Meta Partnership Ads: Influencers + Performance Marketing

Meta's Partnership Ads are one of the most powerful innovations in the world of digital marketing. This format allows you to combine the effectiveness of influencers with the precision and scalability of performance marketing.

Influencer marketing and performance marketing have always seemed like two separate worlds. On one side, influencers generate closeness, trust, and authentic content. On the other, performance campaigns seek efficiency, measurable results, and sales.

Meta (Facebook & Instagram) is determined to merge these two worlds with its new feature: Dynamic Partnership Ads (Advantage+). And the result promises to revolutionize the way brands collaborate with creators. If you’re looking to improve your ROI and increase your campaign’s engagement, it’s time to explore how Partnership Ads can transform your advertising strategy.

TABLE OF CONTENTS

• What are Partnership Ads?
• How do Partnership Ads work?
• The power of UGC in Partnership Ads
• Dynamic Creator Partnership Ads
• Benefits of using Partnership Ads in your strategy

What are Partnership Ads?

Meta’s Partnership Ads (previously known as Branded Content Ads) allow brands to amplify content created by influencers and content creators through paid media, directly from Facebook and Instagram’s Ads Manager. Unlike traditional ads, Partnership Ads are published from the influencer’s profile, preserving the authenticity of the content while leveraging the power of performance marketing.

With this feature, brands are no longer limited to the influencer’s organic reach. They can boost content using targeting, budget, and specific marketing strategies to achieve superior performance.

How do Partnership Ads work?

It’s simple. Here’s a step-by-step guide so you don’t get lost in the process:

1. The influencer creates their content, uploads it to their social media, and tags your brand as a partner.
2. You, the brand or advertiser, approve the collaboration from your Ads Manager account. (It’s like saying “yes” to a friend asking for a favor — but with a lot more control).
3. Magic! You amplify that content, target your audience, and turn it into a paid campaign.
4. The brand promotes the content through paid campaigns with any objective they want (like traffic, conversions, or awareness).

The content created by the influencer is treated as a piece of paid media, with all the benefits of traditional advertising campaigns: advanced targeting, flexible budget, and full control over performance. The trick? You’re leveraging the influencer’s reach. And honestly, who doesn’t trust recommendations from someone they follow daily over a brand they barely know?

The power of UGC in Partnership Ads

One of the main reasons why Partnership Ads are so effective is because they leverage User Generated Content (UGC). UGC refers to content created by users, fans, customers, or influencers instead of being produced directly by the brand. This type of content generates greater trust and authenticity, as consumers tend to relate more to the opinions and experiences of real people.

Why is UGC important?

• Authenticity: Because, authenticity sells. Consumers trust the real-life experiences of other people more than traditional ads. By integrating UGC into Partnership Ads, brands tap into users' credibility and build a genuine connection with their audience.
• Higher Engagement: UGC tends to drive higher engagement rates. Followers of an influencer or creator usually interact more with content they perceive as “real” and personal compared to commercial ads.
• Community Building: Incorporating UGC into your Partnership Ads can also help build a more loyal and engaged community of followers. Encouraging users to create content related to your brand can increase their sense of belonging.

Example of UGC in Partnership Ads

Imagine a fashion brand collaborating with an influencer to showcase their latest products. The influencer not only creates engaging content featuring the products but also encourages their followers to share how they use those products in their daily lives while tagging the brand.

This user-generated content can then be used within Partnership Ads, amplifying its reach through performance marketing and ensuring that other consumers see the real experiences of their peers — not just the influencer’s.

 

 

 

Dynamic Creator Partnership Ads: the latest in campaign personalization

If you thought Dynamic Partnership Ads were the best, let me introduce you to Dynamic Creator Partnership Ads. This option takes personalization and segmentation to an ultra-advanced level (yes, even more), allowing brands to collaborate even more seamlessly with creators and generate high-impact content for different audience types.

What are Dynamic Creator Partnership Ads?

Dynamic Creator Partnership Ads are a type of ad that allows brands to use content created by influencers or content creators, but with the ability to personalize the message based on the user’s behavior and past interactions. In other words, not only is the creator’s content amplified, but it is personalized in real-time based on what each user has done, what they like, or even what they’ve purchased.

How do Dynamic Creator Partnership Ads work?

1. The creator generates content, whether it's a product recommendation, review, or tutorial.

2. The brand configures the ad so that this content can be personalized based on the user’s past actions, such as products viewed, previous clicks, interactions with previous posts, etc.

3. Meta's system uses its AI to optimize which version of the content to show each user, depending on their profile, interests, and behavior.

4. Finally, the ad is displayed personalized to the audience, with the creator's authentic touch, but with a specific offer or message based on the user’s interests.

Benefits of using Partnership Ads in your strategy

→ Because influencer content works.
→ But organically, it only reaches their followers.
→ Partnership Ads takes it to new audiences, with segmentation, data, and real measurement.

1. Increased Consumer Trust

79% of consumers trust recommendations from people more than from brands, according to Nielsen. Partnership Ads leverage the authenticity of influencers, creating a more genuine connection with the audience. When users see their favorite influencers promoting a product, they are more likely to trust the brand.

2. Increased Engagement and Conversion

Content creators have a highly engaged audience that trusts their opinions. Partnership Ads amplify that connection by showing authentic content to segmented audiences, increasing engagement rates and improving conversions.

3. Scalability of Organic Content

A Partnership Ad doesn't just work in the organic space. If an influencer creates content that already performs well naturally, you can amplify it to reach a much larger audience with a paid media strategy. This allows you to scale what you know works.

4. Fast Testing and Optimization

Partnership Ads campaigns allow you to test different creators and formats, giving you more flexibility to find what content works best for your audience. You can run A/B tests, adjust budgets, and tailor strategies based on user behavior.

This format not only amplifies influencer content, but does so in a personalized way, improving the user experience and conversion rates. It's like being able to read your consumers' minds, but in a much more ethical and effective way.

So, if you haven't tried this strategy yet, maybe it's time to stop playing with static ads and start playing in the smart ads league.

If you've made it to the end, you're probably thinking: “I love it, I want it, I need it… but how do I implement it for my product or my client?”

Spoiler: You don’t have to do it alone.

At Adsmurai, we are experts in performance marketing, campaign management, and making the most of Meta’s most powerful tools (yes, including that wonder called Partnership Ads).

We help you create paid social strategies that not only look good on a dashboard but actually convert. From influencer and UGC campaigns to dynamic ads that seem to read your mind (without scaring anyone).

Do you want your content to sell, not just accumulate likes?

Let’s talk.