Meta has expanded its creator marketplace globally and introduced new discovery features designed to help brands identify and evaluate potential creator partnerships, according to a company announcement.

Global Expansion and Performance Indicators

The platform, previously available in 19 countries, now provides brand access to businesses worldwide. Meta added an ads performance indicator badge to creator profiles that highlights creators who are predicted to deliver strong ad performance for specific brands.

“Businesses will now see creator recommendation rails that highlight creators who have tagged their brand in content and creators who have explicitly expressed interest in partnering with their brand, making it easier to identify creators who have a high likelihood of accepting a request to partner on an ad campaign,” Meta stated in the announcement.

The updates build on Meta’s December launch of AI-powered tools for the Partnership Ads Hub. Partnership ads produced a 19% lower cost per acquisition and a 13% higher click-through rate than standard campaigns, according to Meta’s internal data.

Discovery Features and Search Capabilities

The creator marketplace now includes a “similar creators” search function that allows brands to find creators based on specific names or Instagram handles. The search tool provides recommendations based on top-performing previous partners for businesses.

Meta redesigned the marketplace homepage to display creator recommendations, each accompanied by an explanation. New recommendation rails showcase creators with extensive ad experience and those projected to deliver high-performing campaigns.

“Facebook creators offer a powerful combination of community and performance, translating genuine connection, especially with deeply engaged audiences, into strong results when extended through partnership ads,” said Lindsey Lehmann, Head of Influencer and Branded Content at PMG Worldwide.

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