Brand deals don’t just magically land in your inbox. If only it worked that way! As such, most creators seek them out through direct outreach, influencer marketplaces, or a combination of both (which is the pro move).
When it comes to influencer marketplaces, you’ve probably heard of Instagram’s creator marketplace. But is it actually worth signing up for? Do people actually use it?
In short, it can help — especially if you’re an up-and-comer — but it’s not a secret shortcut to six-figure brand deals. With that, let’s discuss how Instagram’s creator marketplace works and who it’s best for.
The DL on Instagram’s Creator Marketplace
Instagram’s creator marketplace is Meta’s built-in platform for connecting brands and creators. It’s one of the many places where paid partnerships for branded content and ads go down.
Brands sign up to find and connect with creators who are a good fit for their campaigns; creators sign up to create a profile and, ideally, get offers for branded content.
Instagram’s creator marketplace has been around in one form or another for years, but in 2024, Meta announced a major expansion, making it available to users in the US, UK, Canada, Australia, New Zealand, Japan, India, and Brazil. It also announced machine-learning creator recommendations at the time to make the process of finding a good fit easier for everyone.
How to sign up for Instagram’s creator marketplace
Brands access the creator marketplace through Meta Business Suite; creators access it through their Professional dashboard in the Instagram app. It’s one of the few influencer marketplaces that doesn’t require a third-party platform.
You’ll need a Professional Instagram account (either Creator or Business) to access the marketplace, so make sure that’s in order first. From there:
If you’re a creator:
- Open the Instagram app and head to your profile.
- Head to the Professional dashboard (right above your grid).
- Tap the cog in the upper right corner, then select Branded content from the menu.
- Click Join creator marketplace, and follow the instructions.
Note: According to Meta, if you don’t see this option, it means the feature is not yet available to you. I personally did not see it; Instead, I saw the option to add the paid partnership label to content, which I went ahead and enabled.
Once you’re in, brands can discover you, and collaboration requests will pop up in a dedicated“Partnership messages” inbox at the top of your DMs (like in the screenshot below).
Note: You’ll only see the Partnership messages inbox if you get at least one collaboration request.
If you’re a brand manager:
- Open Meta Business Suite.
- Click Creator marketplace in the left-hand navigation bar.
- Click Get Started and follow the on-screen instructions.
- Agree to Meta’s Branded Content Discovery Feature Terms.
If you get lost in the sauce, check out this article from Facebook’s help center: Create a Branded Content Campaign on Instagram’s Creator Marketplace.
Is Instagram’s creator marketplace worth signing up for, though?
This is where things get real. In theory, Instagram’s creator marketplace is built to:
- Help brands discover creators without manual outreach
- Give creators more inbound opportunities
- Centralize the process of collaborating on branded content
But in reality, results vary wildly. The most common complaints from creators about the platform are that the offers are low and usually come from brands you’ve never heard of.
Most creators say the platform works best as a supplement, not a primary source of deals. On Reddit (famously the most reputable outlet), one user says, “It’s decent for inbound, but don’t expect gold mines. Most big brands still do their own outreach.”
The same user suggested that it’s best used to build credibility when pitching, i.e., ‘I’m listed on Instagram’s creator marketplace,’ and recommended pairing it with manual outreach for consistent collaborations.
And on the brand side: I asked Manychat’s own influencer marketing manager, Jacob Andary, about Instagram’s creator marketplace, and he said that he’s “…never personally used Instagram’s creator marketplace for sourcing, and hasn’t heard of brands relying on it heavily either.”
To sum it up: It’s not where the best brand partnerships usually start, but there’s still some value there.
TL;DR: Instagram’s creator marketplace is best for up-and-coming creators
If you have a small but engaged audience (between 5k and 50k followers), Instagram’s creator marketplace is worth a try. It’s not where the biggest deals go down, but smaller brands that are testing influencer marketing/UGC campaigns often start here. Plus, it can’t hurt to have some added visibility on your account.
Sound like you? Bookmark this: No Virality? No Problem! How to Get Brands to Pay You Anyway
On that note, remember that a bad brand deal can hurt your credibility more than no deals at all. If people follow you for makeup tutorials and you start promoting a random line of cookware, they’re going to feel confused and duped. They might even unfollow you. 😬
Always vet brands carefully and prioritize long-term alignment over quick cash. And avoid unpaid or “product-only” deals unless it’s for a product you actually use.
More Ways to Bag Those Brand Deals 💰
Instagram’s creator marketplace shouldn’t be the only tool in your kit. If you want to land better, more consistent brand deals, there are a few other things you can focus on. We’ve covered this extensively in How to Negotiate Brand Deals Like a Pro (Even If You’re New), but here are the quick hits:
- Post consistently and tag brands you genuinely want to work with.
- Grow the right audience (brands care about engagement rate more than follower count these days).
- Pitch brands directly with personalized outreach.
- Work with agencies like Cohley.
- Sign up for other influencer marketplaces. Lucky for you, I’ve written about the best of them: Influencer Marketplaces: How They Work, Top Options, and More Things You Need to Know.
