Instagram Platform

Partnership Ads Creation

Branded content ads are now called partnership ads.

Partnership ads allow advertisers to run ads with creators, brands, and other businesses. The advertiser and partner accounts are featured in the ad’s header and the ads leverage signals from both accounts for improved ranking and incremental performance.

Creators or partners must have a professional account on Instagram to use partnership ads and must meet our eligibility requirements for Instagram partnership ads and branded content and Facebook partnership ads.

Through the partnership ads account level permissions APIs, advertisers can manage partnership ad relationships with their partners at the account level and run partnership ads without additional permissions at the content level.

Note: If two Instagram or Facebook accounts are owned by the same business and an employee has ads access to both assets, they will be able to run partnership ads without partnership ad permissions.

If an account level permission does not exist between the advertiser and the partner (See Post-Level Permissioning for more information):

  • Use a partnership ad code to create an ad using the ads creation APIs
  • Request creators to give advertisers permission to promote their organic branded content posts as partnership ads (applicable to only organic branded content posts).

Before You Start

You will need:

  • The ID for the Instagram Professional account for your brand
  • The username for the Instagram Professional account (Instagram handle) - Optional
  • A Page access token requested from a person who can perform the ADVERTISE task on the Page linked to the Instagram Professional account
  • The following permissions:
    • ads_management
    • business_management
    • instagram_basic
    • instagram_branded_content_ads_brand
    • pages_read_engagement
    • pages_show_list
  • To get media and create ads on behalf of an Instagram Professional Account that you do not own or administer, you will need Advanced Access for all permissions
  • In order to create ads, the advertiser would need create_ads permissions on the IG account that is creating the ad
  • The creator must have approved partnership ads account level permissions in order for the ad to deliver
  • If the advertiser publishes the ad without existing permissions, the ad would be published, but in a pending delivery state. The creator would receive a permission request from the brand to approve the permissions. Once approved, the ad would begin delivering.

Requirements