Meta's Partnership Ads Hub added an "All" tab that automatically surfaces organic UGC, affiliate content, and any post that tags or mentions your brand — all in one feed, with view, like, comment, share, and save counts already attached, so you can spot what's worth boosting without DMing every creator who posted about you. The catch: content only shows up if a creator has already tagged your brand with the paid partnership label, a person or product tag, or listed you as a co-author — the Hub surfaces what's tagged, it doesn't go find untagged mentions. That splits the job in two: get more creators tagging correctly up front, then triage what lands in the Hub by performance instead of trying to review everything by hand.
What does the Partnership Ads Hub's "All" tab actually surface now?
In Ads Manager, under All tools, the Partnership Ads Hub's All tab pulls together three things brands used to have to track manually: organic UGC, affiliate content, and creator posts that tag or mention the brand. Each item in the feed carries performance metrics — views, likes, comments, shares, saves — visible before you spend a dollar on it. That's new: previously, finding a creator's tagged post meant either the creator sending it directly or a manual search through mentions. The eligible creator pool got wider too — Professional Mode profiles are now able to grant the partnership permissions that make their tagged content appear, not just accounts already running paid partnerships.
Why does this matter now, beyond convenience?
Meta's 2026 branded content rules make running paid creator content outside the Partnership Ads format a "Deceptive Practice" violation — instant ad rejection plus an account health penalty, a shift covered in more detail in our Partnership Ads policy guide. Once every paid creator ad has to run through this format anyway, the Hub becomes the one place that shows which of your already-tagged organic content is outperforming before you decide what to turn into a paid ad. Skip it, and you're picking what to boost by gut feel instead of by the engagement numbers sitting in the same tab.
What has to be true before a piece of content even shows up in the Hub?
Three conditions, and missing any one keeps content invisible to you no matter how well it performed organically. The creator has to tag the brand specifically — via the paid partnership label, a person or product tag, or as a co-author on a collab post; captions that just mention the brand by name don't count, the Hub indexes tags, not text. The tag has to point at the correct brand Page or profile, since a tag aimed at the wrong account won't surface in your Hub. And the creator's account needs Professional Mode enabled to grant partnership permissions at all — personal accounts can't be added as partners regardless of what they post. This is worth writing into the brief as an explicit instruction — "tag us with the paid partnership label on this post" — instead of assuming a creator who mentions the brand will also tag it correctly.
What's the actual step-by-step workflow?
Open Partnership Ads Hub from All tools in Ads Manager and start on the All tab, which is where newly tagged UGC and affiliate content lands, separate from partnerships you already have active. Sort by whichever metric matches the campaign goal — saves for consideration, shares for reach, comments for engagement quality — rather than defaulting to raw view count. For anything worth boosting, open the post and confirm the partnership relationship is active; if it isn't, click Add partnership, which sends the creator a request they have to accept before you can run their content as an ad. Once accepted, build the ad directly from the existing post instead of re-uploading the creative — that keeps the organic comments and engagement attached to the ad unit itself.
When there's more tagged content than you can review, what do you prioritize?
Sort by save rate first for consideration or retargeting campaigns — saves track closer to purchase intent than views or likes do. For prospecting and reach campaigns, prioritize share count instead. Skip anything where the comment section runs mostly negative or off-topic even if the view count is strong, since that sentiment carries straight into the ad unit once you boost it — our response-order framework for sponsored-post backlash covers what to do if it's already live. And check whether the post is still climbing organically or has already plateaued; content with headroom left tends to have more room to run as a paid ad than something past its peak. None of this tells you whether the creator behind the content is worth paying to promote again, though — that's a separate question Hyperstar is built to answer, by matching creators on real sales contribution instead of tag volume. If you're setting up your Partnership Ads workflow this quarter, get started.
