On May 1st, 2023, Instagram announced that Branded Content Ads have been rebranded to Partnership Ads. The change isn’t limited to a name update - Partnership ads also provide brands and creators with new ways to partner on ads.
Partnership Ads provide advertisers with the same boosting capabilities they had with Branded Content Ads, and then some. Branded Content Ads previously gave advertisers the ability to amplify organic posts that used the Paid Partnership label. With Partnership Ads, brands still have this capability in addition to the new ability to boost Instagram Collabs, @mentions, people tags, product tags & other content that doesn’t require the Paid Partnership label. Additionally, creators can generate partnership ad codes via the instagram app to make any organic post boostable, whether or not the advertiser is tagged.
To support these expanded permissions, all partners included on the Partnership Ad (regardless of who is the advertiser) are now required to have the same level of partnership ad permissions.
You may notice the ad format adjusted slightly as Meta has made small changes it to better highlight both partners involved. See the updated format on Facebook and Instagram below.
According to a Meta-analysis conducted in 2022, campaigns that combine Partnership Ads with business-as-usuals (BAU) ads drove 53% higher click through rates, 19% lower cost per actions, and 99% probability to outperform BAU ads alone.
To learn more about Partnership Ads and these updates, see Meta’s help article.