Meta announced plans at Cannes Lions 2026 to consolidate its two creator marketing surfaces into a single destination called Meta Creator Marketing Hub, set to launch later this year. The company also said it would expand Creator Marketplace to include Facebook creators for the first time, giving businesses access to creators across both platforms from one location.

Expanding the Creator Roster

More than five million Instagram creators are currently discoverable in Creator Marketplace. Meta said the addition of Facebook creators would allow businesses to identify and connect with partners across both platforms in a single destination. The expansion builds on a February update in which Meta made Creator Marketplace available globally, after previously limiting brand access to 19 countries.

The tech giant also said it would begin surfacing content from creators a business has not previously worked with, including product-tagged and user-generated posts. Creators who opt in can pre-permit their content to run as Partnership Ads, shortening the path from discovery to campaign activation. Businesses will also gain the ability to filter content by product tags and access paid performance insights within the hub, allowing them to evaluate how creator-driven ads compare with other content.

Partnership Ads have shown measurable advantages over standard campaigns. According to Meta’s internal data cited in February, Partnership Ads produced a 19% lower cost per acquisition and a 13% higher click-through rate than standard campaigns.

AI Creative Tools and Agency Integration

Meta also announced an end-to-end creative solution designed to give marketers tools to produce, test, and launch ads aligned with their brand guidelines. The solution includes a brand memory feature that learns a brand’s identity and tone from its existing ads. Meta said it is currently testing the capabilities with plans for a broader rollout in the coming months.

The company said it built the solution with agency integrations from the start, beginning with a collaboration with WPP to bring the experience into WPP Open. Meta is also expanding text generation in Ads Manager to include text that appears within image creative and adding language support for video voiceover across Portuguese, Hindi, Arabic, German, French, Chinese, Italian, Indonesian, Polish, Dutch, and Turkish. The company is also testing a built-in creative approval workflow for advertisers.

Meta’s announcements come as the company increases investment in artificial intelligence infrastructure, with annual capital expenditures projected to exceed $100 billion. More than one million businesses are currently using Meta Business Agent, a platform that allows enterprises to build and deploy agents within Meta’s messaging apps.

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