Meta has introduced enhanced options to help brands launch partnership ads, featuring improved insights into partnership opportunities, more detailed data on partner campaign performance, a new Partnership Ads API, and AI-powered tools to scale creator and brand collaborations. These updates enable businesses and creators to efficiently find, evaluate, and convert organic Facebook and Instagram creator content into partnership ads, which on average deliver 19% lower CPAs and 13% higher click-through rates.
Partnership Ads Hub Enhancements
The Partnership Ads Hub now allows brands to centrally discover a wider variety of content types, including Instagram user-generated content (UGC) and affiliate content within the “All” tab. Advertisers can also access performance insights—such as views, interactions, likes, comments, shares, and saves—directly in the Hub, helping them select the most engaging posts for partnership ads. Earlier additions to the Hub’s “Recommended” tab include brand-relevant Instagram Collabs and branded content, further simplifying content identification.
Expanded Facebook Partnership Ads Features
On Facebook, new capabilities include:
- Facebook Partnership Ads API: Enables advertisers and agencies to create partnership ads from branded or user-generated content at scale.
- Expanded Creator Eligibility: Now includes professional mode profiles, significantly increasing the pool of creators available for partnership ads.
- Simplified Permissions: Creators can proactively share ad codes with advertisers, speeding up permissions and accelerating ad launches. Creators can also tag partners more easily when creating branded content.
Streamlining Organic to Paid Content
Advertisers can leverage existing organic creator content—such as branded content from social teams or user-generated content—as partnership ads through the Partnership Ads Hub. The Hub surfaces relevant UGC and affiliate content by showing creators who tag or mention the brand, speeding up the identification of authentic content. Organic performance insights within the Hub help advertisers evaluate which content is likely to perform well as ads.
Creator Discovery and API Tools
The Facebook Partnership Ads API complements the Creator Discovery API, which offers robust filtering and performance insights to help agencies identify suitable creators. This improved visibility supports better campaign planning and scaling of creative storytelling through Facebook’s vast user base of over 3 billion daily users.
Creator Influence and AI-Enabled Features
Creators play a central role in culture and brand trust, with 76% of Gen Z open to hearing about brands via creator content and 71% of consumers making purchases shortly after seeing creator content on Meta apps. AI-enabled features, such as creator testimonials embedded as featured comments in partnership ads, boost ad effectiveness, driving a 7.5% higher offsite conversion rate and a 9.6% higher offsite click-through rate compared to typical campaigns.
These updates reflect Meta’s ongoing investment in tools that help brands harness creator authenticity to achieve scalable, high-performing partnership ads.
