Facebook expands branded content program, will mark posts as ‘paid’
Facebook is opening branded content to more brands, updating policies and making it more obvious when a post has been paid for.
For nearly a year, Facebook has been giving verified Facebook page owners — typically brands, publishers or influencers — the ability to run branded content, normally inclusive of text, photos, videos, Instant Articles, links and Live videos that feature a brand, third-party product or sponsor in some capacity.
Now Facebook is opening these endorsements to even more pages. Facebook has simultaneously updated its branded content policy and enforcement guidelines, while also making more clear when a post is part of the branded content program.
Branded content for more Pages
Until now, only verified Pages and Profiles could share branded content on Facebook. Now, however, this capability will be more widely available to other pages that are not verified.
To be given permission to run branded campaigns, a Page owner simply needs to contact Facebook via this application to get access to the tool that makes branded content possible. Also, Facebook will automate the rollout of the branded content tool to other pages that Facebook predicts would be good candidates who can likely use it. Those given this access will get a notification and have a branded content tool in the post composer which will resemble a handshake icon.
This is already available on the web interface and iOS, but those on Android will have to wait just a bit longer.
Updates to the branded content tag
Branded content posts need to be identified as such by law. Therefore, Facebook is updating its tag and adding the word “Paid” to the post, to signify some sort of exchange of value between the Page and a third party.
Guideline adherence and updates
Facebook is also modifying some of its branded content policies. Logos, watermarks and graphical overlays are allowed to appear throughout videos; they were previously prohibited during the first three seconds.
Facebook is also putting the hammer down on program violators. Page owners will be notified about necessary corrections; their videos will not be deleted, but they will be hidden from the News Feed. If the violation is fixed, the video will reappear to the public.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
New on MarTech