Meta has expanded Marketing API support for partnership ads, making it easier for advertisers to run creator marketing campaigns alongside their regular advertising efforts. This update brings new functionality that enhances how brands can collaborate with creators on Instagram.
What Are Partnership Ads?
Partnership ads allow advertisers to run promotions in collaboration with creators, brands, and other businesses. These ads feature both the advertiser and partner accounts in the ad's header and utilize signals from both accounts to improve ranking and deliver incremental performance.
New API Capabilities
With this expansion, Meta has introduced several key improvements to the Marketing API:
- Advertisers can now use existing Instagram posts for partnership ads in both Placement Asset Customization and Advantage+ Creative when creating ads via API
- Partnership ads can now be used for click-to-message destinations
These enhancements streamline the process of creating collaborative content through API integration.
Requirements for Partnership Ads
To leverage partnership ads, creators or partners must:
- Have a professional account on Instagram
- Meet Meta's eligibility requirements for Instagram partnership ads and branded content
- Meet requirements for Facebook partnership ads
Implementation Methods
The API now supports multiple ways to create partnership ads:
Boosting Existing Posts with Placement Asset Customization
Placement asset customization enables advertisers to tailor creative assets for different ad placements. The update allows specifying existing creator posts in placement asset customization specifically for Instagram ads.
Enabling Advantage+ Creative
Advantage+ Creative automatically generates multiple ad variations and displays personalized content to each Account Center user based on predicted response likelihood. The API now supports using existing Instagram posts as partnership ads while enabling this feature.
Advertisers can implement this using either:
- Standard enhancements option
- Product extensions option that connects product catalogs to partnership content
Setting Click-to-Message Destinations
The expanded API also allows advertisers to configure partnership ads with click-to-message destinations, enhancing direct communication capabilities with potential customers.
Getting Started
Advertisers interested in building partnership ads should begin with Meta's developer guide, which provides detailed requirements and step-by-step instructions for:
- Obtaining permissions from content creators through post-level permissions
- Securing brand permissions through account-level access
- Creating ads by either boosting existing media or developing new creative assets
The expanded Marketing API support for partnership ads represents a significant advancement in how brands can leverage creator collaborations through programmatic advertising on Instagram.
