Partnership Ads
Paid social ads that show the collaboration between a brand and creator while delivering creator content to defined audiences.
Definition
Partnership ads are platform formats that let brands extend creator content as paid advertising. On Instagram and Facebook, they make the collaboration transparent and combine the credibility of a creator profile with precise paid-social targeting.
Also known as: Branded content ads, Creator partnership ads
How partnership ads work
Strong organic creator assets are not published only once, but delivered to additional relevant audiences.
Combining native creator communication and testing can reveal creative learnings faster than conventional brand ads.
Rights, access, and reporting
Approvals, platform access, runtime, and usage rights must be agreed before launch.
Evaluation should cover costs and clicks as well as conversion signals, creative quality, and the interaction between organic and paid content.
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