Paid Media: How to Boost Creator Content with Meta Partnership Ads

Later Influence makes it easy to turn high-performing creator content into Partnership Ads (formerly Branded Content Ads) — paid ads that run from the creator’s handle, with your brand handle attached.

When connected with Meta, you can boost content directly from Later Influence, compare organic and paid results, and measure ROI across campaigns — all in one place.

Why connect Meta?

Connecting your Meta Business Suite unlocks more ways to scale creator campaigns:

• Extend your reach → Boost top-performing creator content to reach new audiences. 
• See the full picture → Compare organic and paid results side-by-side in Later Influence reports.
• Maximize ROI → Focus ad spend on proven content that already performs.
• Simplify workflow → Request permissions and track paid performance in one place.

What You Need Before Starting

Before setting up Partnership Ads, make sure:

1. The creator has tagged your brand on their Instagram post using the paid partnership label.
   • Note: If your brand uses “Require brand approval,” you must first approve the creator’s tag in Instagram settings. 
2. The post is bound to a campaign in Later (appears in the Content tab).
3. Your Meta Business integration is connected in Later Influence. 
   • Steps on doing this are listed below

If these steps are complete, you can request permission to boost the content directly from Later.

How to Set Up Meta Integration

Step 1: Open Meta Integration in Later Influence

1. From the left-hand sidebar in Later Influence, click Settings.
2. Click Meta Integration
3. Review the overview banner, then click Start

Step 2: Connect your Meta Business

You’ll be prompted to sign into your Facebook account from this pop-up:

1. Select the relevant Meta Business Suite profile.
2. Then at least:
   • 1 Facebook Page
   • 1 Ad Account
   • 1 Instagram Profile
3. Review your selections and permissions, then click Save.

Step 3: Assign assets to your Later Influence account

Once Later Influence has the permissions required, you’ll need to:

1. Confirm that the correct Business Suite profile is connected.
2. Select the business assets you’ll use for ads:
3. Click Done to finalize.

It should look like the following when all connected:

Requesting to Boost Creator Content

Once your Meta connection is active and the creator’s post is in your campaign:

1. Go to your campaign’s Content tab. 
2. In the Partnership Ads column, click Request. 
   • If you already have permission, this will update to Add to Ads Manager. 
3. The creator receives an email from Later asking for approval.
   •  If they approve → The button changes to Add to Meta Ads Manager. 
   • If they deny → You’ll see Permission Denied. 

You can follow up with the creator directly if needed.

How Creators Approve Partnership Ad Requests

Creators must grant permission before a brand can boost their post. They’ll receive an email from Later linking to their Campaign Manager.

Alternatively, they can do it manually in Instagram:

1. Open the Instagram app. 
2. Tap the post and select Edit → Advanced Settings. 
3. Under Branded Content, toggle Allow brand partner to boost. 
4. Tap Add brand partners and select your brand.

Once approved, you can run the post as an ad.

Activating the Ad in Meta Ads Manager

1. Go to Meta Ads Manager.
2. Click Create Ad.
3. Choose a campaign objective (e.g., Engagement, Traffic, Leads, Sales).
4. At the Ad level, select Use Existing Post.
5. Paste the post URL (from Later) into the Post ID field.
6. Choose the Page and the post you want to promote.
7. Configure your ad settings:
   • Audience targeting: demographics, interests, custom audiences, or lookalikes
   • Placements: automatic (recommended) or manual
   • Budget & schedule: set a daily or lifetime budget and campaign duration
   • Optimization: link clicks, conversions, or your chosen objective
8. Review your setup and click Publish.

Your creator’s post is now live as a Partnership Ad — powered by your ad spend and amplified reach.

Tracking Paid Performance

After connecting Meta and running boosted content, you can measure paid results directly in the Reports section of Later Influence.

Where to view Paid results

1. Open Later and go to the Reports section.
2. Under Select Social Platform, click Instagram
3. Under Media Type select:
   • organic data only
   • paid data only,
   • or a comparison of organic and paid data.

Key Paid metrics