• by Colin Kirkland , March 25, 2025

Instagram is launching new AI-powered discovery and content recommendation tools in its Creator Marketplace -- highlighting Meta's continued effort to make it easier for brands and influencers to make a successful connection.

Meta says that running partnership ads on Instagram outperformed campaigns with “business as usual creative,” driving incremental purchases with 96% confidence.

To help facilitate more partnership campaigns, the tech giant is inviting brands to access personalized AI-enabled creator content recommendations within the Partnership Ads Hub in Ads Manager.

"A beauty brand will have visibility into their organic branded content in the hub, and we will use AI to recommend which content to leverage in partnership ads campaigns,” Meta says.

The company added that the creator recommendations shown in Instagram's creator marketplace are now based on “a creator's affinity to a brand.”

Combining AI with a creator’s ad content, audience similarity to a brand and ads experience, Meta says it is able to “predict which creators will be most effective in driving results for an upcoming ad campaign.”

These recommendation enhancements build on Instagram's recent launch of Creator Insights, which allow brand accounts to easily view a creator's stats -- total follower count, the number of accounts they have reached and the number of accounts they have engaged with -- while being able to send a partnership message directly to the creator, or see similar creators instead.

Last year, Meta launched a suite of 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 on Instagram.

Now, Instagram is attempting to make it even easier for businesses and brands to discover and evaluate the creator fit with additional Creator Marketplace insights -- and showcasing relevant Reels content on “creator cards” and badges on the profiles of creators who have previously run partnership ads -- as well as the ability to email a creator directly.

Meta's most recent update also features a keyword search feature, which the company says will provide “more granularity” when searching for a creator partner.

“Previously brands needed to leverage a variety of filters to find their ideal creator set,” Meta notes. “Now, businesses can search using terms like ‘soccer moms with dogs’, ‘gluten free desserts’ or ‘gadget unboxing.’”

Businesses will also be able to filter by 20 verticals such as “Fashion”, “Beauty”, “Home and Garden” and more.

Finally, Instagram is expanding Marketing API support for partnership ads, allowing advertisers to use existing posts for partnership ads in both placement asset customization and Advantage_ Creative when creating ads via API.

Partnership ads can now be used for click-to-message destinations as well.