Meta partnership ads let a brand advertise using an eligible creator or partner identity, which can preserve the context and credibility of the original content. The setup requires two separate things: commercial permission to use the work and platform permission to run the advert.

Prepare and launch the advert

1. Agree the rights first. Put paid usage, channels, territories, duration, editing rights, exclusivity, fees and renewal terms in writing. A partnership-ad code does not replace this agreement.
2. Check content compliance. Confirm the creator, account and post meet Meta's branded-content and advertising rules. Review music, claims, product category and disclosure before building the campaign.
3. Add the paid partnership label. The creator should use Meta's branded-content tools and identify the correct business partner where required.
4. Grant advertising permission. Depending on the workflow, the creator can share a partnership ad code or approve the brand as a partner. Record which asset the permission covers and when it expires.
5. Create the campaign in Ads Manager. Choose the objective, conversion location, audience, budget and optimisation event in the same way as a normal campaign.
6. Enable Partnership ad at advert level. Select the partner identity and either choose the approved existing post or upload permitted creative using the available partnership workflow.
7. Check identities and disclosure. Preview Feed, Stories and Reels to confirm the creator and brand names display correctly, the partnership label is visible and the call to action points to the right destination.
8. Test tracking. Open the landing page through the preview, confirm UTMs, Pixel events and Conversions API behaviour, then check the destination on mobile.
9. Monitor permission and performance. Track spend, purchases, contribution, frequency and comments, and keep a rights-expiry reminder so the advert does not run beyond the agreed term.

Compare it fairly

When assessing the creator identity against a brand-handle advert, keep the offer, audience, landing page and optimisation event as consistent as possible. Otherwise the result cannot be attributed to the identity or format.

Do not download, edit or reuse creator work beyond the written rights, even if Meta still allows the asset to be selected. Stop the advert when permission expires, then renew the commercial terms and platform access before restarting it.

Verification notes

Secure written paid usage rights before obtaining platform permission. Confirm identity, disclosure, music and claim compliance, then preview every placement and record the permission expiry date before launch.

Source checked

This guide was checked against Meta partnership ads guidance.