Facebook just updated their policy on “Branded Content” and it will have big impact for brands, publishers and influencers alike.
In case you don’t know what branded content is, Facebook defines it as “any post—including text, photos, videos, Instant Articles, links, 360 videos and Live videos—from media companies, celebrities or other influencers which features a third party product, brand or sponsor.”
If you post branded content in any of the following categories it must be done within the Facebook content tool.
- Promotions (see section III. E. of the Pages Terms);
- Videos or photos featuring third party products, brands, or sponsors that differ from the Page;
- Product placement
- Sponsor’s logos
- Even posts that clearly disclose the content is sponsored or provided by a third party.
From now on, a publisher or influencer must have a verified Facebook page and tag the marketer’s page in any post that mentions a third party brand, product, or sponsor. The marketer (brand) will get a notification and be able to have access to insights on that post, share it to their own page, and even boost it to get additional reach.
- How to tag a brand in a sponsored post
When creating a post on your page, look for the “handshake” icon to add the “branded content” tag.
- When creating an ad in power editor you will see a “Sponsor” field in the Advanced Options.
- The only content you’re not able to tag yet is live video, but that is on the way soon.
This tool is being rolled out to verified pages now, keep checking back if you don’t see it yet.
Verifying your Facebook page
I’m guessing your next question would be “How do I verify my Facebook page?”. If your page is a Local Businesses or Companies & Organizations page, here’s how:
- Click Settings at the top of your Page
- From General, click Page Verification
- Click Verify this Page, then Get Started
- Enter a publicly listed phone number for your business
- Click Call Me Now to allow Facebook to call you with a verification code
- Enter the 4-digit verification code and click Continue
You can also verify the page with a phone or electric bill with your business name on it. In the bottom left of the verification window is a button to upload a scanned document with that info. Facebook should notify you within a few days if your page gets the coveted verification badge or not.
Note: If you are a celebrity, sports team or entertainer, you’ll need to use this form instead.
What does this mean for brands?
The new guidelines make it a lot easier for brands to measure the reach of their sponsored posts, something that has been difficult at best when reaching out to a large number of influencers to promote a product or brand. Because pages that share sponsored posts must now be verified, one might assume the quality of the page would be better too.
(photo credit Terry Johnston)