Facebook announced three changes to branded content and the expansion of its Brand Collabs Manager to several new countries.
The first is an update to the branded content tag which will now read “Paid Partnership” instead of “Paid.” And while tags will still include “with (brand name),” Facebook is adding a new “About This Partnership” icon. That will provide people with more information about the Pages that have been tagged and, of course, some explanation of their partnership.
Facebook’s branded content tag is an effective way to increase recall lift. A Facebook spokesperson has said that it provides an average ad recall lift of 13 per cent.
The second is the ability for Pages to tag other collaborations and relationships that are not motivated by payment, which Facebook is currently testing in the hope of launching the feature next year. Now, Pages are only able to tag other pages by using the branded content tool.
Facebook is also testing the ability for brands to display partnerships in messages within the content, and not with labels. Additionally, Facebook is looking for more ways for brands to show their affiliate marketing relationships as well.
Director of product, News Feed and media monetization at Facebook Maria Smith, explains, “Sponsorships are unique because the sponsor wants to be adjacent to and associated with premium content, such as footage from a sporting event or high-quality series.”
Finally, Facebook is now expanding its Brand Collabs Manager to countries like India, Germany, Mexico, Thailand and the United Kingdom. The company started testing its Brand Collabs Manager in the US last year and also recently added a feature to the tool that allows brands to upload project briefs and creators to respond to them.