Over the weekend, Instagram revealed its plans to broaden its creator marketplace to an additional 10 countries. This marketplace is designed to link brands with creators to promote collaboration. The newly included regions are South Korea, Germany, the Netherlands, France, Spain, Israel, Turkey, Mexico, Argentina, and Indonesia.
Originally launched by Meta to facilitate paid partnerships within the U.S. for select users in 2022, the marketplace has since grown to encompass “thousands” of creators and brands. February saw the introduction of this feature in eight further markets: Canada, Australia, New Zealand, the United Kingdom, Japan, India, and Brazil.
Although creators in China are unable to access Instagram, Meta allows brands based in China to collaborate with creators across the regions where the marketplace is available.
Participation in this program requires creators to be at least 18 years old, maintain a professional account, and meet Instagram’s standards, such as having a “significant following.” However, Meta has not disclosed the specific follower count required to meet this threshold.
Upon joining the program via the professional dashboard, creators have the opportunity to specify their areas of interest and pertinent brands, facilitating discovery by companies. Creators can review incoming collaboration interests through the “partnership messages” inbox.
Several other social networks, including Snap, YouTube, and TikTok, have also increased their initiatives to link brands with creators. Recently, the photo editing application VSCO introduced a marketplace designed to help brands find and collaborate with professional photographers. Additionally, startups such as Accel-backed Catch+Release and Agentio, supported by Craft Ventures and AlleyCorp, are working to streamline brand/creator interactions.
