Meta released its third-quarter results last week. Revenue came in at $64.6 billion, up 26%. The strongest number is partnership ads — ads run together with creators: they grew 97% and have passed a $15 billion annual run rate. Meta has also rolled out Creator Marketing Hub to all advertisers globally, with more than 10 million creators to choose from.
So creators are becoming a bigger and bigger part of Meta’s ad business, while ad space gets more expensive. In Europe, the price per ad rose 10%. For marketers that means creator collaborations belong in the media budget and deserve the same planning as any other buy.
