Meta’s Creator Marketing Hub merges creator search and ad buying

Meta opened its Creator Marketing Hub to advertisers worldwide on 15 September. The hub puts creator search, messaging, usage rights and partnership ads on one screen. Meta first described the plan in June.

Facebook creators join the Creator Marketplace API

The Creator Marketplace API used to cover Instagram only. Facebook creators are now in it as well. One integration reaches both apps. Meta also updated its messaging API and widened the Content Discovery API with keyword search and organic performance data.

One click turns a creator post into an ad

Inside the hub a brand can filter creators and read content suggestions tied to a campaign goal. Starting an ad from a creator listing takes one click. Permissions now work at the level of a single post and can carry an end date. An editing tool strips music and stickers that cannot be cleared for paid use.

A business assistant built on Meta AI sits in the hub and helps with the search. The company says the rest of the updates land through the end of 2026.

Live video ads reach Instagram on 29 September

Live video ads already run on Facebook. From 29 September they become generally available on Instagram. A brand can pay to push a creator’s live stream as a partnership ad. YouTube moved in a similar direction when it opened live reactions to more creators.

Marketing Dive puts creator spending at 37 billion dollars

Marketing Dive reported creator spending of 37 billion dollars in 2025. The same report said 45 percent of consumer purchases are shaped by what creators recommend. Meta’s own ad revenue grew 27 percent year on year in the second quarter of 2026. Some brands already follow that money: Campbell’s sends 85 percent of its working media to social and creators.

Check one thing in your own files before 29 September. Do you hold written permission for each creator post you plan to boost, and does it say when that permission ends? The hub now stores rights post by post with an expiry date, so a blanket approval signed last year will not tell you what is still cleared.