How to Use Partnership Ad Code on Instagram

Running ads through an influencer's handle used to be a complicated process involving shared passwords and granting account access. However, Instagram's Partnership Ad Code has revolutionized this process. This feature provides a secure way for brands to promote a creator's content as a paid ad, offering both parties more control and better results. This guide will explain what partnership ad codes are, how to generate one as a creator, and how to use one as a brand to launch powerful, authentic campaigns.

What is an Instagram Partnership Ad Code?

A Partnership Ad Code is a unique string of characters generated directly from an influencer's organic Instagram post, Story, or Reel. When a creator generates this code, they grant a specific brand partner permission to put paid advertising behind that specific piece of content for a set period.

Think of it as a temporary digital key. Instead of giving a brand full access to their account (a huge security risk known as "whitelisting"), a creator hands over a key that only works for one piece of content. The brand can then use this code within the Meta Ads Manager to turn the creator's post into an ad that runs from the creator’s own handle. It appears in people's feeds as a sponsored post from the influencer, not the brand, making it feel native and trustworthy.

This system replaces outdated methods and formalizes the process, creating a more professional and secure environment for both creators and their brand partners. The content remains authentic to the creator's voice, while the brand gains the ability to use its powerful ad targeting tools to reach a much wider, more specific audience.

The Benefits for Everyone Involved

Partnership Ad Codes offer distinct advantages for everyone involved.

For Creators

• Complete Account Control: You never have to share your password or grant administrative access to your account. The ad code provides access only to a single post, so your DMs, profile details, and other content remain secure.
• Content Approval is Built In: You choose which posts are eligible for promotion. If a brand wants to boost something, you are the one who starts the process by generating the code.
• Performance Insights: You can see how the ads are performing directly within your Instagram app, providing valuable data for future collaborations. Strong ad performance can justify higher rates for future campaigns.
• A Streamlined Workflow: Generating a code takes seconds, simplifying a previously complicated process.

For Brands

• Increased Authenticity and Trust: Ads from a creator's handle perform better. They appear as organic social proof, enhancing trust and leading to higher engagement rates and better conversions.
• Access to Advanced Targeting: The real power is unlocked in Meta Ads Manager. You can take a high-performing organic post and target it to custom audiences, lookalike audiences, or specific demographics.
• Simplified Campaign Management: No more awkward requests for creator login details or managing complex permissions. You get a code, plug it in, and your campaign is ready to go.
• Testing and Optimization: Brands can add their own call-to-action (CTA) buttons like "Shop Now" or "Learn More" and A/B test different versions to see what drives the best results.

For the Audience

• Total Transparency: Every ad run with a Partnership Ad Code clearly displays a "Paid partnership" label, vital for building trust and complying with advertising regulations.
• Relevant Content: Because brands can use targeting tools, the audience is more likely to see content relevant to their interests.

How to Generate a Partnership Ad Code: A Guide for Creators

Ready to give your brand partner the green light? To generate a code, you first need to have a Creator or Business account on Instagram. Then, the process is straightforward.

1. Add Your Brand Partner to Your Account

Before you can generate a code for a specific post, you need to approve the brand as an official partner on your account. You can do this in advance or during the post creation process.

• Go to your Profile >, Menu (☰) >, Settings and privacy.
• Scroll down to For professionals and tap on Branded content.
• Make sure Branded content tools are enabled. Then tap Approved brand partners.
• Search for your brand partner’s handle and tap Add.

2. Tag the Brand in Your Content

When you create your Feed Post, Reel, or Story, you must use the "Paid partnership" label and tag the Brand Partner.

• On the final screen before publishing, tap Advanced settings.
• Look for the Branded content section and toggle on Add paid partnership label.
• Tap Add brand partners and select the brand you approved in the previous step.
• Publish your post. It will appear with the "Paid partnership with [Brand Name]" label.

3. Generate the Partnership Ad Code

Once your post with the partnership label is live, you can generate the code.

For Feed Posts and Reels:

1. Go to the live post on your profile.
2. Tap the three dots (...) in the top-right corner of the post.
3. From the menu that appears, tap on Partnership ads.
4. Toggle Allow brand partner to boost. on.
5. Choose if the code can be used for 30, 60, or 90 days.
6. A unique code will appear. Tap Copy code to save it to your clipboard.

For Stories:

1. Go to the live Story.
2. Tap the More (...) icon in the bottom-right corner.
3. Tap Partnership Ads.
4. Enable the Allow brand partner to boost toggle.
5. Copy the code. Story codes are only active while the Story is live (24 hours).

4. Share the Code Securely

You’ve got the code! Now, you need to send it to your brand partner via email or a secure direct message, informing them of the code's expiration date if it is for an in-feed post or reel.

How to Use a Partnership Ad Code: A Guide for Brands

You’ve received the code from your creator partner. Now it's time to put it to work in Meta Ads Manager. Using it is simple and unlocks all of Meta's powerful advertising tools for the creator's content.

1. Set Up Your Campaign in Ads Manager

Head to your Meta Ads Manager and click the +Create button to start a new campaign. Select your campaign objective (e.g., Traffic, Sales, Engagement).

2. Define Your Audience and Budget

At the Ad Set level, configure your targeting, placements, budget, and schedule. Define exactly who you want the creator's post to reach using demographic filtering, interest targeting, custom audiences, or lookalike audiences.

3. Select the Creator's Content

At the Ad level, connect the creator's post to your campaign.

1. Under the Identity section, ensure you have the creator's Instagram handle selected.
2. In the Ad setup section, choose Use existing post.
3. Under Ad creative, click Select post.
4. Click on Branded Content at the top.
5. In the top-right, click Enter Ad Code.
6. Paste the Partnership Ad Code and click Add.

The creator’s post will instantly load into the Ad Manager preview. Add a Call-to-Action button and launch the ad, running from the creator's handle to the new audience.

Best Practices for a Smooth Collaboration

To get the most out of partnership ads, a little planning goes a long way.

For creators, generate codes for content that truly represents your brand and performs well organically. Communicate with your partner about the campaign goals and duration. Use a tracker to list active codes for organization.

For brands, establish clear agreements upfront, define usage rights, KPIs, timelines, and share performance data. Trust in the creator's voice for authenticity. Monitor performance closely in Ads Manager and be ready to optimize your audience or test different CTAs.

Final Thoughts

Partnership Ad Codes offer a secure, transparent, and effective way for creators and brands to collaborate on Instagram. They provide creators with full control over their accounts while enabling brands to amplify authentic content to targeted audiences for stronger results.

To organize your content schedule, consider using Postbase. Our visual calendar helps you view all scheduled content at a glance, mapping out campaigns visually to avoid clashes and ensure cohesive efforts across multiple collaborations.