Instagram partnership ad specifications for creators
Branded content ads are now called partnership ads.
Partnership ads allow advertisers to run ads with creators, brands, and other businesses. The advertiser and partner accounts are featured in the ad’s header and the ads leverage signals from both accounts for improved ranking and incremental performance.
Creators on Instagram can allow partners to boost their post, story or reel, including archived and branded content, into partnership ads or to create new partnership ads with existing content in Ads Manager.
Note:
If your Instagram or Facebook account is in Accounts Center with a subscription to use Meta Products without ads, your ability to monetize and run ads is limited. Learn more about how subscribing to Meta Products without ads limits your ability to advertise or monetize with ads.
When you choose to work with a business to boost your content into partnership ads, there are several important details to note:
Business interactions
- Giving advertising permissions. For newly created branded content, the Allow brand partner to boost toggle will automatically be turned on for 28 days since your last branded content was posted, so you don't have to approve every post, story or reel manually while you're actively making partnership ads with any advertiser.
- Creator vs. business insights. As a creator, you will have control over the organic insights of your content. On the post, story or reel level of insights, you'll be able to see how people are reaching your content organically. However, the likes and comments you receive on your content may be affected from your content being used in an ad.
- Increased profile insights. When your content is being used in an ad, your profile may receive increased traffic. From your profile insights, you may see an increase in visits and impressions based on the exposure of your business partner's ad.
- Notifications. Once an advertiser has turned your content into an ad, you will receive a notification in the app. You'll also receive a notification if an advertiser deletes the campaign.
Managing your content
- Editing or deleting your content. While your content is used as a partnership ad, you won't be able to edit the content. You may delete the content while it's being used as a partnership ad, but doing so will stop the ad from running.
- Archiving your content. If you'd like to remove the content from your profile and keep it running as a partnership ad, you can archive it. Note: If you gave a partner permission to boost your content using a partnership ad code, archiving your content does not remove ad code access for that partner. Partners with account-level or branded content permissions can also boost your content, even if you archive it.
- Using incompatible ad creative. For your posts, stories and reels to be boosted into a partnership ad, they must be in an eligible format. If you turn on the Get partnership ad code toggle or Allow brand partner to boost toggle (for branded content) during content creation on Instagram, you’ll see a screen if your content is ineligible to be used as a partnership ad. Note: When you share your content without resolving issues, it can’t be used as a partnership ad.
- Advertising your own content. You can boost your own content as partnership ads, however you need partnership ads permission from your ad partner first. Learn more about partnership ad permissions
- Creating partnership ads without an existing post. When advertisers choose to create partnership ads on Instagram without existing content, this ad won’t show up on your profile.
- Using Placement Optimization. You can use Placement Optimization to boost Facebook content as partnership ads on Instagram. You can also boost Instagram content as partnership ads on Facebook.
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