Just last month we learned about the new Facebook branded content policies. Given the growing popularity of branded content, it’s appropriate to look at the impact this change brings to marketers. For their part, Facebook defines any type of content that features a third-party brand, product or sponsor (known as the marketer) as branded content. Here are 5 main points you need to know about the new Facebook branded content policy.
- Branded content can be shared as long as it follows the Facebook branded content policy, ads policy, and is properly tagged with their branded content tool. Typically it’s companies and celebrities with Verified Pages that need to pay attention to these policies. However, anyone with a Verified Page promoting a third-party product will need to disclose this fact using Facebook’s branded content tool.
- The Facebook branded content tag can be applied to a variety of different post types such as link, videos, text, photos, Instant Articles, 360 videos and live videos. Tagging the marketer’s page in any post that features branded content notifies that party, providing them with access to performance data for that post, such reach and engagement. Essentially, branded content posts offer the same insight as any other type of post.
- Marketers can also share the post to their Page, and more important for Facebook, spend additional funds in its promotion. Consumers will see Facebook branded content posts in their news feed accompanied by the “with” tag.
- Currently, only Verified Pages (the ones with the blue check mark) can share branded content. Effective September 1st, 2016 posts that do not comply with Facebook’s policies will be removed and the ads disapproved.
In our opinion, it would appear that the Facebook branded content policy is pretty much a win-win-win for all parties concerned. Consumers get some transparency in that branded content is differentiated from other content of the non-branded variety. Granted, I’m not sure whether most people are going to notice a substantial difference in their news feed. That “with” tag may not make much of a difference, but at least it’s something.
Facebook’s 10 point branded content policy is fairly consumer-friendly and reflects a genuine interest in improving the user experience. Take for example the very first item that states “Don’t include pre, mid or post-roll ads in videos.” Universally despised, you’ll be hard pressed finding anyone to shed a tear over their absence. Overly promotional content by its nature is less engaging, so it’s in Facebook’s best interest to prohibit this type of approach
Marketers also benefit from the change, now that they have access to those all-important metrics plus the opportunity to share and boost the post. If the content publisher boosted their post or created it as an ad, marketers get to see the post’s total spend and CPM. Marketers can also boost the post to a chosen audience, provided they have shared it to their page first.
Content publishers sharing branded content do have an extra step in their workflow, now that they are required to tag marketers. Yet this doesn’t appear to be an overly onerous task.
By taking measures to please both marketers and consumer, Facebook’s branded content policies keep all parties satisfied, ensuring continued use of their platform. The opportunity for them to gain additional revenue is icing on the cake.