Partnership ads (formerly know as Branded Content Ads) allow advertisers to amplify content from a creator handle, providing access to millions of consumers in addition to the creator's organic audience.
Partnership Ads is the most performant and transparent way for advertisers and creators to run ads together:
It uses signals from both creator and brand handles for stronger ranking and performance
It ensures partnership transparency, by showing the Paid Partnership label
It increases product discovery, by using features like shopping from creators and product tags.
Advertisers can run multiple types of organic Instagram content as partnership ads, including branded content with the paid partnership label, Instagram Collab posts, @mentions, people tags, product tags, and other content without the paid partnership label, as well as continue to create new partnership ads in Ads Manager without an existing post.
Partnership Ads and permissions
To run partnership ads, advertisers need permission from the creator whose handle the ad will run from. Social Native leverages Meta Partnership Ads API to:
Simplify the campaign process for Partnership ads approvals between brands and creators.
Gain complete visibility on creator allowlisting, including the approval of branded partnership tags by advertisers and creators' post boosts for brands.
Measure the ROI of creator campaigns, completing the cycle of content usage through organic distribution, creator ads, and other paid media channels.
How to grant permissions
Turning branded content from creators into ads is now easier and faster.
Step 1. To run partnership ads, you first need to grant permission to Social Native on Meta Business Manager. You only need to go through those steps once. You'll find the step-by-step process detailed in this article.
Step 2. When creating a new order, you can activate the option to boost creator content through Meta Business Manager (Step 2 in the order form). Creators that are approved in the Creator Approval section will be sent a partner request notification through Instagram.