Meta’s Creator Marketing Hub gets a host of updates alongside Meta’s new One subscription.
Meta has introduced a suite of new updates for its Creator Marketing Hub, alongside a new tiered subscription service called Meta One.
Both the hub and subscription are aimed at enhancing creator marketing for creators and businesses.
The Creator Marketing Hub updates include the expansion of APIs to allow advertisers and agencies globally, to use their existing tools to manage creator campaigns.
Research from Meta showed creator recommendations influence as much as 45% of consumer purchases, while data from IAB’s 2025 Creator Economy report revealed that adspend within this segment grew four times faster that overall media, reaching $37bn.
As part of the updates, partnership ads will also be coming to the Meta Ads MCP connector to enable advertisers and agencies to create and manage campaign permissions directly from the AI agent of their choice. The new AI agents will connect creators through to Meta’s AI business assistant with its the MCP connector.
Live video ads, which is already on Facebook, will be expanded to Instagram. This will be rolled out from 29 September and will enable brands to show up in live, in-the-moment experiences and connect with creators, and when paired with partnership ads, it can help amplify creator live content to drive real-time engagement across the funnel.
Other features in the hub include: one-click ad creation; new discovery filters to push posts featuring a product for known and predicted affiliate content; content-level permissions to give precisely timed access; and smarter content recommendations to refine relevance.
Meta One claims to enhance creator profiles
The new subscription service from the social media giant bundles its single product plans – such as Instagram Plus, Facebook Plus, and WhatsApp Plus – launched earlier this year.
Meta One combines the features from these with additional usage of its AI capabilities, including a suite of professional tools for businesses and creators. The core AI app features for non-subscription users will remain the same.
More than 50 features will be gradually rolled out, with Meta confirming over 15 million subscriptions and trials are currently active.
Individual plans give users expanded connectivity and AI usage within Meta platforms, while business or creator plans offer professional tools to manage and build presence in its ecosystem. This can include enhanced profiles to show audiences a businesses’ location, website, reviews, and a follow button in bold on reels. Follow invitations will also be sent out to anyone who engages with business content.
