Facebook announces branded content updates

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Facebook Business announced earlier this week some changes for branded content marketers — more commonly known as influencer marketers.

Today, we’re introducing even more features to help marketers amplify branded content and control their campaigns with creators. We’re also improving insights that show marketers what’s working.

The update allows brands to directly boost a post from an influencer’s page, making it easier for marketers to use targeting to reach their target audience. Before, brands needed to share a post from an influencer to have the ability to boost it.

Image via Facebook Business. Click the image to see the full announcement.

The update also allows for more control of branded content tags.

In order to ensure their affiliations are properly represented, marketers can now choose to authorize which creators can tag them in a branded content post in their Page Settings.

Some marketers are skeptical of Facebook’s new update, saying that the network is putting an end to influencer marketing. Matt Britton wrote a piece on Medium:

Whenever an influencer tags a post as sponsored (which now needs to be done in order for a brand to boost it), Facebook will undoubtedly suppress that content in the newsfeed . Translation: If a brand wants an influencer’s sponsored post to be seen at scale it will need to support it with paid media, no paid… no scale.

Do you think that this update will harm or benefit influencer marketing?

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