Meta has announced a number of updated features designed to help brands run partnership ads, including improved analytics on potential partnership opportunities, more data on partnership campaign performance, a brand-new Partnership Ads API and more. For those who are only just building the foundation of a brand presence on Instagram, it is useful to separately go through profile formats and read the breakdown Why you need an Instagram business account.
First, Meta has made it easier to find potential partnership opportunities in its Partnership Ads Hub (in Ads Manager): the list will now show Instagram content related to your brand, as well as partnership offers.
As you can see in this example, the “Partnership ads” section will now display content from both Facebook and Instagram in a single list, allowing you to quickly review all pending requests.
As Meta explains:
“Advertisers are now able to see content from creators who tag or mention their brand within the Partnership Ads Hub, which will speed up the process of identifying authentic creator content. In addition, advertisers can now view creator content performance metrics, including views, engagements, likes, comments, shares and saves, directly in the Partnership Ads Hub.”
This will make it easier to identify opportunities for potential boosts and to execute them directly from the Hub tools.
It is a more centralized and organized approach to amplifying your content, which will simplify activation and management of relevant posts.
Meta is also launching a new Facebook Partnership Ads API, which will expand your ability to identify opportunities for branded content placement.
This is an addition to the existing Meta Creator Discovery API, which was launched earlier this year, and the new Facebook version provides expanded access to creator content.
The API options are a more technical addition, mainly aimed at agency use, but they offer another way to surface potential opportunities to promote creator-initiated content.
Meta is also expanding creator discovery by including Professional Mode profiles in the pool of potential partners.
Meta’s Professional Mode adds page-like functionality to personal profiles, making it easier for creators to monetize their content on Facebook. Over time, the service has gone through several changes, but according to Meta, many creators are now seeing success with this option, which enables them to build a business around their Facebook presence. In the Instagram ecosystem there are also reverse scenarios: a brand owner may need to temporarily switch a profile back to a more closed format; the technical part of that step is covered in the guide How to switch Instagram to a personal account.
These creators will now also be listed in the partnership ads pool, expanding the range of creators you can work with.
In essence, this will make it possible to showcase creators’ potential, as well as identify amplification opportunities at the level of individual posts, giving you more chances to connect and close promotion deals for your brand. A practical walkthrough of the first step toward collaborations via DMs with example scripts is provided in How to write a collaboration proposal on Instagram: examples and ready-made structure.
Finally, Meta is also updating its content access permissions:
“Creators now have an easier way to tag a partner when posting branded content, and they can proactively share an ad code with advertisers to grant permission to run partnership ads. They can also share ad codes when using existing or creating new organic content, even when the brand is not tagged in the post. This changes the process so that instead of advertisers having to request permissions, creators can easily grant them, which speeds up activation.”
This update will simplify the permission process, ensuring that all data remains securely protected when working with creators.
These are useful updates that will make it easier to launch creator-led campaigns and to leverage the potential reach and resonance of creator posts to boost brand awareness and loyalty.
Given that partnership ads on average deliver 19% lower cost per acquisition and 13% higher click-through rates than standard ads, this is definitely a factor worth considering.
You can read more about the latest updates to Meta’s creator partnership program here .
