When it comes to a time when consumers are more skeptical of traditional advertising, Meta Partnership Ads have become an effective instrument for a brand that wants to actually connect. These advertisements, which were previously referred to as branded content ads, will help businesses to work with creators and influencers and even other brands to enhance authentic organic content on Facebook and Instagram. The result? Increased confidence, improved interaction, and high-performance Meta Ads campaigns.
In our case study, Code Inc Solutions, we have witnessed the success of using Meta Partnership Ads in changing the results of advertising. Being a full-service digital agency that deals with PPC and social media advertising, we support businesses to navigate these changing tools and achieve actual results.
Sample of a Meta Partnership Ad with visible tagging of “Paid Partnership” in the name of transparency and authenticity.
Meta Ads and Partnership Ads Updates in 2025.
In 2025, Meta has been moving swiftly to transform its advertising ecosystem, and heavy investments have been made in AI automation and creator partnerships.
Key updates include:
- Advantage+ as Default: The default option of new campaigns in the Ads Manager now defaults to Advantage+ automation tools, which automate placements, creatives, and budgets.
- AI-assisted Creative Technology: Added variations, dynamic headers, and product endorsements in comments (7.5% and 9.6% higher offsite conversions and CTR, respectively).
- Partnership Ads Expansions (December 2025): Meta launched new features based on AI in the Partnerships Hub, such as
- Organic creator content (UGC and affiliate posts) is centralized to be discovered on both Instagram and Facebook.
- “Suggested” tab with high-performing AI-suggested content.
- Intuitive data on gauging the engagement data before increasing.
- Less complex permissions and increased eligibility (e.g., professional mode profiles on Facebook).
- Signal stacking: Retain creator and brand signals to target and be more relevant.
These modifications have brought up astonishing outcomes: a mean 19% reduction in CPAs and 13% greater click-throughs in cases of Partnership Ads incorporation in campaigns.
Screenshot showing the ability of brands to find and build creator content directly in Meta Ads Manager.
The Science of the Authenticity Edge.
Customers have more faith in individuals than in brands. It is not mere intuition, but it is supported by evidence:
- Three-quarters of Gen Z are willing to be informed about the brand by the creators.
- Three in five consumers will buy directly from the creator of content on Meta shortly after viewing it.
- One out of four social media users favors the creator-driven content as opposed to refined traditional advertisements.
Meta Partnership Ads take advantage of this by stacking the relevance score of the creator using signal stacking. Based on predicted performance, the AI makes the user dynamically select either single-header structures (creator-only, in the case of native feel) or dual-header structures (brand + creator).
The role of Reels is enormous: more than half of the time spent on Instagram is devoted to Reels. Partnership Ads based on Reels with features such as human presence, text covers, and lo-fi can help increase cost per reach by 16, ROAS by 13, and conversion by 29.
The science is obvious—real content, content you can relate to, is better than polished productions since it develops trust and catches your attention in a micro-minute.
Latest Meta Ads Feature Updates in 2025: A Simple Timeline and Explanation
Meta (the company behind Facebook and Instagram) is constantly upgrading its advertising tools to make them more efficient and intelligent, mainly by the use of AI (artificial intelligence). These improvements allow ads to target the right audience more quickly, generate better content automatically, and enhance outputs such as more clicks or sales.
I will first summarize the key changes throughout 2025 (roughly in chronological order), and then I’ll present the biggest December 2025 update with simple explanations. This is a summary of the information given in the official announcements and reliable sources as of December 17, 2025.
Major Updates Throughout 2025
Early 2025 (January-February):
The default new ads in Ads Manager became Advantage+ campaigns. This implies that Meta’s AI is now in charge of most decisions, such as budget, placements (where ads are shown), and targeting, without human intervention. It is easier for beginners, but one has fewer manual control options. Global rollout of Advantage+ Leads campaigns. Perfect for email or contact collection—AI optimizes to find people most likely to complete forms; thus, the cost is reduced by 10% or more in most cases.
February-March 2025:
- Andromeda, the new AI engine with Meta for finding the best ads to show each person, was introduced. It improved ad quality and reach.
- Expanded AI creative tools (Advantage+ Creative): The AI is now able to generate image backgrounds, text variations, and video edits automatically for better performance.
May 2025 (NewFronts announcements):
Reels Trending Ads: Brands have the option to place their ads in the most popular and trending Reels in order to gain more visibility.
- Video ads were tested on Threads.
- Updates to Partnership Ads (creator collaborations) for better boosting of influencer content.
June-July 2025:
- Additional AI video tools (e.g., restyling clips quickly).
- Opportunity Score introduced: A 0-100 score in Ads Manager that shows how to improve your campaigns with personalized tips.
During 2025:
- Automation was the main priority: there were fewer manual targeting options (e.g., some exclusions were removed), and there was more use of AI.
- Value rules extended: Tell Meta which conversions (like sales) are of more value, so it prioritizes customers with high value.
- Generative AI available to all: There were higher click-through rates (up to 11%) and conversions when using AI-created ads.
- These adjustments speed up the process of advertising and, in most cases, make it less expensive; however, you still need to have good creative (images/videos) and clear goals for the AI to work effectively.
The Latest Big Update: December 2025—Major Enhancements to Partnership Ads
The last significant announcement of the major changes was around the middle of December 2025 (approximately December 11-15). Meta unveiled new AI-powered tools specifically for Partnership Ads (also referred to as Meta Partnership Ads). This is the advertisement format where brands collaborate with creators/influencers to promote authentic content (e.g., posts tagged “Paid Partnership”).
Why this matters: The truth of the matter is that people do not believe a brand when it tells something by itself, but they do believe a creator who is telling the same thing. In most cases, Partnership Ads have 19% more CPA (cost per action) and 13% higher CTR (click-through rate) than the regular ads. The current update makes it easier to find, check out, and benefit from the creator content.
New features clarified simply:
Expanded Partnership Ads Hub in Ads Manager:
Facebook and Instagram content can now be seen in one place. More types involved: user-generated content (UGC—posts from real fans), affiliate posts, and brand mentions.
New “All” tab to browse everything easily. Better Insights Before Boosting:
Observe in-depth performance data on creator content: views, likes, comments, shares, saves, and engagement rate. If you are intending to promote a post, this one should be your choice, for there is no more guessing.
AI-Powered Recommendations:
AI determines the content of the creator with higher performance, which fits your brand the most, and recommends it to you.
Automatic creator testimonials (e.g., short influencer quotes) help featured ads give products more weight.
New Partnership Ads API:
Big brands/agencies only. Organic creator posts are turned automatically into paid ads at a large scale (by using code/tools). New features of the Creator Discovery API are the basis for this one.
Simpler Permissions and Eligibility:
A creator shares a simple code with the brand and, by so, gives permission quickly. Besides that, more creators are qualified: those in “professional mode” on Facebook, for example.
How to do it easily:
Open Ads Manager > Partnership Hub. Look through the recommended content or all the content mentioning your brand. Check the insights (e.g., high engagement = good potential). Enhance it as a Partnership Ad—AI optimization will handle the rest.
This is great for the holidays or for any campaigns that are ongoing because the creator’s content is authentic and gets more views in the feeds/Reels.
Other minor things in December:
Leads from Instant Forms can start a WhatsApp conversation with you directly. Opportunity Score is now available via API for advanced users.
If you allow Meta ads, then you should begin with Partnership Ads experiments right away, as they will be one of the most efficient methods to get noticed in 2025-2026. The best outcome will be if you combine it with Advantage+ automation.
Mastery of Strategic Meta Partnership Ads.
The brands have to have a calculated approach to succeed with Meta Partnership Ads:
- Take advantage of the Partnerships Hub: Find suggested and tagged UGC and affiliate materials by using the tabs “All” and “Recommended” at the same time. Assess with intuitive choices prior to spending the money.
- Diversify Creators: Do not depend on the mega-influencers. Collaborate with a combination of micro- and mid-tier talents to reach more and achieve genuine micro-moments.
- Use the Language of Reels: Insist on high-distraction (hilarious, addictive, or provocative) ad content at the expense of high-production advertisements.
- Test Header Options: Use two headers to be brand aware and single to be seamless and native.
Add Advantage+ – Auto-Optimize Partnership Ads in Advantage+ catalog or shopping campaigns.
Live case of an influencer-based partnership ad that perfectly integrates into the feed.
Collaborate with Code Inc Solutions to achieve the success of Meta Ads.
Experience is needed to negotiate these changes and plans. At Code Inc Solutions, we specialize in end-to-end management of the Meta Ads system, including accurate targeting and optimization of creative and scaling Partnership Ads using the newest AI tools.
Communicating your first creator cooperation or maximizing organizing campaigns, our team will guarantee your success in the dynamic world of Meta, which is ever-changing.
Are you willing to achieve the authenticity advantage for your brand? Get linked with Code Inc Solutions and charge your Meta Ads.
