Meta has launched its Creator Marketing Hub, a new home inside its advertising tools where brands can find creators on Instagram and Facebook, message them, and turn their posts into paid ads without leaving the platform.
The company announced the global launch this week during the first Global Creator Week, hosted by the Interactive Advertising Bureau, the ad industry’s leading trade group. The hub replaces two separate tools Meta ran for years. Brands used Creator Marketplace to search for creators to work with. They used Partnership Ads Hub to take a creator’s post and run it as a partnership ad, which is a paid ad that appears under both the creator’s name and the brand’s name. Meta first said it would combine the two in June at Cannes Lions, the international advertising festival in France. Now they live in one place.
For brands, the Creator Marketing Hub cuts out a lot of back and forth. A marketer can search for creators and see posts that already feature the brand’s products, including posts from creators the brand has never worked with. From there, the marketer can build an ad straight from a creator’s listing in one click. Messaging is built in, so a brand can reach out to a creator without tracking down an email. Meta is also adding its AI business assistant to help brands find the right creators. New search filters include one that flags posts Meta predicts could work as affiliate content, meaning posts that push followers to buy a product.
Creators keep a say in how their work gets used. A brand cannot run a creator’s post as an ad until the creator grants permission, and those permissions can now come with an expiration date. That gives creators more control over how long a brand can keep paying to push their content.
The launch also opens the door wider for Facebook creators. Meta is adding them to its Creator Marketplace API for the first time. An API is the behind-the-scenes connection that lets outside software plug into a platform. This one lets the agencies and influencer marketing companies that brands already use search Meta’s creator pool directly. Until now, it only covered Instagram, where more than 5 million creators were already searchable as of June.
Meta also introduced a Messaging API so those same outside tools can contact creators. It upgraded its Content Discovery API as well, which recommends creators’ posts to brands. That tool now includes keyword search, performance insights, and a signal showing whether a post is ready to run as an ad.
The biggest change for creators who go live is coming to Instagram. Starting September 29, brands will be able to sponsor a creator’s Instagram livestream and run it as a partnership ad. Until now, that option only existed on Facebook. For creators who host shows, demo products, or sell in real time, sponsored Lives open another way to get paid for going live.
The Creator Marketing Hub does not change how creators earn. Meta did not announce any new commission structure or payment tied to sales as part of the launch. Rates and deal terms are still worked out between the brand and the creator.
Not every Creator Marketing Hub feature is live everywhere yet. Meta says the updates will roll out through the rest of 2026, and what a brand sees may depend on its country and ad account. The money explains the push. Brands spent $37 billion on creator advertising in 2025, according to IAB. TikTok, Snapchat, and LinkedIn have all built similar tools that bring brands and creators together. Meta’s version keeps advertisers inside Instagram and Facebook from the first search to the finished ad.
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