Facebook announced on Friday that it is updating its branded content policy and ads policy to enable verified Pages to share branded content on Facebook. The company is also launching a new tool that help publishers and influencers to make easy money.
Branded content allows brands to make their products visible via media like posts, images or videos by paying potential advertisers or influencers. The transaction occurs right between the marketer and brand. So Facebook doesn’t earn anything directly from this. Until now, this type of content was prohibited on Facebook, but now the social giant has edited its policies. Now any celebrity or influencer can, without any restriction, advertise another brand over the world’s largest social media website.
The branded content that Facebook will be permitting verified Pages to share include promotions, videos or photos featuring third-party products, brands or sponsors that differ from the Page, product placement, sponsor’s logo, emdcards, posts that disclose that the content is sponsored or provided by a third-party brand.
The social giant from today will allow publishers and influencers to tag a marketer in a branded content post. The marketer can then manage this post, share and boost it and get all the insights data on it. According to Facebook, the new service is streamlined in a way to make it easy to use on both ends– the publishers and marketers. Here’s how a branded post will look:
Unfortunately, the company still restricts other types of branded content. These include ads within videos, graphic overlays, watermarks etc.
The new update will not only allow brands and businesses to better understand how their marketing initiatives are performing across Facebook, it also allows marketers to leverage branded content creative for ads and actively engage in sponsorships to reach their target audiences.
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. People have told us that they find some types of branded content to be less engaging than others, and this was typically when the content was more promotional,
Clare Rubin, Product Manager and Nick Grudin, VP of Partnerships write in the blog post announcing the update in the policy.
Based on this feedback, our branded content guidelines prohibit overly promotional features, such as persistent watermarks and pre-roll advertisements. Additionally, cover photos and profile pictures must not feature third party products, brands, or sponsors. Branded content integrations that are allowed to be posted on Facebook include content like product placement, endcards, and marketer’s logos.
The new tool will be available through the Page composer on desktop and iOS, Power Editor, Ads Manager, the Marketing API, and in the iOS Mentions app. Apparently, Facebook will be porting it to Android soon.