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Branded Content – New Facebook Rules

branded-content-e28093gaga-screenshot-finalThis post may not apply to too many small businesses. I am posting it because it’s an interesting change that Facebook is doing. Some things to know about Branded Content on Facebook.   These Branded Content is just for verified pages. Rules must be followed by all Verified pages. There is a Branded content tool for these pages to use.

What is Branded Content on Facebook? 

On Facebook, we define 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. It is typically posted by media companies, celebrities, or other influencers.

Facebook – https://media.fb.com/2016/04/08/updates-to-our-branded-content-policy/

To me it’s not clear. I have read the the policy a few times over. I would assume this is about content that is paid/sponsored by a third party. Not just mentioning something you love or are not a spokesperson. I could definitely be wrong on this but its not 100% clear.

How does the new Branded Content Work? 

You must go through the Branded Content Tool. You will compose your post as usual but will get a “with” option. This will allow you to tag the other brand. “All branded content must be tagged using the tool, which is available through Page composer on desktop and iOS, Power Editor, Ads Manager, the Marketing API, and the Mentions app on iOS.” There are many options to do branded content.

Once you have the post composed and tagged it will go through Facebook for approval. It is not clear if it’s the same approval process as ads. The Branded Content is also available in Ads as well on Facebook. The process seems pretty straight forward.

What are the Advantages of Branded Content? 

It allows the partner to track performance on Facebook. Prior to the new rules, a brand would need to rely on the partner who shared the post for analytics. The new service will allow both sides to see the interaction of the post. According to Facebook:

Marketers can also use the “Share & Boost” button to share the post to their Page and boost it to a chosen audience. The publisher will get notified if their post is shared and boosted. The marketer does not have access to content management permissions for the publisher’s post and cannot take actions like deleting and editing – these are reserved for the content publisher.”

Facebook – https://www.facebook.com/facebookmedia/get-started/branded-content

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As you can see. It matches what you see in your pages insights. Note the “Promote” column has the “Share & Boost” button.

When is Branded Content Available?

This is getting rolled out to all verified pages over the next few weeks. If you have a verified pages take a minute to read the new rules and info under the Facebook Media section. I’ll do a follow up when I find out more. This, I feel, will be something on going and evolving from Facebook

Pictures by Facebook

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