[Webinar Recap] How Meta Partnership Ads are replacing influencer Whitelisting

Expert insights from Meta and Superfiliate on the future of creator marketing

by

Beth Owens

5min read

Table of contents

• Top takeaways from the industry experts
• Influencer teams are driving as much as 75% of top ad content
• Your creator marketing strategy needs to span the entire funnel
• Phases of the creator marketing funnel
• Getting started with Partnership Ads
• What Partnership Ads mean for influencer & paid media teams

Top takeaways from the industry experts

Partnership Ads deliver superior results to whitelisting

Partnership Ads significantly outperform traditional whitelisting and other creator content amplification methods. Brands using Partnership Ads are seeing 19% reduction in CPA, 71% higher brand lift, and 53% higher click-through rate, compared to standard advertising approaches.

The performance advantage stems from Meta's algorithmic approach:

• Partnership ads leverage signals from both creator and brand audiences for stronger ranking.
• Dynamic optimization automatically selects the best-performing handle format for the creative.
• Advanced targeting options remain available, while adding creator audience insights.

Expert Input

"Partnership Ads use signals from both the creator and the brand handles, which is extremely important because that leads to stronger ranking and performance. So, that's the biggest reason why you should consider investing in Partnership Ads."

Joana Rocha
Technical Integration Manager at Meta

Influencer teams are driving as much as 75% of top ad content

Superfiliate’s research across top merchant accounts reveals a blind spot in how companies attribute their advertising success. While paid media teams are relying heavily on creator content for campaigns, influencer marketers rarely get recognition for sourcing high-performing ad creative.

These organizational silos create several problems:

• Influencer teams can't optimize their creator selection based on paid performance data.
• Budget allocation doesn't reflect the true impact of creator partnerships.
• Paid teams miss opportunities to scale what's actually working.
• Companies underinvest in creator relationships that drive their best-performing ads.

Platforms like Superfiliate’s Meta Ads Suite eliminate these coordination challenges through streamlined permissioning and shared dashboards that enable marketers to see organic and paid performance in one place.

Your creator marketing strategy needs to span the entire funnel

Joana and Reyna emphasized that effective creator marketing using Partnership Ads requires a cyclical, full-funnel approach, rather than one-off activations of creators.

Phases of the creator marketing funnel

1. The discovery phase. Identifying creators who align with your brand values and campaign objectives from both organic and paid perspectives.
2. Evaluation and collaboration. Once you identify potential creators, the focus shifts to giving them guidance so they can create authentic content from an organic lens.
3. Campaign setup and testing. High-performing organic content gets amplified through paid ads.
4. Measurement and optimization. Campaign measurement should be central to your strategy, focusing on various KPIs based on campaign objectives.

Getting started with Partnership Ads

Rather than trying to broker relationships specifically for ad content, start with the creator content you already have. Here are steps to proceed:

1. Audit existing high-performing organic content.
2. Establish cross-team collaboration.
3. Implement streamlined creator onboarding.
4. Experiment with multiple handle formats.
5. Organic Performance Is a Poor Predictor of Paid Success.

What Partnership Ads mean for influencer & paid media teams

Partnership Ads fundamentally change how creator marketing integrates with your broader digital strategy. Both influencer and paid teams can now demonstrate clear ROI on paid amplification, while also championing the value of authentic creator relationships.