Meta rolls out AI updates to turn creator content into higher-performing partnership ads
Meta introduced new AI-driven updates that make it easier for brands to find, evaluate, and convert organic creator content on Facebook and Instagram into partnership ads. The changes expand what shows up in the Partnership Ads Hub, streamline permissions, and add an API to scale what already works.
What's new
- More content sources in one place: The Partnership Ads Hub "All" tab now includes Instagram UGC and affiliate content, plus posts where creators tag or mention your brand. Earlier additions like Instagram Collabs and branded content remain in the "recommended" tab.
- Built-in performance insights: Review creator content metrics-views, comments, interactions, likes, shares-directly in the hub to spot winners before you put spend behind them.
- Facebook Partnership Ads API: Identify creator posts suited for partnership ads and convert branded content at scale. This complements the Creator Discovery API launched earlier this year.
- Faster permissions via codes: Creators can share a code with advertisers to grant ad permissions. Partners can also share an ad code proactively or when using new/existing UGC-even if the brand wasn't tagged-cutting time to launch.
- Wider creator eligibility: Professional Mode profiles on Facebook are now eligible for partnership ads. Professional Mode reached 100 million daily active users within 18 months.
Why this matters for marketers
Partnership ads continue to deliver strong paid performance: on average, 19% lower CPA and 13% higher CTR, based on Meta's data. Meta also reports 71% of consumers say they purchase within a couple of days after seeing creator content across its apps.
Creator ad spend keeps climbing. The Interactive Advertising Bureau projects U.S. spend in this channel to hit $37 billion this year. That's a large pool of content and creators to activate-and a larger incentive to operationalize what's working.
Interactive Advertising Bureau
How to put these updates to work
- Audit the Hub weekly: Shortlist creator posts that already show above-median engagement. Add a simple threshold (e.g., top 20% by interactions) to standardize selection.
- Test small, scale fast: Convert 3-5 shortlisted posts into partnership ads. Run with modest budgets for 3-5 days, then allocate spend to the top two by CPA or ROAS.
- Use the API for volume: If you manage many SKUs or regions, integrate the Facebook Partnership Ads API to automate discovery and conversion of high-fit posts.
- Streamline rights: Switch to the new code-based permission flow. Build a lightweight SOP so creators know how to share codes, and your team knows exactly where to log them.
- Expand your creator pool: Include Professional Mode profiles in your outreach. They're now eligible, and often more responsive than large creators.
- Close the loop: Track performance by creator, content type, and topic. Feed the winners back into creative briefs and the API filters.
Practical benchmarks to guide your tests
- Selection: Prioritize posts with strong comments-to-views ratios and save/share activity-both indicate persuasion, not just reach.
- Creative edits: Keep the creator's voice intact. Limit overlays to clear offers, price, or CTA to avoid hurting authenticity.
- Targeting: Start broad with Advantage+ where appropriate, then segment by creative theme (e.g., unboxing vs. tutorial) based on early CPA signals.
Strategic context
Meta's ad business is leaning into AI across the stack. The company reported Q3 revenue up 26% year over year to $51.24 billion, with an AI-driven ad suite that now exceeds a $60 billion annualized run rate, according to its latest earnings call.
Quick checklist
- Activate the Partnership Ads Hub and set weekly review cadences.
- Define pass/fail thresholds for creator content (engagement and sentiment).
- Pilot the Facebook Partnership Ads API if you manage multiple brands or markets.
- Adopt the new code-based permissions flow for faster turnaround.
- Include Professional Mode creators in sourcing and A/B tests.
- Report on CPA, CTR, incremental reach, and time-to-launch for partnership ads.
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