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Facebook’s Branded Content Policy: What It All Means for Marketers

This post was originally published on my Facebook page. Join us there to chime in on the conversation about branded content. 

As of September 1st, Facebook began enforcing its Branded Content policy. Non-compliant posts will be removed, and ads will be disapproved for lack of compliance.

Currently, only blue checkmark verified pages can publish “branded content.” Will this change? Good chance. So, stay tuned and stay informed.

What exactly is Branded Content?

Facebook defines it as “content that features a third party product, brand, or sponsor (“marketer”). It is typically posted by media companies, celebrities, or other influencers. Verified Pages (with the blue checkmark) can share branded content on Facebook as long as they follow our updated branded content policy and ads policy and use the branded content tool to tag marketers in their posts.”

Examples include:

  • Promotions such as sweepstakes, giveaways or contents that feature a third party product, brand or sponsor
  • Product placements
  • Ads for third party products, brands or sponsors
  • Images or video that include the sponsor’s logos

Basically, if you are promoting a product or company or anything for a third party (via a blue checkmark verified page), it has to be disclosed using Facebook’s “handshake” tool. The good part is that the third party sponsor can also benefit, access metrics, and share and boost the post.

You can see this is going the way of television. It’s about proper disclosure and permissions, right? You know how you see people on TV and the logo on their t-shirt or baseball cap is blurred out? That’s, in essence, what Branded Content is about.

For example, I am a Brand Ambassador for Adobe Spark, so any time I use their tool to create an image or video, I disclose that we have a relationship. Now, I must do so using the Branded Content tool, given I have a blue checkmark verified page.

Want to learn more? Here is Facebook’s epic 43-page Branded Content guide. Also see this help section.

Mari Smith

Often referred to as “the Queen of Facebook,” Mari Smith is widely known as the Premier Facebook Marketing Expert and a top Social Media Thought Leader. Forbes describes Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” IBM named Mari as one of seven women that are shaping digital marketing. Mari is an in-demand keynote speaker, corporate social media strategist, dynamic live webcast host, and popular brand ambassador. She is coauthor of Facebook Marketing: An Hour A Day, and author of The New Relationship Marketing.

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