Instagram to create marketplace for influencers’ brand deals

Facebook Inc.’s Instagram is creating a marketplace so brands can connect with influencers they may want to pay to promote their products.

Facebook Chief Executive Officer Mark Zuckerberg and Instagram head Adam Mosseri announced the new marketplace Tuesday in a live video on Instagram. “Branded content is the economic engine behind the creator ecosystem,” Mosseri said. “Matchmaking is something we can add a lot of value for.”

The company hasn’t yet released further details on how the marketplace will work. It’s part of a suite of new initiatives to try to help people make money on Instagram, the photo and video-sharing app, through divvying up revenue for videos, tipping and other means.