Instagram Creator Marketplace API

Instagram's creator marketplace is where brands can discover and evaluate Instagram creators for partnership ads. The API offers personalized creator recommendations and search using authenticated first-party data to help brands find the right creators for their partnership ad campaigns. Brands can evaluate creators for partnership ads using authenticated, real-time 1st party data.

Before You Start

In order to use these APIs, you must ask the brand to grant you permissions using Facebook Login. You will need these permissions to access the creator marketplace API:

• instagram_creator_marketplace_discovery
• instagram_basic
• pages_manage_metadata
• pages_show_list
• business_management

Note: For the instagram_creator_marketplace_discovery permission, your app must have advanced access, which requires app review. When you first get access to instagram_creator_marketplace_discovery permission, you will be auto-granted standard access. Standard access will give you access to test data for testing and implementation purposes.

In the brand onboarding flow, Meta will check if the brand is eligible for Instagram’s creator marketplace. If the brand is eligible but has not onboarded to the creator marketplace, they will need to accept the Instagram Creator Marketplace Terms of Service.

App Review

Instructions for Developers

Your app review should clearly demonstrate how your app authenticates users and accesses Instagram Creator Marketplace data.

1. Authentication Process

• UI (user-facing) apps:
  • Show the full Facebook Login flow inside your app.
  • Show the user connecting their Instagram account via a linked Facebook Page.
  • Clearly show where the user (brand) reviews and grants consent for creator search.
  • Example screencast: How to produce a screencast for app review
• Server-to-server (S2S, no UI) apps:
  • Explain your backend authentication setup (system users, tokens, permissions).
  • Clearly state that your app is server-to-server in your submission.
  • Confirm in the screencast that the app operates as S2S.
  • If direct testing isn’t possible, provide detailed use cases and evidence supporting the S2S workflow.

2. End-to-End Permission Usage

• Demonstrate a creator search on Instagram Creator Marketplace.
• Show how your app retrieves and processes creator insights, such as creator bio, follower count and account reach.

Tokens

Creator marketplace APIs rely on you passing in a Page Access Token, where the page is connected to the brand’s Instagram Business Account and is eligible to onboard or has onboarded to Instagram’s creator marketplace as a brand.

Login Flow Experience

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Rate Limits

The creator marketplace APIs enforce rate limits at both the Instagram account level and the application level.

• Account-level limits: Requests are capped at 240 per user per hour

• Application-level limits: The number of calls an app can make within a rolling one-hour window is calculated as: Calls per hour = 200 * Number of Effective Users. Number of Effective Users is determined by the app's number of unique daily active users (DAUs). If your app experiences fluctuating usage, such as higher activity on weekends and lower activity during weekdays, the calculation may use weekly or monthly active users to better reflect typical usage patterns instead.

Discovery API

The Discovery API offers personalized creator recommendations to the authenticated brand, leveraging existing data from all over Instagram, allowing the brand to discover new, relevant creators, personalized to their brand and campaign needs.

Instagram’s creator marketplace prioritizes creators who will perform well in the brand's partnership ads campaigns.

API Permission Requirements

• business_management
• instagram_basic
• instagram_creator_marketplace_discovery
• pages_manage_metadata
• pages_show_list

Sample Request

GET /{ig-user-id}/creator_marketplace_creators

API Parameters

• When a creator username is specified, other filter parameters (e.g., creator_countries) cannot be applied.
• When similar_to_creators is used, keyword search (query) cannot be used.
• query can be combined with other filters (e.g., creator_age_bucket).
• If the searched username (username) matches the username of an eligible professional account, that account will be returned regardless of its creator marketplace onboarding status.

Response Fields

Example API Call

GET graph.facebook.com/{ig-user-id}/creator_marketplace_creators?creator_countries=['US']&fields=id, username, country, gender

Example API Response

"data": [
    {
      "id": "178414869381437360",
      "username": "xxx",
      "country": "BR",
      "gender": "female"
    },
    {
      "id": "178414965628223823",
      "username": "xxx",
      "country": "IN",
      "gender": "male"
    },
]

Error Codes

Creator Insights API

API Permission Requirements

• business_management
• instagram_basic
• instagram_creator_marketplace_discovery
• pages_manages_metadata
• pages_show_list

Creator Insights Metrics

Sample API Call

GET {ig_user_id}/creator_marketplace_creators?username={creator_username}&fields=insights.metrics(creator_reach).breakdown(follow_type)

Media Insights Metrics

Sample API Call

GET {ig_user_id}/creator_marketplace_creators?username={creator_username}&fields=branded_content_media{media_type,insights.metrics(views)},recent_media{media_type,insights.metrics(views)}

Error Codes

Learn More

• App Review process
• Facebook Login