Instagram enhances its Creator Marketplace with AI to offer more performance, targeting and ROI to brands and influencers.
Instagram enhances its Creator Marketplace with AI-powered features, enabling smoother, smarter, and more cost-effective collaboration between brands and creators. Discover the key changes and benefits for professionals. influencer marketing, and how to fully exploit this new ecosystem.
A platform that redefines influencer marketing
Instagram enhances its Creator Marketplace by integrating features focused on AI, data analytics, and user autonomy. The goal: to become a one-stop shop for influencer campaigns, without relying on third-party platforms.
Accessible from the professional dashboard of Business and Creator accounts, this centralized platform enables :
| Functionality | Creators' side | Brands |
|---|---|---|
| Visibility | Visible portfolio and themes displayed | Filtered search for qualified profiles |
| Opportunities | Access to targeted projects | Launching co-created campaigns |
| Communication | Direct channel with advertisers | Simplified contact with creators |
Instagram enhances its Creator Marketplace by allowing brands to manage their campaigns without an intermediary, while giving influencers the tools to become professional.
Artificial intelligence at the heart of improvements
Instagram enhances its Creator Marketplace by boosting the experience with AI. Among the most impactful new features:
- Smart creator suggestions based on audience similarity and past performance.
- Automatic promotion of organic content that can be converted into effective advertising.
- Ultra-precise contextual search by keywords (e.g. “vegetarian sports coaches”, “influencer moms with dogs”).
- Enriched profiles with: engagement statistics, credibility badges, completed projects.
Instagram enhances its Creator Marketplace to make every recommendation more relevant, every collaboration more ROI-effective.
The new playground for brands
Instagram enhances its Creator Marketplace for the benefit of brands that want to manage their influence strategy internally:
- Advanced filters to find the right profiles.
- AI recommendations for identifying top talent.
- Full integration of campaigns, from contact to reporting.
This paves the way for internalizing influencer marketing skills, reducing dependence on third-party agencies.
A turning point for content creators
Instagram enhances its Creator Marketplace and offers creators an unprecedented opportunity for professionalization:
- Enhanced visibility thanks to an optimized profile.
- Simplified canvassing with access to targeted offers.
- Ability to apply for campaigns with one click.
All micro-influencers and nano-influencers are the big winners from this democratization of opportunities.
The limits of the system: prudence and strategy
Instagram enhances its Creator Marketplacebut there are a few limitations:
- Not all features are available for all accounts yet.
- Risk of excessive dependence on the Meta platform.
- Potential biases in AI that could favor similar profiles, to the detriment of diversity.
It is therefore essential to adopt a mixed strategy: using the platform while maintaining personalized approaches in parallel.
Very concrete use cases from 2025
Instagram enhances its Creator Marketplace and opens the way to ultra-segmented campaigns. Examples:
- A natural cosmetics brand targets “green beauty” influencers with an engagement rate > 5 %.
- An online training site identifies productivity experts for sponsored Reels.
- A travel agency locates creators in a specific destination for immersive content.
Smart filters + engagement metrics reduce the risk of failure and maximize conversions.
Our viewpoint
Instagram enhances its Creator Marketplace with a clear strategy: disintermediate the market and create an autonomous and efficient platform. The integration of AI gives power back to brands and creators, but requires increased strategic control.
For agencies, this upheaval is not a threat, but an opportunity: that of repositioning themselves on missions with high added value (strategy, support, storytelling).
ValueYourNetwork, an expert in influencer marketing since 2016, already supports its clients in optimizing their campaigns with the most efficient tools on the market. To go further, Contact us.
FAQ
Why is Instagram improving its Creator Marketplace?
Instagram is enhancing its Creator Marketplace to strengthen collaborations between brands and creators and increase campaign ROI.
How do I access Instagram's Creator Marketplace?
It can be accessed from the professional dashboard of Business or Creator accounts on Instagram.
What are the contributions of AI to the new Creator Marketplace?
AI provides creator recommendations, identifies high-performing content, and improves the relevance of keyword searches.
What are the benefits for brands?
Brands gain time, precision, and control over their influencer strategy with an all-in-one interface.
What are the benefits for content creators?
Creators improve their visibility, access targeted offers and can apply directly to campaigns.
What are the limitations of the new version?
Some functions are not yet accessible to everyone and AI could create a standardization of content.
What is the impact on influencer agencies?
Agencies must reposition themselves on strategic and high value-added missions.
Is the Creator Marketplace open to all creators?
It is available to Creator or Business professional accounts, but some features may be limited.
How to optimize your visibility on the Creator Marketplace?
By completing your profile, posting regularly and highlighting your past collaborations.
Can you track the performance of your campaigns on Instagram?
Yes, analytics tools are available to track campaign engagement and results.