On December 11th, 2025, Meta announced new AI-powered tools to help creators and brands form partnerships. This included expanded options for partnership ads, enhanced performance insights, and new opportunities for discovering affiliate content. However, new updates came at the end of January 2026 that elevated these features to a whole new level.
The goal of these updates is to make it even easier for brands to connect with relevant creators on Meta. The Creator Marketplace is growing and now has better recommendations than ever before.
New Creator Recommendations
Meta’s Creator Marketplace helps brands connect with content creators to develop sponsored content. This tool only reached 19 countries before, but now it’s expanding globally. In addition to that, it’s offering more personalized recommendations to make it easier to bring brands and creators together.
Businesses can now see creator recommendations that focus on creators that have expressed genuine interest in the brand. This includes creators that have tagged or mentioned the brand, allowing businesses to find users that are highly likely to work with them. The recommendations also show creators with extensive ad experience so brands can find partners who create high-performing content.
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Another way to get recommendations is the “similar creators” search, which allows brands to search through creators who are like users they worked with before. This can be helpful for brands who want to build on their past successful campaigns.
With these new tools, brands will no longer have to waste time reaching out to creators with no success. Now, they can more easily connect with experienced creators who are genuinely interested in their products or services.
Other Updates to Look Out for
For most brands, the Creator Marketplace recommendations are the most crucial. Yet, there are few other updates included in this announcement that could make marketing easier:
- Ads Performance Indicator Badge – Creator profiles that are predicted to drive high ads performance for certain brands will now have a badge so companies can easily find them.
- Updated Homepage – The Creator Marketplace has a new look when you visit the homepage. It will show creator recommendations alongside explanations of why each creator is suggested. The new look makes the process more transparent and actionable.
With all these new updates in place, brands can experience more convenience and personalization when looking for creators to work with. Hopefully, this will make the process easier and less overwhelming for everyone involved.
Finding the Perfect Partnerships
Even with these new features making the process easier, creating partnerships is a big deal for brands. Brands need to work with creators that will effectively market their products while reaching the right audience. Meta’s updates can help with that, but it’s still important to put a lot of thought into choosing your next partner.
Need help figuring out the most effective collaborations for your brand? Contact Avenue Z to see how we can help with tailored approaches.
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