Meta Unveils Creator Marketing Strategy Linking Reels Discovery to Purchases

At a glance

At Meta Festival 2026, Meta Korea shared how collaborations between creators and brands can lead to real purchases. It showed AI-based creator recommendations, live shopping ads, and performance measurement tools.

Key points

1. 1

   Shoppers find brands on Instagram Reels or feeds, then build trust through creator reviews and buy.

2. 2

   Meta says its partnership ads, which use creator content as ads, passed $15 billion (about 20 trillion won) in annual revenue in the third quarter, roughly double the same period last year.

3. 3

   Instagram's live broadcast ads can show live streams to people likely to buy, not just the creator's followers.

Why it matters

Meta now covers everything from creator discovery to ad buying and results tracking, which could change how advertisers and creators work together.