Meta is using AI to power brand and creator matchmaking on Facebook and Instagram

Meta is looking to improve creator and brand experiences on its platform by investing in AI. The parent company of Facebook and Instagram used its NewFronts pitch to highlight an array of upcoming AI-driven tools that will enhance Instagram’s Creator Marketplace and the cross-platform Reels format.

The Instagram Creator Marketplace helps brands find the right partners for their influencer marketing campaigns. That matchamking service is getting a new recommendation engine powered by machine learning insights. By relying on those insights, brands will be able to find creators who meet specific campaign goals. The available sorting categories include audience similarity and topic relativity.

Meta is expanding its suite of AI tools after investing heavily in that technology over the past year. Facebook turned heads when it debuted AI companions inspired by celebrities like MrBeast. Months later, Instagram began piloting a program that will turn creators into AI chatbots.

Instagram Head Adam Mosseri discussed the app’s latest AI-powered innovations while appearing via video during Meta’s NewFronts address. “We are very focused on creators at Instagram, because we believe that power is going to continue to shift from institutions to individuals across industries, from teams to players, from labels to musicians, from publications to journalists,” Mosseri said

Meta’s AI innovations will also affect Reels. The Facebook and Instagram versions of TikTok’s vertical videos will get an “Image Expansion” option for its campaigns. Users will be able to automatically resize media to fit specific formats. The addition of “multi-dimension product ads” will also offer added customization for Meta’s brand partners.

TikTok, Vevo, and Meta all held presentations on May 2, which was the final sprint of the four-day 2024 NewFronts slate. AI and short-form video emerged as consistent themes at this year’s digital pitchfest; if you want to know more, Digiday has a full wrap-up of Thursday’s NewFronts slate.