In the past few weeks, Facebook rolled out it’s Branded Content feature to the public (beyond verified pages, which have had it for quite a while), allowing brands to co-brand content, view the ad’s analytics, and use the ad on their own channels. While this seems like a small victory, since brands could always tag each other in posts, it’s actually pretty big for brand partnerships and influencer marketing.
Many industries, from beauty brands to beverage brands are utilizing the power of influencer marketing to get that extra boost from their influencers’ audiences. By adding that extra piece of co-branded content to the puzzle, co-branded content gives a sense of validity to the partnership, the way that blue check mark gives validity to someone users follow on their social channels. It also helps brands in making sure that the influencers that they’re paying for these partnerships are delivering, with more transparency into the performance of the posts. This rings true for brands partnering with other brands as well.
The Branded Content option on Facebook also helps facilitate easier partnerships between brands. It makes figuring out the logistics of who posts what and when easier, and what spend is going into the ad from each side as well. While the content itself doesn’t look much different, the performance insights behind branded content are more robust, which is important when working outside of your own channels. Having this data can help determine the value of the partnership and whether it’s worth continuing in the future. While there can be additional benefits to brand partnerships to what you can visibly see in the analytics, it’s a good piece of data to have access to. The Branded Content feature is simply added value to the success metrics you would be looking at anyways.
While Facebook’s Branded Content feature isn’t the most innovative feature Facebook has rolled out, considering it’s lack of new ad design features, it will be interesting to see both how brands continue to use it to their benefit and how Facebook will add on to it moving forward.