MUMBAI: Meta has dropped digital innovations, unveiling AI-powered creator marketing solutions that promise to turn brand partnerships into growth rockets.
Meta director and head of ads business in India Arun Srinivas couldn't contain his excitement: "The world’s largest community of Instagram creators is right here in India, and it’s no surprise that we’re seeing strong momentum around brands partnering with them to drive sales and ROAS. Meta’s creator marketing solutions such as partnership ads and Instagram creator marketplace can help brands easily discover, connect, and drive performance with creators to get the most out of the partnerships. The new tools we’re launching today harness the power of AI to make creator discovery even more seamless for brands, in turn boosting growth potential for both brands and creators.”
Case in point: Snitch, a fashion brand, saw a awesome 53 per cent increase in return on ad spend by leveraging Reels and creator content., according to its chief business officer Aniket Singh.
The new toolkit is a creator's dream and a marketer's secret weapon:
* AI-powered creator content recommendations that predict partnership magic within the partnership ads hub in ads manager
* Keyword search in Instagram’s creator marketplace letting brands hunt for the perfect content creators. Previously, brands needed to leverage a variety of filters to find their ideal creator set. Granular filters spanning everything from "Bollywood dance steps" to "gadget unboxing."
To help businesses better discover and evaluate creator fit, Meta has also added a variety of features to Instagram’s creator marketplace
* Playable creator reels
* Direct email contacts for seamless collaboration
* Badges showing creators' partnership experience
* Active Partnership Ads: Meta will now show a creator’s current partnership ads on their creator profile.
* Marketing API expansions for partnership ads
Advertisers can also now use existing Instagram posts for partnerships ads in both placement asset customisation and Advantage+ Creative when creating ads via API. In addition, partnership ads can now be used for click-to-message destinations.
Meta's data suggests partnership ads outperform traditional creatives by a whopping 96 per cent confidence interval – proving that human creativity, turbocharged by AI, is the new marketing holy grail.
With India leading global Reels production and hosting the largest Instagram creator community, brands are in for a wild ride.
Bottoms up to the creator economy!
