New AI-powered tools to scale creator and brand partnerships

Meta announces significant updates to its creator marketplace and partnership ads ecosystem, aimed at streamlining creator discovery, evaluation, and campaign activation for advertisers. The Creator Marketplace expands globally beyond the initial 19 countries, introducing an ads performance indicator badge on creator profiles to predict high-performing partners. New recommendation rails highlight creators who have tagged the brand or expressed interest in partnering, plus those with extensive ads experience. A 'similar creators' search enables advertisers to find analogous creators based on prior partners. The redesigned homepage surfaces recommendations with clear rationale, enhancing transparency and confidence.

In the Partnership Ads Hub, advertisers can now discover relevant organic UGC and affiliate content in the 'All' tab, alongside performance insights (Views, Interactions, Likes, etc.) to inform ad selection. Updates on Facebook include a new Partnership Ads API for scaled creation, expansion to professional mode profiles (100M+ DAU), and simplified permissions where creators proactively share ad codes. Key data points: partnership ads deliver 19% lower CPAs and 13% higher CTRs on average. Creator testimonials in ads boost offsite conversion by 7.5% and CTR by 9.6%. Consumer stats show 76% of Gen Z are open to brand content from creators, and 71% purchase within days of seeing creator content. These enhancements empower advertisers to leverage authentic creator voices at scale, improving campaign performance and efficiency.