Meta has confirmed the results partnership ads can deliver. Our view is that the creator behind the ad decides how well it performs.
Meta has confirmed the biggest opportunity most brands are leaving on the table, and almost no one is talking about it.
At its Performance Marketing Summit, Meta showed partnership ads driving a 22% lift in conversion at a 19% lower cost per acquisition. That didn't surprise us. We've been watching it play out for the last twelve months.
The problem with creators who back everyone
Plenty of creators back a dozen brands at once. When you endorse everything, you start to lose the audience that trusted you in the first place. The trust gets thinner, the engagement drops off, and Meta picks up on all of it.
Why the right creator lands harder
Our data shows that when someone whose audience genuinely listens to them backs your brand, and they're clearly not saying yes to everyone, it lands harder. It tells Meta something real about who responds to you, and it brings in a warm audience that may not have heard of you but is ready to listen.
The creator brings the audience in and earns the trust. Paid takes it from there and scales it.
Why we don't leave selection to instinct
We've spent the last year testing relentlessly and have built a model that points our clients at the creators most likely to perform, rather than looking at vanity metrics.
If you're worried you might be leaving growth on the table, get in touch.
Learn more about how we build creator-led acquisition programmes through our influencer marketing service.