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Instagram has unveiled several new tools that will help brands find and manage influencer partnerships. Known as Creators, the new tools include the ability to post projects that creators can respond to, creator portfolios, and easier ways to promote creator content as ads.

Creator Portfolios

Creator Portfolios are a new way for influencers to showcase themselves for brands. The portfolios are a public dashboard that allows influencers to share information about themselves and highlight their work (including previous brand partnerships).

This will be a way for Creators to earn more business while also allowing brands to more easily “shop” around for the perfect influencer for their campaigns.

Insta is also rolling out a new Partnership Messages tab where creators will see messages from interested brands. This should help make sure that business opportunities cut through the noise in otherwise cluttered inboxes.

find Eligible Creators by posting a Project in the Marketplace

When brands want to find an influencer to partner with, it can be hard to know where exactly to start. Instagram wants to make it easier to jump right in by allowing marketers to create “projects” and then set criteria for what types of creators would be a good fit. If a creator fits the bill, they will be able to discover the project and let the brand know they’re interested in the opportunity.

You can manage your projects from the Campaign page in the Creator Marketplace.

Branded content ad code for creators

The final update includes a new way for brands to promote the content that results from creator partnerships. Instagram has created a “branded content ad code” that creators can share with brand partners that will allow those partners to promote the posts directly.

This is a great win-win opportunity since brands can get more out of the content through promotion and creators will be exposed directly to an even wider audience than before.

Why it Matters

Influencer marketing continues to be one of the best ways for brands to authentically reach new audiences on social media, and Instagram is making a big effort to ensure these relationships are as easy to begin and manage as possible. They seem to be doing a good job catering to both businesses and influencers by creating tools that meet both stakeholders’ needs.

Will you be trying out any of these new tools soon?