How to Announce a Partnership on Social Media

Partnerships are a big deal on social media. When done right, they can seriously elevate your brand.

At the same time, how you announce a partnership can influence the tone for everything that follows.

Put simply, it’s more than telling people you’re working together; it’s about making the announcement hit home in a way that feels genuine and gets attention.

You have to make sure your audience gets it, the message lands cleanly, and, of course, you abide by platform rules, especially when it comes to paid partnerships.

In short, a mix of being smart, strategic, and compliant.

In this article, we’ll show you how to announce a partnership, avoid missteps, and comply with terms of service (partnerships-wise) across all the major platforms.

But first, let’s take a quick look at the types of partnerships to announce on social media.

Types of partnerships to announce on social media

Partnerships come in many forms, and how you announce them depends on the type of collaboration you’re entering into.

Let’s break down the most common types of partnerships and how to approach their announcements.

Influencer partnerships

Partnering with influencers allows you to tap into audiences who are more engaged, trusting, and ready to act. This is true for every niche, from modified cars to paleo-keto cuisine.

But here’s the kicker: Handling the announcement well is important. By the way, this doesn’t necessarily mean releasing a statement to communicate the partnership.

For example, LinkedIn Thought Leader Ads are often used in influencer partnerships. In such cases, LinkedIn will tag the promoted posts by default; and that tag does the job of announcing the partnership as well.

Other influencer collaborations dedicate more time, space, and detail to announcing and explaining the partnership to the audience.

Let’s look at another partnership announcement example: Showtime112 is a YouTube channel that recreates relevant military aviation events. They are influencers in this niche, and as such, attract different brands and sponsors.

In many of their videos (or episodes), they disclose that they’re brand ambassadors of a game controller brand at the beginning of each video, and also in the video description (below the video player).

Influencers bring authenticity, so make sure that the announcement reflects that too.

There are no set formulas to achieve this, but as long as you show how the collaboration is a natural fit (and why it benefits your audience), you’ll be on the right track.

Brand-brand partnerships

These partnerships usually pursue two goals:

• Increasing exposure.
• Breaking into new markets.

However, announcing brand-brand partnerships is different from influencer deals.

With influencers, you’re focusing on a personal connection, but in brand-to-brand collaborations, you’re emphasizing mutual strengths. The key is to showcase what each party brings to the table.

Approach the announcement with a clear narrative, and please, do not forget to add humour and creativity.

For extra inspiration, check out the brand-brand partnership between Oreo and Star Wars (Disney) below:

Brand-nonprofit collaboration or cause-based partnerships

Aligning with a nonprofit or supporting a cause through partnership has become a major trend for brands looking to show their values and impact.

Announcing this kind of partnership requires care; you can’t be as humorous or brief as we’ve seen in other types of partnerships.

Instead, you’ll want to communicate:

• The significance of the cause.
• Why your brand is involved.
• How the audience support the effort.

Below is an example of a cause-based partnership announcement by the pharmaceutical company Roche:

How to introduce a partnership

Some partnerships call for a soft approach, while others demand a bold, all-eyes-on-us reveal.

The key is to choose the right introduction that fits the goals + audience concoction.

Soft vs. loud launch

The first decision will require choosing between a soft or loud launch.

In case you’re wondering, a soft launch works as a quiet introduction. Maybe it’s a tag on a post or a simple announcement post on LinkedIn or Instagram – something that signals the partnership but doesn’t make a big splash.

A soft launch allows for flexibility, and you can build buzz gradually. It’s ideal for smaller partnerships or ones that don’t need immediate attention.

On the flip side, a loud launch is all about making noise.

This could involve a live event, a coordinated social media campaign, or even a full press release.

A loud launch demands attention and positions the partnership as a significant moment for both parties.

Use this approach when the collaboration is meant to produce a big impact – think exclusive product drops, major influencer collaborations, or high-profile brand partnerships.

Narrative and framing

A well-crafted narrative not only explains what the partnership is but also shows why it matters. Here’s how to frame it:

• Shared vision: At the core of a partnership there is a shared goal or vision. Make sure your audience understands what that is. The more aligned the partnership feels, the more authentic and compelling it becomes.
• Audience benefits: Always highlight how the partnership benefits your audience. The value should be clear. Position the collaboration as something that enhances your audience’s experience with both brands.

Do you have to disclose paid partnerships?

Transparency has always been a cornerstone of strong brand-consumer relationships.

When your audience knows that a post is sponsored or part of a paid collaboration, it shows that you’re upfront about your intentions, adding a layer of trust and credibility to the effort.

But beyond the ethics, disclosing paid partnerships is often a legal requirement.

Most social platforms, including Instagram, YouTube, LinkedIn, and TikTok, have clear guidelines mandating that paid partnerships be disclosed.

Failing to disclose a paid partnership can lead to more than just a hit to your reputation. Regulatory bodies, like the FTC (Federal Trade Commission) in the U.S., have strict guidelines about paid sponsorships.

Non-compliance may result in fines, legal issues, and platform penalties. Simply put: Transparency protects both your brand and your audience.

How to disclose partnerships across social media platforms

Each social media platform offers resources and best practices to disclose partnerships between brands and collaborators (such as other brands, content creators, influencers, or even regular folk).

Instagram, for instance, recommends using the “Branded Content” tag, or else mention that certain posts or content are endorsed, sponsored, or the result of a partnership.

LinkedIn also relies on tags to flag partnerships. However, they’re available for posts in the feed, and it’s not clear whether they’ll be available in their short-form reel videos anytime soon.

Speaking of short videos, TikTok is adamant about disclosing branded collaborations and demands users turn on the content disclosure setting when that is the case.

YouTube is equally strict, asking users to select the “paid promotion” box in the video details when doing paid product placements, endorsements, or sponsorships.

Finally, X also calls for open disclosure in their paid partnerships policy and demands that such content carries the #ad tag (which, let’s be serious, very rarely actually happens).

How to write a partnership announcement

Writing a partnership announcement is case-sensitive, and any fixed formula is poised to miss in the long run.

Having said this, there are four items to consider that will help you solve the task of getting there – think of them as the pieces that most announcements contain.

• Partner introduction: Even if it’s just mentioning them, it has to be done. If there’s enough room and makes sense to do so, you can also share more info about them, and why are you excited to work with them.
• Benefit for the audience: Always frame the partnership in terms of how it benefits your audience. Whether it’s access, better services, or special offers, let them know what’s in it for them.
• Call-to-Action (CTA): End with a CTA that drives engagement. Encourage action, and make sure your audience knows what to do next.

Conclusion: Beyond legal requirements

At the end of the day, partnership disclosure is about being transparent and respectful to those who engage with your brand.

Openly sharing who and what you’re associating with—and maybe even explaining why—adds genuine “transparency” value. It’s not just about compliance; it’s about building trust through authenticity.

We often talk about brand values—the principles that guide your business—and showcase execution examples. But when it matters, it’s these small details, like partnership disclosure, that reinforce those values and build long-term credibility.