Instagram collaboration ads
On this page
A collaboration ad is an Instagram ad that appears with the creator’s name and your brand’s name together, with the advertising label. You promote their reel with your budget and reach beyond your followers, with the authenticity of a real creator.
What you need in HICARI
- A request with Post on social media → Instagram. For these ads, Collab post or Tag/mention only is recommended, with the brand’s @.
- Active paid usage rights: choose Organic + paid (or Paid media) under Usage and time frames. In a campaign, you have 1 year from the date you approve the video. With Organic only, you can’t create these ads.
- Coordinate it with the creator via chat during the collaboration. HICARI doesn’t have a direct integration with Instagram: the creator grants permission from their account.
What you need on Instagram
The requirements are set by Meta and may change. In general, today:
- A professional Instagram account for your brand, connected to your Meta ad account.
- The creator must also have a professional account (creator or business).
Step by step
Agree on it via chat
Tell the creator which post you want to promote and for how long, always within your paid usage rights. This way, they’ll know which permission to grant you.
The creator publishes the reel
The creator publishes the video on their profile with the paid partnership label and, according to what you requested in the brief, invites you as a collaborator or mentions your account.
Get ad permission
The creator gives you permission for collaboration ads from the «Branded content» settings on their account, or generates an ad code for that post and sends it to you via chat. You can also request permission yourself from your professional account, and they can approve it.
Create the ad in Meta Ads Manager
Create the campaign and, in the ad, choose the collaboration ad option: select the creator and their post, or enter the code. Define the audience, budget, and an end date before your paid usage rights expire.
Measure and adjust
Compare results across creators. If you requested extra hooks, you can upload those versions as ads from your account to test different openings.
What content can be promoted
Meta allows collaboration ads with several types of content, such as reels or feed posts. In HICARI, the usual format is the reel the creator publishes on their profile, which remains there for at least 12 months.
When usage rights expire
When the paid usage rights expire, stop the ad even if the permission is still active on Instagram. If you want to continue, use Extend paid usage rights in the request and wait for the creator to accept; if necessary, ask them to renew the permission. We explain it in Using content in ads.