Facebook has updated its branded content policy, so verified pages can share branded content on the social network.
Branded content is defined by Facebook as any post that features or mentions a third-party brand, product or sponsor. The post can be anything from text to Live Videos. They are usually posted by celebrities, media companies or other influencers.
The updated policy would have gone against the previous branded content and ads policies. But not anymore.
Facebook is offering a new tool that would make it easier for influencers and publishers to tag a marketer. Every time a brand is mentioned in a branded content, verified pages can tag the brand. And when a marketer is tagged, they will have the option to share and boost a post, and have full access to insights on post-level. A marketer will receive a notification when they are tagged.
The social network giant recognise that partnerships and sponsorships exist between companies, and the updated policy will help extend their branded content business on Facebook.
The change would also allow for more video content to live on the social networking website. The new platform will put traditional and live videos first in newsfeed to encourage advertisers to create content that will attract multiple views. Branded content can also be leveraged in sponsored posts and paid ads.
Facebook hopes that the new tool would keep the content interesting to users, and ensure greater transparency.
However, the company would still not accept all branded content, and the existing guidelines still hold true.
Facebook said in a statement, “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”.
Overly promotional features are still prohibited, such as “persistent water marks and pre-roll advertisements”. This is in response to people reporting some types of branded content that are less engaging because they are more promotional.
Companies are still not allowed to feature third-party brands, products or sponsors on profile pictures and cover photos.
Facebook does allow content integrations, such as endcards, marketer’s logos and product placement.
Facebook expects publishers and influencers to understand their legal obligations in indicating the commercial nature of the content they post and remain responsible. The updated policy on branded content is effective immediately.
It is still unclear if Facebook will go in on the revenue that advertisers would gain from the updated policy. But experts believe it would be logical if this happens.