Meta rolls out creator marketplace in ANZ

Meta has launched its new creator marketplace offering locally, providing brands and creators with a tool to connect and collaborate on partnership opportunities on Instagram.

The tech giant has been beta testing the platform in the US in 2022, and has today rolled it out across eight markets including Australia and New Zealand, as well as Canada, the United Kingdom, Japan, India and Brazil.

Instagram’s creator marketplace features are intended to create an efficient mechanism through which brands can search for creators based on their verticals and audiences, and creators can be more easily discovered.

“It really helps to the discovery of creators,” said Kirsty Wilson, global partnerships Meta ANZ, ” [Brands] can do advanced search filtering, they can create lists and really tailor what they need to find and they can also find creators that tag them already. So there’s lots and lots of creatives that we work with that tag brands in organic content, because they may want to work with them in future and then brands can find those creators and potentially work with them in future so that’s great on both sides.”

Wilson went on to explain that the platform will also allow brands to put out a brief that creates can apply to be involved with, and house communications between brands and their partner creators.

“So it’s really sort of simplifying and making that process really efficient” she said.

Speaking to the opportunity in the local market, managing director of Meta for Australia and New Zealand, Will Easton, said: “What’s super interesting is there’s obviously a big demand domestically around connecting with creators, but a lot of our partners are Australian brands marketing out into special markets.”

“One of the biggest challenges they have around the creator space is being able to connect with the creator group in different markets as their own name brands. So marketplace will be open obviously not just to advertisers looking to connect with Australians, but in other markets as well. So the US is a great example, [creator marketplace] going to provide lots and lots of opportunities for Australian brands in that market.”

The launch comes off the back of a strong 2023 for Meta, having recorded a A$60.08 billion (US$ $39.10 billion) profit in the 12 months to 31 December 2023, according to the company’s full year financial report.

Meta’s investment in artificial intelligence was a focus of the tech giant’s full year earnings call, with Zuckerberg outlining the company’s plans to scale its AI capabilities.

With concerns over the regulation of AI-generated content on the rise, Meta announced new content-labelling approach earlier this month.

President of global affairs, Nick Clegg, outlined that Meta would be working with industry partners to “align on common technical standards that signal when a piece of content has been created using AI”, and had already started labelling contented that had been created with Meta’s native AI image generator.


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