New AI-powered tools to scale creator and brand partnerships

[Update - January 30, 2026] We’re sharing additional updates that make it easier for brands to discover, evaluate and connect with creators for partnership ads campaigns using Instagram’s creator marketplace.

• Expanding creator marketplace to businesses globally. Starting today, we’re expanding brand access to creator marketplace, adding to the initial 19 countries where it’s been available to date.
• Ads performance indicator badge: Creator profiles in creator marketplace now feature a badge that highlights creators predicted to drive high ads performance for a given brand, making it easier for businesses to quickly identify partners who are most likely to drive desired outcomes in their partnership ad campaigns.
• New creator recommendations: Businesses will now see creator recommendation rails that highlight creators who have tagged their brand in content and creators who have explicitly expressed interest in partnering with their brand, making it easier to identify creators who have a high likelihood of accepting a request to partner on an ad campaign. In addition, new recommendations showcase creators with extensive ads experience and those who are predicted to drive high-performing ads for a brand.
• ‘Similar creators’ search: Businesses can now search for similar creators based on a specific creator’s name or IG handle, making it easier for them to use previous partnerships to identify potential creator matches. The ‘similar creators’ search also provides creator recommendations based on top performing previous partners for a given business.
• New homepage: Brands visiting creator marketplace will now land on an updated homepage that surfaces creator recommendations alongside clear explanations that help brands understand why each creator was suggested. This update enhances advertiser confidence by making the recommendation process more transparent and actionable.

[Original Post - December 11, 2025] To help businesses and creators get the most out of their partnerships on Meta, we’re introducing new tools to easily find, evaluate, and turn existing Facebook and Instagram organic creator content into partnership ads.

Partnership ads are the most effective way for advertisers to tap into creator partnerships at scale. Adding partnership ads to business as usual campaigns delivers 19% lower CPAs and 13% higher click through rates, on average¹.

• Find more content types in Partnership Ads Hub: Brands can now centrally discover relevant organic user-generated content (UGC) and affiliate content from creators on Instagram within the “All” tab in Partnership Ads Hub.
• View performance insights: Advertisers can now check how organic creator content is performing right within the Partnership Ads Hub. These insights make it easier to select the most engaging posts to run as partnership ads.
• Expanded partnership ads options on Facebook:
  • New API: Advertisers and agencies can now create partnership ads from Facebook branded content or user generated content with the new Facebook Partnership Ads API.
  • More creators: We’ve expanded creator eligibility for partnership ads to include professional mode profiles, significantly growing the options for Facebook creator partnerships.
  • Simpler permissions: It’s easier than ever to convert branded content or user generated content into partnership ads with the ability for creators to proactively share an ad code with an advertiser, speeding up the content permissions process.

Streamlining Organic to Paid in Partnership Ads Hub

One of the easiest ways to get started with partnership ads is by tapping into existing organic creator content about your brand. That might mean leveraging branded content from your organic social team’s latest creator collabs, or tapping existing user-generated content as an ad. We’re making it easier for advertisers to find this type of content and turn it into a partnership ad right within the Partnership Ads Hub in Ads Manager.

• Surfacing relevant UGC and affiliate content: We’re expanding the type of creator content advertisers can discover in the Partnership Ads Hub “All” tab to now include Instagram user-generated content (UGC) and affiliate content related to their brand. Advertisers will now see content from creators that tag or mention their brand in the Hub, speeding up the process for identifying brand-authentic creator content. Earlier this year, we also added brand-relevant Instagram Collabs and branded content to the Hub’s “Recommended” tab, making it easier to identify existing creator content to turn into a partnership ad.
• Organic Insights in Partnership Ads Hub: Advertisers can now review a creator’s content performance—including Views, Interactions, Likes, Comments, Shares, and Saves—directly within the Partnership Ads Hub. These insights can help better evaluate what content may perform well as an ad. Organic insights appear after clicking on a piece of creator content in the Hub.

Make the most of partnership ads on Facebook

We’re introducing more ways for advertisers and agencies to tap into the unique creator voices connecting with Facebook’s 3 billion+ users every day².

• First, we’re introducing the Facebook Partnership Ads API, making it easier for advertisers and their agencies to identify creator content ready to be run as partnership ads and seamlessly turn branded content into partnership ads at scale. This is in addition to the Creator Discovery API rolled out earlier this year, already helping agencies better identify the unique creator community active on Facebook.

"Facebook creators offer a powerful combination of community and performance, translating genuine connection, especially with deeply engaged audiences, into strong results when extended through partnership ads. The new Facebook Creator Discovery API elevates creator discovery and evaluation by providing robust filtering options and performance insights. With more reliable visibility into available creators and their capabilities, our teams are now incorporating Facebook talent more frequently in campaign planning. This has helped unlock new opportunities to scale creative storytelling and performance within the platform." – Lindsey Lehmann, Head of Influencer and Branded Content, PMG Worldwide

• Next, we’re expanding creator eligibility for partnership ads to include professional mode profiles in addition to pages. Professional mode, which grew to 100 million daily active users in its first 18 months, makes it easier for anyone to share public content and become a creator on Facebook. This expansion significantly increases the pool of creators advertisers can run partnership ads with on Facebook.
• Finally, we’re improving content permissions on Facebook. Creators now have an easier way to tag a partner when creating branded content, and—a major time-saver—they can proactively share an ad code with an advertiser for partnership ad permissions. They can also share ad codes when using existing or creating new user generated content, even when the brand isn’t tagged in the post. This shifts the process from advertisers having to secure permissions to creators easily providing them, accelerating speed to launch.