Recently, Meta announced a major update to its Marketing API, bringing more efficient and intelligent solutions to content management and advertising on Facebook and Instagram. With the core keywords being "creators monetization" and "intelligent content recommendation".
This article will help you quickly understand the key points of the new features, and also provide practical ideas on how to use these updates on third-party platforms. It is recommended to save it!
What has been updated in the Marketing API this time?
Meta's update this time can be summarized into three major parts:
1. Recommended creator content:
A new "Recommended Creator Content" feature has been added, where AI will automatically recommend creator content that may match your brand's tone.
Recently, Meta announced a major update to its Marketing API, bringing more efficient and intelligent solutions to content management and advertising on Facebook and Instagram. With the core keywords being "creators monetization" and "intelligent content recommendation".
This article will help you quickly understand the key points of the new features, and also provide practical ideas on how to use these updates on third-party platforms. It is recommended to save it!What has been updated in the Marketing API this time?
Meta's update this time can be summarized into three major parts:
1. Recommended creator content:
A new "Recommended Creator Content" feature has been added, where AI will automatically recommend creator content that may match your brand's tone.
It's not just about finding people to collaborate with, but about predicting which content is most likely to bring good conversions when running partnership ads based on historical performance.
Previously, this was only available in Meta's own Partnership Ads Hub, but now third-party advertising platforms can also call on this capability.
2. Cooperative advertising identity optimization:
In the past, the header image of partnership ads had to show both the brand and the partner at the same time, but now only one side can be shown.
Dynamic Identity Optimization will dynamically decide whether to place only one or both based on the conversion effect.
Benefits: More flexible, more native, less obtrusive, and can maximize the conversion potential brought by brand or creator endorsements alone.
3. Enhanced content upload and publishing capabilities:
Instagram videos can be uploaded directly to Facebook, making cross-platform distribution smoother.
Creators can publish content directly to Instagram Stories through the Content Publishing API (Stories did not previously support direct API publishing).
The upper limit of publishing frequency has been greatly increased: the API can publish up to 100 posts per day (including Feed, Stories, and Reels), which is convenient for batch operations of large accounts or MCNs.
What is "Recommended Creator Content"?
"Recommended Creator Content" is a new functional module launched by Meta. Based on AI and platform signals, it accurately recommends creator content with excellent performance, matching tone, and approved for cooperation to brand owners.
What exactly does it do?
Meta analyzes the organic content posted by a large number of creators, and combines user interests, audience portraits and brand promotion goals to calculate which content is most likely to bring conversions.
At the same time, it will also recommend branded content that has been authorized by creators and has been approved for use in Partnership Ads.
You can directly select these contents in the advertising background and turn them into your cooperative advertising materials with one click, without having to negotiate with people, find people or package them for additional shooting.
Simply put, it helps you find ready-made content that is both popular and in line with your brand tone, and then recommends it to you for advertising, which saves time and money and is more effective.
How to use these new capabilities? (Practical tutorial)
1. Connect to third-party management tools that support Meta Marketing API
Such as Sprinklr, Hootsuite, Emplifi, and Agorapulse, and confirm whether they already support the latest features.2. Prioritize testing "Recommended Creator Content"
Brands can select a small portion of their budget to run recommended content and collaborate with their regular KOLs to conduct A/B testing and compare ROI.
MCN can label and authorize the high-quality content of contracted bloggers to increase the chances of being recommended.
3. Make good use of dynamic identity optimization
Test a single creator header vs. a combined brand and creator header to find out which converts better.
Dynamically adjust budget allocation based on test results.
4. Bulk content management
High-frequency accounts can schedule Feed, Stories, and Reels together, and 100 API posts per day are more than enough.
Videos can be synced to Facebook and Instagram with one click, eliminating the need for repeated uploading steps.
What does this mean for advertisers, MCNs and creators?
For brands/advertisers
Finding people to bring products and promote products has become more efficient. AI recommendations have changed the process of selecting people from "based on feelings" to "based on data."
Switching between single and double roles allows you to spend your budget on the most cost-effective combination.
To MCN/agent operation companies
You can also use the official recommended content in your own third-party management tools, and complete the operation in one stop, without having to repeatedly draw up lists and import materials.
Large-scale posting and cross-platform distribution also saves manpower.
To creators/bloggers
Good content has the opportunity to be picked up by algorithms and recommended to more brands, greatly increasing monetization opportunities.
Directly posting Stories via API saves a lot of manual operation time and facilitates multi-platform and multi-frequency updates.
Summary
The signal sent by Meta's update is very clear:
More efficient content distribution
Smarter cooperation matching
More flexible brand display
Whether you are a brand, creator, or advertising technology service provider, now is the best time to upgrade your tool chain and layout the creator economy.
Are you ready to upgrade your content publishing and advertising collaboration process?
