Following its summer rollout of
holiday-ready partnership ad options, Meta
is announcing more ways for brands to utilize creator talent across Instagram and Facebook this holiday season, including improved performance data, a new "Partnership Ads API" and more.
In an
effort to speed up brand access to relevant creator content on Instagram, Meta is now including live user-generated content mentioning a brand -- as well as useful affiliate content -- within the
"Partnership Ads Hub."
Before launching a campaign, advertisers in the Hub have the option to review individual creators’ overall content performance -- including views, interactions,
likes, comments, shares and saves.
According to Meta's announcement, partnership ads have driven 19% lower CPAs and 13% higher click-through rates for brands, compared to regular Meta
campaigns.
To help advertisers and their agencies better identify worthwhile UGC content, Meta is also launching a "Facebook Partnership Ads API" -- an addition to the "Creator Discovery API"
that Meta rolled out earlier this year, which also offers creator evaluations and content access.
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On the creator side, Meta is expanding creators’ eligibility for partnership ads via a
new “Professional Mode,” which provides advertisers a business-like listing for potential partnerships. The designation is meant to make it easier for creators to monetize their Facebook
content.
Meta is also looking to streamline the permission process between creators and advertisers.
When creating branded content or using existing creative on Facebook, creators can
now proactively share an ad code with an advertiser for partnership ad permissions, even if the brand isn ottagged in the post.