The Truth About Hashtags
Boost Campaign Performance with Partnership Posts on Meta
AUTHOR:
Capacity
For arts organizations of all sizes, reaching new audiences with compelling creative is an ongoing challenge. Partnership posts offer a powerful way to expand reach, increase trust, and improve performance by collaborating with creators and partners whose voices resonate with your audience.
What Are Partnership Ads?
Partnership ads allow organizations to run paid campaigns using posts that feature a creator, partner brand, or another business. Both accounts appear in the ad header, giving Meta stronger signals to improve ranking and performance.
Benefits for Creators
- Have a great time at an arts experience with their loved ones
- Reach new audiences that align with their niche
- Unlock additional earning opportunities
- Build credibility with partners in their artistic or cultural space
Benefits for Arts Organizations
- Partner with creators to tell more authentic stories about your work
- Run ads from your Page and the creator’s Page to access new audiences
- Gain insights in Ads Manager on how creator content performs
- Add suggested creator posts from the last 60 days to new or existing campaigns
- Use Creator Marketplace Trends to develop culturally relevant content
Partnership ads help arts organizations scale storytelling while maintaining credibility and trust.
How Partnership Posts Work for Arts Organizations
The Logistics
Partnership posts appear as sponsored posts that spotlight both the creator and your organization. When a creator tags your organization as a brand partner and enables permission to boost the post, you can run the content as an ad directly from Ads Manager.
The Results
Credibility & trust! This powerful combination of organic style content and paid reach builds trust – something we at Capacity know audiences are craving in today’s digital landscape. Meta notes that partnership ads often deliver better results because they blend creator credibility with advertiser targeting and optimization. Plus, we know that what other people say about you is 12.85x more impactful than what you say about yourself – this is a great way to harness the power of another person’s perspective toward your organization’s goals.
Mini Case Studies: Partnership Posts in Action
Baltimore Center Stage
Platform: Meta
Creator Type: Local family influencer
Goal: Ticket sales
Baltimore Center Stage partnered with a well known local family influencer to reach audiences already trusted within the family demographic. The video partnership post became the organization’s first partnership ad and quickly emerged as a top performer.
The campaign delivered a strong click through rate, generated thousands of clicks, and drove more than 160 ticket purchases at a very low cost per acquisition. The post also generated over $22,000 in ticket revenue.
Why it worked:
The creator was already familiar to the target audience, which helped the ad feel trustworthy and organic. Seeing a recognizable local name directly in the ad header added credibility and reduced friction for first time buyers.
Ford’s Theatre
Platform: Meta
Creator Type: Influencer
Goal: Ticket sales
Ford’s Theatre tested partnership posts as part of a broader ticket sales strategy and saw standout results from a video created with influencer Morgan Sinclaire. The partnership post delivered the highest purchase rate in the campaign and ranked second for video view rate within a seven day attribution window.
Due to its success, the team recommended prioritizing partnership posts again in future seasons as a reliable driver of ticket conversions.
Why it worked:
The creator’s tone and delivery aligned closely with the brand and audience expectations. The content felt native to the platform and resonated strongly with viewers, translating engagement into action.
Step by Step: How to Add Partnership Posts to Your Meta Campaigns
Below is a simplified, Capacity-friendly walkthrough based on Meta’s current instructions for creators and advertisers. (You’re welcome! ?)
Want the TL;DR? Watch this video tutorial from Meta for Business.
Step 1: Creator Makes a Post
The creator drafts a post just as they normally would. This can be a photo, video, testimonial, backstage moment, or any other content aligned with your campaign needs.
Step 2: Creator Tags Your Organization
Inside the post setup, the creator selects Brand Partnerships.
- Tap Brand partnerships
- Tap Tag a brand partner
- Search for your organization and select it
If the creator does not yet have permission to tag your organization, they can tap Request. Once you approve, tagging becomes available for future posts.
Step 3: Creator Enables Post Boosting
When the creator tags your organization, the Allow post boosting toggle turns on by default if permission is already granted. This toggle allows your organization to use the post in paid campaigns.
Step 4: Your Team Boosts or Builds Ads in Ads Manager
Once the post is eligible, you can:
- Boost the post directly to increase reach
- Build a full partnership ad using Ads Manager
- Add a call to action button such as Learn More or Buy Tickets
- Choose the destination link that supports your program goals
Note: Adding a call to action may crop the post image, so review formatting before publishing.
Step 5: Moderate Comments
Your organization can hide or unhide comments on the ads and the original branded content post. Only the creator can delete comments. This helps maintain brand safety and tone.
Step 6: Measure Performance in Ads Manager
You will have access to performance metrics such as reach, conversions, cost per result, and audience engagement. These insights help your team understand how creator content compares to your organization’s native content.
Why Partnership Posts Work
Creators bring personality, credibility, and cultural relevance to your campaigns. For arts organizations, this helps messaging feel more relatable and less promotional. Partnership posts also expand creative capacity, allowing teams to scale campaigns without increasing internal production demands.
Wrapping Up
Breaking through the noise is HARD for any arts organization. We get it. This is one way you can appeal to your audience (and some new ones) through another POV, and add more humanity to the content you share by partnering with creators who talk directly to their audiences in an extemporaneous way.
If you are ready to elevate your digital performance with creators, smarter campaign setups, and higher quality content, Capacity’s Digital Advertising team can help you put partnership ads to work for your organization.
