The $203 billion creator economy has a new infrastructure play. Superfiliate, a creator marketing platform built for the age of social commerce, has teamed up with Meta to launch Creator Discovery – Enabled by Meta APIs, a tool designed to automate one of the industry’s most painful bottlenecks: finding the right creators at scale.

Instead of the painstaking, manual process of scrolling through feeds—or worse, relying on shady data-scraping tools—brands can now tap into authenticated, first-party Instagram creator data through Meta’s official creator marketplace APIs. That means AI-driven, Netflix-style recommendations for creators who align with a brand’s audience, tone, and engagement needs.

Fixing the Creator Economy’s Most Expensive Problem

For brands, creator marketing has long been both a goldmine and a headache. Partnership ads—content boosted directly from creator handles—are outperforming traditional formats, but identifying the right collaborators has remained time-intensive and costly. Superfiliate’s integration aims to collapse that cycle.

The system delivers:

• AI-driven lookalikes – Feed the system high-performing creators and get instant recommendations for similar talent with aligned demographics, engagement, and style.

• Platform-native intelligence – Insights pulled directly from Instagram’s creator marketplace ensure compliance and accuracy.

• A compliant foundation – Unlike scraping-based rivals, this setup stays within Meta’s developer rules, cementing brand safety.

Andy Cloyd, Superfiliate’s co-founder and CEO, framed it bluntly: “Partnership ads are outperforming every other format, but the discovery process has been broken. Now, we can scale what should be brands’ most profitable channel.”

From Experiment to Infrastructure

Superfiliate’s move comes as platforms from TikTok to YouTube and Snapchat ramp up creator monetization programs. The Meta-backed integration is less about experimentation and more about professionalizing creator marketing—putting it on par with programmatic advertising in digital media.

Anders Bill, co-founder and CPO, added: “We’ve moved creator discovery from manual research to data-driven matching. The compliance piece matters just as much as the accuracy—it’s the infrastructure for the next decade of digital marketing.”

With the creator economy projected to balloon to $528 billion by 2030, the timing couldn’t be sharper. The new tool positions creator partnerships as core marketing infrastructure, not side experiments. And as partnership ads trend toward dominance in social advertising, the brands that can automate discovery and activation at scale are likely to win big.

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