Facebook branded content update offers retailers new marketing tool

The world’s largest social network has updated its policies regarding branded content and, in so doing, given retailers a new marketing tool.

Facebook is now allowing retailers and other marketers to work with media companies, celebrities and other key “influencers” to place certain types of branded content on its platform.

“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,” stated Facebook product manager Clare Rubin and VP of partnerships Nick Grudin in a blog post on the site. “Additionally, marketers can now leverage branded content creative for ads and actively engage in sponsorships to ensure their campaigns are useful, interesting, and entertaining to their target audiences.”

Facebook defines branded content as “any post — including text, photos, videos, Instant Articles, links, 360 videos, and Live videos — that specifically mentions or features a third party product, brand, or sponsor.”

The updated policy continues to prohibit certain types of content that Facebook considers “overly promotional,” such as persistent watermarks and pre-roll advertisements. Additionally, cover photos and profile pictures must not feature third party products, brands, or photos.

The new policy also requires that brands clearly disclose content that issponsored or provided by a third party. For more, click here.