BuzzFeed Canada is giving brands a new way to develop branded content by striking a new partnership with influencer matching and management platform Paid.

Paid – stylized by the company as “#paid” – uses a combination of technology and its own teams to curate creators who fit a brief based on factors like content type and audience demographics. Creators then have the opportunity to pitch the brand. The platform also allows brands to manage and measure influencer marketing to scale campaigns.

Through the new partnership, brand and media agencies developing branded content on BuzzFeed Canada and its family of editorial brands, such as cooking site Tasty, will now be able to  work with a roster of Canadian talent on Paid, in addition to BuzzFeed’s own in-house talent.

This is the first partnership the company has signed with a publisher and the first deal of its kind in Canada, and globally for BuzzFeed.

Nathan George, head of region for Canada at BuzzFeed, described the partnership as a way to diversify the branded content it offers brands, with a focus on offering more customization and integration options to clients.

BuzzFeed Canada today announced a new, ongoing collaboration with #paid, an award-winning creator marketing platform. The partnership will allow BuzzFeed and its portfolio of brands, including Tasty, to offer clients access to the largest on-platform network of creators as cast members for BuzzFeed’s content. In addition to in-house talent, BuzzFeed’s clients will now have a unique opportunity to handpick from a more diverse roster of Canadian talent for their BuzzFeed content. Clients will still enjoy the production quality and enormous reach which BuzzFeed already offers across its platforms, and additionally benefit from a secondary aligned audience through the creators’ social media handles.