Facebook and Instagram Partnership Ads Overview
Updated
Facebook and Instagram Partnership ads (previously known as Branded Content Ads) are a powerful advertising solution that allow advertisers to collaborate with creators, influencers, or other businesses, by running ads using co-branded assets or shared posts. These ads display both the advertiser's and the partner’s account names in the ad header. By combining engagement signals from both the accounts, partnership ads can improve ad delivery, increase relevance, and drive better performance. In this article, we will cover:
The key benefits of partnership ads
Permissions required to run partnership ads
Eligible ad formats and objectives
Note: Advertisers can run partnership ads across both Instagram and Facebook if:
Their partners have an Instagram and Facebook account and these accounts are linked.
Their partner only has a Facebook account.
Their partner only has an Instagram account.
Why Partnership Ads?
Partnership ads help you amplify creator or influencer content by promoting it through paid advertising. These ads let you leverage both your collaborator’s content and their audience, resulting in extended reach and greater impact. Partnership ads benefit various advertising roles in different ways:
Key Benefits by Role
Persona | Challenge | How Partnership Ads Help |
Ads Creators | Difficulty in controlling and managing who uses their ads for marketing purposes. | Creators have control over their content. They must apply the paid partnership tag in their organic branded content to enable ad usage. The creator will also gain visibility into the insights for engagement driven by their ad. |
Ads Insights Analyst | Difficulty in keeping track of the performance of boosted branded posts. | Businesses can view paid insights when they boost a creator’s branded post. |
Ads Media Manager | Difficulty in increasing Instagram Reach. | Ads can reach people beyond a creator’s followers to a broader, targeted audience. Creators can also boost their own branded content posts as Instagram ads. |
Partnership Ad Permissions
To run a partnership ad, advertisers must obtain permission from the partner whose handle will appear in the ad. Creators or partners can revoke these permissions at any time.
Through the Partnership Ads Hub, advertisers can manage partnership ad relationships with their partners at the account-level and run partnership ads without additional permissions at the content-level.
For more details, refer to:
You can use Sprinklr to create and publish partnership ads that feature content from other verified Facebook accounts, provided the ads comply with Facebook’s Branded Content Policies. To learn how to publish partnership ads through Sprinklr, click here.