Meta partnership ads,launched with the rest of the batch.

Most brands that work with creators and influencers run partnership ads the slow way. Someone collects the ad code from the creator in a DM, opens Ads Manager, builds one ad, pastes the code, picks the identity, checks the preview, and repeats that for every creator and every ad set. Co-branded ads on the brand's own creatives repeat the same partner setting on every ad, so a batch of 30 creatives means setting the same partner 30 times.

uplads moves partnership ads into the Ad Launcher. You pick the partner once, in one dialog, and it applies to the whole launch.

What Meta partnership ads are

A partnership ad runs under two identities: the advertiser who pays and a partner, usually a creator or influencer, sometimes another brand. It is the paid media side of influencer marketing. The ad header names both, Instagram and Facebook add a Paid partnership label, and the advertiser keeps full control of budget, targeting and placements. Meta renamed the format from branded content ads in 2023, and since then it has been the standard way to put paid reach behind a creator relationship.

The reason brands use them is simple and measurable in their own accounts: a creator's name in the header reads less like an ad, and the creator's credibility helps the ad reach new audiences who would scroll past the brand's own handle. What makes them tedious is that Meta built two separate mechanisms under the same name, and most tools only support one.

Two mechanisms under one name

Co-branding on your own creative. You use your own image or video and your own copy. The creator is named as the partner, so the header shows both handles. You need the creator's permission, which they grant once, and no ad code. This is the mechanism for brands that produce their own creatives, or that received usage rights to a creator's raw footage, and want the creator's name on it.

Promoting the creator's post. The creator's organic post becomes the ad. The creator generates a partnership ad code from that post and shares it with you, and the ad runs with their caption and their media. You upload nothing and write nothing. This is the mechanism for a post that already exists on the creator's profile.

The two do not mix inside one ad, and they behave differently in campaigns. Co-branded ads carry your link and call to action like any other ad. A creator's post carries no destination of its own, which is why Meta often refuses it in ad sets that send people to a website.

How a partnership launch works

Targeting, eligibility and what Meta requires

A partnership ad is still your ad. You choose the campaign objective, the audience, the placements and the budget exactly as for any other ad, and the spend runs through your ad account. The creator's followers are not automatically the audience; if you want to reach them, build that into your targeting like any other audience decision.

Three conditions decide whether Meta accepts the ad at all:

• The partner has a professional account. On Instagram that means a creator or business account; on Facebook a Page. Personal profiles cannot be named as partners.
• The partner gave permission. Either account-wide in their settings, or for one post through the partnership ad code. Without it, Meta rejects the ad with a permission error before it goes live.
• The ad set fits the mechanism. Co-branded ads work wherever your own creatives work. Creator posts are safest in engagement ad sets, because they carry no website link of their own.

The ad then shows Meta's Paid partnership label, which is also how the format stays on the right side of influencer disclosure rules in most markets.

Getting the creator's permission

Every partnership ad starts with permission. Meta will not let a brand name a creator, or promote their post, unless the creator agreed. There are two ways that agreement reaches you.

The creator can grant it from their side, in their Instagram settings, either for your account in general or for one post through the ad code. Or you can ask. The Identities tab in uplads reads the permission list from Meta's Partnership Ads Hub, so you see who already approved your account without leaving the launcher, and the Request permission button sends a new request by handle. Pending requests stay pending until the creator accepts them in their app; uplads cannot accept on their behalf, and nothing should.

If your list comes back empty or with an error, the usual cause is the connection, not the creator. Meta approved the partnership permissions for uplads on 8 September 2026, and a Meta login connected before that date does not carry them. One reconnect in Configuration fixes it.

Partnership ads next to the rest of the batch

The practical gain is not the dialog. It is that partnership ads stop being a separate workflow.

A brand launching a new product typically runs three kinds of ads in the same week: its own studio creatives, co-branded versions of those creatives with two or three creators, and the creators' own posts. In Ads Manager those are three different building paths. In uplads they are the same launch screen with a different source. Naming templates, ad set selection, scheduling and the background launch work the same way for all of them, so the co-branded batch ends up with the same clean ad names as the rest of the account.

Where partnership ads fit, and where they do not

Partnership ads are worth the effort when a creator's audience trusts them and the creative makes sense coming from them. They are the wrong tool in a few cases, and it is better to know before the launch than after.

• You have no relationship with the creator yet. A permission request from an unknown brand is easy to ignore. Agree on the collaboration first, then request permission.
• The creator's post is the ad, and you need website traffic. Meta often refuses creator posts in website-destination ad sets. Use an engagement ad set for the post, or ask the creator for raw footage and run it co-branded on your own creative with your link.
• You need the ad on TikTok. Partnership ads are a Meta format. On TikTok the equivalent is a Spark Ad, which the uplads launcher also creates from a creator's Spark code.
• You want the post's existing likes and comments on the ad. Do not assume they carry over. How Meta treats engagement on promoted creator posts depends on the format and placement, so check it in your own account before you plan around it.

If your main goal is to put budget behind your own organic posts as they appear, that is a different feature: Post Boosts watches your Page or Instagram account and turns each new post into an ad automatically.

What it costs

Partnership ads are part of the Meta launcher and included on every plan: Starter at 69 EUR per month, Growth at 199 EUR and Agency at 499 EUR. Growth and Agency add TikTok, Google Ads and Snapchat, which is where Spark Ads live. Every plan starts with a 7-day free trial without a credit card, enough to request one permission, build a co-branded batch and look at Meta's own preview of the result. The pricing page has the details, and the bulk upload page covers the launcher itself.