Guidelines for Partnership Ads (PA) Collaborations

Partnership Ads (PA) allow you to amplify creator content by running ads directly from a creator’s handle via Meta Ads Manager. This guide outlines the requirements and best practices to ensure your ads are set up correctly and perform effectively.

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Why You’ll Love It

Using Partnership Ads helps you:

• Boost high-performing creator content
  Turn organic posts into scalable paid campaigns
• Leverage creator credibility
  Ads feel more native and authentic to audiences
• Maintain control in Ads Manager
  Manage targeting, budget, and optimization directly
• Ensure compliance from the start
  Avoid delays by aligning creators with ad requirements upfront

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Key Requirements for Partnership Ads

To successfully run Partnership Ads, ensure your creators follow these guidelines:

Brand Tagging

• Creators must tag your brand as a Paid Partner
  (e.g. Paid Partnership with @yourbrand)
• This enables you to boost the content through Facebook Ads Manager

Music Usage

• For ads, music must comply with Meta’s policies:
  • Use Facebook Sound Collection (royalty-free), or
  • Ensure usage is permitted for ads

Note:
Instagram now allows boosting content with copyrighted music in some cases, but always confirm ad eligibility.

Content Restrictions

To ensure content is eligible for ads:

• No face effects or filters
• Reels must be under 60 seconds
• Carousel posts are not supported
• Story carousel format is not allowed
• Captions should not exceed 30 hashtags

Interactive Elements (Stories)

For Story-based ads:

• Maximum of:
  • 5 interactive elements, or
  • 1 countdown sticker
• Allowed elements include:
  • Location stickers
  • Hashtag stickers
  • @mentions
  • Tappable text
• For ads without an existing post:
  • Only polling stickers and swipe-up CTAs are allowed
• Existing feed posts cannot be reshared as stories with added elements

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Best Practices for Strong Performance

To maximize ad effectiveness:

• Keep creatives clean and simple
• Avoid:
  • Emojis
  • GIFs
  • Music stickers
  • Link stickers
  • Polls (unless required)
  • Excessive overlays or effects

Tip:
Simpler creatives typically perform better in paid placements.

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How to Set This Up in Your Campaign

Include Requirements in Your Brief

When creating your campaign brief:

• Clearly outline all Partnership Ads requirements
• Ensure creators understand:
  • Tagging requirements
  • Content restrictions
  • Music guidelines

Communicate with Creators

• Use in-app chat to:
  • Confirm creators are eligible for PA collaborations
  • Answer any questions before content creation
• Direct creators to relevant help resources if needed

Tips for Smooth Execution

• Align on PA requirements before content is created
• Double-check content eligibility during the review stage
• Prioritize creators familiar with branded content ads
• Avoid last-minute changes that may affect ad eligibility

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Frequently Asked Questions

Why can’t I boost a creator’s post?
This is usually due to missing Paid Partnership tagging or non-compliant content (e.g. filters, music, format).

Can creators use trending audio?
Only if it complies with ad policies — otherwise use approved music sources.

Can I use carousel posts for ads?
No — carousel posts are not supported for Partnership Ads.

Do creators need to do anything specific?
Yes — they must correctly tag your brand and follow all content guidelines.