Facebook has introduced even more features to help marketers amplify branded content and control campaigns with creators. Facebook say’s they’re also improving the insights section so that we can see what’s working.
Previously, a post had to be shared on to the brand page before it could be boosted. The updated features will enable direct post boosting, from the creator’s profile, and as it appears on their page. The creator simply needs to tick the permission box when they’re composing their post, and tag the Page using the ‘branded content’ tool.
The target audience will see that the post originated from the creator, even though it was boosted by the brand.
In order to ensure affiliations are properly represented, it’s now possible to authorise which creators can tag a brand in their ‘branded content’ posts in the Page Settings.
Branded content insights show key data such as reach, engagement, total spend and CPM to help determine the effectiveness of the creator’s posts.
The branded content tab has been refreshed in Page Insights, and Business Manager to include:
- Detailed tool-tips and explanations to more easily view and understand results
- Total spend from both the creator and the marketer on each post
- Separate summaries of total spend and CPM – in multiple currencies, if needed