Instagram partnership ads are paid ads a brand runs using a creator's handle and content, so the ad appears from both accounts. They replaced branded content ads. The creator grants permission per post with an ad code or the boost toggle, or for the whole account, and gets paid by the brand directly, never through Instagram.
If a brand has asked you for 'an ad code' or 'partnership ads access', this is what they mean. A partnership ad takes a creator's post, or new creative made with the creator, and runs it as a paid ad with both names in the header. The brand pays Meta for the reach; the creator is paid by the brand, off the platform. Meta is clear that it doesn't handle payments between the two.
Partnership ads vs a normal branded post
| Organic branded post | Partnership ad | |
|---|---|---|
| Who pays Meta | Nobody | The brand, for ad reach |
| Header shows | The creator, with a Paid partnership label | Creator and brand identities |
| Reach | The creator's normal audience | Any audience the brand targets |
| Creator's fee | Agreed with the brand | Agreed with the brand, paid off Instagram |
How creators give permission
Nothing runs under your name without your say-so. Instagram offers two kinds of permission, and creators can revoke either at any time.
| Permission | Best for | What the brand can do |
|---|---|---|
| Content-level | A one-off campaign | Boost a specific post, story or reel you've approved |
| Account-level | Ongoing partnerships | Create ads from your handle, even without an existing post, and use posts that tag them |
For content-level permission you either switch on Allow brand partner to boost when you add the paid partnership label, or share a partnership ad code for that piece of content. Account-level permission is a request the brand sends, which you accept in the Instagram or Facebook app or in Partnership Ads Hub.
How a creator shares an ad code
- Agree the deal and the usage period with the brand in writing first.
- Post the content with the paid partnership label, tagging the brand.
- Either turn on Allow brand partner to boost, or generate the partnership ad code for that post and send it to the brand.
- Keep an eye on comments; you can unhide anything the brand hides, and hide or delete comments yourself.
One trap: if you tag two brand partners on a post, it can't be boosted. For an ad deal, tag one brand.
How a brand creates the ad
- In Ads Manager, click Create and choose an objective.
- Set conversion location, budget, schedule and audience, then click Next.
- At ad level, turn on the partnership ad toggle.
- Click Enter ad code or post info and paste the ad code, post ID or post URL.
- Choose which identities to show in the header: both, the first only, or dynamic identity.
- Publish. Meta reviews the ad before it goes live.
Dynamic identity is on by default, letting Meta pick the header expected to perform best. Partnership ads can also run on WhatsApp Status, where both identities always show.
Who's eligible
- Public content from Instagram professional accounts, or Facebook Pages and profiles in professional mode.
- An established presence with a sufficient follower base.
- Following the Community Standards and sharing accurate information.
- Political and government accounts face extra restrictions.
What creators should watch for
Account-level permission is the big one. It lets a brand create ads from your handle without an existing post of yours, which is convenient for long partnerships but gives the brand a lot of room. Instagram lets you revoke it at any time, and it's worth reviewing who has it every few months. Content-level permission is tighter: the brand can only boost the specific content you've approved or shared a code for.
Comments are the other thing to watch. Brands can hide comments on the ads they run with you, and on your original post. You can unhide anything they've hidden, and hide or delete comments yourself. If you see legitimate questions being hidden, raise it with the brand early.
Insights and reporting
Instagram notes that a brand running content-level partnership ads can see all insights on that partnered content, and edits they make for the ad don't change your original post. Ask the brand to share the ad results with you too. Strong numbers from a partnership ad are excellent proof when you pitch your next deal, and you can't see the paid side yourself.
What to agree before saying yes
- How long the brand can run your content as an ad.
- Whether it's one post (content-level) or your whole handle (account-level).
- Whether the brand can edit the creative. Instagram notes edits to the ad don't change your original post.
- Your fee, and that it's paid by the brand directly.
If you're a brand weighing this up, what Instagram ads cost helps you plan the ad side, and influencer outreach tools help you find the creators to partner with.
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My verdict
Partnership ads are good for both sides when the terms are clear. Creators: start with content-level permission, agree a time limit and get the fee in writing, because Instagram won't step in if the brand doesn't pay. Brands: ads from a creator's handle tend to feel less like ads, which is the whole point, so pick creators whose audience matches your customers, and agree the details in writing before the first ad goes live.
For the rest of the series, see the Instagram Help: 81 Guides to Followers, Hashtags, Money, Accounts and Fixes.
Frequently asked questions
What are Instagram partnership ads?
Ads a brand runs using a creator's handle and content, showing both accounts in the header. They used to be called branded content ads.
How do I give a brand permission for partnership ads?
Turn on Allow brand partner to boost on a tagged post, share a partnership ad code, or accept an account-level request.
Does Instagram pay creators for partnership ads?
No. The brand pays the creator directly, off the platform.
Can I stop a brand using my content in ads?
Yes. Creators can revoke partnership ad permissions at any time.
Can partnership ads run on WhatsApp?
Yes, on the WhatsApp Status placement, where both identities always show.
