Meta Adds New Facebook and Instagram Management Options for Third-Party Platforms

Meta has added some new elements to its Marketing API, its connector that enables third party platforms to facilitate Meta ad management, with a focus on providing more tools to enable creator monetization in its apps.

First off, Meta’s adding a new “Recommended Creator Content” element, which will highlight creator posts that could be a good match for your brand promotions.

As explained by Meta:

“This new feature surfaces AI-enabled organic creator content and recommends approved branded content that we predict will perform best in partnership ads.”

So the system will now be able to highlight potential content collaborators, based on advanced understanding of what resonates with your target audience, to help you find more effective creator partners for your promotions.

Meta added the same to its Partnership Ads Hub in Ads Manager back in March, with this new element now enabling third-party providers to showcase and facilitate the same.

So, functionally, you can already access the same recommendations within Meta’s management tools, but this will expand that capacity to third-party ad platforms as well.

Meta’s Marketing API will also now facilitate partnership ads with one partner, as well as “dynamic identity optimization.”

“With this format, businesses can now feature one partner in the ads header. This means businesses can feature the partner only, rather than previously having to feature the partner and business, while taking advantage of the signals of both partners.”

Dynamic identity optimization, meanwhile, selects whether to feature one or both partners in the ads header, depending on which will perform best for the campaign objectives.

Meta’s also adding Instagram video updates, which will make it easier to upload IG videos to Facebook, while creators will now be able to publish to Instagram Stories through the Content Publishing API.

“The publishing rate limit has also been expanded to enable businesses and creators to post up to 100 posts per day across feed, stories, and reel via API.”

So you’ll be getting new capacity to manage your Facebook and IG content via your third-party social media management platform of choice, which could make it easier to capitalize on more opportunities.

You can read more about Meta’s latest Marketing API updates here.