Meta Unveils AI-Powered Marketing Tools to Boost Brand-Creator Collaborations and Sales

Meta unveils new AI-driven marketing solutions to help brands accelerate growth

Meta has launched AI-powered marketing tools to help brands collaborate with the right creators for better sales growth. New features include AI-driven content and creator recommendations in Instagram's creator marketplace, enhanced creator insights, and a keyword search tool for precise matches. Businesses can now access creator engagement data, view playable Reels, and identify experienced creators through badges. Meta has introduced new tools aimed at helping brands identify and collaborate with the right creators to drive sales growth. These tools include AI-powered creator discovery and content recommendation features, along with enhanced creator insights for businesses on Instagram's creator marketplace, designed to support brands working with creators. With millions of creators available through Instagram's marketplace, the potential to connect with creators who align with a brand's narrative has grown significantly. India stands out as the largest community of Instagram creators, also leading globally in the production of Reels. Meta is introducing AI-driven content recommendations within the Partnership Ads Hub in Ads Manager, designed to help brands identify the most relevant organic branded content for paid ads. For instance, a beauty brand can now see their organic branded content in the hub, and Meta's AI will suggest which pieces of content would perform best in partnership ads campaigns. Creator recommendations in Instagram's creator marketplace are becoming more advanced, now tailored to a creator's affinity with a brand. By combining AI with data on a creator's platform presence -- such as ad content, audience similarity, and experience with partnership ads -- Meta can predict which creators will drive the best results for upcoming ad campaigns. Additionally, Meta is adding a keyword search feature to Instagram's creator marketplace, offering more precision when businesses search for creator partners. Previously, brands had to use multiple filters to narrow down potential creators. Now, businesses can search using specific terms like "summer vacation holiday," "Bollywood dance steps," or "gadget unboxing," and filter results by 20 different categories, such as "Fashion," "Beauty," "Home and Garden," and more. Enhanced Insights for Stronger Creator Connections in Instagram's Creator Marketplace To foster more authentic partnerships between businesses and creators, it's essential to understand a creator's content strategy, posting frequency, and willingness to collaborate. To support this, Meta has introduced several new features in Instagram's creator marketplace to help businesses discover and assess the right creators: Meta has introduced new features to help businesses connect with creators and better evaluate their fit for collaborations: Meta has expanded its Marketing API support to make it simpler to run creator marketing campaigns alongside regular ads. Advertisers can now use existing Instagram posts for partnership ads through placement asset customization and Advantage+ Creative via the API. Additionally, partnership ads can now be used for click-to-message destinations. Meta's data suggests that partnership ads have proven more effective in driving incremental purchases compared to standard campaigns.

Meta Launches New AI-Powered Ad Tools To Boost Sales For Ecommerce and Retail Businesses

Meta has announced new tools that can help drive growth and incremental performance gains for e-commerce and retail businesses. As growth for e-commerce as an industry gets fueled in India on the back of Quick Commerce and the rise of online shopping in tier-2 and tier-3 towns, these new ad tools and features could further turbocharge growth for businesses in the sector. Among the tools being launched is omnichannel ads, which allow advertisers to show ads that highlight nearby locations to people most likely to shop in-store. Meta is expanding access to omnichannel ads to more advertisers, adding the ability to guide people to the nearest store with products in stock, and surfacing discounts that can make it even more enticing for shoppers to visit a store. Initial testing showed that advertisers that used omnichannel ads had a 15% lower media omnichannel CPA and a 12% higher media ROAS when compared to their business as usual campaigns. Meta recently held Meta Marketing Summit E-Commerce Edition to throw light on the emerging trends in the e-commerce space in India. The summit was attended by leading marketers across Mumbai and Bangalore. Said Meghna Apparao, Director of Ecommerce and Retail vertical for Meta in India, "E-commerce and retail is witnessing a material shift in India driven by more offline retail brands reaching customers online, quick commerce continuing to grow rapidly, and online shopping in tier-2 and tier-3 markets continuing to accelerate. While AI-powered personalization and discovery, Reels and creators, and messaging have already unlocked immense value for the e-commerce and retail brands, Meta's continued thrust on innovative ad tools for the sector is going to prove pivotal for its growth, enabling brands to create impactful shopping experiences and deliver on business outcomes that matter most to them." Retail brands with offline store presence that deploy omnichannel strategies are likely to gain most from omnichannel ads. For instance, apparel brand Taneira has leveraged Omnichannel Optimization ads and seen strong business outcomes. Said Aishwarya Omprakash, Head of Marketing, Taneira, "In our pilot campaign utilizing Meta's omnichannel ads, we observed a significant boost in performance, achieving 3.5x higher purchase conversions and 4.3x higher Return on Ad Spend (ROAS) compared to campaigns optimized solely for purchases. This encouraging outcome reinforces the value of a multi-touchpoint strategy, and we're excited to take this experiment further in the coming year." Harnessing the power of AI, in the coming months, Meta will also allow advertisers to use Partnership ads and AI-powered Advantage+ catalog ads together. Partnership ads harness the power of creators by allowing advertisers to run ads with creators, brands and other businesses. India is home to the largest community of Instagram creators in the world and more than 4,000 advertisers in India already use Partnership Ads. Ecommerce brands across categories have already unlocked growth for themselves on the back of Partnership Ads. Said Pawrush Elavia, Head of Growth at Zepto, "We used the authentic voice of creators to highlight our 10-minute delivery USP for which we leveraged Partnership Ads. The experiment resulted in an 18% lower CAC and a 33% higher CTR when combining Partnership Ads with BAU strategies compared to BAU alone." Meta is also introducing a new optimization that allows its ads system to show additional products from the catalog when promoting a preferred product set with the AI-powered Advantage+ catalog ads. With this feature a fashion brand, for instance, could choose to highlight jackets from their spring collection and give the system the option to serve a dress that a shopper might also be interested in. In initial tests, advertisers saw a 14% increase in ROAS when using this optimization on average. Continuing the momentum on AI, Meta is also introducing new Generative AI powered features for ecommerce brands effectively. This half Meta will continue to explore new features including using Gen AI to place clothing on virtual models. By giving customers a better sense of how an item might look and fit, it could help shoppers confidently make a purchase and advertisers create more compelling experiences. Today advertisers can use background generation in Catalog ads and the company is experimenting with more personalized outputs for text generation. This will help advertisers better merchandise their products on Meta platforms and create ad copy that resonates with customers. Generative AI is already being used by ecommerce companies in India. Quick Commerce giant Big Basket is an early adopter of Meta's Generative AI ad features. Said Anand Bhaskaran, Head of Digital Marketing and Marketing Communications at Big Basket, "We are committed to staying ahead of the curve when it comes to testing new marketing approaches. That's why we were eager to test GenAI-powered catalog ads. The results were great and we are confident this technology will continue to drive efficiency for our business." Big Basket leveraged a three-cell test for catalog ads, measuring Background Generation, Image Expansion versus BAU cells. They saw a 2.7% better click-through-rate (CTR) than BAU cell and 3.4% lower cost per install (CPI) than BAU cell.

Meta unveils AI-powered creator management tools | Advertising | Campaign India

New AI-powered tools aim to help brand marketers identify the right Instagram creators and manage their ads better. Meta has launched new creator management tools to help brands easily discover and partner with the right creators to grow sales. The tools include AI-enabled creator discovery, content recommendation, and creator insights for businesses in Instagram's creator marketplace. Powered by AI, the new tools are integrated into the Partnership Ads Hub in Ads Manager. They are designed to help brands identify organic branded content for use in their Partnership Ads campaigns. Arun Srinivas, director and head of ads business for Meta in India, said, "The world's largest community of Instagram creators is in India. We are seeing strong momentum in brands partnering with them to drive sales and ROAS. Meta's creator marketing solutions such as Partnership Ads and Instagram Creator Marketplace can help brands easily discover, connect, and drive performance with creators to get the most out of these partnerships. Our new tools harness the power of AI to make creator discovery seamless for brands, boosting growth potential for brands and creators." To help brands detect relevant organic branded content that would perform best as paid ads, Meta is also launching personalised, AI-enabled creator content recommendations for brands within the Partnership Ads Hub in Ads Manager. For example, a beauty brand will have visibility into their organic branded content in the hub and Meta will use AI to recommend which content to leverage in Partnership Ads campaigns. With recommendations based on a creator's affinity to a brand, creator recommendations in Instagram's creator marketplace will also get smarter. By combining AI and the data on a creator's platform presence, such as the ad content, audience similarity, and Partnership Ads experience, Meta can now predict which creators will be the most effective in driving results for an upcoming ad campaign. Meta has also updated Instagram's creator marketplace with keyword searches to provide granular results when searching for a creator partner. Earlier, brands had to use various filters to find ideal creators to partner with. Now, businesses can search using terms like 'summer vacation holiday' or 'Bollywood dance steps' or 'gadget unboxing' or filter by 20 verticals such as 'Fashion', 'Beauty', 'Home and Garden', etc. Meta's new Instagram creator marketplace features aim to help brands easily discover and assess creator suitability. The updates include surface playable reels on creator cards to show relevant reel content. For creators who opt in, brands can easily contact a match using the creator's direct email. Meta will also display badges on creator profiles for those who have run partnership ads in the past to help brands know about creators' experience with branded content and Partnership Ads. Meta will also show creators' existing Partnership Ads in their profiles to provide visibility into their content approach and the types of brands they support on Instagram. Thousands of advertisers in India harness creators through Meta's Partnership Ads. The advertiser and partner accounts feature in the ad header and the ads leverage signals from both accounts for improved ranking and performance. According to Meta, Partnership Ads outperform the campaigns with routine creatives, driving incremental purchases with 96% confidence. The company is now expanding the marketing API support for Partnership Ads to simplify running creator marketing campaigns alongside routine ads. With this new launch, advertisers can use existing Instagram posts for Partnership Ads in placement asset customisation as well as in 'Advantage+ Creative' section when creating ads via API. Partnership Ads can also be used for click-to-message destinations, henceforth. The omnichannel retailer Snitch, a regular user of Instagram Reels, informed that it has seen impact across the funnel. Aniket Singh, chief business officer, Snitch, said, "The combination of Reels and creators is where the magic spot lies for driving the desired business results. Using creator content amplified by Partnership Ads on Meta platforms has helped us drive a 53% increase in ROAS."