Meta punishing the campaign setup

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😬You're not picking the wrong creators. You're running the wrong structure.

Partnership ads are having a moment. Most brands are still blowing it.

Not because the creators are wrong. Because they're taking a format built on dual-signal data and net new reach, then plugging it into the same campaign logic they use for everything else. Results disappoint. The creator gets blamed. The account structure never comes up.

That's the problem nobody's talking about.

Why traditional logic breaks here

Partnership ads give you something standard campaigns don't: two accounts worth of data signals firing simultaneously. The creator's audience. The brand's pixel. That combination changes how Meta learns and how audiences respond.

Running it like standard prospecting wastes that advantage entirely.

The setup that actually works

One CBO. One creator per ad set. Each creator relationship lives in its own ad set inside a single CBO. Keeps budget allocation flexible and performance data clean. Lowest cost outperforms cost caps here, and most partnerships scale best inside their original test campaign, not a separate structure.

Exclude everyone who already knows you. Existing customers, ATCs, website visitors, Instagram and Facebook engagers, all excluded. You're reaching cold audiences through a voice they already trust. Mixing in warm audiences kills the whole point.

Let Meta pick the identity. Lock down everything else. Dynamic identity ON. Multi-advertiser ON. Advantage+ enhancements mostly OFF, keep only copy organization, touch-ups, and relevant comments. Everything else adds noise.

Know when to break the rules. If one evergreen ad set dominates spend and starves newer partnerships of budget, spin up a separate scaling CBO for the winner. Less efficient, but necessary when Meta gets too confident too fast.

Don't overpay for rights upfront. 30-day usage rights work fine if they get you better rates. Extend the winners. Lifetime rights are the long-term unlock, but only worth paying for once you know what performs.

Before you brief your next creator

Check what's underneath your last campaign. Was each creator isolated in their own ad set? Were warm audiences excluded? Were Advantage+ enhancements left on by default?

If any of those is a no, you weren't testing the creator. You were testing a broken setup with a creator inside it. Fix the foundation. Then go find better creators.

Partnership with Modash

Your Affiliate Program Might Be Profitable on Paper. That Doesn’t Mean It Works.

You launch an affiliate program. A few creators join. Some sales come in. Then growth plateaus.

Not because affiliate doesn’t work, but because the math, structure, and incentives were never designed to compound.

Modash just released the complete A-Z guide to building an affiliate program that actually holds up under scale.

Inside, you’ll discover:

• Why commission rates mean nothing without understanding margin compression

• How most tier systems accidentally demotivate top affiliates

• How code leakage and cookie gaps quietly distort attribution

This isn’t a surface-level playbook. It’s built from working with thousands of creators and real-world programs.

If you’re building affiliate as a real growth channel in 2026?

🚀Quick Hits

🎬 Meta is tightening rules around original content, penalizing low-effort reposts and reaction videos while adding tools to detect impersonators and copied Reels, ensuring real creators receive proper credit and visibility.

🔗 Instagram is testing caption links for Meta Verified creators, allowing up to 10 links per month to boost monetization and subscriptions while carefully avoiding a shift away from its visual-first platform experience.

🔒 Instagram will end end-to-end encryption for DMs starting May 8, signaling Meta’s shift away from unifying its messaging platforms after its antitrust battle with the FTC eased pressure to merge systems.

🎥 X’s Grok AI can now generate videos using up to seven image references, letting Premium users create 30-second AI scenes with consistent characters, while new rules govern what types of content are allowed.

💪Tweet Of The Day

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