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.