Late last week Facebook did something that many media companies, celebrities and other influencers have been asking for and probably drooling over for quite some time. The company updated its guidelines on branded content and introduced a branded content tool, effectively allowing verified pages to share branded content on Facebook.
In a recent blog post on Facebook Media, Clare Rubin, Product Manager and Nick Grudin, VP of Partnerships at Facebook, explained the changes
[quote]Today we’re updating our branded content policy to enable verified Pages to share branded content on Facebook. Along with changes to our branded content policy and ads policy, we’re offering a new tool that makes it easy for publishers and influencers to tag a marketer when they publish branded content.[/quote]
The new tag will need to be added to all branded content so that it can be shown as such on the platform.
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So, how does Facebook define branded content, and what should content creators have in mind? According to the company, branded content [is defined] as any post—including text, photos, videos, Instant Articles, links, 360 videos and Live videos—that specifically mentions or features a third-party product, brand or sponsor.
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The tool tags photos, videos, links, text, Instant Articles and 360-degree videos but the ability to do so on Facebook Live videos will be coming soon. This move allows companies the transparency that will allow them to understand a lot more about their activities on Facebook. Marketers can also now use branded content for ads as well. Of course Facebook is trying to create a win-win situation for all sides by making the controlled environment conducive.
[quote]We are committed to ensuring that the branded content experience is engaging for people on Facebook and that the ecosystem thrives for our partners and marketers. We believe that today’s update will bring more interesting and engaging content into the Facebook ecosystem, but not all branded content is a fit for our platform.[/quote]
It’s obvious that Facebook has listened to people and has seen a fall in engagement with promotional content. So, overly promotional content will be prohibited. Cover photos and profile pictures should bot be branded by other products or sponsors. Product placement is obviously allowed.
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At the moment, branded content can be tagged using the tool available in the page composer on desktop, iOS, Power Editor, Ads Manager, the marketing application-programming interface and Mentions on iOS. This is not available on Android just yet. In the page composer, the “handshake” icon denotes “branded content” tagging. In the Ads Manager and Power Editor this is a “Sponsor” field. For further information, head on over to the Get Started Page
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