Instagram creators often struggle to find brand partnerships that align with their values and audience, while brands face challenges in identifying authentic creators whose followers match their target demographics. This mismatch leads to ineffective partnerships and missed opportunities for both parties.


Brand Matchmaking introduces an intelligent system that connects creators and brands based on compatibility scores derived from audience insights, engagement quality, and shared values - transforming the partnership discovery process from a time-consuming search into an efficient, data-driven experience.

Project

overview

UNDERSTANDING THE NEED

02

MOTIVATION

01

To shape Brand Matchmaking into a truly valuable tool, Instagram’s Creator Ads Team began by diving into research. They interviewed creators, brands, and agencies to understand their needs and frustrations when seeking partnerships.

  • Creators shared that they often felt pressure to accept partnerships that didn’t align with their personal brand or values, simply because finding the right fit was too difficult. Many creators worried about the impact of inauthentic collaborations on their follower trust and engagement.


  • Brands expressed that without deep insights, they struggled to find creators whose audiences matched their target demographics. Many brands were left relying on follower counts or likes as metrics for success, wishing they had a way to assess a creator’s genuine connection with their audience.


From these conversations, Instagram identified that both sides wanted partnerships rooted in shared values, audience alignment, and mutual goals. The insight was clear: a tool that could provide visibility into these factors could create more genuine, lasting connections between creators and brands.

"I want to work with brands that truly

align with my values and feel

authentic to my audience."

"We’re focused on finding creators

whose audience and content align

with our values. It’s about building

connections that feel natural

and impactful."

"A successful partnership goes

beyond surface-level metrics.

We want creators who share our

brand’s mission and can help tell

our story in an authentic way"

"The best partnerships are

natural and reflect

what I genuinely believe in"

Final Design Solution


Taking a look at some numbers, we identified that Commands on Messenger has led to users using expressive features over sustained periods

of time. Shipped commands such as /gif and /silent have led to significant positive results on Messenger, suggesting that

people find this

useful.

+25 K

YA Daily Active Users

2.06 M

Command Sends

1.19 M

Command Senders

What does this mean for IG?

For IG, commands can provide

native text-based entrypoint

for surfacing

relevant messaging features and a

scalable

IA, reducing burden on the

thread composer. We can see that the composer is already quite crowded,

with multiple tappable icons

taking up horizontal real estate

.

I also worked with a Data Scientist on my team to break down teen usage

rates for each tap target of the chat composer (see right). Currently, all

expressive features (aside from pictures and stickers) are located within the

search icon button. However, this location is hard to access as it only reveals

once someone starts typing, and clearly has a low usage rate of

1.7%

.

TL;DR

 – How can we take our learnings from Messenger to successfully bring Commands to IG?

The Goal

Enable more organic usage of expressive features in content-led conversations that help

start and

keep

the conversation flowing, through

/Commands

02

UNDERSTAND

It Began with Research

1/ UXR REVIEW

I took a look at 4 existing UXR studies to understand users' feelings

towards the current state of Instagram and Messenger features.

2/ COMPETITIVE AUDIT

I audited 5 different messaging apps to understand existing

patterns and interactions around shortcuts and commands.

Reviewing Existing UX Research

IG Messaging Pain Points

To understand the current landscape, I reviewed 4 UX research study decks about the DM and expression experience in Instagram

1/ EXPRESSION lack

Sharing content helps start

conversations, but users still

have a hard time continuing

them. A quick heart double

tap isn't enough to fully

express a response.

2/ POOR DISCOVERY

It can be confusing to know

what features exist that can

help users keep the

conversation going or segue

into a new topic.

3/ access friction

It's challenging to bring

expression contextually and

naturally to chat-based

conversations.

4/ short-lived usage

It's easy to forget of expressive

features when they might not

be top of mind in a thread,

which decreases retention of

usage. A lot of digging involved

to remember they live.

Source: Confidential UXR Report

How does messaging vary?

Competitive Analysis

Next, I sought to better understand the mechanics of existing command systems through a competitive audit of 5 messaging apps. Each app

serves a unique purpose for messaging, which means unique approaches to how they imagine commands/shortcuts. I started by breaking

down these different purposes...

Competitive audit

A look at slash command & shortcuts across different apps...

I then conducted a competitive audit of command systems in 5 different messaging apps, analyzing how each system performs contextually

within a chat. Unfortunately, the full competitive analysis deck is under NDA :(

Research concluded that,

Commands in the current market are geared

towards

power users

or people who desire

shortcuts to increase their

productivity

in the

workplace or

manage

large established

communities.

The forward slash mechanism is already an intuitive

interaction for these folks, allowing them to access utility

based features quickly.

Unlike its competitors, IG is uniquely

positioned to build out a differentiated,

content-driven messaging experience

between a user and the people they care

about.

Commands can be leveraged to

scale

the composer,

bring

awareness

to expressive features, and increase

access

to features

03

IDENTIFY & SYNTHESIZE

Identifying Core Product Experiences

Product Principles

After reviewing past research on IG messaging and better understanding the competitive landscape, I generated a set of product principles

with my PM to help the team guide the direction of the Commands product experience.

🧩 EASE of access

Provide a rich messaging toolkit that is easy

to access and perform

🧠 MUSCLE MEMORY

Keep users coming back to using expressive

features, and help them feel confident using

them

🌊 Fluidity

Interacts with the contextual chat

experiences while reducing steps without

adding friction

Brand Matchmaking on Instagram

Connecting creators and brands based on shared values and audience alignment, simplifying the process of building meaningful partnerships.

ROLE

Individual Project

TIMELINE

Nov 2024 - 

TEAM

Instagram Creator Ads

SKILLS

Interaction Design

Visual Design

Design Systems

User Research

TOOLS

Figma

Origami

Process and Iterations


1. Ideation and Conceptualization

The initial focus was on defining what “alignment” meant for both creators and brands. The team brainstormed key metrics that would indicate compatibility, such as audience demographics, engagement style, and content themes. The goal was to ensure that the feature would cater to a range of brand and creator needs without being overly complex.


2. Refining Compatibility Criteria

The team crafted a list of criteria for the Compatibility Score, aiming to make it as relevant and intuitive as possible. This included:

Audience Demographics: Ensuring that a creator’s followers match the brand’s target demographic.

Content Style: Assessing the visual and thematic consistency between the brand and creator.

Engagement Quality: Evaluating the quality of interactions between creators and their audiences.


3. User Experience Enhancements

To further refine the experience, the team added:


Match Filtering: Allowing brands to search for creators by specific demographics, such as age, interests, or location.


Content Previews: Letting brands view sample posts from creators to better assess their style and tone.

Identifying Mechanics

COMMAND TRIGGERS

After identifying the types of commands, it can be seen that two types of triggers are necessary:

Mentions

Entity mentions, mainly for people related

mentions, channels etc.

@everyone, @admin....

Actions, shortcuts

Access to both existing features as well as unique text

based actions.

Feature shortcuts: locations, pay, rooms...

Message control: send later, maybe, nickname...

Message style: shrug, spoiler, markup...

04

IDEATION

Reflecting on Research

how should we guide our ideation?

In the competitive audit done in the Understand phase, the following questions were asked for each app’s command system analysis. While

beginning my explorative ideation phase, I kept these questions in mind to ensure that my designs aligned well the the project's goals.

How do I discover & find

commands?

awareness & access 🧠

How can I learn & remember

how to use features?

education & memory 📕

How does using features feel

when I’m in a conversation?

FLUIDITY 🌊

UI Ideation

hypothesizing the designs

Keeping the above questions in mind, the next phase focused on exploring a wide variety of new approaches to creating an

effective

command system product experience

. I generated ideas in 3 "buckets" that lay the foundation of the commands primitive, and evaluated

each bucket on a

set of metrics

that each address the three product principles above, in order to land on the best option.

Bucket #1: The Picker

First, let's take a look the different variations of the command picker itself, which is triggered by typing @ or /.

Option 1

Floating, No Tabs

Option 2

Floating, Tabs

Option 3

Sheet, No Tabs

Option 4

Sheet, Tabs

To determine which options aligned best with the product principles (see above) and project goals, each option was evaluated against a set of

metrics, specific to the ideation bucket. The metrics (x-axis headers) address the principles and themes found in the research phase.

Bucket #1: The Picker

size

elevation

discoverability

OPTION 1

Floating, No Tabs

(Recommended)

🟢 — Shows multiple command

options and is less bulky

🟢 — Feels lightweight easily

dismissible with overlapping UI

🟡 — Eliminating tabs removes

the visual icon of a “slash”

which is presumed to boost

discoverability.

OPTION 2

Floating, Tabs

OPTION 3

Sheet, No Tabs

OPTION 4

Sheet, Tabs

🟡 — This component shows less

multiple command options and

is more bulky due to the tabs

🟢 — Feels lightweight and

provides greater sense depth

with overlapping UI — more

easily dismissible

🟡 — Tabs provide the visual icon

of a slash command, which is

presumed to boost

discoverability

🟡 — Able to show multiple

command options. However,

the full-spanning width creates

the illusion of bulkiness

🟡 — Feels heavier and confusing

to know what the elevation is.

Less obvious that there are 2

scroll windows

🟡 — Eliminating tabs removes

the visual icon of a slash

command which is presumed to

boost discoverability

🔴 — Takes up the most vertical

and horizontal space. The full-

spanning width creates an

illusion of bulkiness and the

added tabs compete with the

command cells

🟡 — Feels heavier and it’s

confusing to know what the

elevation is. Less obvious that

there are 2 scroll windows

🟡 — Tabs provide the visual icon

of a slash command, which is

presumed to boost

discoverability

Bucket #2: Input Mechanics

Next, I explored different ways to input commands, including how the command is applied and how arguments are inputted.

Option 1

Ghost Text

Option 2

Bubble Separator

Option 3

Sticky Modal

Option 4

Header Text

Bucket #1: The Picker

input confidence

natural

scaleable

OPTION 1

Ghost Text (Recommended)

🟢 — Exists inside the composer,

providing clear input guidance

for the necessary arguments in

a location where the eye

focuses on while typing

🟢 — Feels at home within the

composer component, almost

acting like a more specific

version of the regular ‘Message’

placeholder

🟡 — Would not handle

commands with multiple

arguments gracefully. Ghost

text disappears when typing,

making it difficult to know when

arguments start and end

OPTION 2

Bubble Separator

OPTION 3

Sticky Modal

OPTION 4

Header Text

🟡 — Clarifies what a user should

type next in a sticky format so

they won’t forget during typing.

However, it is unclear if the

bubbles will send along with the

text

🟡 — Overcrowds the composer

with non-text elements,

especially for argument names

with longer translations if

localized

🟢 — Would handle arguments

well, as static bubbles would

separate argument inputs

without ambiguity

🟡 — Clarifies the necessary

argument input, but motivates a

need to crosscheck with the

modal and ensure correct input

🟡 — Feels mechanical and

overly technical, like copying

down a formula rather than

following a description

🟡 — Can handle multiple

arguments, but it would get

increasingly complex and

harder to follow as it scales, due

to the formula-based guidance

🔴 — This text exists the farthest

away from the composer,

making it unclear that an

argument is necessary

🟢 — This text feels at home

within the gif picker, and acts as

a description

🔴  — This component would not

handle commands with multiple

arguments gracefully

Bucket #3: Discovering Commands

Finally, I explored variations of command discovery, which generated ideas on how to make users aware of the feature.

Option 1

Attribution

Option 2

Delivery Feedback

Option 3

Admin Text

Option 4

Upsell in Sheets

Option 5

One-Time Alert

Bucket #1: The Picker

AWAREness

Actionable

non-intrusive

OPTION 1

Attribution

🟡 — Requires for at least one

member of the group to already

know that commands exist

🟡 — Requires the user to take

initiative and perform the

description text on their own

🟢 — Text fits well with the

thread view and upsells the

command in a subtle yet

noticeable fashion

OPTION 2

Delivery Feedback

OPTION 3

Admin Text

OPTION 4

Upsell in Sheets

🟢 — Provides a natural

entrypoint to discovering

commands when a user

accesses features using current

flows

🟡 — Requires the user to take

initiative and perform the

description text on their own

🟢 — Fits well with the thread

view and upsells the command

in a subtle yet noticeable

fashion

🟢 — Requires for at least one

member of the group to already

know that commands exist

🟡 — Includes a clear CTA that

populates the composer with

“/”, giving the user quick

visibility of the command picker

🟢 — Fits well with the thread

view and upsells the command

in a subtle yet noticeable

fashion

🟡 — Feature engagement is

already low, and this option

requires the first step of

accessing a sheet feature

🔴 — This text is not actionable,

and adding a CTA would

interrupt the current process

of sending a gif or sticker.

🟢 — The text fits well within the

sheet and upsells the command

in a subtle yet noticeable

fashion

🟡 — Users are likely to quickly

dismiss it without reading the

upsell / text

🟢 — If the alert is not dismissed

right away, the alert can prompt

intentional discovery of the

feature

🔴 — The text obstructs the

entire screen’s view, which can

be frustrating for a user

OPTION 5

One-Time Alert Dialog

05

EXECUTION

Here's how the command system works... 🥁

We learned from MSGR UXR that people need help discovering commands in

ways that feel natural to them 🌱

let’s build something impactful.

Work↗

About↗

Resume↗

Linkedin↗

Email↗

read.cv↗

Designing Brand Matchmaking

Armed with these insights, the team began designing a feature that could facilitate meaningful connections. Here’s how Brand Matchmaking came together:

🧠 The Matchmaking Algorithm

💡 Compatibility Score

✉️ In-App Messaging and Campaign Proposals

The heart of Brand Matchmaking is its algorithm, which analyzes content themes, engagement rates, and audience demographics to suggest creator-brand pairs with high resonance potential. For example, a sustainable skincare brand might be paired with a creator whose followers have shown interest in eco-friendly products, based on engagement trends in previous posts.

To simplify evaluation, the team created a Compatibility Score. This score reflects the potential “fit” between a creator and a brand by considering alignment in audience demographics, engagement levels, and brand values. It’s a quick metric that both creators and brands can use to gauge compatibility at a glance.


To make it easy for creators and brands to connect, Instagram integrated a messaging feature within the platform. Brands can send campaign proposals directly to creators, outlining objectives and expectations. This tool streamlines communication, helping partnerships get off the ground faster and with clearer expectations.

Creators wish to stay true to their personal brand and values, while brands want to engage audiences through authentic voices that align with their message.

However, the process of finding each other often feels forced and time-consuming.

Creators spend hours sifting through potential opportunities, while brands rely on superficial metrics like follower counts, leading to mismatches and missed potential.

Instagram’s motivation with Brand Matchmaking was clear: help creators and brands connect through authentic, data-backed alignment, transforming the partnership process from a struggle into a discovery.
By creating a feature that uses insights and compatibility metrics, Instagram aimed
to empower both parties to find partners who truly resonate with their audiences.

Two screens from a fictional AI mobile app on an orange gradient background

Instagram Brand Matchmaking

UX DESIGN

RESEARCH

Abstract image used as a placeholder for this design project
Abstract image used as a placeholder for this design project
Abstract image used as a placeholder for this design project

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