• Marketing Land
  • Sections
    • MarTech
    • CMO
    • Social
    • SEM
    • SEO
    • Mobile
    • Analytics
    • Display
    • Email
    • Retail
    • Video
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Display
  • Retail
  • MarTech
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land

Lean into your data

To improve CX, brand loyalty

What's ahead for ad tech?

More consolidation

Events

Join us at SMX Advanced!

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Display
  • Email
  • Retail
  • Video
  • Newsletters
  • Home
Social Media Marketing

Get the most important digital marketing news each day.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


Facebook lets brands promote publisher & influencer posts as ads

New controls let brands specify who can tag them in a post and let creators manage who can promote their posts.

Tim Peterson on August 14, 2017 at 4:20 pm
  • More

After officially opening itself up last year as a free distribution outlet for branded content and influencer marketing, Facebook is ready to cash in.

On Monday, Facebook rolled out a new way for brands to take the posts that they pay publishers and influencers to create — and that the publishers and influencers tag as branded using Facebook’s labeling system — and promote them as ads on the social network.

Technically, marketers could already pay to amplify these branded posts as ads, but the process was a little clunky. First, a brand’s Page had to share (aka Facebook-retweet) the publisher’s or influencer’s post, and then the brand could pay to run that shared post as an ad. Now brands can sidestep the sharing and promote the original post as an ad.

Here’s an example of the difference. The old, shared-post ad is on the right.

Facebook’s new branded-content promotion option removes the share requirement. Source: Facebook.

Once a brand has selected a post it wants to promote, it can use all the normal options to target the ad, including Custom Audiences to aim the ad at a brand’s existing customers or people who share similar characteristics.

Coinciding with the more streamlined branded-content promotion option, Facebook is rolling out controls for publishers and influencers to specify which brands can promote their posts and for brands to specify which creators can tag them in a post.

Only the brand that a publisher or influencer tagged in a post can promote it as an ad, and only if the publisher or influencer checked the box to allow the brand to promote it, according to the Facebook blog post announcing the new features.

Brands can manage which publishers or influencers can publish posts that tag the brand. To do so, the brand must go to the “Branded Content” tab within its Page’s settings menu and toggle on the “Require Approvals” setting. The brand can search for and add the Pages or individual profiles of companies or people that are allowed to tag it in posts.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Tim Peterson
Tim Peterson, Third Door Media's Social Media Reporter, has been covering the digital marketing industry since 2011. He has reported for Advertising Age, Adweek and Direct Marketing News. A born-and-raised Angeleno who graduated from New York University, he currently lives in Los Angeles.He has broken stories on Snapchat's ad plans, Hulu founding CEO Jason Kilar's attempt to take on YouTube and the assemblage of Amazon's ad-tech stack; analyzed YouTube's programming strategy, Facebook's ad-tech ambitions and ad blocking's rise; and documented digital video's biggest annual event VidCon, BuzzFeed's branded video production process and Snapchat Discover's ad load six months after launch. He has also developed tools to monitor brands' early adoption of live-streaming apps, compare Yahoo's and Google's search designs and examine the NFL's YouTube and Facebook video strategies.

Popular Stories

Gmail Sponsored Promotions: Everything You Need To Know To Succeed At Direct Response With GSP, Part 1
Best practices for a new era of brand safety
What is brand marketing?
6 of the best social listening tools for 2019

Related Topics

Channel: Social Media MarketingContent MarketingFacebookFacebook: AdvertisingFacebook: PagesSocial Media MarketingSocial Media Marketing: Advertising

Get the most important digital marketing news each day.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Attend Our Conferences

Gain new strategies and insights at the intersection of marketing, technology, and management. Our next conference will be held:

April 3-5, 2019: San Jose

September 16-18, 2019: Boston

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

April 2-3, 2019: SMX Munich

May 21-22, 2019: SMX London

June 3-5, 2019: SMX Advanced

June 12-13, 2019: SMX Paris

Sept 30 - Oct 1, 2019: SMX Advanced Europe

November 13-14, 2019: SMX East

×

Attend SMX - Click Here


Learn More About Our SMX Events

White Papers

  • The Ultimate Guide to Site Search User Experience
  • The Marketing Analytics Buyer’s Guide 2019
  • Mission Possible: Quality Content Marketing
  • 2019 Marketing Trends: Nine factors reshaping marketing and how you can stay ahead of them
  • The Dummies Guide to Enterprise Customer Data Platforms
See More Whitepapers

Webinars

  • Google’s Black Box Bidding Solution: A look under the hood
  • 2019 Martech Trends You Need To Know
  • How to Prepare for a Successful Marketing Analytics Implementation
See More Webinars

Research Reports

  • B2B Marketing Automation Platforms
  • Account-Based Marketing Tools
  • Enterprise SEO Platforms
  • Call Analytics Platforms
  • Paid Media Campaign Management Platforms
  • Local Marketing Automation Tools
See More Research
Digital Agency e-Book
Sign up for our daily newsletter
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Follow Us

© 2019 Third Door Media, Inc. All rights reserved.