Uniting influencer & paid teams for Partnership Ad success

Top-performing ad content is now being brokered by influencer marketers. The problem? Most of these teams aren't getting credit for driving paid media success. 

But this disconnect is ending with the evolution of Meta Partnership Ads, which is absorbing traditional whitelisting functionality while delivering significantly better performance and visibility.

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How Meta Partnership Ads change the game for influencer & paid media teams

Meta Partnership Ads fundamentally change how creator marketing integrates with your broader marketing strategy. Both influencer and paid teams can now demonstrate clear ROI on paid amplification, while also championing the value of authentic creator relationships.

‍For influencer marketers:

• Understand your paid team's KPIs and media mix priorities BEFORE pitching creators.
• Lead with the inherent benefits creators receive from partnership ads (increased exposure, follower growth).
• Negotiate usage rights that include editing permissions for paid optimization.
• Focus on relationship-building to enable longer-term partnership discussions.

For paid media teams:

• Collaborate with influencer marketers to identify creators with brand affinity beyond just engagement metrics.
• Test creator content variations alongside traditional creative.
• Use creator insights to inform broader audience targeting strategies.

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Why Partnership Ads deliver superior results to whitelisting

Partnership ads significantly outperform traditional whitelisting and other creator content amplification methods. Brands using partnership ads are seeing 19% reduction in CPA, 71% higher brand lift, and 53% higher click-through rate compared to standard advertising approaches, according to data from Meta.

The performance advantage stems from Meta's algorithmic approach:

• Partnership ads leverage signals from both creator and brand audiences for stronger ranking. 
• Dynamic optimization automatically selects the best-performing handle format.
• Advanced targeting options remain available while adding creator audience insights.

In other words, organic creator marketing strategies alone are insufficient to move the needle. Creator marketing teams need to invest actively in paid amplification if they expect their efforts to drive ROI.

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"Partnership Ads use signals from both the creator and the brand handles, which is extremely important because that leads to stronger ranking and performance. So, that's the biggest reason why you should consider investing in Partnership Ads."

Joana Rocha
‍Technical Integration Manager at Meta

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Joana dive deeper into the performance advantages of Partnership Ads

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Influencer teams are driving as much as 75% of top ad content

Superfilate’s research across top merchant accounts reveals a blind spot in how companies attribute their advertising success. While paid media teams are relying heavily on creator content for campaigns, influencer marketers rarely get recognition for sourcing high-performing ad creative.

hese organizational silos create several problems:

Influencer teams can't optimize their creator selection based on paid performance data.

• Budget allocation doesn't reflect the true impact of creator partnerships.
• Paid teams miss opportunities to scale what's actually working.
• Companies underinvest in creator relationships that drive their best-performing ads.

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‍Anders Bill, co-founder and CPO of Superfiliate, explains how Superfiliate's Meta Ads Suite forms the “connective tissue” between influencer marketers and paid teams

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Why your creator marketing strategy needs to span the entire funnel

Effective creator marketing using Partnership Ads requires a cyclical, full-funnel approach, rather than one-off activations of creators.

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"You start in the discovery phase, but it should be a cyclical experience where you're discovering creators, evaluating new creators that would work for your brand, for an upcoming campaign, from a long-term partnership perspective."

Reyna Baker
Strategic Partnerships Manager at Meta

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The discovery phase: Identifying creators who align with your brand values and campaign objectives from both organic and paid perspectives.

Evaluation and collaboration: Once you identify potential creators, the focus shifts to giving them guidance so they can create authentic content from an organic lens. The goal is enabling creators to produce content that feels natural to their audience,  while meeting brand objectives.

Campaign setup and testing: High-performing organic content then gets amplified through paid ads. Compare results to existing campaigns to determine what drives the most performance for your specific business.

Measurement and optimization: Campaign measurement should be central to your strategy, whether through A/B testing or conversion lift studies. Your KPIs will vary significantly based on campaign objectives - awareness metrics look very different from lower-funnel metrics like ROAS.

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Getting started with Partnership Ads 

Rather than trying to broker relationships specifically for ad content, start with the creator content you already have. In addition to staying within budget, this approach also helps to combat creative fatigue by providing fresh assets for ad campaigns with quicker implementation.

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"Test everything because there are innumerable examples I have of a creator's organic post performing moderately well, but then the paid media team takes that content and puts it through as a Partnership Ad. That's when it's 4Xing on ROAS."

Lily Comba
CEO of Superbloom

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1. Audit your existing high-performing organic content

Prioritize high-engagement or viral content where the creator is clearly showcasing your product and its use case. Also look for content that adds diverse representation to your paid narrative and reinforces your current campaign messaging.

2. Establish cross-team collaboration

Create shared visibility between influencer marketing and paid media teams to optimize creator selection and campaign performance.

3. Implement streamlined creator onboarding

Use a platform like Superfiliate’s Meta Ads Suite that offers one-click ad account authentication to eliminate permissioning friction within Meta Business Manager and enable faster campaign launches.

4. Experiment with multiple handle formats

Leverage Meta's dynamic optimization to automatically determine whether creator-only, brand-only, or dual handles perform best for your audience. Partnership Ads now allow for a single header format with the creator’s handle just like traditional influencer whitelisting, addressing previous concerns about authenticity and ads feeling “natural”.

5. Don’t rely just on organic performance as an indicator

It’s a logical assumption that successful content will perform well in paid campaigns, but don’t rely solely on organic metrics to choose creative. Test a diverse range of creator content, not just your top performers, and maintain a budget for systematic testing.

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Lily explains why organic performance doesn't always predict paid success

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How Superfiliate streamlines Partnership Ads management

A fundamental shift is happening in how organizations structure creator and paid media collaboration. Previously, influencer marketing teams brokered successful partnerships, but had no visibility into paid performance, creating organizational silos.

Superfiliate’s Meta Ads Suite helps to bridge this gap by providing:

• Real-time performance insights for influencer marketers and paid media teams.
• ROAS, spend, and engagement data for all creator content.
• Ability to identify top-performing creators for paid amplification or contract extensions.
• Clear attribution for paid media success driven by creator relationships.

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Ready to bridge your Influencer and Paid Media Teams? Partnership Ads represent the future of creator marketing - streamlined, performance-driven, and organizationally aligned. See how Superfiliate's Meta Ads Suite can unify your teams and amplify your creator-led advertising efforts.