Welcome to our six-part series where we will explore the numerous ways you can leverage Meta Partnership Ads to enhance your business. Nowadays, our food and beverage clients typically allocate a marketing budget ranging from 5% to 12% of their revenue. If you’re a newer company aiming for aggressive growth, you may want to consider spending closer to 12%. It’s essential to have a well-thought-out plan rather than simply relying on the “boost” button.

Now, let’s delve into the topic of Instagram Partnership Ads.

While the concept behind Instagram partnership ads isn’t new, the name itself is. In May 2023, Instagram rebranded branded content ads as partnership ads. This new name effectively communicates the purpose of this type of content: amplifying collaborations with influencers and other partners.

Previously, branded content ads had limitations, as they only supported paid partnership content. However, starting from May 2023, partnership ads allow brands to promote a broader range of user-generated content (UGC), including Instagram stories with the Paid Partnership label and posts with collaboration tags. Below, we’ll explore all the newly available options.

Are partnership ads a valuable addition to your media mix? According to Instagram, incorporating partnership ads into your sponsored content library can yield impressive results. A recent study indicates that campaigns featuring both traditional ads and partnership ads have increased click-through rates by 53% and reduced cost per action by 19%.

How can marketers capitalize on this data? In your next campaign, consider including a partnership ad that complements the promoted content developed by your in-house team.