Meta has launched a suite of AI-driven tools designed to enhance collaborations between brands and creators, streamlining the process of discovering and partnering with the right influencers to boost sales. These tools, integrated into Instagram’s creator marketplace, include AI-powered creator discovery, content recommendations, and enhanced insights, all aimed at accelerating brand growth through effective partnerships.

India, home to the largest community of Instagram creators and the top producer of Reels globally, presents a significant opportunity for brands to engage audiences through influencer-driven campaigns. Arun Srinivas, Director and Head of Ads Business for Meta in India, highlighted the momentum in brand partnerships with creators, emphasizing that Meta’s solutions, such as Partnership Ads and the Instagram Creator Marketplace, facilitate seamless connections that enhance performance and growth for both brands and creators.

Brands in India are increasingly adopting creator-led marketing strategies to improve engagement and conversions. The new AI-enabled features, including personalized content recommendations and keyword search filters, simplify the process of finding the right creators for specific campaign objectives. Aniket Singh, Chief Business Officer at Snitch, noted the effectiveness of combining Reels with creator content, which has led to a 53% increase in return on ad spend (ROAS).

Key features of the new tools include AI-driven content suggestions for brands, keyword search capabilities in the Creator Marketplace, enhanced creator insights and badges, and expanded API support for running creator marketing campaigns alongside traditional ads. With many Indian advertisers already utilizing Partnership Ads, these enhancements are expected to further improve campaign efficiency and effectiveness, as Meta reports that partnership ads consistently outperform traditional campaigns in driving incremental purchases.