What’s On

Now publishers can sell branded content on Facebook

Celebrities, publishers and other influencers now have a chance to mint some money of their own from Facebook. The social network giant now allows them to collaborate with marketers to share branded content on the platform through ads or organic posts.

The new tool will enable publishers and influencers to tag a marketer in a branded content post. A company blog explained, “The marketer will be notified of the post and can access high-level post insights, including engagement and reach metrics, along with total spend and CPM on the tagged post. Marketers also have the option of sharing and boosting the post to drive additional value.”

The company defines branded content as any post—including text, photos, videos, Instant Articles, links, 360 videos and Live videos—from media companies, celebrities or other influencers that specifically mentions or features a third party product, brand or sponsor.

Under this new policy, publishers and influencers are required to tag the marketer in the post to make it clear that the post is branded content. “For example, a juice brand may work with a parenting blogger to have their brand or product mentioned in a post on Facebook, or a car manufacturer and a sports network may create a collaborative post aimed at sports fans about the car. Publishers and influencers remain responsible for understanding their legal obligations to indicate the commercial nature of content they post,” the blog adds.

The new tool however does not allow content that is overly promotional – like an influencer changing their image to display an advertiser’s product prominently.

In a recent internal study by Facebook, the company highlighted that native advertising has shown the most astounding growth rate and has been the most successful for marketers.

Third party in-app native advertising is growing quickly, the research indicates. It is forecast to increase at a 70.7 per cent compound annual growth rate between 2015 and 2020 and amount to USD 8.9 billion and account for 10.6 per cent of mobile display advertising.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.