Meta on 23 June said that the company is merging its Creator Marketplace and Partnership Ads Hub into a single platform called Meta Creator Marketing Hub. The upgrade, which was announced at Cannes Lions 2026, allows companies to track down content producers, review their work, and display it as sponsored advertisements all in one place.
Currently, more than 5 million Instagram creators are listed in Creator Marketplace. Meta will now bring Facebook creators into the same pool, giving brands a wider reach across both platforms from a single dashboard.
According to the announcement, the hub will also surface content from creators that brands have not yet worked with, including posts tagged with their products. Brands can filter by product-tagged content and turn qualifying posts into ads faster.
The discoverability shift
Meta is also introducing a pre-approval system where creators can opt in to let their content be used as ads, cutting down back-and-forth between brands and creators.
Advertisers will be able to track how creator-led ads are performing directly within the hub, without switching between tools.
On the similar lines, Meta announced a new creative tool that builds on a brand’s existing ads to maintain consistent tone and style across campaigns. The tool, which Meta calls brand memory, is currently in testing.
Meta is also working with agency group WPP to connect the experience with WPP Open, so agencies can use it without changing their existing setup.
Meta also updated its Ads Manager with new features, including text generation within image ads, translation support for on-screen text in five languages, and voiceover translation for videos in 11 languages including Hindi, Arabic and Chinese. A built-in ad approval workflow is also being tested.
Like this story? get the next one in your inbox.
Advertisers saw an average return of $4.13 for every dollar invested, a 25% increase over 2022 benchmarks, according to Meta’s internal study of over a million ad campaigns.
Meta vs LinkedIn: Different angles
LinkedIn launched its ‘Creators Marketplace’ for B2B users last week, yet it remains dependent on practices such as relationship networking and direct messaging.This is great for business network expansion, but it doesn’t easily let brands turn creator content into paid ads.
On the other hand, Meta offers a complete, all-in-one system where brands can find creators, review their work, and immediately launch paid ad campaigns.
