Meta is making a bigger push to simplify the increasingly complicated relationship between brands and creators.
The company has launched Creator Marketing Hub globally, bringing creator discovery, communication, campaign management and AI-powered recommendations into a more centralized system. The goal is straightforward: make it easier for advertisers to find the right creators, evaluate their content and turn those partnerships into paid media without jumping between multiple tools.
One of the biggest changes is that Facebook creators will now join Instagram creators inside the Creator Marketplace API. For advertisers, that means discovery can happen across both platforms through a single integration rather than treating each ecosystem separately. Meta is also expanding its Content Discovery API, which can recommend high-performing organic creator content that brands may want to amplify.
The Hub adds more detailed discovery filters, improved content recommendations, direct partnership messaging and editing tools designed to make creator content ready for ads. Meta’s AI business assistant will also sit inside the platform, allowing marketers to search for creators conversationally and ask for help understanding why certain creators or content are being recommended.
That AI layer is becoming increasingly important to Meta’s broader advertising strategy. Partnership Ads will also be supported through the Meta Ads MCP connector, allowing advertisers and agencies to create and manage creator-led campaigns from the AI agent or workflow they already use.
The company is also expanding the ways brands can turn creator content into paid media. Instagram Live video ads will become generally available from September 29, giving advertisers the ability to boost a creator’s live broadcast as a Partnership Ad. The format has already been available on Facebook and now moves into Instagram as brands continue looking for ways to make creator content work beyond the creator’s own audience.
The timing makes sense. Creator marketing is becoming a much larger part of advertising budgets. According to IAB data cited by Meta, spending in the channel reached $37 billion in 2025, while 45% of consumer purchases are now influenced by creator recommendations.
That helps explain why platforms are investing heavily in tools that reduce the friction between discovery and activation. Brands no longer need creator marketing simply as an awareness channel. Increasingly, they want a system that can identify the right person, evaluate performance, manage the partnership and connect the content directly to paid distribution.
For Meta, the opportunity is especially valuable because advertising remains the core of its business. In the second quarter, the company reported a 27% year-over-year increase in ad revenue, alongside a 14% rise in ad impressions.
Creator partnerships therefore sit at the intersection of two of Meta’s biggest priorities: AI and advertising. The new Hub brings those pieces closer together, turning creator marketing from a largely manual process into something more searchable, measurable and automated.
As more brands shift budgets toward creators, Meta is betting that the platform that makes those relationships easiest to manage may also capture more of the money flowing into them.
