Despite Facebook’s unique status as a distribution platform for publishers, it hasn’t been the most effective at helping publishers make money. However, Facebook recently announced some big changes to its ad policies that make it easier for brands and publishers to monetize their content. Under the new rules, verified Facebook Pages, which are most commonly owned by publishers, brands and celebrities can now share branded content on Facebook.
For clarification, branded content includes any post – text, photos, videos, Instant Articles, links, 360 videos and live videos that mention or feature a third party brand, product or sponsor.
For example, a clothing brand may work with a parenting blogger to have their brand or product mentioned in a post on Facebook, or a car manufacturer and a sports network may create a collaborative post aimed at sports fans about the car. Publishers and influencers remain responsible for understanding their legal obligations to indicate the commercial nature of content they post.
This is excellent news for the many publishers that have made branded content core to their businesses. Being able to post branded content on Facebook means that publishers can sell Facebook reach as a part of their advertising products — without fear of punishment from Facebook – hurrary!
Before the rule, publishers that ran branded content on Facebook was not allowed unless they received approval directly from Facebook. Soon, Facebook will introduce a tool that will make it easy to tag the sponsor behind certain content, which will be a requirement to running a branded post.
Clare Rubin, product manager and Nick Grudin, vice president of partnerships at Facebook made the announcement said, “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.