Facebook removed a vital brick in the dam, allowing the tidal wave of branded (or sponsored) content to flow on the popular social networking site. Brands, publishers, media companies and celebrities have long sought more opportunities to share sponsored content, while Facebook stands to gain from helping marketers promote certain posts. The new branded content guidelines Facebook has laid out will allow people to access more content they care about, giving marketers an incentive to share more quality content with their fans.
Branded content – or any post that seeks to promote a third-party brand – will be allowed on certain verified Facebook Pages. Promotions, videos featuring third-party products, sponsors’ logos and product placements will all be shared by marketers on these verified Pages. To go along with the announcement, Facebook has also launched a branded content tool that publishers and marketers must use when posting this promotional content.
The branded content changes Facebook just announced have another purpose: to prevent overly aggressive marketing tactics. Publishers must tag marketers in all branded posts, and Facebook reserves the right to take down any content that does not comply with the rules. Users will see a “with” tag when publishers share branded content featuring a third-party product or sponsor. The social media giant also put forth additional guidelines, that no cover photos or profile pictures will feature third-party products or sponsors. Facebook feels the new guidelines will be a boon for marketers, allowing them to more actively engage in sponsorships.
Previously, branded content was forbidden on Facebook unless it was part of a paid ad placement. Now, marketers just need to go through a simple verification process to allow their content to appear. To accommodate branded content’s emergence as a growing part of the media landscape, Facebook’s previous policy that explicitly banned third-party advertisements on Pages will now be null-and-void. The site is also introducing a new tool that will allow companies to track when media partners or celebrities post content featuring their products.
Do you think Facebook’s new branded content guidelines will make the social network more, or less popular with users? Leave us a comment below!
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Sam Bojarski is an associate at WordWrite Communications. He can be reached at sam.bojarski@wordwritepr.com.
