Partnership Ads: A New Way to Grow Your Reach

If you’re working with brands through Later, you might start seeing requests from them to boost your Instagram posts as Partnership Ads. This feature helps brands promote your content while ensuring you stay in control of what’s shared.

What are Partnership Ads?

Partnership Ads (formerly Branded Content Ads) are paid ads that run from your Instagram handle — with the brand’s handle attached.

That means the ad looks like it’s coming from you, not the brand, but the brand covers the ad spend to reach a wider audience.

Your name stays on the content, and the ad uses signals from both your account and the brand’s account for stronger performance.

Why it’s good for you as a creator

• Reach more people → Your posts get seen by audiences beyond your own followers.
• Grow your profile → Your handle always stays visible in the ad, helping you build followers and credibility.
• Earn more → Brands are more likely to invest again when your posts perform well as ads.
• Keep control → You approve or deny every request. No post can be boosted without your permission.

What makes a post eligible?

To make your post eligible for Partnership Ads:

1. Tag the brand when you post on Instagram using the paid partnership label.
   • Learn how to use Instagram’s paid partnership tag here
2. Ensure the post is linked to your campaign in Later (see screenshot below as an example). 
   • You can confirm this in your campaign’s Content tab. 
   • If you’re unsure how this works, see Publish & Track Campaign Content

Once those steps are complete, your post is automatically eligible for boosting.

How it works

1. You post on Instagram and tag the brand using the paid partnership label. 
2. The content is automatically visible to the brand. 
3. The brand sends a request to boost your post. 
4. You’ll receive an email from Later asking you to review the request.

When you click the link in the email, your Campaign Manager will open. From there, you can:

• Approve → The brand can use your post as a Partnership Ad. 
• Deny → The brand cannot boost the post.

What happens after you approve

Once you approve, your post may be run as a paid ad on Instagram.

Both your handle and the brand’s handle will appear together. The post’s reach will expand, helping your content get in front of new audiences.

Managing or Revoking Permissions

• If you delete the original post on Instagram, the ad will stop running immediately. 
• If you archive the post, the ad can continue to run unless you revoke permissions.

To revoke permissions:

1. Go to your post on Instagram. 
2. Tap the three dots → Post settings. 
3. Turn off “Allow brand partner to boost.”

Once revoked, the brand will no longer be able to run ads using your content.