Dive Brief:
- Meta today, Dec. 11, introduced new artificial intelligence-powered tools to help brands more easily find and turn existing organic content on Facebook and Instagram into partnership ads, according to details shared with Marketing Dive.
- Brands can now find user-generated content and affiliate content from creators on Instagram in the Partnership Ads Hub. Brands can also use the hub to more easily monitor how organic creator content is performing.
- Meta is also introducing a Facebook Partnership Ads API to help advertisers identify creator content that would be suitable for partnership ads. As ad spending on creators continues to grow, Meta also expanded creator eligibility for partnership ads and introduced a solution to streamline the content permissions process.
Dive Insight:
Meta, which has been investing heavily in AI, is hoping to help brands get the most out of creator content with its latest updates. The deeper focus on creators comes as U.S. ad spend in this space is projected to reach $37 billion this year, a 26% year-over-year increase, according to the Interactive Advertising Bureau.
Instagram UGC and affiliate content are among the types of creator content advertisers can now find via the Partnership Ads Hub “All” tab. Within the hub, advertisers will be able to see content from creators who tag or mention their brand. The move builds on Meta’s addition of brand-relevant Instagram Collabs and branded content to the hub’s “recommended” tab earlier this year.
Advertisers can also review creators’ content performance, including metrics such as views, comments, interactions, likes and shares, directly within the Partnership Ads Hub to help them determine what content could be successful as an ad. The addition of partnership ads to marketing campaigns delivers 19% lower CPAs and 13% higher click through rates on average, according to data shared in the press release. Meta reported that 71% of consumers say they make a purchase within a couple of days after seeing creator content across Meta’s app.
To make it easier for brands to identify creator content suitable for partnership ads, Meta is introducing a Facebook Partnership Ads API, which can help turn branded content into partnership ads at scale. The move supplements a Creator Discovery API that the tech giant rolled out earlier this year.
An update to content permissions on Facebook enables creators to share a code with advertisers to grant ad permissions. Partners can also share an ad code proactively, or when using existing or creating new UGC, even when a brand isn’t tagged in the post. The update is intended to accelerate speed to launch for advertisers leveraging creator content.
Creator eligibility for partnership ads has been expanded to include Professional Mode profiles, which are designed to streamline the process for people to become a creator and earn money on Facebook. Within its first 18 months, Professional Mode profiles grew to 100 million daily active users.
Meta’s revenue increased 26% year over year to $51.24 billion in Q3, according to an earnings release. Momentum in its advertising business was attributed to the platform’s advancements in AI. The annual revenue run rate for the company’s end-to-end AI-powered solutions, like its Advantage+ suite, has surpassed $60 billion, CEO Mark Zuckerberg said on an an earnings call.
