Facebook recently announced an update to its branded content policy that allows organizations with verified Pages to publish brand-sponsored content without asking for Facebook’s permission first, as long as the content is tagged to the brand.
This move validates something we’ve always believed in at Linqia – that the content generated through influencer marketing programs has the power to drive more effective social advertising. While we applaud Facebook’s move towards measuring the effectiveness of sponsored content, the announcement has caused some confusion to those in the space.
So how, exactly, does this new update affect brands and Storytellers working with Linqia? Facebook’s policy update only impacts brands, publishers, and celebrities with verified accounts, identified by a blue verification badge.
As a result, in almost all cases, this update does not affect how Linqia’s Storytellers post branded content on Facebook. Because we connect brands with the “power-middle” – influencers who have amassed followings of between 10,000 and 250,000 based on their ability to inspire people with their content – most of Linqia’s Storytellers have unverified or grey verified public Facebook pages. If you are a Storyteller with a blue verified page, check out the new branded content guidelines and posting instructions on Facebook’s blog.
This is also a great opportunity to reiterate that brands who run influencer marketing programs with Linqia can repurpose the best performing Storyteller content on their social channels after the conclusion of the campaign. If a marketer wants to amplify the best performing content across multiple social networks, Linqia also offers the ability to do so using paid media.
At Linqia, we believe that authentic, influencer-generated content is the key to successful advertising in today’s social media landscape. As this initiative evolves, we look forward to working with Facebook and other leading social networks to provide brands with compelling content that will drive more social advertising spend.