Good news for content marketers: Facebook eased the restrictions for publishing branded content.
Verified Facebook pages will now be able to share branded content on the platform, which means that celebrities, publishers and other brand ambassadors can now distribute your branded messaging without requiring paid promotion on the site.
You’ll still have to pay the celebrity, influencer or publisher, but this new move enables you to tap into their vast audiences with your messages.
The social network made the announcement in a blog post late last week and revealed some of the details:
This update is something that media companies, public figures, influencers, and marketers have been asking for, as branded content is a growing and evolving part of the media landscape. 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.
In conjunction with this move, Facebook also introduced a branded content tool, which will enable brand managers to make it obvious which pieces of content are paid promotions. The feature comes in the form of a branded content tag applied to any post of this nature.
Brand managers must still be diligent with their online campaigns, though. Federal Trade Commission rules are fairly clear when it comes to social media promotions: Any time someone is paid to tout a brand, it has to be clear that it’s an ad.
The FTC sent a statement to Marketing Land regarding Facebook’s branded-content move:
All advertising promotional messages should be identifiable as advertising, regardless of where they appear. As our guidance for businesses on native advertising notes, everyone who participates directly or indirectly in creating or presenting native ads should make sure that ads don’t mislead consumers about their commercial nature.
We’ll hear pretty quickly whether Facebook’s branded content tag will be transparent enough for its liking.