Meta introduced AI-powered tools to help businesses discover, evaluate, and convert organic creator content into partnership ads on Facebook and Instagram, according to a company announcement.

The updates center on the Partnership Ads Hub within Ads Manager, where brands can now access user-generated content (UGC), affiliate posts, and brand mentions alongside existing branded content options. The platform added organic performance metrics, including views, likes, comments, shares, and saves, allowing advertisers to assess content effectiveness before converting posts into paid ads.

Performance Data and API Launch

Partnership ads delivered a 19% lower cost per acquisition and a 13% higher click-through rate than standard campaigns, according to Meta’s internal data. The company reported that ads featuring creator testimonials drove 7.5% higher offsite conversion rates and 9.6% higher offsite click-through rates versus business-as-usual campaigns.

Meta launched a Facebook Partnership Ads API (Application Programming Interface), enabling advertisers and agencies to programmatically convert branded content and user-generated content at scale. 

The company expanded creator eligibility for partnership ads to include professional mode profiles, and the program reached 100 million daily active users within 18 months of launch.

Meta reported that 76% of Gen Z consumers are open to learning about brands through creator content, and 71% of consumers reported making purchases within days of seeing such content on the tech giant’s platforms. Gen Z users are following more creators year over year, with 23% tracking three to five creators in 2025, up from 19% in 2023, according to eMarketer.

Content Repurposing Patterns

Brands are repurposing creator assets across multiple channels: 58% use creator content on websites, 55% in paid ads, and 53% on organic social platforms, according to CreatorIQ data.

The updates include streamlined permission processes that allow creators to proactively share ad codes with advertisers to secure partnership ad permissions. Creators can share codes for both existing and new UGC, even when brands are not tagged in posts.

“Facebook creators offer a powerful combination of community and performance, translating genuine connection, especially with deeply engaged audiences, into strong results when extended through partnership ads,” said Lindsey Lehmann, Head of Influencer and Branded Content at PMG Worldwide. “The new Facebook Creator Discovery API elevates creator discovery and evaluation by providing robust filtering options and performance insights.”

The Partnership Ads Hub’s “All” tab now surfaces Instagram user-generated content and affiliate content related to brands, expanding beyond the branded content and Instagram Collabs previously available in the “Recommended” tab.

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