It’s been in development for some time, and today, Instagram has launched an initial test of its Creator Marketplace for Instagram specifically.

As you can see in this screenshot, much like Facebook’s Brand Collabs Manager platform, Instagram’s Creator Marketplace will enable advertisers to search for potential creators to partner with on campaigns.

This marketplace will be hugely valuable, especially given the increasing focus on Reels, which requires in-depth knowledge of trends and usage behaviours to maximize appeal and resonance.

Through the new Creator Marketplace, brands will be able to manage the full campaign process, in partnership with their chosen creators, including details like desired deliverables, payment, and other information.

Instagram says that the Creator Marketplace platform is currently being tested on an invite-only basis with brands active in the US.