Instagram is broadening the scope of its creator marketplace, now reaching 10 additional countries, enhancing the platform for brands and creators to collaborate effectively. Initially rolled out in the U.S. in 2022, this marketplace has since expanded, facilitating partnerships across multiple global markets.
The newly included countries in Instagram’s marketplace are South Korea, Germany, Netherlands, France, Spain, Israel, Turkey, Mexico, Argentina, and Indonesia. This expansion follows a February extension that saw the marketplace opening in Canada, Australia, New Zealand, the United Kingdom, Japan, India, and Brazil, signaling a robust scale-up in Instagram’s operational footprint.
Instagram Marketplace Eligibility and Participation
Instagram’s creator marketplace serves as a digital hub where brands can streamline their search for creators. To qualify for this program, creators must be:
- At least 18 years old
- Have a professional account
- Have a significant following, exact number unspecified
Once admitted, creators can harness the professional dashboard to delineate their interests and potential brand alignments, enhancing their visibility for collaborations. The platform also equips them with tools to manage partnership inquiries directly through a dedicated “partnership messages” inbox, simplifying the interaction process.
The expansion of Instagram’s marketplace is part of a broader trend among social networks aiming to facilitate smoother collaborations between brands and creators. Platforms like Snap, YouTube, and TikTok have similarly intensified their efforts in this domain.
Moreover, this month witnessed the launch of a similar marketplace by VSCO, aimed at connecting brands with professional photographers. The sector also sees innovation from startups such as Catch+Release and Agentio, backed by Accel and Craft Ventures respectively, which seek to systematize brand-creator interactions further.
While Instagram remains inaccessible in China, Meta allows China-based brands to engage with creators across the operational regions of the marketplace, thereby supporting cross-regional collaboration without direct access to the platform within China.
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