Partnership ads

Partnership ads are a Meta ad format in which a brand runs ads that appear with a creator's or partner's identity alongside its own. The ad header typically shows both accounts, which makes the ad look closer to organic creator content. Meta previously offered similar functionality as branded content ads and has since grouped it under partnership ads.

How they work

At the time of writing, the general process is:

• The creator and brand agree to work together, and the creator grants the brand permission to run ads with their identity, for example through a partnership ad code or an approved partnership in Meta's tools.
• The brand can then promote the creator's existing post or create a new ad that uses the creator's handle.
• The brand controls budget, targeting and optimisation in its own ad account.

Meta's setup steps and permissions change from time to time, so follow its current documentation.

Why brands use them

• Authenticity: the ad appears to come from a person, not just a brand.
• Social proof: a known or relatable creator can lend credibility.
• Creative variety: creators bring their own style, hooks and audiences.
• Reporting: performance is visible in Ads Manager like any other ad.

Things to agree in advance

• The usage period and whether the brand can edit captions or create new ads.
• Spend levels and the countries where the ads will run.
• Disclosure: partnership ads carry a paid partnership label, but both parties remain responsible for meeting local advertising disclosure rules.

Partnership ads work particularly well with UGC-style content, where the creator's voice is already central to the ad.