What is Paid partnership?
Paid partnership is the official label used on Instagram and Facebook to disclose that a creator was compensated by a brand for a piece of content, powered by Meta's branded content tool.
When a creator tags a brand partner in Meta's branded content tool, the post shows a Paid partnership with [Brand] label below the creator's name. This satisfies platform policy and provides the brand with access to the post's performance insights.
Paid partnership is the platform-native disclosure mechanism on Meta. It does not replace the need for a verbal or on-screen disclosure in video content, where the FTC expects the disclosure to be audible and visible.
Brands should always request creators use the paid partnership tag in addition to any hashtag disclosure. It gives the brand a way to boost the post as a branded content ad from the creator's handle, which often outperforms ads from the brand page.
Related terms
- Sponsored post
- A sponsored post is a piece of content a creator publishes in exchange for payment from a brand, which must be disclosed as advertising under FTC and platform guidelines.
- FTC disclosure
- FTC disclosure is the legal requirement in the United States that creators clearly and conspicuously disclose any material connection to a brand, including payment, gifting, or free products, when publishing content about that brand.
- Whitelisting (creator whitelisting)
- Whitelisting is when a creator grants a brand permission to run paid ads from the creator’s own social media handle, so the ad appears to come from the creator rather than the brand.
- Deliverables
- Deliverables are the specific content assets a creator is contractually required to produce and publish as part of a brand deal, including format, quantity, platform, and timeline.
- Influencer marketing
- Influencer marketing is a form of marketing where brands pay social media influencers to promote products to their followers, using the influencer’s trust and reach to drive awareness and sales.
More in Influencer marketing
Paid partnership sits in the influencer marketing part of the glossary. These terms come up in the same conversations and are worth reading alongside it.