Meta Partnership & Whitelabel Ads

There's been a lot of buzz lately in the media buying world around partnership ads in Meta ad accounts. But here's what most people don't realize: there are actually two distinct mechanisms for running these types of ads, and each serves a different purpose.

Let me break down both options and show you exactly how to set them up.

The Two Types of Partnership Advertising

Option 1: Partnership Ads (Dual-Branded)

Partnership ads display both brand pages at the top of the advertisement. For example, imagine a music festival ad that shows "Tahoe Live in partnership with Pacific Palisades" at the top. Both pages are visible to the user, which is perfect for:

• Tapping into multiple brand audiences simultaneously
• Cross-promotional campaigns
• Event partnerships where both brands want visibility

Option 2: Pure Whitelabel Ads (Single-Branded)

With whitelabel ads, the advertisement appears to come entirely from the partner's page. Using the music festival example again, an ad might run from the All Things Go festival account but display as if it's coming directly from the artist's page (like Role Model), with no mention of the festival's Facebook page at all.

Both approaches are effective, but they require different setup processes and work better for different scenarios.

How to Set Up Partnership Ads

Partnership ads are considerably easier to set up. Here's what you need:

Requirements:

• Your partner must have an Instagram page
• They need to post organically the content you want to turn into an ad

Setup Process:

1. Navigate to the Partnership Ads Hub in your Meta Business Manager
2. Click on the "Ad Partnership" button at the top
3. Select "Find a creator" and search for your partner
4. Send the partnership request linking their Instagram page to yours
5. Once they accept, they can post organically on Instagram
6. You'll then be able to promote their organic posts as partnership ads in Ads Manager, with both brands displayed

The beauty of this method is its simplicity—as long as your partner posts organically and accepts the partnership, you're good to go.

How to Set Up Whitelabel Ads

Pure whitelabel ads require a bit more setup but offer additional flexibility.

Requirements:

• Your partner must have a business Facebook page (not just Instagram)
• That Facebook page must be linked to their Instagram account

Setup Process:

1. Go to your Meta Business Manager
2. Navigate to Accounts → Pages
3. Click the "Add" button at the top
4. Select "Request shared access to a Facebook page"
5. Enter or paste the partner's Facebook page URL
6. Check only the "Ads" tab—this requests advertiser access without giving you control over their organic content
7. Click Confirm and send the request
8. Once their team accepts, you can run ads from their page

The Key Difference: With whitelabel ads, you can run advertisements from the partner's page whether or not they've posted that content organically. This gives you much more creative control and flexibility.

Which Method Should You Choose?

Consider these factors when deciding:

• Duration of partnership: How long will you be working with this creator?
• Depth of collaboration: Is this a one-off campaign or ongoing relationship?
• Organic posting: Will the partner be posting organically as part of the deal?
• Brand visibility: Do you want both brands visible, or just the partner's brand?
• Creative control: Do you need to create custom ad content, or will you promote their organic posts?

Both mechanisms have their place in a comprehensive influencer marketing strategy. Partnership ads are great for quick collaborations and leveraging organic content, while whitelabel ads offer more control and don't require organic posting.

The key is understanding which tool to use for each specific partnership and campaign goal.

Need help setting up partnership or whitelabel ads for your brand? Send us a message.