Meta has launched a set of new tools for creator partnerships on Facebook and Instagram. The company says advertisers can now use existing organic content from creators to run partnership ads on Facebook and Instagram. This includes branded content from influencer collaborations or user-generated content (UGC). By using the Partnership Ads Hub, advertisers can find posts mentioning or tagging their brand and decide which content to run as ads.
Previously, brands had to manually track down creator content and request permissions. Now, the process is integrated into the Hub.

Checking content performance before running ads

Meta’s update also introduces the ability to review organic performance metrics for creator content directly in the Hub. Advertisers can view data such as interactions, likes, comments, shares, saves, and views for each post. This allows brands to evaluate which content is most engaging before turning it into a partnership ad.

Expanded content discovery on Instagram

The company is also adding more discovery options for Instagram content. Advertisers can now access UGC and affiliate content through the “All” tab in the Partnership Ads Hub, alongside previously available branded content and Instagram Collabs.

Advertisers can click on a post to see its performance, including metrics such as views, likes, comments, shares, and saves. These insights allow brands to evaluate which content could perform well as paid partnership ads.

Expanded options on Facebook

Meta has also rolled out the Facebook Partnership Ads API. This tool allows advertisers and agencies to create ads from Facebook branded content or user-generated content at scale. It builds on the Creator Discovery API introduced earlier in the year, which enables agencies to find creators based on performance filters and audience reach.
Meta has also expanded creator eligibility for partnership ads to include professional mode profiles. Previously, only Facebook pages could be used for partnership ads.

Changes to content permissions for partnership ads

The process for securing content permissions has been updated. Creators can now share an ad code with advertisers when creating branded content or using existing UGC. This process enables advertisers to run partnership ads without needing to request separate permissions.

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