Mumbai: Meta has introduced a suite of new AI-driven tools to enhance brand-creator collaborations, making it easier for businesses to discover and partner with the right creators to drive sales. These advanced solutions, integrated within Instagram’s creator marketplace, include AI-powered creator discovery, content recommendations, and enhanced insights—aimed at accelerating brand growth through effective creator partnerships.
With India housing the world’s largest community of Instagram creators and ranking as the top producer of Reels globally, the country presents a massive opportunity for brands to engage with audiences through influencer-driven campaigns.
Arun Srinivas, Director and Head of Ads Business for Meta in India, stated, “The world’s largest community of Instagram creators is right here in India, and it’s no surprise that we’re seeing strong momentum around brands partnering with them to drive sales and ROAS. Meta’s creator marketing solutions such as Partnership Ads and Instagram Creator Marketplace can help brands easily discover, connect, and drive performance with creators to get the most out of the partnerships. The new tools we’re launching today harness the power of AI to make creator discovery even more seamless for brands, in turn boosting growth potential for both brands and creators.”
Brands across India are increasingly leveraging creator-led marketing strategies to enhance engagement and conversions. AI-enabled features like personalized creator content recommendations and keyword search filters will streamline the process of finding the right creator for specific campaign goals.
Aniket Singh, Chief Business Officer at Snitch, emphasized the impact of these solutions, saying, “We’ve consistently been using Reels and have seen impact across the funnel. The combination of Reels and creators is where the magic spot lies for driving the desired business results. Using creator content amplified by Partnership Ads on Meta platforms has helped us drive a 53% increase in ROAS.”
New AI-Driven Features for Brands & Creators
- AI-Enabled Creator Discovery & Content Recommendations: Meta’s AI will now recommend high-performing branded content that brands can use in paid ads. For example, a beauty brand will see AI-driven content suggestions in the Partnership Ads Hub, optimizing ad performance.
- Keyword Search in Creator Marketplace: Brands can now search for creators using specific keywords like “summer vacation holiday,” “Bollywood dance steps,” or “gadget unboxing,” making it easier to find niche influencers.
- New Creator Insights & Badges: Brands can access creator cards with playable Reels, direct email contact options, and badges highlighting experienced creators who have previously run successful partnership ads.
- Marketing API Support for Partnership Ads: Advertisers can now seamlessly run creator marketing campaigns alongside traditional business ads via Meta’s expanded API support.
With thousands of Indian advertisers already leveraging Partnership Ads, these enhancements will further drive efficiency and effectiveness. Meta reports that running partnership ads has consistently outperformed traditional campaigns in generating incremental purchases, with 96% confidence in improved performance.
By integrating AI-powered insights, automation, and seamless creator-business collaborations, Meta is reinforcing its position as a leading enabler of creator-driven marketing success in India and beyond.
