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What are partnership ads on Meta?
Partnership ads are Meta's ads on Facebook and Instagram that run from both the brand's and a creator's handle, labelled as a paid partnership. The creator grants permission to the brand, and the ad can use an existing creator post or new content. They're Meta's closest equivalent to TikTok Spark Ads.
Also answers: Does Instagram have Spark Ads?
How Meta describes them
From Meta's Business Help Center: partnership ads, formerly called branded content ads, let advertisers run ads with partners such as creators, brands and other businesses. The partner's and/or advertiser's accounts appear in the ad header, and the ads use signals from both accounts for ranking.
How they work
- The creator grants permission, either for a single post or more broadly for their account.
- The brand creates the ad in Ads Manager using the creator's existing post or new content.
- The ad runs with the brand's targeting and budget, shown with the creator's identity.
Does Instagram have Spark Ads?
Not by that name. Spark Ads are a TikTok format. Partnership ads are Meta's closest equivalent on Instagram and Facebook. Brands can also boost their own organic Reels as ads.
Partnership ads vs Spark Ads
| Meta partnership ads | TikTok Spark Ads | |
|---|---|---|
| Identity shown | Creator and/or brand in the header | The posting account |
| Permission | Granted inside Meta's tools | Authorisation code |
| Uses existing posts | Yes, or new content | Yes |
When to use them
When a creator's name adds trust or reach. For pure hook testing, ads from your own account are simpler. Creators usually charge extra for running ads from their identity.
Prefer not to manage creators? ScrollStop Labs writes and produces UGC-style ads from a short email brief, with no calls.