How to create an Instagram partnership ad
Branded content ads are now called partnership ads.
Partnership ads allow advertisers to easily turn content from their partners into ads, extending its reach and impact. Learn more about partnership ads.
Creators can give a brand partner permission to boost their content into a partnership ad that features both of their accounts in the header by sharing a partnership ad code.
Note: Advertisers can create a partnership ad on Instagram with or without an ad code.
Note: Advertisers can create a partnership ad on Instagram with or without an ad code.
Once the ad is live, advertisers will also be able to manage and add comments.
Before you begin
- Creators and partners must have a professional account on Instagram to use partnership ads and must meet our eligibility requirements for Instagram partnership ads and branded content and Facebook partnership ads.
- Ensure you have partnership ad permissions set up with the partner you are working with using Meta Business Suite.
- When you create a partnership ad with an ad code shared by a creator, each code can be used by only one advertiser.
Note: When you enter an ad code for content that is archived, that content is still eligible to be used as a partnership ad. - Advertisers can boost Instagram content as a partnership ad or non-partnership ad, even if the content was previously boosted as an ad.
- If you want to turn existing content, including archived content and hidden Collab posts, into a partnership ad, make sure the partner is tagged in the paid partnership label if the content is considered branded content according to our policies. Learn more about branded content on Instagram.
- The content you’re turning into a partnership ad must be in an eligible format.
How to create a partnership ad with an ad code
To create a partnership ad with an ad code in Meta Ads Manager:
- Go to Ads Manager and click + Create.
- Select Awareness, Traffic, Engagement, Leads, App promotion or Sales as your ad objective.
- In the conversion section, select a conversion location depending on which ad objective you selected in step 2:
- Traffic: Website or Messaging apps
- Engagement: Website, Messaging apps, On your ad or Facebook Page
- Leads: Website or Instant forms
- App promotion: App
- Sales: Website, Messaging apps or Website and shop
- Complete the budget & schedule, audience, placements sections. Then click Next.
- In the audience section, you can choose to use the creator’s engaged audience.
- At the ad level, toggle on Partnership ad.
- Click Enter partnership ad code, then paste your code.
Note: The first identity will automatically be filled with your partner’s account and the second identity will be filled with your account. If you have multiple accounts, you’ll need to select the second identity. - Click Done.
- Finish setting up your ad and choose your call to action and destination. Click Publish.
How to create a partnership ad without an ad code
To create a partnership ad without an ad code in Meta Ads Manager:
- Go to Ads Manager and click + Create.
- Select Awareness, Traffic, Engagement, Leads, App promotion or Sales as your ad objective.
- In the conversion section, select a conversion location depending on which ad objective you selected in step 2:
- Traffic: Website or Messaging apps
- Engagement: Website, Messaging apps, On your ad or Facebook Page
- Leads: Website or Instant forms
- App promotion: App
- Sales: Website, Messaging apps or Website and shop
- Complete the budget & schedule, audience, and placements sections. Then, click Next.
- In the audience section, you can choose to use the creator’s engaged audience.
- At the ad level, toggle on Partnership ad.
- Go to Identity, select the Second identity you would like to appear as a second account in your ad’s header. The first identity will automatically be filled with your account.
Note: You can easily switch the order of identities, if needed. You can also select the content you’d like to boost when at least one identity is selected. - Continue with the next steps if you're using an existing post or uploading new creative:
If you're boosting an existing post into a partnership ad- In the ad setup section, click the dropdown menu and choose Use existing post.
- In the ad creative section, choose Select post to select the content you’d like to boost into a partnership ad.
Note: If you’re unable to find the content you’re looking for, you can add the second identity in the identity section, or use the Select identity filter to find your partner’s content. - Click Done.
If you're uploading new creative for your partnership ad- In the ad setup section, make sure Create ad is selected in the dropdown.
- Under Format, choose the ad format you’d like to use for your creative.
- In the ad creative section, choose Add media to upload your creative. You can choose to upload an image or video.
- Click +Upload to upload your media.
- Crop your media for the appropriate placements and select optimizations for your media.
- Click Done.
Once you've created your ad, it will be reviewed by Meta and you'll be notified when it's been approved.
Note: You won't be able to manage or delete likes and comments that appear on the boosted post until your partnership ad is live.
Note: You won't be able to manage or delete likes and comments that appear on the boosted post until your partnership ad is live.
Learn more
- Combine Instagram partnership ads and non-partnership ads
- About partnership ads with dynamic creators
- Troubleshoot problems with a partnership ad code
- Creator audience sharing for partnership ads
- Use placement asset customization in a partnership ad
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