What is Branded Content?

Jun 16, 2017

Branded content is flooding the world of social media, and let’s face it, it’s all a little bit confusing to keep up with.

Typically we see branded content posts from celebrities and influencers, however these days it’s creeping in everywhere so it’s important to keep on top of what you can and can’t do in case it impacts you/someone you work with. 

Here’s an example;

Magnum pays Kim Kardashian to do a Facebook post about their latest ice-cream flavour.

Kim posts a photo of her enjoying the ice cream to her millions of followers and tags Magnum in her post “Oh my god the new triple chunk choc-caramel latte flavour Magnum is ahhhmazing”. (On a side note this is making me hungry!) 

The exciting new thing about tagging branded content is that when tagged, the “marketer” (third party product, brand or sponsor) will be notified and will be able to see high-level performance insights, such as reach and engagement for the post. 

This means, for example if one of your larger sponsors who have a verified Facebook page (eg Bankwest, Woolworths etc) does a sponsored post including you there are ways you can access the insights which is always a win. It’s also a great way to give a little extra to your sponsors when tagging them in a post – they’ll be excited to see your insights when a post including their brand is doing well. 

As I said, Facebook can be a little confusing sometimes, so if you’re after the nitty gritty stuff on Facebook’s branded content policy, check out the details here.

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