Influencer marketing is a type of “sponsored content.” There should always be a value exchange between the marketer, the influencer and the customer if you want the content to be received favorably. The key to success is ensuring alignment between your brand, the influencer, the influencers audience, and your target audience.
Sponsored content works particularly well when supporting top of the funnel goals and net new lead acquisition. It isn’t, however, good at cutting through the noise, appealing to users who don’t want to see branded content or getting passed ad block. That’s where “sponsoring” content through influencers works so well. Sponsored content through influencers is unique in the way it maximizes the long tail impact of content, in a recent study we uncovered there was actually 2x the amount of impressions post campaign (when using sponsored influencer-generated content). The same study further proved a massive return on investment of influencer-generated content.
What is the Facebook Branded Content Tool?
If there is an exchange of value between a brand and an influencer, the influencer must use the Branded Content Tool to publish the resulting sponsored content. The Branded Content Tool is only available on Pages, not profiles, so you must have a Page to publish sponsored content. When you use the Branded Content Tool, you will be prompted to tag the sponsoring brand in the post. Once you publish your post using the tool, the word “Paid” will appear next to the post date. It looks like this:
How do I use the Branded Content Tool?
Simply follow the instructions on the Facebook Help Center here. It’s easy!
What if I wasn’t paid in cash, but instead I received a free product or a trip?
Any kind of value exchange between an influencer and a brand must be disclosed using the Branded Content Tool. Sponsored content requires that you adhere to some important guidelines and policies issued by both the Federal Trade Commission and the individual social networks. But don’t worry, we’re here to help you navigate those policies so you don’t lose any velocity on your valuable influencer content creation.
If you haven’t already checked out our FTC Success Kit, you can download it here. It’s a great collection of resources that will help you ensure your sponsored content is compliant with the guidelines of the Federal Trade Commission.
The FTC guidelines are not the only regulations influencers and marketers need to adhere to when it comes to creating sponsored content. Facebook just launched its updated Branded Content Tool and associated policies that help influencers disclose their relationships with brands. This simple set of FAQ will help you better understand how to use the Branded Content Tool so you can continue creating great authentic content without worry!
Does using the Branded Content Tool mean I don’t have to include an FTC disclosure like #ad or #sponsored?
No. Facebook has stated that the Branded Content Tool should be used alongside any other regulated disclosures. I actually reached out to the FTC directly to get clarity on this topic. Because the Paid symbol may not be “clear and conspicuous,” which is a key tenet of ensuring your content is FTC compliant, and tagging a brand does not always indicate a sponsored relationship, the FTC recommends that an additional disclosure like #ad or #sponsored be used alongside the Branded Content Tool.
I hope this was helpful! Happy creating.
Francesca Cruz – VP, Product Strategy and Partnerships