Until this week, Facebook allowed only verified Business Pages and Profiles (those with the little check next to the name) to post branded content. But Thursday, Facebook announced that non-verified Pages can now submit applications to access the branded content tool.

What is Branded Content?

A Facebook Media blog post explains how Facebook defines branded content, “we define branded content as any post—including text, photos, videos, Instant Articles, links, 360 videos and Live videos—that features a third party product, brand, or sponsor.”

Facebook further explains:

Branded content was one of the first forms of television marketing when soap operas were created and sponsored by brands in the 1930s. It evolved to product placement and sponsorships across TV and radio, and now includes digital editorial content that highlights a marketer’s product or service.

The Branded Content Tool

For an example, see the March Madness Facebook Update below, they tagged Oreo in the boosted (paid promotion) post.

Upon posting this update, Oreo marketers were notified of the update and now have the ability to access post insights, engagement, metrics, and a total spend and CPM of the tagged post. Oreo also has the option to boost this post to drive even more value.

Branded Content Guidelines

Facebook updated the Pages terms and Ads Policy to allow certain types of branded content allowing publishers to tag the marketer in the post while making it clear that the post is branded content.

This allows partnerships with a variety of companies. March Madness tagged their sponsor, Oreo. The Walking Dead television show could tag a car manufacturer that sponsors the program, a news network could tag a financial advisor firm that advertises with them.

Take Advantage of Branded Content

Your business can now share branded content with partner companies or even blogs or publishing sources that share your business information with their audience. Check out this Facebook help center article to get started.