The tech giant expands its monetisation tools during IAB Global Creator Week.
Meta Platforms announced on 15 September 2026 the launch of its Creator Marketing Hub and the rollout of live video ads on Instagram. The company introduced these features during the Interactive Advertising Bureau's Global Creator Week as part of an expanded push into creator-led commerce.
The new hub builds directly upon the existing Creator Marketplace. As of September 2026, about 5 million Instagram creators were discoverable on that marketplace prior to the integration.
Meta is moving to capture rapidly rising commercial budgets. According to the IAB Creator Economy Report from 2025, creator economy advertising spend growth outpaces overall media spend by 4 times. The report also found that creator recommendations influence 45% of consumer purchases.
Brand engagement on the platform is already heavily concentrated in partnerships. Research from Emplifi shows that 73% of brands utilize Instagram collaboration features in 2026. For smaller brands, creator-led collaborations generate an average interaction multiple 5 times higher than standard organic brand posts.
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