What are Meta partnership ads (running ads through an influencer's account)?
Partnership ads are Meta ads you run together with a creator, influencer or another business, with both accounts shown in the ad's header on Instagram or Facebook. Meta says they use signals from both accounts for better ranking, while you keep control of the budget and targeting in Ads Manager.
ShoaibUpdated 3 min read
How is this different from a normal influencer post?
A normal influencer post only reaches the people the algorithm shows it to on their account. With a partnership ad, you put ad money behind the creator's content (or create new ads from their handle), so you choose who sees it and for how long. Meta also lists access to performance insights in Ads Manager as a benefit for advertisers.
What permission do I need?
Meta's help centre says you need permission from the partner whose handle the ad will run from. There are two types:
| Permission | What it allows |
|---|---|
| Content-level | Boost one specific post, story or reel, e.g. via a partnership ad code the creator shares, or when they tag you with the paid partnership label and allow you to boost |
| Account-level | Create ads from the creator's handle, even without an existing post, and use any of their content that tags you; better for ongoing partnerships |
With account-level permission, Meta says you can also include or exclude the creator's custom audience in your campaign.
How do I set one up?
- Agree the deal with the creator first (fee, content, dates).
- Ask them to share a partnership ad code, or send an account-level request through Partnership Ads Hub.
- In Ads Manager, create your campaign and pick the creator's post or handle as the ad's identity.
Is it worth it?
It suits brands already working with influencers who want more control over reach. Compare it with influencer marketing vs paid ads, check typical influencer ad prices in Kuwait, and if you also run TikTok, the similar tool there is Spark Ads.
Want influencer content turned into ads that you can measure, as part of your digital marketing? See our Meta Ads service.