Meta launched its Creator Marketing Hub globally. It brings creator discovery, messaging and partnership ads into one place. Over the rest of 2026, Meta will roll out filters to find creators and content that already feature your products, including affiliate content, one-click partnership ad drafts, permissions with expiry dates, in-hub messaging, and fixes for common ad blockers such as copyrighted music. Facebook creators now join Instagram creators in the marketplace, and Instagram Live video ads became generally available from 29 September.
Meta cites IAB figures that creator recommendations influence 45% of all consumer purchases, and that creator economy ad spend has reached $37 billion.
For a Shopify brand, the useful part is finding content that already exists. Customers and creators post about your products every week. Most brands never use it. The hub makes it far easier to find those posts, get permission and run them as ads. That's how you build a creator army behind your brand, not one deal at a time.