Brand Partnership

Branded Content / Paid Partnership

The core model is the Paid Partnership label — when a creator posts sponsored content, they tag the brand, which triggers a "Paid partnership with [Brand]" disclosure. This is still active and required by FTC guidelines.

Instagram Partnership Ads (formerly Branded Content Ads)

This is the main brand-side tool. It lets brands:

• Take a creator's organic post and run it as a paid ad from the creator's handle

• Amplify reach beyond the creator's existing followers

• Target custom audiences using the brand's ad targeting tools

• See full performance metrics on both sides

Meta's Creator Marketplace

Meta has an in-app discovery tool where brands can:

• Search for creators by niche, audience demographics, and engagement rate

• Send collaboration invitations directly

• Manage campaigns end-to-end within Meta Business Suite

Collab Posts

Instagram's Collab feature lets a creator and a brand co-author a single post, which appears on both profiles simultaneously — effectively doubling organic reach.

Things to keep in mind:

• All sponsored posts require disclosure via the Paid Partnership tag (non-negotiable per Meta policy and FTC rules)

• Partnership Ads require the creator to grant the brand "ad permission" before the brand can boost the content

• The Creator Marketplace has eligibility requirements (follower thresholds, account standing, etc.)