Meta Partnership Ads Hit $10 Billion As Creators Outperform Brand Messages

Meta's Partnership Ads have soared to a $10 billion annual run rate, doubling in a year, largely because creators outperform brands. Agentio's analysis of $130 million in spend reveals creator-led ads yield 19% more clicks, 10% higher conversions, and 5% lower costs. This efficacy is rooted in the "transfer of trust" creators cultivate with their audiences, a unique advantage brands cannot manufacture. Edelman's Trust Barometer confirms declining institutional trust, making individual endorsements vital. Brands must embrace this shift, allowing creators to introduce products and adopting longer testing cycles for new audience acquisition. This measurable impact is moving creator initiatives into performance marketing budgets, with some brands now allocating up to 40% of their spend to creators, signifying a profound evolution in advertising strategy.

Advertisers are now spending at a rate of $10 billion a year on Meta’s Partnership Ads, double what they spent a year ago. New research from Agentio explains why: Creators delivering the message outperform the brand on its own.

Agentio, an AI-native ad platform, analyzed $130 million in spend across 65,000 Meta Partnership Ads from 137 brands. The study compared two versions of the same creator video. One ran from both the creator's and the brand's accounts. The other ran from the brand's account alone.

Ads carrying the creator’s handle earned 19 % more clicks, converted 10% better, and cost 5% less per customer than traditional licensed UGC run from the brand's account.

The effect gets stronger the closer a customer comes to buying. In Meta search placements, Partnership Ads delivered 143% higher conversion rates and 63% lower cost per acquisition than comparable licensed UGC run from the brand’s own account.

Arthur Leopold, Agentio's CEO and co-founder, says the advantage comes from something a brand cannot manufacture.

"It’s about the transfer of trust, the brand being able to leverage the creator who's built their audience, who's built trust and credibility with that audience for sometimes years, sometimes a decade-plus," Leopold says.

That credibility comes with a creative advantage. Creators know their audience better than anyone. "Creators are the CMOs to their audience," Leopold says. "They understand how to speak to their audience in a way no AI prompt would ever be able to understand."

Reaching new audiences can be a difficult and expensive growth strategy. Partnership Ads are built for it. But most media teams still judge them the way they judge a traditional campaign, checking results fast and cutting what doesn’t convert in the first few days. According to Agentio’s research, Partnership Ads often convert slowly at first, and cutting them too early eliminates potential winners.

"It's going to take some time to find the audiences where the content's really resonating," Leopold says.

Agentio found that only about 1 in 5 tested ads becomes a winner. Assessed before reaching $100 in spend, 45% of eventual winners still look like failures. At $1,000, that falls to 26%, which is why Agentio recommends spending at least $1,000 per ad before killing a test.

Linnea Schuessler, senior creative strategist at the olive oil company Graza, has run this playbook. She built the brand’s creator pipeline herself, sourcing creators, briefing them and reviewing content. It worked, but it was time-consuming. Finding a creator and getting content live took about a month.

Through Agentio it now takes two days, which means more tests in market and more chances to find a winner.

Graza’s first Partnership Ads test ran around the New Year, built on gift giving and resolutions. The ads delivered 8% higher click-through than the brand's own creative, with conversion metrics on benchmark.

Then the team tested a new creator vertical: van life, people living in vans with kitchens who travel the United States. "They took some time on Meta to scale up, but then once it finds that audience, you see great success with it," Schuessler says.

Getting there meant holding the test past the point most teams would cut. Schuessler describes the instinct she works against.

"It has $10 in spend, hasn't converted yet, turn it off," she says. "Having a bit of a higher threshold is definitely the right mindset."

Trust is Leopold's explanation. Edelman's research explains why.

Edelman, the global communications firm, published its latest Trust Barometer, showing a steep decline in institutional trust. Roughly 7 in 10 people globally believe government officials, business leaders and journalists are deliberately misleading them. Trust in neighbors, family and friends climbed 11 points in the past year.

Belief is moving toward the people closest to us.

"Creators inherently drive trust more than a brand ever could," says Kenny Gold, who became Edelman's first Global Chief Creator Officer in June, leading a creator practice that already numbered roughly 200 specialists.

Edelman’s research measures the effect. Among people who already trust a creator, 62% say they would trust or reconsider a brand they had written off, simply because that creator vouched for it.

Gold is blunt with executives who still think the company should speak first. "If you are a CEO who still believes that just because you are the brand, you should be the first one to talk about the brand, you are missing the plot of how the modern consumer ingests and consumes content," he says. "And how they make decisions."

"If a razor brand comes out and says we have five-blade razors, and it’s the closest shave, and it doesn’t live up to that, they’ll just go buy a different razor brand," Gold says. "But when a creator says, I use this blade, and I have the closest shave, if that’s wrong, consumers will ask, were you full of BS?"

Gold calls this the court of creator opinion. And it's a lesson business leaders need to learn. Creators talk about brands whether the brand participates or not. A creator opens the door. The quality of the brand determines whether anyone comes back.

Most brands fund creator work through organic or sponsorship budgets, justify the spend with vanity metrics and cut when discretionary spend comes under pressure. The business impact was difficult to measure.

That changed when creator ads started running through Meta’s and Google’s ad systems, the same systems that measure every other dollar a brand spends.

“Partnership Ads are built on measurement rails where there’s been tens of billions of dollars invested,” Leopold says. “It absolutely is measurable.”

Measurement changes which budget the work belongs in and how much of it there is. Brand budgets are finite and vulnerable. Performance budgets are where the money goes when the return is provable.

At Graza, the move already happened. Partnership Ads sit with performance marketing, and Schuessler owns the budget, the briefing, and the creative strategy. "We don’t really bring in our influencer team at all," she says. “We really view it as a performance channel.”

Some companies have gone further. Leopold says the strongest challenger brands now run 20 to 40 percent of their spend through creators.

"Strip away convention and ask where attention and trust actually live today," he says. "There's no honest answer that lands on brands spending two or three percent of their budget running through creators. That's not a rounding error. That's a system built for a media landscape that doesn't exist anymore."

Meta’s $10 billion run rate is the early read on what comes next. The companies still funding work from sponsorship budgets are bidding against people who know what creator media is worth.