Facebook recently updated their Branded Content Policy and added functionality to enable verified Pages to share branded content on Facebook.
WHY THIS MATTERS
Branded content isn’t new to Facebook but this puts more definition and order around these efforts. Facebook defines branded content as “any post – including text, photos, videos, Instant Articles, links, 360 videos, and Live videos – that specifically mentions or features a third party product, brand, or sponsor.” While this content always had to adhere to FTC guidelines, on Facebook this didn’t have a consistent look and could be difficult for a brand to manage and a consumer to comprehend.
IMPLICATIONS FOR BRANDS
Many brands engage with branded content through other brand sponsorships, celebrity endorsements, influencer marketing, media partnerships, and more. Along with the policy changes, they have introduced a new tool for publishers and influencers to tag a brand when they publish branded content. This tag must be used for all branded content shared on Facebook. The policy rolled out 4/8 and Facebook said support for live video will be available in the next few weeks.
- Updating Current Processes: This will require an update to process for any publishers or influencers that a brand currently works with to understand if content fits Facebook’s branded content definition and if so, ensure it is tagged appropriately. Updates to content guidelines now prohibit persistent watermarks, pre-roll, and placement within in cover and profile pictures.
- More Quality Content: Facebook highlights their commitment to ensuring the branded content experience is engaging for people of Facebook and calls out that not all branded content is a fit for the platform. Facebook underscores that more promotional content is less engaging and based on this, the branded content guidelines will prohibit overly promotional features. These changes will likely restrict content moving forward as well as limit visibility of content in the hopes of putting the right content in front of the most engaged audience.
- Better Understanding of Initiatives: Marketers will now have visibility into insights of the tagged posts (post-level insights) as well as the option of sharing and boosting the post. They will not have the ability to take actions like deleting and editing – those are reserved only for the content publisher.
- New Review Process: Branded content will go through a review process to enforce usage of the tagging functionality, along with compliance with updated Pages terms and ads policy, for all branded content posts on all verified Pages. Facebook has said it will remove non-compliant branded content or disapprove ads for lack of compliance.
- Updates to our Branded Content Policy: http://media.fb.com/2016/04/08/updates-to-our-branded-content-policy/
- Facebook: Branded Content Tool Overview – http://www.facebook.com/facebookmedia/get-started/branded-content