Branded content will now be available to publish it on Facebook for every user with a verified profile, expanding the April policy that only allowed companies marketers or publishers to share their content on the big blue social network, and ban any kind of aggressive marketing tactics. Branded content could be defined as any post that includes videos, text, photos, Instant Articles or links, featuring a third party product or sponsor.
Just For Public Figures
Before this new policy extension, the little blue checkmark (just as Twitter´s verification) for pages and profile was almost exclusive for celebs and high profile companies, but now they are also available for public figures such as press members, bloggers, comedians, musicians or athletes. Of course, anyone can request Facebook to verify their personal profile to post branded content, but it has to be someone who can be considered as a public figure.
According to Variety, this could be a great business for the social media, because public figures could now make more money from branded content, under a framework that provides full transparency. Although Facebook doesn't get any revenue from branded content deals directly, advertisers or publishers could pay for broader promotion of the sponsored posts across its 1.7 billion monthly user base.
New Options, More Ads
To start doing all of this, a verified user must chose a sponsored post as branded content using the handshake icon, then the brand in question will receive a notification, and will be able to access the metrics for the post. As reported by Digital Trends, verified profiles cannot add pre-, mid-, or pot-roll ads to branded videos, and both images and videos cannot include banner ads. Also, verified profiles aren't allowed to feature third-party sponsors within their cover photo.
Recent examples of branded content with the new Facebook´s rules include the U.S. Olympic swimmer Michael Phelps with "Call of Duty", Lady Gaga with Bud Light, or actor Josh Duhamel with Jepp. Does this mean that from now our Facebook wall will be filled with ads from celebs and popular personalities? Unfortunately, it will be exactly like this.