• by Colin Kirkland , June 17, 2024

In order to facilitate more in-app partnerships between brands and creators, Meta is rolling out a new tool on Instagram that automatically showcases relevant statistics from creators who agree to share their metrics with advertisers.

According to a Threads post by travel content creator and social media manager Becca Alves, creators can display “Creator Insights,” which are only visible to brand accounts. The insights include a creator’s total follower count, the number of accounts they have reached, and the number of accounts they have engaged with. 

In line with sharing information in Instagram’s Creator Marketplace, the brand account has the option to easily “Send partnership message” directly to the creator, or instead “See similar creators.” All insights provide a timely summary of a creator’s performance over the past 30 days.

“Social media managers, do you already have this new feature??” Alves posted. “This is a game changer if you manage influencer partnerships for brands like I do!”

Creator Insights follows Meta’s recent suite of new AI-powered tools designed to help brands align with creators and their audiences, including a “Recommended Creators” feature that uses AI to match creators and brands for campaigns in Instagram’s Creator Marketplace. 

At its NewFronts presentation in May, Meta also said it was testing a tool internally that leverages AI to predict which organic branded content will perform best if used in paid campaigns as a partnership ad.

While the automated recommendation tool allows advertisers to send detailed campaign briefs to specific creators, Creator Insights seems like a small but potentially useful advancement in facilitating more in-app partnerships.