Instagram is taking another step forward in its quest to streamline the connection between top influencers and branded content opportunities. The social media platform is providing new ways for talent agencies to integrate data from its Creator Marketplace, and take action via third-party platforms.
One of the major changes is that Instagram is expanding its API access to enable talent agencies to more easily send DMs and project requests to Instagram talent. This means that talent agencies can now contact potential influencer marketing partners directly from their existing management platforms, which is much more efficient than the traditional Creator Marketplace process.
Third-party platforms will have access to DM functionality and the ability to share project briefs, which will help to simplify the connection process. Instagram is currently testing the new API updates with a small group of leading creator marketing partners, including Aspire, Captiv8, and CreatorIQ. Instagram says that it will soon expand access to the Creator Marketplace API.
Moreover, Instagram is testing new access to Creator Marketplace for brand agencies, which will allow agencies to manage creator discovery and collaborations on behalf of their brand clients. Through the new process, brands will be able to approve agency access to manage their Creator Marketplace projects, which will make it easier for third-party managers to initiate influencer campaigns.
This update will add another level of management oversight to the Creator Marketplace process, giving third-party agencies more control over collaborations on a brand’s behalf. For larger brands, this could be a significant update, as it will make it easier to allocate more control to their assigned partners, thus improving the connection and collaboration process.
For smaller operators, it may not be as impactful, but they can still use Instagram’s Creator Marketplace to find the right partners for their campaigns. With this release, agencies will be able to discover the best talent for their brand clients, track creator conversations with a dedicated folder, and work with creators more effectively while tracking the progress of their projects.
Overall, Instagram's new API access and brand agency access to Creator Marketplace will make it easier for brands and agencies to work together with influencers on the platform, thus enhancing the influencer marketing landscape.
