Meta Upgrades Partnership Ads with Creator Testimonials, Creator Content in Collection Ads, and a New Partnership Ads Hub
Meta / Creator Testimonials for Partnership Ads
Meta has unveiled updates for its Partnership Ads, a format allowing brands to turn creator content into ads across Instagram and Facebook, with the creator's permission.
Creator Testimonials for Partnership Ads: Currently in testing, this feature allows brands to include a creator’s text testimonial within Partnership Ads on Reels. The testimonial appears just below the caption, and users can click to read the full version.
Creator Content for Collection Ads: Brands can now feature creator content in Collection Ads, using the creator's content as the hero image above a carousel of product images, accompanied by a "Shop Now" button.
Partnership Ads Hub: Meta is consolidating all Partnership Ads tools into a single page in Ads Manager, dubbed the Partnership Ads Hub. This hub allows brands to set up and manage Partnership Ads, partner content, resolve eligibility issues, and more.
Why It Matters: Partnership Ads have become a cornerstone of influencer marketing on Instagram and Facebook, helping brands maximize the value of creator content.
The addition of Creator Testimonials brings the creator's voice directly into the ad, enhancing social proof and giving potential customers a first-hand account of the product or service. Collection Ads featuring creator content offer a more engaging shopping experience, combining lifestyle visuals with product carousels, which can inspire viewers to engage and make purchases.
These updates follow Meta’s recent testing of a tool in the Creator Marketplace aimed at identifying which creator content performs best as Partnership Ads. This tool will help brands make more data-driven decisions when amplifying creator content.
