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Instagram’s New Creator Marketplace API: A gamechanger for Influencer Marketing
The Update: A Shift towards First-Party Data Usage
September 2022 marked a pivotal shift in Instagram’s and Meta’s approach to creator data usage, mandating the utilization of only first-party data with creators’ consent.
As a result of this update, influencer marketing platforms relying on third-party creator data had to suspend the usage of software features gathering information from non-authenticated creators on Instagram and Facebook. However, platforms prioritizing first-party relationships and opt-in authentication processes didn’t face any impact, and some will have exclusive access to the new creator marketplace API feature.
What is Instagram’s Creator Marketplace API?
Meta’s creator marketplace API provides brands and agencies access to Instagram’s creator marketplace via third-party influencer marketing platforms. The two APIs released currently are:
- Messaging API: to enable brands to send messages into Instagram’s partnership messages inbox folder directly from a third-party platform.
- Projects API: to allow brands to publish private or discoverable projects to Instagram’s creator marketplace.
Previously, brands using third-party platforms had to either leave the platform and reach out to creators via the Instagram app, which was challenging to accomplish at scale, or reach out via email from their influencer marketing platform, which creators might not see. However, Meta’s new feature allows direct access to creators on the creator marketplace, with proposals reaching a priority inbox in Instagram, ensuring creators never miss out on a partnership opportunity.
How to Start Using Instagram’s Creator Marketplace API?
Any brand can join Instagram’s creator marketplace and use these tools natively. However, it’s exclusively available to a few third-party platforms such as Aspire.io. If using an influencer marketing platform, check with your contact to see if they are a Meta partner and have access to the new API. Note, the name of the feature might differ across platforms.
Aspire is already using the creator marketplace API for its Instagram Direct Messaging integration, enabling users to invite creators to their campaigns using Instagram’s native chat feature directly from Aspire. The integration solution includes Social Listening capabilities that analyze brand mentions on Instagram stories.
Comparison with TikTok’s Creator Marketplace API
Both Instagram’s creator marketplace API and TikTok’s creator marketplace API aim to connect brands with creators for collaborations. Instagram’s marketplace API offers tools for creator discovery, partnership messages, and project details, while TikTok’s marketplace enables creator search, outreach and results. Both platforms provide analytics to measure campaign performance. However, TikTok provides more granular data on audience demographics, growth trends, best-performing videos, and real-time campaign reporting.
Take Your Instagram Campaigns to the Next Level
Instagram’s creator marketplace API will enhance the influencer marketing ecosystem by empowering creators and brands to develop better-informed collaborations efficiently. This feature enables Meta’s marketing partners to create effective tools that optimize influencer marketing workflows with first-party data. If a brand is not already leveraging an influencer marketing platform, Instagram’s creator marketplace API may be the perfect reason to invest in one.