Meta has unveiled a suite of advanced AI-powered marketing tools designed to transform how brands collaborate with creators across its platforms. Announced on March 26, 2025, these new features aim to streamline the creator discovery process and maximize the effectiveness of influencer marketing campaigns.
Bridging the Gap Between Brands and Creators
The latest updates build upon Instagram’s Creator Marketplace, which expanded to India and seven other countries in early 2024. With India representing Meta’s largest user base—over one billion users across Facebook, Instagram, Threads, and Messenger—these tools are particularly significant for the Indian market, which leads the world in Reels creation.
“India has the world’s largest community of Instagram creators, and we’re seeing strong momentum in brand partnerships,” said Arun Srinivas, Director and Head of Ads Business at Meta India. “The new AI tools make creator discovery seamless for brands, unlocking greater growth potential for both brands and creators.”
Key Features of Meta’s AI-Powered Marketing Tools
Intelligent Creator Recommendations
Meta’s AI now analyzes creator profiles, content performance, and audience demographics to suggest partnerships that align with a brand’s identity and goals. This matching algorithm considers factors such as engagement rates, audience overlap, and previous campaign success.
Content Performance Predictions
Within the Partnership Ads Hub in Ads Manager, brands receive personalized suggestions for organic branded content that shows promise for paid amplification. The AI evaluates content based on historical performance patterns, engagement metrics, and audience response to predict which creator content will drive the strongest results when boosted as ads.
Keyword-Based Creator Search
Businesses can now discover creators through specific search terms like “summer holiday,” “Bollywood dance steps,” or “gadget unboxing,” making it significantly easier to find creators who specialize in relevant content niches.
Enhanced Creator Insights
The updated Creator Marketplace provides comprehensive creator profiles, including access to past Reels, previous partnership ads performance, and direct contact information. This transparency helps brands make more informed decisions when selecting creator partners.
Real Results from Creator Partnerships
Brands utilizing these tools have already reported impressive outcomes. Aniket Singh, Chief Business Officer at Snitch, shared that leveraging creator content through Partnership Ads resulted in a remarkable 53% increase in return on ad spend (ROAS).
“The combination of authentic creator content and Meta’s targeted advertising capabilities has transformed our marketing approach,” Singh noted. “We’re reaching more relevant audiences and seeing significantly better conversion rates.”
Expanding API Support
Meta is also extending API support for partnership ads, enabling businesses to integrate creator marketing more seamlessly into their broader advertising strategies. This technical enhancement allows for more efficient campaign management across both standard ads and creator partnerships.
The Future of Influencer Marketing
With these updates, Meta is firmly positioning AI at the center of influencer marketing’s future. By reducing the friction in creator discovery and content selection, these tools address key challenges that previously hindered brand-creator collaborations.
As India continues to lead global Reels creation and consumption, these new capabilities offer particular advantages for Indian brands looking to leverage the country’s vibrant creator ecosystem. The tools also represent a significant opportunity for Indian creators to form more relevant and lucrative brand partnerships.
Through this AI-powered approach to influencer marketing, Meta is helping brands and creators forge more meaningful connections while maximizing engagement, reach, and ultimately, sales conversion.
