Meta has launched a suite of AI-driven tools designed to facilitate the identification and transformation of organic creator content on Facebook and Instagram into partnership ads. This initiative is part of the company’s ongoing investment in AI technology aimed at helping brands derive greater value from creator content. With U.S. ad spending in this sector projected to reach $37 billion this year—a 26% increase from the previous year, as reported by the Interactive Advertising Bureau—Meta’s focus on creators reflects a broader trend in the advertising landscape.
The centerpiece of this update is the expanded Partnership Ads Hub on Instagram, which allows brands to discover user-generated content (UGC) and affiliate posts from creators, track their performance, and efficiently assess which posts could be viable candidates for paid advertising. Alongside this, Meta has introduced the Facebook Partnership Ads API, equipping advertisers with enhanced tools to surface creator content suitable for partnership advertising.
As investment in creator-led advertising surges, Meta has broadened the eligibility criteria for partnership ads and streamlined the permissions process, reducing the barriers between brands and creators. This effort underscores the company’s commitment to advancing AI-powered solutions that enable marketers to maximize the value of existing content.
The Partnership Ads Hub now features a new “All” tab that aggregates Instagram UGC and affiliate posts mentioning or tagging a brand, building on prior capabilities such as Instagram Collabs and branded content recommendations. Advertisers can evaluate creator posts directly within the hub, analyzing metrics such as views, comments, interactions, likes, and shares to identify content with the highest potential for paid amplification.
Meta asserts that partnership ads generate tangible performance advantages, reporting an average of 19% lower cost per acquisition (CPA) and 13% higher click-through rates. The company also indicates that 71% of consumers complete a purchase within days of interacting with creator content on its platforms. To facilitate the identification of creator content for partnership ads at scale, Meta’s new Facebook Partnership Ads API aims to streamline the conversion of branded content into partnership ads, complementing the Creator Discovery API launched earlier this year.
In addition to these enhancements, Meta has updated its content permissions process on Facebook, enabling creators to grant advertising permissions by sharing a unique code with brands. This code can be applied by advertisers proactively or when reusing existing or newly created UGC, even if the brand is not tagged in the original content, thereby expediting campaign launches centered around creator assets.
The eligibility for partnership ads has also been extended to include Professional Mode profiles, which are designed to simplify the transition into content creation and monetization on Facebook. Within just 18 months, these profiles have amassed 100 million daily active users, highlighting Meta’s broader strategy to scale creator-led advertising across its ecosystem.
Meta’s focus on these initiatives is reflected in its recent financial performance, reporting a 26% year-over-year increase in revenue, reaching $51.24 billion in the third quarter. The company attributes this growth to sustained momentum in its advertising business, bolstered by advancements in AI technology. In an earnings call, CEO Mark Zuckerberg noted that the company’s end-to-end AI-driven offerings, including its Advantage+ solutions, have surpassed a $60 billion annual revenue run rate.
As brands increasingly seek innovative ways to leverage creator content, Meta’s initiatives position the company at the forefront of AI-enhanced advertising solutions, underscoring the significant role of creators in the evolving digital marketing landscape.
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