Facebook Updated Its Branded Content Policy. Here’s What It Means

It's been well over a year since Facebook loosened up its restrictions on which Pages can share branded content. In 2016, verified Pages of brands, influencers, and publishers were able to enter into partnerships on sponsored and unsponsored posts you've seen pop up in the News Feed:


An example of what a boosted branded content post looks like, from Facebook.

Branded content has become popular among publishers and brands alike, with some media companies reporting a 4.4 times higher engagement rate on branded content than what's average for Facebook. The platform is now providing more detail on what qualifies as branded content both on Facebook and Instagram. The changes come hot on the heels of enhanced quality content protections pushed live in late 2017, and the sweeping algorithm change favoring family and friends announced early in 2018.

The most significant change to Facebook's branded content policy is that it will not accept paid branded content unless both partners had a role in the creation process. Specifically, the policy says, "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."

For example, if you run a fitness Page and post sponsored content for a brand like Gold's Gym, it would be acceptable to do so if:

  1. Your Page/publication created content FOR Gold's Gym. (E.g., wrote an article, filmed a video.)
  2. If the content comes from Gold's Gym directly, it MUST feature your Page/publication in some way. (I.e., a contest or offer for fans of that specific fitness Page.)

Gold's Gym cannot simply provide generic content to distribute to your Page's audience as an ad.

As a litmus test, ask yourself if what you're posting is original content made specifically for a relationship between your Page/publication and another brand. If it's not original in some way, chances are it's going to be flagged as an abuse of the policy.

It can be a bit confusing. Facebook provided more details on what qualifies as branded content after the original policy announcement. The policy update is an extension of Facebook's continuing efforts to end links to third-party pages with overbearing ads or dishonest content using clickbait methods. Even if you're publishing quality content, it's important to label it correctly. Here's a table to double check what your content may be identified as:

From Facebook.

Here is an example of what the branded content label looks like:

Image from Facebook.

Be sure to always include the branded content tag when it's applicable. Here's a step-by-step tutorial on how to use it. Be sure to always clearly mark the details of your partnership within the article your Facebook post links out to as well. Here's an example from Entrepreneur magazine:

The platform will be able to take note of these violations via a system that can differentiate a creator's post from an unaffiliated publisher that features the brand, but not the creator. If publishers or creators have repeat violations, the platform could restrict their access to monetization tools, including the branded content label. The platform could also require the brand to run the content as an ad to track its performance, according to Marketing Land. If publishers and creators are not careful about labeling their content correctly and following the new guidelines, their page boosts and promotions could be in danger of being blocked. Pages have been entirely blocked and banned from the platform for policy violations in the past.

The change is set to go into effect in March 2018.

Why RebelMouse Is the Best Content Marketing Platform

RebelMouse is a unique platform and company. The company was founded on the vision that media companies would need an always-modern solution to thrive in the new connected internet, and that brands would have to behave like new media companies and use the same platforms.

Keep reading... Show less

Why Premium Creative Agencies and CTOs Choose to Develop on RebelMouse vs. WordPress and Drupal

The Intersection of Design and Development: Where Your Clients Thrive

We started RebelMouse seven years ago knowing that there was a fundamental design flaw in the world of traditional CMSs: Every instance, on every platform, had to be updated independently. It's similar to an era when users had to manage their own Microsoft Exchange Server for email. The costs of managing, maintaining, and iterating on a CMS to keep it awesome and world class is typically a $10 million-a-year endeavor. But even then, these cost-prohibitive CMSs are still behind the times.

Keep reading... Show less

Native Multivariate Testing at Scale With RebelMouse

What Differentiates Our Approach

There are many popular tools that allow you to perform experiments and A/B tests on your users — primarily Google Chrome Experiments and Optimizely. But all of these solutions are JavaScript additions to your web page that sidestep the problem of old, outdated, and clumsy CMSs. These solutions work by calling on a third-party JavaScript library that rewrites a page after it's rendered. This approach adds extra page weight and creates strange user experiences due to having to wait for everything to load and be rewritten on the fly.

At RebelMouse, we've solved this in a very elegant way. At the core level of our platform, we can natively render different layouts and track the exact differences in performance when comparing a test to your other layouts.

Keep reading... Show less

Modern E-Commerce: Blur the Line Between Content and Design

Create Modular + Reusable Design Patterns on RebelMouse

Content saturation is an industry-wide problem, and the e-commerce space is no exception given that it's filled with big brands, small Etsy stores, and everyone in between all fighting for similar audiences. The best way to fight this symptom is to understand your audience and provide them with what they want.

Keep reading... Show less

Instagram-style E-commerce Features on RebelMouse

Revolutionizing e-commerce on RebelMouse

Whether you're a brand with a blog or a media company with a site, driving purchasing behavior and building an audience that uses your content to find things they love to buy is vital. We're very proud to have built out the same functionality that everyone is now used to on Instagram, with layovers on images that lead to products with attribution.

Keep reading... Show less

Building Premium Communities and User Journeys on RebelMouse

RebelMouse is much more than just a replacement for a traditional CMS. Our platform is a tremendous community-building experience. Today's social ecosystem has given us a seemingly limitless number of premium creators who understand how to create gorgeous and relevant content that drives the growth of their own audiences. These creators and influencers are either experts in certain topics, or heavily engaged in targeted content that drives their interests. They're not only consuming the content they're passionate about, but they're contributing to the conversation, too. The new role of the editor is not just to cover the most important topics and people around their expertise, but also to invite those preferred influencers into their community and get them to participate in creating premium content.

Keep reading... Show less

Dynamic Voting: Grow Traffic and Engagement Organically

Help your audience find its voice.

Creating quality content is no longer on marketers alone. We live in a universe of creators who are willing to not only consume content that resonates, but play a role in the creation, promotion, and conversations surrounding it.

Since the start of RebelMouse, we've been on a journey to create dynamic media that is easier for content creators to curate and amplify on social. It's why we've built an online engagement platform centered around the power of communities that thrive naturally in the digital ecosystem.

Keep reading... Show less

How to Monetize Your Website in Today’s Publishing Environment

In order to define distributive publishing, we have to ask the following question: If you have quality content, but nobody sees it, does it even exist? The answer is no, because your content needs to be supported in a way that lets it move seamlessly across all channels, especially site, search, and social. But let's take this question a step further: If you can't monetize your content to generate the support it needs, how do you create quality content in the first place?

Keep reading... Show less

Maximize Your SEO Potential With RebelMouse’s Entry Editor

Take a peek into how our proprietary technology helps sites surge on search

The RebelMouse platform features a rich search engine optimization (SEO) toolset that guides writers and editors to think about the right search phrase behind every story, as well as how to focus on small but meaningful modifications designed to improve organic search performance.

Our SEO technology centers around best practices for search, including detailed metadata that will help Google's site crawler identify, index, and rank your content quickly. It often leads our clients to experiences traffic surges that look like the following after launching on our platform:

Here's a look inside our proprietary technology that helps our clients experience quick search boosts that turn into long-term SEO wins.

The Search Tab

Every new article presents a new opportunity to win on search. RebelMouse's Entry Editor features an SEO tab that's designed to help you optimize every post to give it the best shot at winning a targeted search phrase. Here's a glimpse into how it guides editors through a perfected search strategy before the "Publish" button is even clicked.

Define Your Search Phrase

It can be tricky to nail down which search phrase you want to win. Within the SEO tab, you can brainstorm your ideas in real time. Through the creative usage of APIs, we ensure writes and editors are armed with the right information when optimizing content for SEO. In the example above, the drop-down list is suggesting search phrases that are already performing well on Google. The number next to each recommended phrase is its monthly search volume.

This helps you determine which phrases are easy to win, or perhaps too competitive to strategize for, on an article-by-article basis. Click here to read more about this feature.

Optimize Your Slug to Match Your Search Phrase

The SEO tab in our Entry Editor is designed to repeat your desired search phrase throughout your content so that Google's crawler has every chance to index it correctly for search. With this methodology in mind, it's a best practice to have your article's URL slug match your desired search phrase. From the SEO tab, you can click the Optimize Slug button to automatically match your URL slug to the search phrase you want to win. Click here to read more about this feature.

Pick Smart Recirculation Links

After you've defined your search phrase and optimized your URL slug accordingly, you can select highly relevant links to add as related content to the end of your article. We call these Around the Web (ATW) links. The SEO tab allows you to pick the best links from your own site, as well as from around the web, which leads to truly amazing traffic boosts. This is a proven SEO practice that's rewarded by Google. Since your article will link to pages already winning your search phrase, it can increase your own post's relevance score in the eyes of Google's crawler.

We automate the surfacing of both ATW and internal links for you, so it's as easy as ticking a handful of checkboxes to add them to your post. We've also done the math, and the data is clear: Adding ATW and internal links to the end of your articles can increase traffic coming to your posts from Google by over 300%! Click here to read more about this feature.

Craft Metadata Before Publish

When it comes to Google's site crawler, providing clever metadata is one of the best ways to contextualize your content for search. From there, Google's search algorithm will rank your site for search queries that it determines are relevant to your content. Our SEO tab allows you to write your metadata right from within our Entry Editor. Plus, our character counter will help you make sure that your SEO headline and description match Google's best practices for metadata text length.

It's important to make sure your metadata is clearly written in a succinct way so that Google can quickly understand the nature of your content. Click here to read more.

The RebelMouse Particle Assembler

RebelMouse's Particle Assembler is a content creation tool within our Entry Editor that makes it easy to transform your posts into media-rich micro pieces of content, which we call particles, that can both be shared individually and crawled separately on search. Our Assembler functionality gives your content more legs, which means more chances to generate more traffic.

The following steps demonstrate how you can use our Assembler to optimize an article to win a search phrase.

Use Particle Headlines to Reinforce Your Search Phrase

Assembler is accessible via one simple click in the formatting toolbar of our Entry Editor. From there, an organizational layout will be inserted into your article that will help guide you through building out the particles that will shape your Assembler. The best way to think of Assembler is by treating it as an enhanced list format. If your article is about vegan cooking trends, each particle can feature a new trend. But Assembler does not need to be a simple list. It can also cover the main points of your article and feature user-generated content or even related stories.

Assembler is a helpful SEO tool because it can generate a unique URL slug for each particle, maximizing your article's ability to get indexed by Google for more than one key search phrase. Click here to read more about this feature.

Make the Most of Google's "People Also Ask" Module

Particle headlines are also a great way to make use of Google's "People Also Ask" module. This will help you identify search patterns of users who are interested in your search phrase. By tailoring your particles to those patterns, it's likely that your post will move up in Google's search rankings. Click here to read more about this strategy.

Add Media to Every Particle

Each particle is another opportunity to add relevant media to your post, and Assembler makes it easy to add alt text to every image you upload. Alt text is very important for accessibility and can also have benefits for SEO. Briefly, alt text is text that is added to an image to describe it to search engines, and also to allow people using screen readers to be able to know what the image is without actually being able to see it. You can easily add alt text to any image in RebelMouse from our Entry Editor. Adding your search phase into every alt text field will only bring you one step closer to the top of Google Search's first page.

Make the Most of Our SEO Toolset

RebelMouse's proprietary technology works for any kind of site, whether you're a brand, a new media company, or a legacy publisher. SEO doesn't have to be something that only developers and analysts can understand and augment. Our product is designed to put the power of search in the hands of content creators, editors, and social curators, too.

Start winning on search with every publish. Request a proposal today and let's start working together.

Subscribe to Our Newsletter