In this lesson you will learn:

  • Best practices for Creator Licensing with #paid

  • Important things to consider when Creator Licensing content through a creator's handle with #paid

1. Make sure the creative from the creator collaboration is suitable for an ad.

When leveraging the creator content, you want to make sure that the assets from the program are optimal for testing through Creator Licensing. Make sure you brief creators on each content format, and ensure that it will comply with the placement you choose. 

📍For example, Instagram stories are a great, but when a creator makes 3 frames of a story that roll over into one 45 second clip - it's likely you'll see lots of drop off, and lower conversions than an Instagram story with one 15-second short and snappy frame.

Typically speaking, video & carousels perform better high funnel, static images perform best for traffic & lower while different content elements perform based on the stage of the funnel your customers are in! For example; content that is more informational performs better at the top of the funnel, whereas content that is more action based, performs better to drive consideration.

2. Always review copy / captions

  • Shortening the caption slightly is okay, but if you change the wording or the tone, please ensure to run it by the creator first. You can simply send it over to them via Inbox.

  • Make sure to remove #ad or #sponsored. It's important to have legal disclosure on an organic post, but a Facebook ads in with the creator's handle will automatically appear as 'Sponsored'

  • Make sure your brand name / handle is tagged properly in the caption. ensure any '@' symbols arent appearing in Facebook placement ad copy, and that the brand is tagged successfully. 

  • How can you change or test copy for each stage of the funnel? What needs to be said to someone who is brand new to your brand (ie. found through interest targeting) vs someone who is very familiar with your brand (ie. site visitor in the last 30 days)

  • Test more urgent CTA’s as you get lower in the funnel

3. Optimizations at the Ad Set Level


  • Ensure that you are placing ads on both IG & FB to test optimally. #paid recommends splitting placement per ad-set to make performance-based optimizations easier. 

  • Chose natural places to show your ads including feeds, stories and explore. Creator ads are likely to perform better with a natural placement opposed to right column on marketplace placement.

  • Test manual placements vs automatic or advantage+

  • Consider how each stage of the funnel would be impacted by your campaign objective


  • By licensing #paid creators, you're able to create custom audiences from the engagers of their FB page or IG account. This is a great way to discover new audiences or use their engagers as a source for Look-A-Likes and layering audiences.

  • Something to consider: as an example, should a website visitor & a FB page follower be considered to be at the same stage in the funnel? How likely are they to convert? Audiences with social interaction should be shown a higher funnel as than someone who has only visited the website.

4. Customizations at the Ad Level

Make sure to include a website URL and call to action so the consumer can click out directly to your desired page. You can use a trackable code for this URL just like you did with the organic content. 

When tracking, make sure you're capturing events by turning the Facebook Pixel ON. 

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