FROM OUR CEO:
Another day, another sneaky social media platform update that changes the way we do things. You probably haven’t seen a lot of articles about Meta’s Branded Content tool lately, but it’s important to be aware of how this tool is changing — and how it might affect your sponsored content strategies.
Buckle up as I try to simplify the changes!
Brands are currently using creator content in a variety of ways, including:
- Sharing creator content on a brand channel
- Sharing branded content: when the creator produces sponsored content and tags the brand via the branded content tool
- Allow-listing/advertising access: when brands gain access to a creator’s channel to run an ad using their content
- Branded content ads: brands amplifying the branded content to reach more consumers
In the past, brands had the option to configure Meta’s branded content tool in such a way that any content posted by the creator that featured the brand would be tagged. Creators were able to grant advertising access through either the Meta Business Manager or a third-party tool.
The process now involves a change to the way permissions are granted to the branded content tool. Brands must now log their Instagram account and grant access to their account (often through a third-party service like CreatorIQ).
Once the Instagram account is connected, permission can be given to each individual creator the brand is working with so that they can tag the brand with the branded content tool.
Why does all of this matter? It’s a major potential challenge to some agencies and even certain brands, since it requires working directly with someone with access to the brand’s Instagram account. Not only that, some brands may have security concerns around granting access to their Instagram account (concerns that could be amplified if they need to grant access to multiple partners helping with their influencer marketing).
Here at Sway, we’ve been working with our partner CreatorIQ to be able to offer brand clients a seamless, easy way to navigate the changes. By integrating with Meta’s Branded Content API, Sway Group’s solution gives creators the ability to tag brands as a paid partner — and provide permission to boost their post as a branded content ad — without ever having to log in to Meta’s Business Manager.
The new branded content permissions are integrated with the branded content workflow for creators, so there’s no extra work for influencer partners to help fully promote sponsorships.
The TL;DR on this whole thing? Every day there are new platform intricacies and changes that affect the influencer marketing industry, and it’s nearly impossible to stay current with it all – unless you’re working with an agency like Sway Group.
When you partner with us, you always can be certain we’re offering you the latest and greatest ways to find success on today’s platforms.