Discover Instagram creators and amplify your best content with ads

Two new capabilities in Roster: find and evaluate Instagram creators who fit your brand, and get permission to run your ambassadors’ best UGC posts as Meta partnership ads on Instagram and Facebook. Built on Meta’s official APIs.

If you run an ambassador or creator program, two jobs have always lived outside your program tool. Finding new creators meant a marketplace of strangers or an afternoon of scrolling Instagram. And when an ambassador’s post took off, turning it into a paid ad meant leaving your platform, hunting the creator down in Meta’s Ads Manager, negotiating permission, and trying to remember who agreed to what.

We built two new capabilities to close both gaps, right where your program already lives: Creator Discovery for Instagram and Meta partnership ads for Instagram and Facebook. Both are powered by Meta’s official APIs. No scraping, no rented database.

“Your creators and ambassadors already make your most credible content. The hard part was reaching new creators and putting spend behind proven posts without leaving your program. These two launches close that gap: find creators who genuinely fit, and amplify the content that’s already working, all from Roster.”

Raj Nijjer, CEO, Roster

Creator Discovery: find and evaluate the right creators

Roster has always started with the community you already have: the customers and creators tagging you. Creator Discovery is for the next step. When you’re ready to grow the roster, it helps you find and evaluate new Instagram creators who fit, chosen by audience and engagement rather than follower count.

What it’s like to use

• Search creators who fit. Filter Instagram creators by audience, location, follower size, and interests.
• Evaluate before you engage. Open a creator’s profile to see reach, engagement, partnership history, and recent content, plus audience demographics for creators onboarded to Instagram’s Creator Marketplace.
• Decide with real data. Compare creators on fit and performance, and open any creator’s Instagram profile directly.

It’s the first Meta-approved way to discover Instagram creators. The data comes straight from Meta’s Instagram Creator Marketplace, not a scraper.

Creator Discovery is about finding and evaluating the right people. It’s built to help you make a confident decision, on your own terms, before you reach out.

Meta partnership ads: amplify the content that’s already working

Your ambassadors and creators are already producing content that performs. Meta partnership ads let you put spend behind the best of it on Instagram and Facebook. The ad runs from the creator’s own handle with their social proof intact, so it lands in a way a brand-account ad never does.

How it works

• See what’s worth boosting. Roster ranks your top ambassador content using the reach, engagement, and earned media value (EMV) it already tracks.
• Request permission in Roster. Send the creator a partnership request from the Meta Partnerships Hub with your own message (compensation, campaign, duration) instead of Meta’s un-editable auto-DM.
• Track it automatically. Agreement status syncs from Meta and updates itself, so you always know who’s approved. Capture the ad code, and revoke anytime.
• Launch in Meta. When you’re ready to run the ad, Roster hands you off to Meta’s Partnership Ads Hub with everything you need to launch on Instagram or Facebook. Roster keeps the system of record; Meta runs the ad.

The creator stays in control the whole way through. They approve the partnership in Instagram or Facebook and can revoke it at any time.

“Our customers post the most beautiful, real Instagram photos of their bags every day. That content, and the people making it, is the heart of Portland Leather Goods. What we’ve wanted is a way to find more creators who share that eye for craft, and to give our favorite customer posts a bigger stage with Instagram ads. Now we can do both in Roster’s platform, and it feels like our brand.”

[Name], [Title], Portland Leather Goods

How to get set up with Meta

Both features build on the Facebook & Instagram connection many brands already have in Roster.

• Connect Facebook & Instagram. If you’re already using Social Listening or the Social Feed, you may be connected already. Discovery needs a connected Instagram Business account.
• Open the Discover tab to search and evaluate creators.
• Open the Meta Partnerships Hub to see your top content, request permission, and track agreements for Instagram and Facebook.

What’s happening under the hood

Creator Discovery is built on Meta’s Instagram Creator Marketplace Discovery and Creator Insights APIs. When you search, Roster asks Meta for creators matching your filters and shows you the profile and performance data Meta returns. It’s read-only and scoped to your connected account. Meta offers creator discovery for Instagram creators, so Discovery covers Instagram.

Meta partnership ads run on Meta’s partnership-ads permission system, the same paid-partnership mechanism Meta uses for branded content on Instagram and Facebook. Roster is the place you request, capture, and track that permission; the ad itself is created and served by Meta. Roster never sees or reports ad spend or results.

Built to be trusted

• The creator is always in control. Partnership permission is granted by the creator in Instagram or Facebook and can be revoked by either side at any time.
• Meta-sourced data, no scraping. Discovery data comes from Meta’s official APIs.
• Rights are explicit. Amplification runs on the creator’s granted permission. Nothing is assumed.
• Scoped and read-only where it counts. Discovery is read-only; Roster requests permission but never creates or runs the ad, and holds no ad-performance data.

Why this matters for ecommerce and DTC brands

Roster already brings ambassadors, affiliates, and creators together in one system. These two launches extend that from the community you have to the creators you want next, and from organic content to paid amplification of what’s already working. It’s the same idea behind everything we build: make creators and ambassadors a growth channel you can scale on purpose, not just report on after the fact.

Frequently asked questions