator content in their advertising.
If you’re exploring how collaborations fit into your digital marketing strategy, Meta’s updates may be worth factoring into your approach to discovering and selecting creators for your campaigns. Our team is always on hand if you’d like to discuss how this could look in practice. Feel free to get in touch!