Facebook has dropped its restrictions around how branded content can be distributed. Anyone who runs a verified Facebook page can now post content that someone else has paid for including links, photos, texts, videos, 360 videos, Live videos, and Instant Articles without needing Facebook’s permission or cutting the company in on the proceeds.
The policy changes were announced in a blog post by Clare Rubin, product manager and Nick Grudin, vice president of partnerships at Facebook:
“We’re updating our branded content policy to enable verified Pages to share branded content on Facebook. Along with changes to our branded content policy and ads policy, we’re offering a new tool that makes it easy for publishers and influencers to tag a marketer when they publish branded content. Publishers and influencers must use this tag for all branded content shared on Facebook.
“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.”
Before these announcements, verified Facebook users such as brands and celebrities have only been able to post sponsored content as actual Facebook ads-not embedded into their photos, videos, and posts.
Companies are banned from overly promotional features, such as persistent watermarks and pre-roll advertisements. Additionally, cover photos and profile pictures must not feature third party products, brands, or sponsors.
The new policy rolled out on Friday for most formats except live sponsored videos, which is still to come.
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