Instagram’s creator marketplace API explained

Instagram’s new creator marketplace API (launched in April 2023) is the latest feature in a series of new tools that Instagram has introduced since they made changes to their API and service guidelines, in late 2022.

These changes force companies operating in the influencer marketing space to remove any usage of third-party creator data, instead opting to use first-party data with creators’ consent. 

As a consequence, the influencer marketing platforms that rely on third-party data have had to put a halt on any software features that use data collected from non-authenticated creators on Instagram and Facebook.

This latest API feature is set to change how influencer marketers at brands and agencies do their job in a big way.

What does Instagram’s creator marketplace API do?

It allows brands and agencies to access Instagram’s creator marketplace via a third-party influencer marketing platform of their choice. 

The first two APIs being released 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. 

Prior to these APIs, brands who preferred to use a third-party platform had to either leave the platform to send Direct Messages (DMs) to creators via the Instagram app — which is hard to do at scale — or they could reach out via email from their influencer marketing platform where the creator might not see it. 

Brands and agencies can now reach creators on Instagram’s creator marketplace directly through their chosen influencer marketing platform and their proposals will go to a priority inbox on Instagram.

Simultaneously, creators will now receive collaboration proposals from brands using third-party platforms — directly in the Instagram app — ensuring that they’ll never miss out on a partnership opportunity:

• Prioritised DMs: Creators prefer communicating via DM; brands will now be able to easily reach creators in a priority inbox on the creator marketplace – without ever leaving their preferred creator marketing platform.
• Project Briefs: Brands can now publish structured project briefs to the creator marketplace straight from a third party, benefitting from Instagram’s matchmaking capabilities to discover the right creators for project partnerships

How can you use Instagram’s creator marketplace API? 

Any brand or agency can join Instagram’s Creator Marketplace and utilize these functions natively, but if you want to use the features through your third-party platform, it’s only available to a select few at present. If you already have an influencer marketing platform, ask your account manager if they are a Meta partner and if they have access to the new API. 

Agencies with priority access to the API, such as Aspire, are using the creator marketplace API for their new Instagram Direct Messaging integration, which allows users to invite creators to their campaigns through Instagram’s native chat feature. The integration solution also includes Social Listening capabilities that will provide insights into brand mentions on Instagram Stories. 

What’s the difference between Instagram’s creator marketplace API and TikTok’s creator marketplace API?

Both Instagram’s creator marketplace API and TikTok’s creator marketplace API are designed to help brands connect with content creators for collaborations. This speaks to a broader trend in the market where social media platforms are prioritising better relationships between brands and creators. 

Instagram’s creator marketplace offers tools for creator discovery, partnership messages and project details, while TikTok’s creator marketplace offers creator search, outreach and results. Both platforms offer analytics to measure campaign performance, but TikTok’s creator marketplace API provides more granular data on audience demographics, growth trends, best-performing videos and real-time campaign reporting. 

Many brands are leveraging both to ensure they have omnichannel coverage and drive the best results.

Turbocharge your Instagram influencer marketing

Instagram’s creator marketplace API is a game changer for creators and brands alike. It’s a new way for Meta’s marketing partners to build effective tools to help optimise brands’ influencer marketing workflow while prioritising first-party data. 

For help getting the most out of your brand or agency’s Instagram marketing API Get in touch with one of our experts.