Meta is rolling out a new suite of artificial intelligence-powered tools designed to help advertisers transform organic posts on Facebook and Instagram into partnership ads more efficiently. The update, announced on December 11, aims to streamline how brands discover, manage, and activate creator content at a moment when spending on creator-led advertising continues to soar.
With this expansion, the Partnership Ads Hub now includes a wider range of content types, notably user-generated content (UGC) and affiliate posts from Instagram creators. Brands can not only access this material more easily, but also monitor its performance directly within the hub — including metrics such as views, comments, interactions, likes, and shares.
Meta is also launching a Facebook Partnership Ads API to help advertisers identify suitable creator content at scale, complementing the Creator Discovery API introduced earlier this year. The new system is meant to simplify the process of converting organic creator posts into paid advertising — a tactic that Meta says delivers, on average, 19% lower acquisition costs and 13% higher click-through rates.
The update arrives as the creator economy accelerates. According to the Interactive Advertising Bureau, U.S. advertising investment in creators is expected to reach $37 billion this year, marking a 26% annual increase. Meta notes that 71% of consumers say they make a purchase within days of seeing creator content on its platforms.
To further ease collaboration between creators and advertisers, Meta has introduced a streamlined content permissions system. Creators can now share a code granting brands the rights needed to convert their posts into partnership ads — even when the brand is not tagged in the original publication. This change is designed to shorten time-to-launch for campaigns built around creator contributions.
Meta is also widening eligibility for partnership ads to include Professional Mode profiles, which offer a simplified pathway to monetisation on Facebook. The feature has seen rapid adoption, surpassing 100 million daily active users in its first 18 months.
The updates come amid strong financial momentum for Meta. The company reported a 26% year-over-year increase in revenue in Q3, reaching $51.24 billion. CEO Mark Zuckerberg highlighted that AI-powered advertising tools — including the Advantage+ suite — now generate an annual revenue run rate exceeding $60 billion, underscoring the central role of AI in Meta’s commercial strategy.
