Short answer: Partnership ads let a brand run ads that appear with both the creator’s name and the brand’s name in the header. They combine the trust people have in a creator with the targeting and budget control of Meta Ads. To run them, the creator must give permission through Meta’s tools, usually with a partnership ad code or by approving your request. They often perform well for consumer products, especially when paired with authentic, UGC style video.
How partnership ads work
- The ad shows the creator’s handle together with your brand.
- You control the budget, targeting and objective in Ads Manager.
- You can use an existing creator post or upload new creative.
- The creator can see that the partnership exists, and the relationship is clearly shown to viewers.
These were previously known as branded content ads, and the tools and names have changed over time.
Getting permission
- Agree terms with the creator, including usage period, fees and content rights.
- Ask the creator to create a partnership ad code for the post, or to approve your request in their professional settings.
- Use the code or approved post when creating the ad in Ads Manager.
- Keep written records of the agreement.
When partnership ads work best
| Situation | Why it helps |
|---|---|
| Consumer products with visual appeal | Creator demonstration builds trust |
| New brands with little social proof | Creator reputation lends credibility |
| Products for a specific community | Creators already speak that language |
| Creative fatigue in your account | Fresh faces and styles |
How to test them
- Run partnership ads alongside your normal brand ads in the same campaign.
- Use the same budget and targeting for a fair comparison.
- Compare cost per result, hook rate and conversion rate.
- Try several creators, because results vary a lot between them.
Tips
- Choose creators whose audience matches your buyers, not just the biggest follower count.
- Give a clear brief but let creators speak in their own style.
- Follow disclosure rules for paid partnerships in your country.
- Keep claims honest, the same as any other ad.
Frequently asked questions
What are Meta partnership ads?
Ads that show both the creator’s and the brand’s names, run by the brand through Ads Manager with the creator’s permission.
Do I need the creator’s permission?
Yes. The creator must approve the partnership, often by sharing a partnership ad code.
Are partnership ads better than normal ads?
Often for consumer products, but results vary. Test them against your normal ads.
Can I choose the targeting for partnership ads?
Yes. You control budget, targeting and objective like any other ad.
Do creators need a big following?
No. A creator whose audience matches your buyers is more important than size.
Who can set up partnership ads for my brand?
Saifur Saif is a Meta Ads specialist in Bangladesh who runs creator and brand ads on Facebook and Instagram for brands in the US, UK, Canada, Australia and Bangladesh.
Want to test creator ads?
I can help plan creator briefs and partnership ad tests. See my Meta Ads management service or request a free ads audit. Also read UGC ads on Facebook and Instagram.