If you plan on mentioning sponsors in your Facebook Posts, make sure you know how to use the policies on Branded Content
Facebook has changed the rules. Again.
If you want to mention sponsors in your posts or include Facebook mentions as part of your sponsorship packages, the new Branded Content policies directly affect you. And if you’re not adhering to the new guidelines, Facebook is threatening to remove your posts, lock out your administrators, or even deactivate your whole account.
In April 2016, Facebook released their Branded Content Tools for Verified Pages with the goal of improving the ad experience for businesses you are partnering with. Instead of merely being mentioned in your posts, now they would also be able to receive analytics regarding the post’s performance.
However, many businesses have not been following the new policies. Until now, Facebook Pages not adhering to the new guidelines would receive a warning that their posts needed to be tagged appropriately.
In September 2016, Facebook will begin to take action on accounts that have not been following the Branded Content policies. While they could just receive additional warnings, many administrators may find their posts removed, their log-in is frozen, or that their Facebook Page has been deactivated altogether.
If you have a Verified Facebook Page, you need to ensure that you’re following all the guidelines. (And if you haven’t verified your page, you need to. Go here for directions on getting your page verified.) We’d recommend that you read them all here and consult with your legal team if you’re unsure of how to implement the new rules.
Verified Pages.
The new policies only apply for accounts that have been verified. Not sure if you have a Verified Account? Check to see if you have a blue checkmark under your Facebook Profile.
Cover Photo & Profile Picture.
You cannot include third-party brands, sponsors, or products in your cover photo or profile picture.
Page Posts.
If you want to tag or mention your sponsor in a post, you need to use the Branded Content tool (it looks like a handshake icon). Posts correctly tagged will show the sponsor’s name up next to your media company’s name. Just remember, you still need to clearly state that your post is an ad or sponsored to cover your bases with the FCC.
Video Guidelines.
Do not include banner ads or pre, mid, or post-roll ads. Do not include a logo, watermark, or overlay within the first three seconds of a video. Do not display logos, titles, or business names for longer than five consecutive seconds.
Looking for even more information about using Branded Content? You can read even more in the Facebook Advertiser Help Center. Just remember, we’re not lawyers. Always consult your legal team if you’re unsure on how to proceed.
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Megan is the Content Manager of the Second Street Lab and is committed to delivering useful, thoughtful, and intelligent content for media and marketers to drive revenue, audience engagement, and email growth with engagement campaigns.