Commexis Cast Daily – Jan. 26, 2018: Facebook Changes Their Branded Content Policy

Today’s Commexis Cast discusses Facebook’s change to its branded content policy which is aims to clarify what is acceptable branded content and what is an ad. Marketing Land’s Tim Peterson defines what branded content is, and what it can turned into. “In theory,” Peterson writes, “it refers to an article or video that a brand paid a publisher or creator to produce or star in and to distribute to their audience. However, in practice, it can simply be an article or video that a brand paid a publisher or creator to distribute to their audience; it may not even be content but instead a link to a product page on a brand’s e-commerce site, making something that was already closely related to an ad now all too identical to one.”

Facebook’s goal, then, is to fight this form of influencer/publisher ad fraud. Facebook added the following line to it’s content policy: “Don’t accept anything of value to post content that you did not create or were not involved in the creation of, or that does not feature you.”

Going forward, Phillip and Matt hope this will cut down on the amount of misleading advertising on Facebook (and potentially instagram). The enforced use of #ad on Insta saw a rise in influencer marketing

Today’s cast: Len Ward (Commexis President), Phillip Brooks (Commexis Lead Strategist), and Matthew McGrorty (Commexis Videographer/Podcaster).

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