The 2025 IAB Creator Economy Report: 45% of all consumer purchases are influenced by creator recommendations. Creator ad spend is growing 4x faster than overall media. Creator-led collaborations generate 5x more interactions than standard posts.
Meta read that data and moved.
The company just launched its Creator Marketing Hub, merging Creator Marketplace and Partnerships Ads Hub into one surface. Discovery, content permissions, partnership messaging, one-click ad creation, and automated performance recommendations now live in a single workflow. Starting September 29, live video ads on Instagram let brands turn a creator's live stream into a partnership ad in real time.
For brands running affiliate programs, the infrastructure gap between a creator with an audience and an activated affiliate partner just shrank significantly. The friction that used to live across multiple tools and conversations is collapsing into one place.
How to activate this for your program:
Use the new discovery filters to find creators already posting in your category who are not yet in your affiliate program
Message them directly through the hub with a structured offer, commission terms, and a brief
When creator content performs organically, turn it into a partnership ad with one click and measure incremental lift by creator
The hub formalizes what affiliate marketing has been doing for years. Use it before your competitors do.
Want to scale your affiliate program? Book a free strategy call here.
Talk soon,
Fred