Instagram’s new creator marketplace API is the latest feature that will change how influencer marketing managers do their job. This comes after a change to Meta’s API and service guidelines back in September 2022, which forced companies operating in the influencer marketing space to remove the usage of any third-party creator data. Opting to use first-party data with creators’ consent instead.

API on The Market

Consequential to the update, influencer marketing platforms that relied on third-party data have had to essentially drop software features that used data collected from non-authenticated creators on Instagram and Facebook. Platforms that have prioritized first-party creator relationships will remain largely unaffected and will even get first access to the new marketplace API feature.

There will be a series of APIs to let brands and agencies access Instagram’s creator marketplace, the first two of which are:

  • Messaging API: This allows brands to send messages into the Partnership Messages inbox folder on Instagram’s creator marketplace, directly from a third-party platform.

  • Projects API: This enables brands to publish private or discoverable projects to Instagram’s creator marketplace, directly from a third-party platform.

This is a significant development because, before these APIs, brands who prefer to use a third-party platform have to either leave it or send a DM to Instagram creators within the app, which is hard to do at scale. Trying to go the traditional email route is only harder.

With its new marketplace API, agencies and brands can now reach creators on Instagram through their chosen influencer marketing platform, with their proposals going straight into an Instagram priority inbox. At the same time, creators will now also receive collaboration proposals from brands using third-party platforms, ensuring that they don’t miss out on any partnership opportunities.

This would essentially make the life of any influencer marketer easier, while also boosting proposal acceptance rates. To add, any brand can join Instagram’s Creator Marketplace and natively use these functions. There are limited third-party platforms that make the exception, with Aspire.io being one of them. The feature’s name will vary from platform to platform.

The Wrap

Both Instagram and TikTok’s creator marketplace API are designed to help brands connect with content creators for collaborations, with Instagram’s version sporting tools that help with creator discovery, partnership messages, and project details. This is one of those times that a game-changing update is actually delivered. It’s a new way for Meta’s marketing partners to build effective tools to help brands’ influencer marketing workflow.

Sources

https://bit.ly/3op04hz