Meta has added a super useful new tool for marketers, the ability to track branded content campaigns in its Ads Library and thus get much deeper insights into how competitors are working with influencers and other creators across Facebook and Instagram.
The feature is available from the top of the Ads Library and you will be given a specific search bar to browse into campaigns that have used Meta's Branded Content tags.
You can input the network you wish to search, the date range - only the last seven days are available at this time-then search for any user using their actual username.

There may be some limitations on this as I tried to search for several campaigns that were active on IG, and have used the Paid Partnership tag, but they didn't show up in the list. It could be due to the fact that they were launched today, and the most recent campaigns don't appear to be showing up in real time.

Social media expert Lindsey Gamble shared this example of a campaign, and how it's presented in the Ads Library listing.
 you get an overview of any campaigns that the influencer is participating in, while you can also tap through to view the actual content, providing insight into how creators are working with different brands.

What's potentially even more useful, though, is that you can search by brand, and view every influencer campaign each company is running.

It could be huge for getting a sense of even better partnership strategies, and which creators are working with each business, while it'll also give insight into the cadence of such campaigns, and how often these paid partnerships are running.

The increase is likely as a result of Meta's stiffened reporting duties resultant upon the EU DSA, which is set to come into effect shortly, requiring social platforms to be more transparent regarding paid promotion, in a bid to better protect consumers. As a result, Meta has to offer deeper ad insight specifically for EU users, but the tool has been made available for all Ads Library users.

It's definitely worth a look, and it could end up becoming a key resource to fire up your thinking on potential influencer partnerships, and how to more effectively approach such moving forward.