Question · Paid ads
What are Meta partnership ads and are they worth it?
Answered by Nathan Frater ·
The short answer
Yes, they're worth it. Partnership ads, what used to be called whitelisting, run your ads through a creator's page with your brand alongside, and they're one of the biggest edges on Meta right now.
It’s a 20% edge on your media spend, if you can get them. That “if” has always been the catch.
The problem was setup. The creator has to connect their account and give you permission to run ads through it. If it isn’t easy for them, they won’t jump through hoops, and I’ve seen brands get stuck right at that step.
That’s got a lot easier. Meta’s newer creator tools let you collaborate with creators directly and connect them to your ad account, which takes out most of the pain. I’ve also had Meta’s own people tell me this is where the opportunity is.
If you’re working with creators at all, I’d make partnership ads a focus. Make the setup as easy as you possibly can for the creator, and get them running.