Meta partnership ads are Facebook and Instagram ads that run with a creator’s or partner’s handle in the header, so creator content reaches people beyond their followers. In September 2026, Meta launched Meta Creator Marketing Hub, one tool to find creators, manage permissions and launch these ads, and began rolling out live video ads on Instagram so a creator’s live can run as a partnership ad. Brands Win, a Singapore-based performance marketing agency for consumer brands, explains how to start.
Checked against Meta’s help centre, 6 October 2026. Features are still rolling out, so check your own account.
What Meta partnership ads are
Partnership ads are paid ads that show a creator’s account, your brand’s account, or both, in the ad header.
Meta’s help page How to create a partnership ad says branded content ads are now called partnership ads, and that they use signals from both accounts. You can boost a creator’s existing post or upload new creative; Meta’s partnership ads guide for creators says Reels, stories, static posts and carousels all qualify.
Organic branded content, the creator’s own post with the “Paid partnership” label, is different. Meta says it needs a separate permission from partnership ads.
What changed in September 2026
Meta merged its two creator tools into one hub and began rolling out live video ads on Instagram.
Creator Marketing Hub replaces two tools
In June, Meta announced it would combine Creator Marketplace and Partnership Ads Hub into Meta Creator Marketing Hub, adding Facebook creators. Meta launched the hub globally on 15 September 2026, with new features rolling out through the rest of the year.
Meta’s announcement lists the additions: discovery filters for creators and content featuring your products, content recommendations by ad objective, one-click ad creation, content-level permissions with expiry dates, editing that can remove copyrighted music or stickers, and messaging inside the hub. Meta’s help pages show how to find and message creators there.
Meta says you can open the hub from the Meta Business Suite or Ads Manager navigation (in Business Suite, look for Creator marketing), but note Meta’s eligibility page says: “This product or feature may not be available to you yet.”
Instagram live video ads
Live video ads already ran on Facebook. Meta’s 15 September announcement says they began rolling out to general availability on Instagram from 29 September 2026 and, paired with partnership ads, let you amplify a creator’s live content as a partnership ad. Meta says the rollout continues through the rest of 2026, so check your Ads Manager.
Meta’s help page on Instagram live video ads sets out the basics:
- Use the Sales, Traffic, Leads or Engagement objective with a lifetime budget.
- Select Live video as the conversion location, then an upcoming or current live video.
- The ad only runs while the broadcast is live.
- Meta recommends creating it at least two hours before going live; after approval, delivery may take about 10 to 20 minutes.
Those steps describe promoting your own live. For a creator’s live, such as a skincare texture demo or a café menu launch, confirm the partnership option appears in Ads Manager and settle permissions first.
Before you start: accounts, verification and access
You need a verified business portfolio that holds your Instagram account and Facebook Page.
Meta’s eligibility requirements say your brand must be based where the hub is available and have a verified business portfolio holding an Instagram account linked to a Facebook Page, both eligible for partnership ads and branded content. Singapore is not on Meta’s excluded-country list, but still check access.
Since 2025, Meta has required advertisers targeting Singapore to verify each ad’s beneficiary and payer, shown on the ad’s infosheet and in the Ad Library. And the Singapore Police Force’s Social Media Code, issued in August 2026, requires Facebook, Instagram and TikTok to verify advertisers against government-issued records by 31 January 2027.
Keep your portfolio and accounts in your name and pay Meta directly. Meta’s agency access page describes the client adding the agency under Business settings > Partners with Creator content or Creator management access. That is how our Facebook and Instagram ads management works.
Permissions: content-level or account-level
Content-level permissions cover one post; account-level permissions suit an ongoing partnership. Creators can revoke either at any time, says Meta’s About partnership ad permissions.
| Permission | Best for | What you can do |
|---|---|---|
| Content-level | One-off promotions | Boost one post, story or reel when the creator turns on Allow brand partner to boost and tags you in the paid partnership label, or shares a partnership ad code |
| Account-level | Ongoing partnerships | Create ads from the creator’s handle without existing content, use their posts that tag you, include or exclude their custom audience |
To request account-level permissions, in Meta Business Suite go to Creator marketing > Manage permissions > Add partnership (Meta’s steps).
Put it in the contract
Agree the permission type, its duration (matching any hub expiry date), whether you may run new creative from their handle or promote their lives, and allowed edits. Meta’s creator site tells creators to “advocate for higher pay given the extended usage rights”, so raise ad use early. Singapore’s ASAS guidelines require clear disclosure of sponsored content; for disclosure and usage rights, see our guide to briefing creators and agreeing usage rights.
Creating a partnership ad in Ads Manager
One toggle at ad level turns an ad into a partnership ad.
Meta’s steps, in short:
- Create a campaign and set the objective, budget and audience.
- At ad level, turn on the Partnership ad toggle.
- Paste the partnership ad code, post ID or URL, or choose identities directly if you hold account-level permissions.
- Pick the header: both identities, first identity only, or dynamic identity (on by default), which picks the option predicted to perform best.
- Publish. Meta reviews the ad first.
Meta says content with licensed music cannot run as a partnership ad, so brief creators to use royalty-free sound.
We plan creator and brand creative for ads, including creator content, alongside our influencer and KOL marketing. To compare creator posts with your own ads, see Meta ads creative testing.
Claims and category rules for beauty, wellness and F&B
Partnership ads are ads, so Meta’s ad rules and Singapore law apply.
Meta’s Branded Content Policies prohibit promoting unsafe products and supplements, require 18+ age-gating for cosmetic procedures and weight loss products or services, and require alcohol content to follow local laws and age-gating. Meta’s Health and Wellness ad standards also apply to wellness and beauty ads.
HSA’s cosmetics overview says advertisements cannot claim to modify a physiological process, such as reversing hair loss, or to prevent or treat a disease, and ASAS’s Singapore Code of Advertising Practice says factual claims should be capable of substantiation. A creator saying it doesn’t make it compliant. This is not legal advice.
Measuring partnership ads honestly
Judge partnership ads on the same performance target as your other Meta ads.
- Set up the Meta Pixel and Conversions API before spending.
- Compare partnership ads with ads from your own handle on cost per purchase or booking.
- Check results against Shopify, POS or booking records.
We don’t assume creator ads beat brand ads; the test decides. Our guide on why platform numbers and sales reports differ explains the gaps.
A 90-day way to start
Ninety days show which creators and angles deserve more budget.
Our Growth System 90 programme covers paid media on Meta, TikTok and Google, marketplace channels such as Shopee and TikTok Shop, influencer marketing and content strategy over 90 days, against one performance target:
- Discover: audit current creators and tagged posts.
- Launch: secure account-level permissions and run the first partnership ads.
- Optimise: move budget to the creators and angles hitting the target.
- Review: renew or end permissions.
See our paid media on Meta, TikTok and Google or all our services.
FAQs about Meta partnership ads
What are Meta partnership ads?
Meta partnership ads are Facebook and Instagram ads that show a creator’s handle, your brand’s handle, or both, in the header. They can use a creator’s existing post or new creative uploaded in Ads Manager. Meta previously called them branded content ads.
What is Meta Creator Marketing Hub?
It is one tool combining Creator Marketplace and Partnership Ads Hub, where brands find and message creators, manage partnership ad permissions and turn creator content into ads. Meta launched it globally on 15 September 2026, with features rolling out through the rest of the year.
Can Singapore brands use Creator Marketing Hub?
Singapore is not on Meta’s excluded list, but access isn’t guaranteed. You need a verified business portfolio holding an Instagram account linked to a Facebook Page. Meta notes the feature may not be available to every account yet, so check Ads Manager or Meta Business Suite.
What is the difference between content-level and account-level permissions?
Content-level permissions cover one post, story or reel, granted through the boost toggle or a partnership ad code. Account-level permissions suit ongoing partnerships: you can create ads from the creator’s handle without existing content and use posts that tag you. Creators can revoke either at any time.
Can I run ads on a creator’s Instagram Live?
Meta said Instagram live video ads would begin rolling out to general availability from 29 September 2026, letting brands amplify a creator’s live as a partnership ad. The rollout continues through 2026, so check Ads Manager. The ad only runs while the broadcast is live; Meta recommends creating it at least two hours ahead.
Do partnership ads need disclosure in Singapore?
Yes. Creators should use Meta’s paid partnership label, and ASAS guidelines require sponsored content to be clearly disclosed. Our influencer campaign brief guide covers disclosure wording and usage rights. Claims must also meet HSA cosmetics rules and the ASAS code. This is not legal advice.
Why can’t my creator’s post run as a partnership ad?
Common reasons in Meta’s help pages: the post uses licensed music, the creator hasn’t granted permission (the boost toggle with the paid partnership label, an ad code or account-level access), or the account or format isn’t eligible. The hub’s new editing tools can remove copyrighted music or stickers as they roll out.