Meta rolls out a new feature for brands to add creator content into collections ads
At Advertising Week New York, Meta announced new updates to its 'Partnership Ads' feature. The platform introduced these updates alongside its generative AI tools.
Collections ads
Brands can now add creator content to their Collections ads on Reels and other surfaces. They can combine creator images or videos as “hero” assets for collections ads in Ads Manager. This new format enables two account handles to appear together.
Meta says advertisers should utilize their current creator partnerships to launch Advantage+ Catalog partnership ads.
Creator testimonials for partnership ads
The feature will let advertisers include a creator's text testimonial in Partnership Ads on Reels. The system will show this testimonial just below the caption, and users can click to read the full version. Meta said this tool aims to improve ads' performance with minimal effort from advertisers.
Partnership ads hub
Meta is also placing all Partnership Ads tools on a single page in Ads Manager. Meta says the ‘Partnership Ads Hub’ will allow brands to “set up partnership ads, manage partner content, and resolve eligibility issues.”