Meta rolled out a new set of AI-driven tools aimed at making it easier for brands to identify and turn organic creator content on Facebook and Instagram into partnership ads, according to details shared with Marketing Dive. The company, which has been investing heavily in AI, aims to help brands unlock greater value from creator content through its latest updates. The increased emphasis on creators comes as U.S. ad spending in this segment is expected to reach $37 billion this year, up 26% year over year, according to the Interactive Advertising Bureau.
Central to the update is the expanded Partnership Ads Hub on Instagram, which now enables brands to discover user-generated and affiliate content from creators, track how that organic content is performing, and more efficiently determine which posts have the potential to succeed as paid ads. In parallel, Meta has introduced a new Facebook Partnership Ads API, giving advertisers additional tools to surface creator content that can be activated through partnership advertising.
As investment in creator-led advertising continues to rise, Meta has also widened creator eligibility for partnership ads and simplified the permissions process, reducing friction between brands and creators. The move reflects Meta’s broader push into AI-powered advertising solutions designed to help marketers extract more value from existing content.
Within the Partnership Ads Hub, the newly introduced “All” tab now aggregates Instagram UGC and affiliate posts that tag or mention a brand, building on earlier features such as Instagram Collabs and branded content recommendations. Advertisers can assess creator posts directly within the hub, reviewing metrics including views, comments, interactions, likes, and shares to pinpoint content with the strongest potential for paid amplification.
According to Meta, partnership ads deliver tangible performance gains, generating a 19% lower cost per acquisition (CPA) and 13% higher click-through rates on average, as outlined in the company’s press release. Meta also reports that 71% of consumers complete a purchase within days of being exposed to creator content across its platforms. To make it easier for advertisers to identify creator content suitable for partnership ads at scale, Meta has introduced a new Facebook Partnership Ads API. The tool enables more efficient conversion of branded content into partnership ads and complements the Creator Discovery API launched earlier this year.
Meta has also updated its content permissions process on Facebook, allowing creators to grant advertising permissions by sharing a unique code with brands. Advertisers can apply these codes proactively or when reusing existing or newly created UGC, even when the brand is not tagged in the original content, helping accelerate campaign launches built around creator assets.
In addition, eligibility for partnership ads has been expanded to include Professional Mode profiles, which are designed to simplify the transition into content creation and monetisation on Facebook. Within just 18 months, these profiles have grown to 100 million daily active users, underscoring Meta’s broader push to scale creator-led advertising across its ecosystem.
Meta reported a 26% year-over-year increase in revenue, reaching $51.24 billion in the third quarter, according to its latest earnings release. The company credited continued momentum in its advertising business to ongoing advances in AI. During the earnings call, CEO Mark Zuckerberg noted that Meta’s end-to-end AI-driven offerings, including its Advantage+ solutions, have now surpassed a $60 billion annual revenue run rate.
