We’re not going to lie: influencer marketing has completely changed its face in recent years. And as we enter 2026, Meta has just struck a blow with a series of updates that will transform the way brands collaborate with creators on Instagram. AI, improved search tools, new forms of partnership… If you’re a brand looking to make your mark, you’ve come to the right place.

At DS Overseas, we’re following these developments very closely to support our customers in their digital strategies. So let’s take a look at what Meta has in store for us, and how we can make the most of it.

🔑 Things to remember

• AI at the heart of discovery: Meta deploys intelligent tools to help brands identify relevant creators faster.
• Enhanced Partnership Ads: A new way to turn creators’ organic content into large-scale advertising.
• Co-publishing Stories: A feature in test to simultaneously publish content between brands and creators.
• Authenticity comes first: the algorithm now favors micro-communities and qualitative engagement.
• New legal obligations: written contract mandatory for collaborations exceeding €1,000 excluding VAT.

Artificial intelligence for brand-designer partnerships

Meta understands that the biggest headache for brands is finding THE right designer. The one who matches their values, speaks to their target audience and generates authentic engagement. The result? The platform has deployed a battery of AI-based tools to simplify the process.

How does it work?

Meta’s new AI tools enable brands to :

• Search for designers by keywords: No more endless scrolling. You type in your theme and the algorithm suggests relevant profiles.
• Analyze organic content: AI evaluates the quality and performance of creators’ publications even before you contact them.
• Get personalized recommendations: Based on your industry and objectives, Meta suggests designers who match your brand DNA.

This is a game-changer for marketing teams who used to spend hours manually sifting through profiles. Now, the discovery process is not only faster, but also more relevant.

Partnership Ads: the new standard for sponsored collaborations

You may already be familiar with branded content on Instagram. Well, Meta is taking the concept one step further with Partnership Ads.

The principle is simple but powerful

A creative collaborates with your brand to promote a product or service. In exchange, you boost their content so that it reaches a massive audience. It’s a win-win situation: the creator gains visibility, and you benefit from his or her credibility with the community.

Benefits for brands

• Preserved authenticity: Content retains the tone and style of the creator, which resonates better with the audience.
• Tenfold reach: You can transform an organic publication into a targeted ad without losing its essence.
• Simplified management: Meta Business Suite now centralizes collaboration invitations for Instagram and Facebook.

⚠️ Please note: This feature is only available for business accounts. If you haven’t already done so, consider switching your account to business mode.

Co-publication of Stories: the news that’s getting people talking

Instagram is currently testing a feature that could revolutionize ephemeral collaborations: co-publishing Stories.

How does it work?

Brands and creators can now publish the same content simultaneously in Story, with the icons of both collaborators displayed at the top of the post. The idea? Maximize impact by reaching both communities at the same time.

This is particularly interesting for :

• Product launches
• Live events
• Flash campaigns or limited offers

Imagine: you launch a new collection and your partner designer presents it in Story at the same time as you. Double exposure, double commitment.

Algorithm 2026: authenticity above all else

If you thought likes were still the holy grail of engagement, think again. The Instagram algorithm in 2026 has clearly changed its priorities.

What the algorithm now values

• Meaningful comments: A three-line comment is worth more than ten passive likes.
• DM shares: When someone shares your content in a private message, it’s gold for your visibility.
• Micro-communities: Specialized niches are favored over generalist audiences.

The rise of Broadcast Channels

These channels become THE premium way to interact with your most engaged fans. You can share :

• Exclusive offers
• Live Q&A sessions
• Preview content

For brands, it’s a golden opportunity to create a sense of belonging and build the loyalty of an active community.

Expert designers: the new trend to watch

Forget generalist celebrities with millions of followers. In 2026, Meta is banking on authentic creators recognized for their expertise in their niche.

Why this shift?

Audiences have become more demanding. They want quality content, credible advice and sincere recommendations. A skincare expert with 50,000 engaged subscribers will often have more impact than a star with 5 million passive followers.

For brands, this means:

• Relevance over raw scope
• Invest in long-term partnerships rather than one-offs
• Leveraging authenticity to drive conversions

Legal requirements 2026: what you need to know

With these new opportunities come new responsibilities. And on the legal front, the rules are getting tougher.

Mandatory written contract

From 2026 onwards, all partnerships in excess of €1,000 (excluding VAT) must be the subject of a written contract. No room for informal agreements or last-minute DMs.

Enhanced partnership disclosure

Meta has implemented automatic verification mechanisms that are stricter than simple #ad or #sponsored tags. Content with little transparency will be penalized by the algorithm.

Simply put: if you want your influencer campaigns to perform, transparency is no longer an option, it’s an obligation.

How DS Overseas can help you

All these new features are exciting. But let’s make no mistake: it can also quickly become a headache to manage in-house. Between finding designers, managing contracts, monitoring performance and ensuring legal compliance, it’s enough to make you pull your hair out.

This is exactly where DS Overseas comes in. As an agency specializing in digital communications and content creation, we support brands at every stage of their influencer strategy:

• Identifying the right designers for your sector and your objectives
• Negotiation and drafting of contracts in compliance with regulations
• Campaign management from A to Z with KPI tracking
• Continuous optimization thanks to our community management expertise

Whether you’re an established brand or a fast-growing startup, we’ve got the tools and expertise to get your creative collaborations off the ground on Instagram.

In a nutshell

Meta has clearly pulled out all the stops to facilitate brand-creator partnerships in 2026. Between AI tools, enhanced Partnership Ads and new demands for authenticity, the opportunities are immense for brands ready to adapt.

But beware: succeeding in influencer marketing today requires more than just posting a few photos. It requires a solid strategy, trusted partners and an in-depth knowledge of the new rules of the game.

Ready to take your business to the next level? Contact the DS Overseas team and let’s talk about your next influencer campaign. 🚀