SOCIAL
Instagram’s New Creator Marketplace API and How to Use It
Instagram’s new creator marketplace API is the latest feature that will change how influencer marketing managers do their job.
This comes after a change in September of 2022 to Meta’s API and service guidelines which forced companies operating in the influencer marketing space to remove any usage of third-party creator data, instead opting to use first-party data with creators’ consent.
As a consequence of the update, the influencer marketing platforms that rely on third-party data have had to put a halt on any software features that use data collected from non-authenticated creators on Instagram and Facebook. However, the platforms that have always prioritized first-party creator relationships through opt-in authentication processes have not been affected and some will even get first access to this new creator marketplace API feature.
What does Instagram’s creator marketplace API do?
Starting today, Meta is rolling out a series of APIs to let brands and agencies access Instagram’s creator marketplace via a third-party influencer marketing platform of their choice.
The first two APIs being released are:
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Messaging API: This allows brands to send messages into the Partnership Messages inbox folder on Instagram’s creator marketplace, directly from a third-party platform.
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Projects API: This enables brands to publish private or discoverable projects to Instagram’s creator marketplace, directly from a third-party platform.
Why is this a big deal? Prior to these APIs, brands who preferred to use a third party platform had to either leave the platform to send Direct Messages (DMs) to creators via the Instagram app — which is hard to do at scale — or they could reach out via email from their influencer marketing platform where the creator might not see it.
Brands and agencies can now reach creators on Instagram’s creator marketplace directly through their chosen influencer marketing platform and their proposals will go to a priority inbox on Instagram. Simultaneously, creators will now receive collaboration proposals from brands using third-party platforms — directly in the Instagram app — ensuring that they’ll never miss out on a partnership opportunity.
Ultimately, this makes the life of an influencer marketer easier, by allowing proposals to be sent from their tool of choice with priority, while also increasing proposal acceptance rate since creators prefer communicating via DM.
How can you start using Instagram’s creator marketplace API?
Any brand can join Instagram’s Creator Marketplace and utilize these functions natively, but if you want to use the features through your third-party platform, it’s only available to a select few such as Aspire.io. If you already have an influencer marketing platform, ask your contact if they are a Meta partner and if they have access to the new API. The name of the feature itself may vary platform to platform.
For example, Aspire is using the creator marketplace API for their new Instagram Direct Messaging integration which allows users to invite creators to their campaigns through Instagram’s native chat feature, directly from Aspire. The integration solution also includes Social Listening capabilities that will provide insights into brand mentions on Instagram Stories.
What’s the difference between Instagram’s creator marketplace API and TikTok’s creator marketplace API?
Both Instagram’s creator marketplace API and TikTok’s creator marketplace API are designed to help brands connect with content creators for collaborations. This speaks to a broader trend in the market where social media platforms are prioritizing better relationships between brands and creators.
Instagram’s creator marketplace offers tools for creator discovery, partnership messages and project details, while TikTok’s creator marketplace offers creator search, outreach and results. Both platforms offer analytics to measure campaign performance, but TikTok’s creator marketplace API provides more granular data on audience demographics, growth trends, best-performing videos and real-time campaign reporting. Many brands are leveraging both to ensure they have omnichannel coverage and drive the best results.
Take your Instagram campaigns to the next level
Instagram’s creator marketplace API is a gamechanger for creators and brands alike. It’s a new way for Meta’s marketing partners to build effective tools to help optimize brands’ influencer marketing workflow, while still prioritizing first-party data. If you’re not already using an influencer marketing platform to streamline your partnerships, Instagram’s new creator marketplace API might be the perfect reason to invest in one.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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