Facebook Expands The Branded Content Tag To Public Facebook Groups

Source: Facebook

Facebook is expanding access to its Brand Content Tag to administrators of public Facebook Groups. 

With the Branded Content Tag, administrators can officially disclose any content they share in their Groups that is in partnership with or on behalf of a brand. 

Brands that are tagged will have the ability to access metrics for the post and see how it performs. 

"Facebook has built monetization tools across different surfaces to help individuals and organizations generate reliable revenue that's sustainable over time, and we're excited to launch a set of tools that will enable communities, specifically, for the first time, to meaningfully monetize their engaged group audience by partnering with brands to create 'branded' posts," Facebook said in a release.

To be able to use the Branded Content Tag, administrators must host a public group, pass Facebook Monetization Eligibility Standards, be located in a country eligible for the Partner Program, and their Group must be linked to a Facebook Page.  

Insights & Analysis: 

The expansion of the Branded Content Tag allows administrators to properly disclose content they share with Group members that are the result of a collaboration with a brand. This is significant due to the importance of transparency in sponsored content as well as the role that Groups play in the current Facebook experience. According to Facebook, over one billion users regularly engage within Groups.

Administrators are also getting more opportunities to monetize the communities they have built. Brands are taking notice and realizing the benefits of these highly engaged communities and the strong interactions that happen within them. As a result of this, it’s likely that branded content will start to become a notable stream of revenue for administrators, outside of paid subscriptions. In addition, I expect brands to start looking at Group administrators in the way they look at creators and influencers and activate them similarly to traditional influencer campaigns.

Since Groups exists across a wide range of topics, collaborations with Groups provide brands the opportunity to get in front of an audience that is not only wide but an audience that is targeted and relevant. For example, a brand like Huggies could benefit greatly by working with an administrator of a Group dedicated to expecting or new moms. The brand could team up with the Group for sponsored content about Huggies products and provide an exclusive promo code for members to use. Due to this Group aligning with the brand’s target market, the ROI on the collaboration has the potential to be significant.

As Facebook dedicates more efforts towards building out its Groups product, Groups will become even a bigger part of the Facebook experience, thus leading to more collaborations between brands and Group administrators.

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SOURCE: AdWeek