XMP Now Supports Meta Partnership Ads and Instant Games Campaigns

Many advertisers face a familiar challenge when running Meta campaigns:

• How do you test and scale content across multiple creators without adding operational complexity?
• How do you streamccline campaign setup and management when promoting Instant Games and other click-to-play experiences?

To help advertisers scale more efficiently on Meta, XMP now supports both Meta partnership ads and bulk campaign creation for Instant Games.

These updates make it easier to bring creator content into the advertising workflow, test performance across multiple creators, and scale winning content. XMP also simplifies the creation and management of Instant Games campaigns, reducing operational overhead and accelerating campaign execution.

What are Meta partnership ads?

For advertisers, partnership ads change the role creator content plays in the advertising journey.

Rather than relying exclusively on a brand's own voice, marketers can build on content that audiences already trust and engage with. By combining creator authenticity with the reach and optimization capabilities of paid media, partnership ads help brands transform content momentum into advertising performance.

In this sense, partnership ads are more than a new creative format. They represent a shift toward a more collaborative content strategy,one where creator influence and brand storytelling reinforce each other to drive stronger results.

Scale creator content with XMP partnership ads

Creator marketing rarely revolves around a single creator.

Brands often work with multiple creators at once, testing different content styles, audiences, and partnerships to identify what performs best. At the same time, once a piece of content has proven successful, marketers need an efficient way to scale its reach without rebuilding campaigns from scratch.

XMP's partnership ads capability is designed to support both stages of the process—from creator testing to content scaling.

With partnership ads in XMP, advertisers can promote:

• Creator posts
• Facebook Page posts
• Organic posts

This allows creator content to move seamlessly into the advertising workflow.

Leveraging XMP's existing Meta campaign infrastructure, advertisers can simply select "Use existing post" within the creative setup and enable partnership ads to quickly launch campaigns using authorized content.

This capability is particularly valuable for:

Multi-creator testing

Brands can quickly compare performance across creators, content variations, and audience segments to identify the combinations that drive the strongest results.

Scaling high-performing content

Once a creator post has demonstrated strong engagement or conversion performance, it can be repurposed directly as an ad creative, helping advertisers extend its reach and maximize its value.

High-performing content can also be retained as a reusable creative asset, making it easier to support future campaigns at scale.

By connecting creator collaboration and paid advertising more closely, XMP helps advertisers get more value from creator partnerships and turn strong content performance into measurable campaign results.

Manage Instant Games campaigns more efficiently with XMP

Alongside partnership ads, XMP has also expanded its Meta App Promotion capabilities with support for Instant Games.

Unlike traditional mobile app campaigns, Instant Games promote click-to-play experiences that require no download.  Because users can start playing immediately, these campaigns often move faster from impression to engagement, creating new opportunities for user acquisition while also increasing the need for efficient campaign management.

With this update, advertisers can now select Instant Games directly within XMP's Meta App Promotion workflow.

For game publishers looking to grow through Instant Games, XMP makes it easier to:

• Create Meta Instant Games campaigns in bulk
• Manage multiple Instant Games campaigns from a single interface

In addition, advertisers can manage testing, campaign execution, and performance analysis within the same platform, reducing manual handoffs between tools

By bringing campaign creation, management, and optimization into a unified workflow, XMP helps game marketers run Instant Games campaigns and scale acquisition efforts with less operational overhead.

Whether you're scaling creator content or managing Instant Games campaigns, XMP helps streamline key workflows across Meta advertising. We'll continue to expand XMP's capabilities so you can work more efficiently, test faster, and scale with confidence. Ready to put these features to work? Log in to XMP to try them out, or get in touch with our team for a walkthrough.