Branded Content Ads are now Partnership Ads

Today, we’re renaming branded content ads to partnership ads and sharing new ways for brands and creators to partner together on ads. Partnership ads allow advertisers to amplify content from a creator or other partner’s handle, to scale their collaborations.

Advertisers can now boost more types of organic Instagram content as partnership ads, including branded content with the paid partnership label, Instagram Collab posts, @mentions, people tags, product tags, and other content without the paid partnership label, as well as continue to create new partnership ads in Ads Manager without an existing post. We’re refreshing permissions to support these additional use-cases and make partnership ads even easier to use.

Partnership ads are the most performant and transparent way for advertisers and their partners to run ads together. Campaigns that combine partnership ads with business-as-usuals (BAU) ads drove 53% higher click through rates, 19% lower cost per actions, and 99% probability to outperform BAU ads alone.¹

To learn more about partnership ads and these updates, check out this help center article.