• by Colin Kirkland , 4 hours ago

Similar to competing social-media platforms, Meta is investing further in creator marketing and live streaming. As part of IAB’s newfound global creator week, the tech giant announced the launch of its" Creator Marketing Hub," as well as the rollout of live video ads on Instagram.

Meta teased its Creator Marketing Hub in late June, stating that the company would be merging its two former creator marketing surfaces – Creator Marketplace and Partnerships Ads Hub – into a single surface. 

Like TikTok, Snapchat, and LinkedIn, Meta’s unified hub is designed to enable ad partners to discover creators, find content related to their brand, and activate content as a partnership ad. 

As the hub expands globally, additional features will be introduced to ad partners. 

Meta plans on expanding the types of content advertisers can turn into partnership ads and will integrate new discovery filters for creator content using a brand’s products. 

Advertisers will also find content-level permissions and permission expiration dates on creator content; one-click ad creation; enhanced content recommendations; updated editing features; and partnership messaging within the hub, allowing brands to chat directly with creators. 

Creators have become a key step for connecting brands to consumers. According to the 2025 IAB Creator Economy Report, 45% of all consumer purchases are influenced by creator recommendations, while creator economy ad spend continues to rise, growing 4x faster than overall media.

Along with the launch of its Creator Marketing Hub, Meta is trying to facilitate more brand-creator partnerships by onboarding Facebook creators to the Creator Marketplace API, which, until now, has only been accessible to Instagram creators.

A new Messaging API is designed for brands to reach out directly to creators and communicate further on potential collaborations. Brand partners will also receive automated recommendations on top-performing creator content via the Content Discovery API, which now includes more filters, keyword search, insights, and what UGC content can run immediately as an ad.

New data published by AI customer experience platform Emplifi shows that for smaller brands, creator-led collaborations generate on average 5x more interactions than standard posts, while 73% of brands are using Instagram’s collaboration feature. 

Finally, starting on Sept. 29, Meta is expanding live video ads from Facebook to Instagram, allowing brands to amplify a creator’s live content as a partnership ad.

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