What Happened
On Thursday Facebook updated several policies regarding branded content on its platform, enabling more pages to share it and updating its branded content tag to include the word “paid.” The social network first started allowing verified Pages to publish branded content last April, before adding branded content options to its Instant Articles last June. Now, non-verified pages can submit applications for access to the branded content tool, which will be available on iOS apps and the web, with Android support to come in the coming weeks. In addition, Facebook now also allows logos, watermarks and graphical overlays to persist throughout a video to help brands and publishers to distinguish their content.
What Brands Need To Do
This update marks Facebook’s latest efforts to make its platform more brand-friendly by facilitating brands to serve their content to Facebook’s billions of users worldwide. At a time when an increasing number of consumers are turning on ad-blockers and opting for ad-free subscription services to actively avoid ads, branded content provides an un-blockable way to organically reach customers and influence their purchase intent. For brands looking to leverage branded content to engage customers, Facebook’s update should come as a welcome addition as it allows more influencers to post branded or sponsored content.
Source: Marketing Land
