Although Facebook’s single status as a distribution platform for publishers, it hasn’t been the most efficient at helping publishers make money. However, Facebook recently announced some important changes to its ad policies that make it easier for brands and publishers to monetise their content. Following the new rules, verified Facebook Pages, which are owned by publishers, brands and celebrities can now share branded content on Facebook.
Facebook clarifies branded content to include any post which is text, photos, links, Instant Articles, videos (including 360 videos and live videos) that mention or feature a third party brand, product or sponsor.
What does this mean? An example would be a clothing brand working with a beauty blogger to promote their brand or product and mention them in a post on Facebook. Or two brands could work together creating, a car manufacturer and a sports network could create a collaborative post aimed at sports fans about the car. Publishers and influencers remain responsible for understanding their legal obligations to show the commercial nature of the content they post.
This is great news for the many publishers that have made branded content core to their businesses, which means they can post branded content on Facebook and sell reach as part of their advertising products without the worry of being punished by Facebook.
Previous to the rule publishers that ran branded content on Facebook were not allowed unless they received direct approval from Facebook. Shortly, Facebook will introduce a tool that will make it easy to tag the sponsor behind the particular content, which will be a requirement to running a branded post.
Facebook writes:
This update is something that media companies, public figures, influencers, and marketers have been asking for, as branded content is a growing and evolving part of the media landscape. People will now be connected to more of the content they care most about on Facebook as publishers and influencers gain an incentive to share more quality content — of all kinds — with their fans. We know that many of our partners have existing partnership deals with marketers, and this update gives them the ability to extend their branded content business onto Facebook.
However, Facebook has said that not all types of branded content will be accepted. Persistent watermarks and pre-roll ads are still forbidden, as well as sponsored cover photos and profile pictures.
