Meta Adds A Branded Content Search to the Meta Ad Library

Meta

Meta has expanded its Ad Library to include Branded Content. This allows users to search posts tagged with the "Paid Partnership" label, which typically occurs when creators share content on behalf of a brand.

Users can filter their searches by platform (Facebook or Instagram), business, or creator, as well as by specific date ranges. The information available for each piece of branded content includes the date posted, the creator's handle, the brand partner, the type of content (Post, Reels, Stories), and a link to view the post.

This expansion is in compliance with the European Union's Digital Services Act (DSA), which mandates that platforms maintain searchable and publicly accessible databases for ads and other commercial content.

Why it Matters: The DSA is focused on safeguarding users and protecting their individual rights, but it is also leading to new tools and changes that benefit marketers and creators.

For marketers, this can offer valuable insights into the influencer marketing strategies of their competitors and others in their industry. They can see whom their competitors are collaborating with, what Meta platforms and content formats they are investing in, and even view examples of sponsored content to identify trends that they could potentially leverage in their own influencer programs.

For creators and talent managers, it can offer insights into the types of creators that their target brands are collaborating with. They can also understand what types of content these brands typically look for and when these brands are most likely to work with creators. This can help them make more informed pitches to brands, potentially leading to more opportunities.