Do you work with bloggers or other influencers to collaborate on social media campaigns? Facebook has just unveiled an exciting opportunity – the ability for verified users to make ad revenue from sponsored posts. The changes that come with the move include benefits for brands and influencers alike.
Sponsored Posts & Branded Content on Facebook
The policy itself was updated in April, however, the ability for influencers to make money from the experience has only become available this week. Back in April, Product Manager Clare Rubin, and VP of Partnerships Nick Grudin, had this to say, “for brands and businesses, the new tool will introduce more transparency and allow them to better understand how their marketing initiatives are performing across Facebook.”
Facebook has seen their promise through with a new system allowing influencers to tag third parties (i.e. your business) after identifying material as third-party content. Once a third party is tagged, they’re privy to instant access to the metrics of the post. To add, they have the ability to share the content to their own business page on the network. If a third-party so wishes, that shared content may then be turned into a Facebook ad which will expand reach but won’t affect the influencers’ revenue.
This may be used for essentially any type of post on Facebook – sponsored images, videos, text and links as well as Instant Articles and Live and 360 videos.
The Rules
For an influencer to participate, he or she must have a Verified Profile. Verified Profiles must be approved and typically encompass big name brands, celebrities and other public figures such as journalists, bloggers and artists. Based on this recent update, Facebook has gone ahead and made the language of their branded content policy much easier to comprehend which should surely help minimize misunderstandings. It should also be noted that all individuals with Verified Profiles are required to adhere to this protocol. No other types of sponsored content should appear on the network.
Sponsored posts are highly regulated and require following specific protocol. For example, all sponsored posts must be identified as such and the collaborating third-party must be tagged. The network’s list of restrictions includes no banner ads in any still or video imagery, no content from third-parties in influencers’ profiles or cover photos, the rule that product placement must be clearly tagged via Facebook’s tools in all imagery and more.
