Facebook said it will now allow media companies and marketers to post sponsored content, the Wall Street Journal said. Publishers can now get verified to post branded articles and videos that are paid for by advertisers, Facebook VP of partnerships Dan Rose said. Advertisers and web publishers will be able to post articles, videos and images that marketers have paid for to their Facebook pages.
Branded content on the site will have to feature a new icon designed to make it clear to consumers that the content comes from a paying advertiser. To date, they have only been able post such content within ad units. The new policy for “organic content” applies to Facebook Instant Articles, video and even the new Facebook Live product. Rose said that with the move, Facebook shows it wants to increasingly help partners make money. Facebook product manager Clare Rubin noted in a blog post that branded content was a growing and evolving part of the media landscape.
Facebook is also introducing a new tool to help brands better track when media partners, or even paid celebrities, post content featuring their products. Rose said this tool will help companies identify which sponsored posts are resonating with users, and they can pay to run more ads promoting this content.
There are some restrictions to the ads. While a brand like Pepsi could post a video featuring a social media star holding a can of soda, or a company like BuzzFeed could post a list produced on behalf of a big movie advertiser, this content can’t feature blatant ad formats such as pre-roll video ads or banner ads.
Source: http://www.telecompaper.com/news/facebook-allows-media-marketers-to-post-sponsored-content--1137740