- Meta today, Dec. 11, introduced recent artificial intelligence-powered tools to assist brands more easily find and switch existing organic content on Facebook and Instagram into partnership ads, based on details shared with Marketing Dive.
- Brands can now find user-generated content and affiliate content from creators on Instagram within the Partnership Ads Hub. Brands also can use the hub to more easily monitor how organic creator content is performing.
- Meta can also be introducing a Facebook Partnership Ads API to assist advertisers discover creator content that might be suitable for partnership ads. As ad spending on creators continues to grow, Meta also expanded creator eligibility for partnership ads and introduced an answer to streamline the content permissions process.
Meta, which has been investing heavily in AI, is hoping to assist brands get essentially the most out of creator content with its latest updates. The deeper concentrate on creators comes as U.S. ad spend on this space is projected to succeed in $37 billion this yr, a 26% year-over-year increase, based on the Interactive Advertising Bureau.
Instagram UGC and affiliate content are among the many kinds of creator content advertisers can now find via the Partnership Ads Hub “All” tab. Within the hub, advertisers will have the opportunity to see content from creators who tag or mention their brand. The move builds on Meta’s addition of brand-relevant Instagram Collabs and branded content to the hub’s “advisable” tab earlier this yr.
Advertisers also can review creators’ content performance, including metrics similar to views, comments, interactions, likes and shares, directly throughout the Partnership Ads Hub to assist them determine what content may very well be successful as an ad. The addition of partnership ads to marketing campaigns delivers 19% lower CPAs and 13% higher click through rates on average, based on data shared within the press release. Meta reported that 71% of consumers say they make a purchase order inside a few days after seeing creator content across Meta’s app.
To make it easier for brands to discover creator content suitable for partnership ads, Meta is introducing a Facebook Partnership Ads API, which might help turn branded content into partnership ads at scale. The move supplements a Creator Discovery API that the tech giant rolled out earlier this yr.
An update to content permissions on Facebook enables creators to share a code with advertisers to grant ad permissions. Partners also can share an ad code proactively, or when using existing or creating recent UGC, even when a brand isn’t tagged within the post. The update is meant to speed up speed to launch for advertisers leveraging creator content.
Creator eligibility for partnership ads has been expanded to incorporate Professional Mode profiles, that are designed to streamline the method for people to change into a creator and earn money on Facebook. Within its first 18 months, Professional Mode profiles grew to 100 million every day energetic users.
Meta’s revenue increased 26% yr over yr to $51.24 billion in Q3, based on an earnings release. Momentum in its promoting business was attributed to the platform’s advancements in AI. The annual revenue run rate for the corporate’s end-to-end AI-powered solutions, like its Advantage+ suite, has surpassed $60 billion, CEO Mark Zuckerberg said on an an earnings call.
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