"Meta today, Dec. 11, introduced new artificial intelligence-powered tools to help brands more easily find and turn existing organic content on Facebook and Instagram into partnership ads, according to details shared with Marketing Dive. Brands can now find user-generated content and affiliate content from creators on Instagram in the Partnership Ads Hub. Brands can also use the hub to more easily monitor how organic creator content is performing."
"Instagram UGC and affiliate content are among the types of creator content advertisers can now find via the Partnership Ads Hub "All" tab. Within the hub, advertisers will be able to see content from creators who tag or mention their brand. The move builds on Meta's addition of brand-relevant Instagram Collabs and branded content to the hub's "recommended" tab earlier this year."
"Advertisers can also review creators' content performance, including metrics such as views, comments, interactions, likes and shares, directly within the Partnership Ads Hub to help them determine what content could be successful as an ad. The addition of partnership ads to marketing campaigns delivers 19% lower CPAs and 13% higher click through rates on average, according to data shared in the press release."
Meta launched AI-powered tools and a Facebook Partnership Ads API to help brands identify and convert organic creator content into partnership ads on Facebook and Instagram. Brands can discover user-generated and affiliate content from creators via the Partnership Ads Hub "All" tab and monitor performance metrics such as views, comments, interactions, likes and shares. The hub surfaces creators who tag or mention brands and builds on earlier additions like Instagram Collabs and branded content. Meta expanded creator eligibility for partnership ads and streamlined content permissions. Partnership ads deliver lower CPAs and higher click-through rates, with creator ad spend growing substantially in the U.S.
Read at Marketing Dive
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