Partnership Ads on Instagram: What to be aware of as a Creator

Partnership ads allow brands to run ads from a creator's handle to scale their collaborations. In order for Partnership Ads to work, there are a few key requirements that need to be followed by the creator. Be sure to make note of the below, as this will facilitate a smooth campaign experience between yourself and the brand. 

Meta Permissions required to sign into the Vamp app:  

When connecting their Instagram account to Vamp, creators will be prompted to accept permissions from Meta in order to allow Partnership Ads to be run by the brand. The permission is called "Access or Modify a Instagram Creators branded content settings". 

Every Vamp campaign you participate in allows brands to boost your content for 60 days. Previously to facilitate this there was a lot of back and forth with the brand to set up the permissions. We’ve streamlined the process to take the back and forth between you and the brand away. Using our partnership with Meta we’ve taken away the pain to automate this connection for you as the creator. 

To facilitate this change and continue to participate in Vamp campaigns we need creators to enable the “Access or Modify a Instagram Creators branded content settings” to enable the brand you are working with to boost your content via their Meta Ads manager. 

How will Vamp use this? 

Vamp will use the “Access or Modify a Instagram Creators branded content settings” to enable the brand you are working with to boost your content via their Meta Ads manager. (see additional information in this article regarding Instagram requirements). 

After the 60 days of boosting rights that are included in your campaign fee are done, brands will be notified they no longer have permission to boost this content unless they purchase the additional 12 months of usage (via the Vamp platform). 

 

What else is needed to ensure Partnership Ads are successful? 

1. The creator must tag the brand as a paid partner in their content to facilitate the boosting access required through Facebook Ad Manager (e.g. Paid Partnership with @examplebrand).
2. If music is being used, it must be from Facebook’s royalty-free music library – The Facebook Sound Collection. This applies to all content formats (stories, posts or reels).
3. Strictly no face effects or filters to be added to content before or after filming.
4. On stories, the carousel format can’t be used.
5. For Reels content, the length of the video must not be any longer than 60 seconds.
6. No more than 30 hashtags can be used in a caption.
7. Carousel posts can’t be used (whether it's a collection of images or videos/mixed media).
8. No more than five interactive elements can be used on a given piece of content (location sticker, hashtag sticker, tappable text, @mention sticker), OR one countdown sticker.
9. Only use polling sticker and swipe-up CTA on ads created without a pre-existing post (i.e. users can’t take an existing feed post and share it as a story and then add those elements)
10. For best practice, avoid using emojis, GIFs, music stickers, link stickers, polls, more than one sticker and more complex creative tools

In addition to the above, you must also be eligible for Partnership Ad collaborations. In order to check if you are eligible, you can view this on your Instagram account (pictured below). If a brief specifically states that Partnership Ads is required, check eligibility before applying to a brief.

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