Creators 
Partnership ads: Easy ways to earn more on brand deals
As a creator, you bring a unique voice and style to everything you do, and your audience loves you for it. They don't just follow you — they care about what you have to say and look to you for inspiration. In fact, 40% of people use creator recommendations on Instagram when they’re shopping.¹ When you work with brands on partnership ads you have the option to charge more and reach more people all while staying true to yourself.
What is a partnership ad?
A partnership ad is content a brand posts in collaboration with a creator to promote a product or service. Similar to collab posts, partnership ads feature your handle and creative, and can be original ad content or organic content that the brand boosts. This is different from organic branded content where you post the content with a paid partnership label and it gets distributed just like any other post. With a partnership ad, the brand pays to show it to even more people, which can help you reach a bigger audience.
Soon, all creators will also have access to a new type of partnership ad: testimonials. Testimonials are quick, text-only written endorsements that appear on an ad and allow creators like you even more opportunities to earn through brand deals.
How partnership ads benefit creators
- Option to make more money.
Partnership ads give you the option to charge more when brands put ad spend behind your content. From original videos to text-only testimonials, you can get paid to experiment with different formats to find what works best for you and the brand. - Reach new people.
Partnership ads promote a brand’s product or service, but they also shine a spotlight on you! You get exposed to all the brand's followers and the audience they put ad spend behind — giving you much more reach than organic branded content alone.
3 easy ways to make partnership ads
Once you've finalized negotiations and signed the contracts, it's time to create your partnership ad. Here's all the ways you can work with brands on partnership ads:
Create original content
Why it’s great: Get paid and reach more people just by being yourself. You create content for brands you want to work with and they handle all the technical details (like targeting, budget, and duration of the ad).
How it works: Create an original photo or video that follows the brand’s content requirements. Once the brand approves, send it over and they will upload the final product into Ads Manager.
Monetize your existing content
Why it’s great: By allowing brands to boost your organic content, you turn any post into a potential revenue stream. Whether it's a product tag, people tag, or @mention, brands can pay you for content you've already created, including collab posts or anything with a paid partnership label.
How it works: You can give a brand permission to turn your post into a partnership ad a couple different ways:
- For long-term partnerships, you can provide a brand with account-level permissions. This allows the brand to create a partnership ad with content you provide or from any of your posts where the brand is tagged.
For one-off partnerships, you can generate an ad code to give a brand content-level permissions. This route gives you the ability to choose which posts a brand can turn into partnership ads. For more detailed instructions, visit the Help Center.
[New!] Earn even more with quick testimonials
Why it’s great: Testimonials are text-only endorsements, which means they’re fast to make and easy to stack on top of existing brand deals.
How it works: Write a short message (under 125 characters) that ties back to the brand campaign or a specific product. Send your written endorsement to the brand and they’ll make sure it ends up on the correct ad.
Stay in control of your content
Creator Settings gives you one place to see all your active and inactive partnership ads, so you can easily keep track of how and when your content is being used. You can even stop brands from using your content if needed.
Whether you’re new to brand deals or want to explore a new revenue stream, partnership ads are worth looking into. Learn all there is to know about partnership ads via creator resources so you can take advantage of them on your next brand deal.
*Role of Creator Marketing by Crowd DNA. In 2024, FB commissioned an online survey of general population respondents ages 18-65 yrs in USA, DE, UK, FR, JP, KR, BR, MX, AU N=15,750. Qualified respondents shop online at least two times per month, have been influenced by creators when shopping in specific retail & CPG categories, and have recently purchased in that category.
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