Getting the Most from Facebook’s Branded Content

Use Facebook to pair your mission to an influencer


Facebook rolled out a new tool to enable branded content. It allows verified pages to collaborate with brands and causes to benefit both parties. For social change organizations, this development is huge as it allows them to generate additional awareness and engagement from the influencers who believe in their cause.

Facebook defines branded content as “any post—including text, photos, videos, Instant Articles, links, 360 videos and Live videos—from media companies, celebrities or other influencers that features a third party product, brand or sponsor.” And since branded content can exist on every interaction on Facebook, it can be either posted organically or through ads/boosted posts.

The way it works is that anyone with a verified page can tag a third-party. The example that Facebook uses is Lady Gaga with Intel. Anything that comes after the “with” is considered branded, and it’s not limited to only one. In the event of a collaboration, all listed parties receive equal recognition.

Imagine then that you’re a nonprofit and have an active celebrity ambassador. He or she can simply start tagging your organization, which gives you greater exposure and greater insights. As part of the new branded content tool, both the poster and brand have added insights and analytics into the efficacy of the post. It’s a great way to measure the effectiveness of the partnership.

As the media landscape evolves, branded content will continue to grow. Expect Facebook’s landscape to evolve hand-in-hand with the macro environment. Social change organizations can capitalize on their relationships with influencers to propel their causes into the limelight and recruit cause ambassadors. For a relatively modest spend, social change organizations should expect big results.

Considering if branded content is right for you? Check out Facebook’s branded content overview.