How to Use Partnership Ads on Meta

Meta's new Partnership Ads Hub is the latest way for brands to easily work with content creators and influencers in a whitelisting capacity on Meta. Brands can request new partnerships, manage access to existing partnership content, and discover new partners to work with. We're loving the new Partnership Ads experience because it makes influencer whitelisting, a once-tedious process, significantly easier.

Essential Takeaways:

• The new Partnership Ads Hub has 3 main tabs: the Partners tab, where you can send new Partnership requests and accept pending requests from new Partners with the click of a button, the Content tab, where you can see all of the partnership content your brand is currently tagged in, and the Creator Marketplace, where you can browse recommended creators and invite lists of creators to join your Partnership campaigns.

• The streamlined Partner Request experience has replaced the old, more tedious whitelisting process. For single Boosted Post access, creators can simply share a Partnership Ad Code with brands once their post is live. For full whitelisting access, brands can send partnership requests with the click of a button.

• Partnership Ads at scale are becoming increasingly important in the Meta ad delivery algorithm, and brands who test this creative format will be rewarded with improved ad performance.

How to Set Up a Partnership Ads Campaign on Meta

First, navigate to Meta's Partnership Ads Hub, found within the nav menu of Meta Ads Manager. Next, click the Creator Marketplace tab. You will see a list of Creators Most Relevant For You, curated by Meta using first-party data about your business. You'll want to save most of these to a new list, as their audiences will be highly relevant to your target customers.

Next, go to the Campaigns tab and start a new campaign. Your goal for this campaign should be "Source Creative Content" from the dropdown menu. You can either turn Fixed Offer Compensation on or off depending on if you have a fixed budget, or if you're willing to negotiate with creators.

Lastly, fill in your remaining campaign details. Make sure your compensation is competitive for creators in this range to make 1 Reel for your brand, and make sure to toggle ON "request ad promotion" so that you can run the Reel that they post as a Partnership ad. Your ad promotion request fee should also be competitive. Most creators charge a minimum of $200/month for ad promotion.

Once you publish the campaign, you can invite all of the creators from the target list that you built to join the campaign. Try to get content from as many of these creators as your budget permits, and be sure to run ALL of the videos as Partnership ads.

The Benefits of Partnership Ads

Partnership Ads, because they harness the audiences of the influencers who you are working with, are a fantastic way for advertisers to reach new audiences they would otherwise struggle to find with their typical creative strategy.

Additionally, Partnership Ads appear more native in the social feed as they are run from the creator's handle, not the brand handle, which can increase CTR and reduce CPC on those creatives.

If you're looking for a best-in-class Meta advertising agency to assist with your whitelisting strategy and your Meta ad campaigns more broadly, consider getting in touch! Flighted runs data-driven Partnership Ad campaigns for all of our Meta advertising clients.