Using Facebook to drive meaningful revenue has been a challenge for broadcasters and other content producers since they joined the platform. Today, there are more options than ever on Facebook to partner with advertisers or brands, but we’ve heard from some of our customers that they have trouble determining what the terms of use and best practices are for the different branded content options. To help clear that up (and open up the revenue stream that can be gained through branded content), we put together this quick guide on four types of branded content on Facebook and the rules for utilizing them.

First, let’s cover the basics of Facebook’s Branded Content policies and then we’ll examine your specific options:

Via Facebook Branded Content Policies, date of last revision March 30, 2017:

“Branded Content may only be posted by profiles and Pages with access to the Branded Content tool. We define branded content as a creator or publisher’s content that features or is influenced by a business partner for an exchange of value. When posting branded content, use the Branded Content tool to tag the featured third-party product, brand, or business partner.

“Facebook Pages and profiles with access to the Branded Content tool must comply with the following:

  1. Don’t include pre, mid, or post-roll ads in videos or audio content.
  2. Don’t include banner ads in videos or images.
  3. Don’t include title cards within a video’s first three seconds. Interstitial ad cards outside of a video’s first three seconds, such as mid cards or end cards, must not persist for longer than three consecutive seconds and must not be included within Facebook Stories.
  4. Don’t use the branded content tool to tag a Page without their prior consent.
  5. Comply with all applicable laws and regulations, including by ensuring that you provide all necessary disclosures to people using Facebook, such as any disclosures needed to indicate the commercial nature of content posted by you.

“For more information on branded content and visual examples related to our policies, please visit our Help Center. For policies related to branded content within our ads product, please see our Advertising Policies.”

Handshake Tag

An example of a correctly used Handshake Tag. Tap/Click to zoom.

As shown, the utilization of the Handshake Tag for ALL Branded Content Posts is required per Facebook Policy, and should not be used to “tag a Page without their prior consent.” This feature allows access to Post Insights data for the tagged Page (i.e., Quicken Loans will see Reach, Impressions, Video Views, etc.).

Logo Bug

An example of a correctly applied Logo Bug. Tap/Click to zoom.

See bottom right of the image. Logo bugs may persist throughout the entirety of the video. Logo bug location should consider the composition of the shot and background color so as not to blend in or obscure other graphics used in the video.

Lower Third

An example of a correct lower-third graphic. Tap/Click to zoom.

Note the position of the lower third relative to Video Progress Bar. Lower thirds may persist throughout the entirety of the video.

Interstitial

An example of an interstitial graphic in a video post. Tap/Click to zoom.

Reminder: According to Facebook, “Don’t include title cards within a video’s first three seconds. Interstitial ad cards outside of a video’s first three seconds, such as mid cards or end cards, must not persist for longer than three consecutive seconds and must not be included within Facebook Stories.”

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