Dive Brief:
- Meta announced the global launch of its Creator Marketing Hub, which includes new features like expanded APIs and the integration of its artificial intelligence-powered business assistant, per a company blog post. The news was also revealed at the Interactive Advertising Bureau’s inaugural Global Creator Week event.
- New features within the Creator Marketing Hub include additional discovery filters, improved content recommendations, ad readiness editing tools and in-hub partnership messaging.
- The updates will roll out through the remainder of 2026. Creators have remained an area of investment for advertisers as the channel hit $37 billion in spending in 2025, per IAB data.
Dive Insight:
The creator economy continues to gain traction, with 45% of all consumer purchases now influenced by creator recommendations, according to IAB data. Meta’s expanded influencer marketing tool kit could help the platform grow its authority in the space and capture a larger share of advertiser budgets, especially as the company continues to face skepticism around its heavy investments in artificial intelligence.
Under the new changes, Facebook creators will join Instagram creators in the Creator Marketplace API, allowing advertisers to discover creators through a single integration. Meta’s Content Discovery API is also expanding, letting advertisers receive recommendations on top-performing organic creator content. New messaging capabilities are designed to streamline communication with creators.
Meta’s AI business assistant will also be integrated into Meta Creator Marketing Hub. Advertisers can start a chat to search for creators and understand creator recommendations, among other functions. Additionally, Partnership Ads will be supported by the Meta Ads MCP connector. That means advertisers and agencies can create and manage Partnership Ads from the AI agent of their choosing. The new AI tools expand on similar offerings introduced in December.
Live video ads, which are already available on Facebook, will be made generally available on Instagram starting Sept. 29. Instagram Live video ads allow advertisers to amplify a creator’s live content as a Partnership Ad.
Meta’s overall revenue, the lion’s share of which derives from advertising, rose 28% in Q2 to $60.8 billion. Ad impressions increased 14% and ad revenue grew 27% in the same period.
