A brand can find a creator, edit that creator’s post and turn it into an ad in one click, all within a single interface, without moving to another tool. Meta has launched Creator Marketing Hub globally, announcing it at the first IAB Global Creator Week. Creator content therefore becomes paid advertising more easily.
From choosing a creator to an ad draft
The tool brings together finding creators, agreeing terms with them and buying advertising in one place. New search filters, better content recommendations and messages to creators directly in the Hub are being added. According to Meta’s blog, the filters find creators and content featuring a brand’s products, and recommendations can also suggest an advertising objective. Access to creators’ content can now be time-limited. The most notable new feature is preparing content for ads. In the Hub, copyrighted music or stickers can be removed from a creator’s post, so the post can run as a partnership ad. The ad draft is then created in one click.
Meta has also expanded its API connections. The Creator Marketplace API now includes creators from Facebook, the Content Discovery API recommends advertisers’ best-performing unpaid creator content, and the Hub will get an AI assistant for finding creators. This allows a brand to connect creator search with its own systems.
Instagram Live as an ad
A format that already works on Facebook is expanding to Instagram. Live-stream ads will be available to all advertisers on Instagram from 29 September. A brand can then promote a creator’s live broadcast as a partnership ad. The ad therefore reaches into content created in real time.
How much money is involved
Large sums already flow to creators. Facebook paid creators almost $3 billion in 2025, 35% more year on year, and 60% of that went to Reels. According to IAB estimates, ad spend on creator partnerships in the US reached $37 billion in 2025. Meta says that creator recommendations influence 45% of consumer purchases. Marketing Dive adds that the expanded tools could help Meta win a bigger share of advertisers’ budgets. The Hub also shortens the path from agreeing a deal with a creator to running an ad.
What it means for European brands
The features will be switched on gradually until the end of 2026, so a European brand may not have them yet. Meta recommends checking with its sales representative which features are already available for a specific business. Similar tools exist at TikTok One, where TikTok moved its Creator Marketplace in April 2025, and at YouTube Creator Partnerships, formerly BrandConnect. There too, creator content can be promoted as an ad. In Europe, rules on labelling advertising also apply. Paid partnerships and ads made from a creator’s post must be labelled as commercial communications, and the specific requirements differ between countries.
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