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Meta advertising
Meta Partnership Ads: Running Creator Content as Ads
Meta Partnership ads, formerly branded content ads and often compared to creator whitelisting, run a creator's post as an ad under both the creator's and the brand's name. People see the ad as coming from someone they follow or trust rather than from a brand. A creator's organic post drops out of the feed within a few days; the same content can run as a Partnership ad for weeks, to an audience you choose.
Purpose and appearance
What do we use this format for?
We use Partnership ads in recommendation-driven categories such as cosmetics, fashion or mother and baby to take a creator's storytelling to a wider buying audience with the brand's ad budget. We add winning creator content to sales, catalog and messaging campaigns, getting value from a single shoot across several campaigns.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
Partnership ad permissions, contracts and ad disclosure
Meta requires the creator's permission to run ads under their name. Permission can be given for a single post with an ad code, or at account level through Partnership Ads Hub, and the creator can revoke it at any time. That's why getting permission on the platform isn't enough; the contract should set out in writing the ad usage period, which posts can be used, who handles comment management and what happens when the permission ends.
In Türkiye there is also the question of ad disclosure. The guidelines on influencer advertising issued by the Advertising Board of Türkiye's Ministry of Trade require commercial partnerships to be clearly disclosed. In addition to Meta's partnership label, we use #reklam or #işbirliği (Turkish for #ad and #collab) in the post caption and include this in the content brief we give the creator. Forgetting the disclosure can expose both the creator and the brand to liability.
Partnership ads vs. regular Meta ads
Both accounts appear together in the ad header, and if the creator uses an existing post, likes and comments keep accumulating on that post. This social proof is an advantage that a brand ad started from scratch doesn't have. The details below are the ones we find most useful when setting up Partnership ads.
- Creative produced by the brand can also run under the creator's name; the creator doesn't need to post organically for every Partnership ad.
- It can be combined with a catalog (since 2025): the creator's card is followed by products from catalog ads, so people who see the recommendation find the product in the same ad.
- It can also be used with messaging objectives; users can message the brand's WhatsApp line directly about the product the creator recommends.
- Marketing API support has been available since March 2025; brands working with many creators can manage permissions and ad setup in bulk.
How we choose creators for Partnership ads
Follower count is one of the weakest predictors of ad performance. What we buy in an ad isn't the creator's audience but the content itself; Meta also shows it to people who have never heard of the creator. So when selecting, we prioritize creators who use the product naturally, get to the point in the first second and are comfortable on camera. Smaller but persuasive creators often deliver better results than large accounts.
We start with three to five different creators for the same product and shift budget to the winning content based on the first two weeks of data. In ad creative analysis we break down the differences between creators by opening length and delivery style and carry the findings into the next brief. We add winning content to the creative set of Advantage+ Sales campaigns.
Meta Partnership ads vs. TikTok Spark Ads
The logic is similar: on both platforms, the creator's content runs as an ad with permission. The differences are in the details. On Meta, the ad carries both account names, can be combined with catalog and messaging objectives, and can run across Facebook, Instagram and Threads placements. On TikTok, Spark Ads boost a single account's post using an authorization code. If you agree terms with the same creator for both platforms, we write the contract to cover both uses from the start.
Partnership Ads: when do we recommend it?
We recommend it
- Brands already working with creators or ready to start
- Categories such as cosmetics, mother and baby, fashion and food, where trust and social proof drive purchase decisions
- Accounts seeing falling click-through rates on ads run from the brand account
- Brands that want to introduce a new product through real usage moments
We don't recommend it
- Products with health claims or advertising restrictions, where we can't limit what the creator might say
- Older collaborations whose contracts don't cover ad usage
- Budgets that would depend on a single creator, with no room to produce alternative content
How we manage Partnership Ads
- Creator selectionWe draw up a shortlist based on content language, ease on camera and fit with the product.
- Contract and permissionWe put the ad usage period, post scope and comment management in writing and obtain Partnership Ads Hub permissions.
- Brief and disclosureWe provide a clear content brief covering the first second, the key message and the #reklam disclosure.
- Multi-content testingWe start with several creators and openings for the same product and choose the winner based on data.
- Scaling winning contentWe move winning content into sales, catalog and messaging campaigns.
Partnership Ads: metrics and requirements
Metrics we track
- Purchase ROAS
- Click-through rate
- First 3-second view rate
- Cost per result by creator
- Comment sentiment
What you need to get started
- A contract with the creator that covers ad usage
- Permission granted via Partnership Ads Hub or an ad code
- An Instagram professional account and a linked Facebook Page
- A sales or form event verified in Events Manager, depending on the campaign objective
Official sources
The Brand Move Meta Team
Contact us nowTo learn more about Partnership Ads or other Meta ad formats, contact The Brand Move Meta team today.
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Frequently asked questions
Partnership Ads: frequently asked questions
What are Meta Partnership ads?
Partnership ads run a creator's content as an ad with both the creator's and the brand's account in the header. They replaced branded content ads. The creator gives permission for a single post with an ad code, or at account level through Partnership Ads Hub, and the content can then run to any audience the brand chooses.
Is a Partnership ad the same as creator whitelisting?
They are close but not the same. In both, a brand runs ads with a creator's permission. A Partnership ad shows both accounts together and keeps likes and comments on the creator's existing post. Whatever the setup, the contract should set the usage period, which posts can be used and who handles comments.
What happens if the creator withdraws permission?
The ad stops running and no new ads can be created with that content. That's why the contract specifies the usage period and that permission won't be withdrawn during it. We also never tie a campaign to a single creator, and we always keep backup content.
If the creator's followers don't see the ad, what's the point?
The creator's followers aren't the ad's main target. Meta shows the content to an Advantage+ audience or to the audience you choose. The creator's name and face make the ad feel more genuine than a brand post, even to people who don't know them. When an existing post is used, followers add social proof through likes and comments.
Who manages the comments?
When an existing post is used, comments accumulate on the creator's post, so we spell out moderation responsibility in the contract. We set up a response routine with the creator so the brand can also answer product questions, and hiding or deleting negative comments requires approval from both sides.
Let's run a first Partnership Ads review together.
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