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How to earn money with branded content
This course prepares you to monetise content on Facebook and Instagram through branded partnerships, follow relevant policies and use Meta Brand Collabs Manager to manage content.
This lesson prepares you to:
- Understand what branded content is.
- Follow relevant standards and policies.
Generate revenue through partnerships
Creators are defined by the engaging creative content that they share on social media and the loyal followings that they cultivate. Brands often partner with creators to reach their followers and grow awareness of their products or services.
If you're a creator on Facebook or Instagram, you can partner with brands to create and earn money through branded content.
As a creator, you can provide value to brands with your ability to:
- Influence your audience. You know what interests your audience, and they trust what you have to say.
- Create unique content. You know how to create engaging videos and posts that people want to see.
- Manage ad campaigns. You can boost branded content and run ad campaigns to expand your reach.
Let's look at how content creators can earn money when they partner with brands.
What is branded content?
Branded content is any content you create that features or is influenced by a business partner for an exchange of value.
Examples of branded content include:
- Full compensated via direct payment for a post or series of posts.
- When you attend a trip or experience for free and share it with your community.
- When an item is sent to you for free from a person or a brand and you use it in your content.
There are three entities that create and post branded content:
Celebrities, influencers and public figures
Media companies and similar entities
Brands, advertisers, marketers or sponsors
As a creator or publisher, working with brands to produce branded content can provide you with the opportunity to earn money doing what you do best: creating unique, valuable content. You can establish partnerships with brands that are a natural fit for you and your audience.
Branded content tag
Posts that you create in collaboration with brand partners must include a branded content tag that tells your followers that you made the content as part of a paid partnership.
You can use the branded content tag in stories and feed posts with the following formats:
- Photos
- Videos
- Links
- Text
- Live broadcasts
- Carousels
- Stories
The tag lets you build further trust with your audience by making it clear when you're publishing paid content and what business you partnered with. Meta's policies require you to use this branded content tag in every piece of branded content that you share.
Branded content posts
Let's look at how Rachel uses branded content to connect her brand partners with her audience.
Rachel is a fashion creator who often shares posts to her Facebook Page and Instagram feed about her favourite new clothing from various brands. She recently decided to start monetising her content and is excited to work with business partners to share new products and services with her audience. For a new post, Rachel collaborates with one of her favourite clothing brands to showcase new styles from its recent collection. She makes sure that she tags her partner using a branded content tag.
Now that we know what branded content is, let's look at the policies that you need to follow when you create branded content.
Follow relevant policies across Meta technologies
Before you create branded content, make sure that you're familiar with all relevant Meta policies.
Monetisation eligibility requirements
To monetise your content, your Page and account must also meet the Partner Monetisation Policies for creators. Learn how to check monetisation eligibility for your Page.
Branded content tool
Follow these guidelines to access the branded content tool so you can start monetising your content.
You can request access to the branded content tool in Meta Business Suite.
In order to access the branded content tool, you must be the owner or admin of a Facebook Page. Once you have access to the tool, you can apply for Meta Brand Collab Manager.
All Instagram accounts have access to the branded content tool and Meta Brand Collab Manager.
Branded content and advertising policies
Meta's policies require creators and publishers to tag sponsor Pages in their branded content when there's an exchange of value between the creator or publisher and the sponsor Page or business partner.
Branded content in published posts on Pages and profiles must comply with Branded Content Policies, which don't allow certain forms of branded content, such as roll ads or banner ads.
Branded content posted as an ad or an unpublished post must comply with Meta's Advertising Policies, including the policy prohibiting pre-roll in ads. Branded content must also be tagged using the branded content tool.
Now that you know about the eligibility requirements and content and advertising policies, let's look at the tools you can use to create branded content for your Page.
How to create branded content
To share branded content on Facebook and Instagram, your posts must publish from a Page or account. You can manage your branded content posts and deals in Meta Brand Collab Manager, a tool that connects brands and creators. You can also post ads as branded content from Ads Manager.
Let's look at the tools you can use to create branded content.
Meta Brand Collab Manager is a marketplace where brands and creators connect and partner on branded content deals. With Meta Brand Collab Manager, you can get discovered for paid partnerships and unlock the earning potential of your Facebook presence. Connect with brands looking to promote their products and services through the relationship that you have with your followers, then collaborate on campaigns that can increase your engagement. Learn how to sign up for Meta Brand Collab Manager.
As a content creator, you can access Meta Brand Collab Manager in Creator Studio to manage your branded content, see insights on posts, access publishing tools and track your partnerships.
When you apply to use Meta Brand Collab Manager, you can also access a list of potential brand deals and projects relevant to you and your audience in Creator Studio.
Apply to use Meta Brand Collab Manager in Creator Studio.
Get approval from partners to share branded content
Branded content tags are available for creators to use across stories, feed posts and IGTV videos, and enable each creator to build trust with their audience by tagging businesses they partner with.
Meta's policies require creators to use a branded content tag and explicitly name partners in every piece of branded content they post.
Branded content posts require you to tag your business partners. If they have Page approvals turned on, they'll need to add you to an approved creator list. Once you're added, you can add the tag and publish your post.
Share insights with Meta Brand Collab Manager
As you build branded content partnerships, it's important for your partners to be able to view certain insights about your Page.
Insights from Meta Brand Collab Manager help brands better understand if you're a good match for their campaigns.
Note: Businesses can't see all of the insights that you can see in your own dashboard.
There are two types of insights that potential brand partners can view:
- Creator insights: Insights related to your Page over a recent 28-day period.
- Audience insights: Estimates based on people who like your Page.
You can use branded content to monetise your Page by connecting brands with your audience. The next lesson covers strategies that you can use to plan and create engaging branded content.
Key takeaways:
- Use branded content to partner with brands and earn money.
- Check your eligibility to monetise your Page and account with branded content.
- Know and follow the Meta branded content and advertising policies.
Meta Blueprint
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