Dive Brief: On December 11, Meta introduced new AI-powered tools designed to help brands more easily discover and convert existing organic content on Facebook and Instagram into partnership ads, according to information shared with Marketing Dive. Brands can now locate user-generated content (UGC) and affiliate content from creators on Instagram via the Partnership Ads Hub. The hub also allows brands to monitor the performance of organic creator content more efficiently. Additionally, Meta launched a Facebook Partnership Ads API, enabling advertisers to identify creator content suitable for partnership ads. As ad spending on creators grows, Meta has expanded creator eligibility for partnership ads and introduced a streamlined content permissions process. Dive Insight: Meta, heavily invested in AI, aims to help brands maximize creator content with these latest updates. This increased focus on creators aligns with U. S. ad spending in this segment projected to hit $37 billion this year—a 26% year-over-year rise, per the Interactive Advertising Bureau. The Partnership Ads Hub’s “All” tab now includes Instagram UGC and affiliate content, allowing advertisers to access creator content tagging or mentioning their brand. This update builds on earlier additions like Instagram Collabs and branded content featured in the hub’s “recommended” tab. Advertisers can evaluate creators’ content performance within the hub, reviewing metrics such as views, comments, interactions, likes, and shares to identify content likely to succeed as ads.

Partnership ads reportedly result in 19% lower cost per acquisition (CPA) and 13% higher click-through rates on average, according to the press release. Meta also found that 71% of consumers make a purchase within days of seeing creator content across its apps. To simplify identifying creator content fit for partnership ads, Meta introduced a Facebook Partnership Ads API, facilitating scaled conversion of branded content into partnership ads. This API complements the Creator Discovery API released earlier this year. An update to content permissions on Facebook lets creators share a code with advertisers to grant ad permissions. Partners can also share an ad code proactively or when using existing or creating new UGC, even if the brand isn’t tagged in the content. This update aims to speed ad launch for advertisers using creator content. Moreover, eligibility for partnership ads now includes Professional Mode profiles, designed to streamline becoming a creator and monetizing on Facebook. Within 18 months, these profiles reached 100 million daily active users.