Roster, the brand ambassador platform for ecommerce and DTC brands that runs ambassadors, affiliates, and creators in one system, today announced two new capabilities: Creator Discovery for Instagram and Meta Partnership Ads. Built on Meta's official APIs, the two features let brands find and evaluate new creators who fit, and put paid spend behind the ambassador content already performing, closing the two gaps that have always sat outside the ambassador platform.
As creators and ambassadors increasingly direct shopper discovery and influence purchasing decisions, brands are seeking to leverage authentic posts for advertising. Yet two jobs still sat outside the creator program: finding new creators meant manual scrolling or marketplaces full of unknowns, and boosting a standout post meant leaving the platform to request and track permission in Meta's Ads Manager. Roster's launch brings both capabilities into one platform for ecommerce and DTC brands on Shopify, BigCommerce and WooCommerce.
Powered by Meta's Instagram Creator Marketplace Discovery and Creator Insights APIs, Roster's Creator Discovery lets a brand search Instagram creators by audience, location, follower size, and interests, then evaluate each creator's reach, engagement, partnership history, and recent content before reaching out. It is the first Meta-approved way for DTC and ecommerce brands to discover Instagram creators, with data from Meta's official APIs rather than scraping. Roster's premise is unchanged: start with the community you already have, and use Discovery to grow the roster with creators who fit your brand. Creator Discovery searches Instagram's Creator Marketplace by location, follower size, and interests, and shows each creator's followers, reels engagement, and country.
Roster's Meta Partnership Ads let DTC and ecommerce brands spot their best-performing ambassador content, ranked by the reach, engagement, and earned media value Roster already tracks. From Roster's Meta Partnerships Hub, brands request partnership permission from the creator with a personalized message and track every agreement in one platform. Status syncs automatically from Meta, and when ready, Roster hands off to Meta's Partnership Ads Hub, where the ad is created and served from the creator's own handle on Instagram or Facebook. The creator grants permission in Instagram or Facebook and can revoke it at any time. Roster is the system of record for the agreement; Meta runs the ad.
"The next performance channel is the customers and creators selling for you, and the content they're making. Until now, finding new creators and amplifying proven UGC posts meant leaving your program and losing the thread. Roster's Creator Discovery and Meta partnership ads close that gap: find creators who genuinely fit your brand, and put ad spend behind the content that's already working, in one platform," said Raj Nijjer, CEO of Roster.
"Our creators are the heart of our content, and Roster is our main platform for working with them. What stood out to me with the Partnership Hub is how close it is to the social feed", said Gabriel Tolentino, Creative Strategist at Portland Leather Goods. "It's intuitive to go through and pick the posts we want to boost, and the recommended sorting pulls together performance and permissions in one place. Getting from approval to a live partnership ad in Meta is so much easier now."
Creator Discovery and Meta Partnership Ads are available to Roster brands that connect their Facebook and Instagram accounts in Roster. Creator Discovery requires an Instagram business account.
About Roster
Roster is the leading brand ambassador platform for ecommerce and DTC merchants on Shopify, BigCommerce, and WooCommerce, uniting ambassadors, affiliates, and creators in one system. Marketing teams at brands like Caraway, Lola Blankets and The Feed use Roster to recruit and manage ambassadors, run social campaigns, license and advertise UGC posts, track referral sales, and automate payouts. To date, brands on Roster have driven more than 1.5 million referred orders and $250 million in referred revenue, and generated over 1.7 million pieces of user-generated content, with programs typically returning 4 to 6x ROI.
