As a small business owner or marketer, it’s only right that you want your brand to be seen.
You know, so that people know what you do and what you can offer them.
What better way to do that than to let other people on social media platforms, with no direct connections to your business, speak on your behalf?
“People can do that?”
Well on Facebook, it can be done through paid partnership.
We know you’re wondering what it is already.
Fortunately, that’s what we discuss in this guide.
More specifically, we’ll talk about:
- What paid partnership is
- Its benefits
- How to request a paid partnership on Facebook
Let’s get started!
What Is a Paid Partnership on Facebook?
A paid partnership post on Facebook (aka branded content) is a post created by an influencer, creator, or public figure which is sponsored by a business they’re partnered with.
There are three notable features of a paid partnership post:
- It has a ‘Paid Partnership’ tag displayed in gray in the meta data, with a timestamp
- An ‘About This Partnership’ button
- The creator’s name with the business partner’s page
Essentially, the creator tags the business partner in the post and uses a ‘with’ label so Facebook users can see the partner’s name.
Here’s a screenshot of what a paid partnership post looks like on Facebook:
What exactly is branded content on Facebook?
Branded content on Facebook refers to any post produced by a creator or publisher featuring a brand or third-party product.
The post can include anything from videos to written text, photos, live videos, 360 videos, and more.
To get branded content deals, you need to work with creators via:
- Facebook’s Brand Collabs Manager
- Facebook’s Branded Content Tool
We’ll explain what both mean below.
What exactly is the Facebook Brand Collabs Manager?
Brand Collabs Manager is a tool that helps brands and creators connect with each other on the Meta platforms (Facebook and Instagram).
You can think of it as the Meta version of TikTok Creator Marketplace.
With this tool, you can even set an audience match to know what percentage of the creator’s audience matches yours.
What exactly is Facebook’s Branded Content Tool?
The branded content tool on Facebook allows creators or publishers to tag their business partners in a post.
The brand will then be notified and have access to the post’s insights which includes reach metric, engagement, cost per mile, and more.
Let’s look at why investing in paid partnership posts is a good idea.
What Are the Benefits of a Paid Partnership?
To begin with, Facebook paid partnership posts are perceived better by consumers than typical ads run from a brand’s account.
They’re also proven to be more effective than traditional digital marketing methods.
We’re not just saying that!
According to a 2016 study by Forbes, brand recall for branded content was 59% more than for display ads.
Also, brand favorability was 7% higher than with display ads and purchase consideration was 9% higher.
We’ve added some more benefits of paid partnerships below.
Benefit #1: Increased audience reach
Audience reach refers to the number of people who are viewing your marketing materials.
Paid partnerships can now help increase that number.
Well, by creating posts that are consumer-centric.
In most cases, paid partnerships are less about telling consumers to buy your product with a call to action and more about giving them value.
As you put out more valuable and interesting content, the higher are the chances of them sharing it with their friends and family.
…and that eventually increases your audience reach.
Also, considering that the post will be coming from a creator or influencer they follow, they’ll be more inclined to engage with it.
Benefit #2: Builds trust
Paid partnership posts can help build trust with your audience.
Why is this important?
Well, trust makes them more receptive and loyal to your brand.
How does branded content help?
Your targeted audience will see the content to be originating from the influencer or creator and that does a great job of convincing them that your brand can be trusted.
It’s very similar to influencer marketing.
And from the Forbes study, we’ve seen that brands that leverage paid partnership posts are more loved by consumers.
The report also showed that consumers were 14% more likely to learn more about brands that use branded content.
Benefit #3: Higher conversions
Last but not least, paid partnership posts can lead to higher conversions for your business.
It does that by leveraging the influence of the creator or influencer you partner with.
Consumers see the post and are convinced it’s safe to buy if the influencer supports your brand, product, or service.
That’s what Particle For Men, a skin- and hair-care brand did when they wanted to increase their product sales and return on ad spend (ROAS).
Compared to their video posts, they got:
- A 24% increase in ROAS
- A 14% increase in click-through rate (CTR)
- A 20% decrease in cost per purchase
So, how do you get started with paid partnership?
We show you how in the next section.
How Do I Request a Paid Partnership on Facebook?
Paid partnership is a collaboration between two parties:
- The brand
- The creator or influencer
In this section, we will show you how to request a branded content post on Facebook.
The first thing you want to do is …
Step #1: Find relevant creators and influencers
Finding the right creators or influencers to collaborate with is very important.
They determine the kind of outcome your branded content campaign will get.
So if you want your marketing campaign to be successful, take the time to find creators within your niche who are suitable for the project.
It’s also important to find creators:
- Who have an active community on Facebook
- Whose values and follower-count suit your brand
- Who are in the same or similar industry as the brand
How do you find creators for paid partnership?
Well, by using Facebook’s Brand Collabs Manager or our very own tool, Insense.
Insense is a creator marketplace that makes it easy for you to find creators fast.
Getting started is simple.
First, you need to fill out a creative brief which can be done in minutes.
Then, you’ll get matched with high-quality creators who can get your job done.
We even have a chat feature which makes communicating with them seamless.
Step #2: Gain access to the Branded Content Tool
Once you’ve found a creator to collaborate with, you want to gain access to the branded content tool.
To do that, you need to send in a request on Facebook.
Here are some things to keep in mind before requesting access:
- It’s only available for Facebook pages
- You need to comply with the Branded Content Policies
- Choose the page you’re requesting access for
- You must be an admin or owner of the page
Step #3: Use the Branded Content Tool to add your partner approvals
The final step is to approve the creator to tag you in the branded content.
This way, people will get to see the ‘Paid Partnership’ label when the content is posted.
To add partner approval:
- Go to your Facebook Business settings
- Click on Users
- > Partners then tap on the three lines
- Click Settings
- Select Business or Creator > Branded Content
- Choose the creator you want to approve
If you want, you can revoke the approval, too, maybe so the creator or influencer can tag you first.
Let’s move on!
Branded Content and Facebook Ads
Branded content can also be used to run Facebook Ads.
When that happens, the paid partnership posts are referred to as branded content ads.
Branded content ads are Facebook posts produced by a creator, an actor or celebrity, publisher, or influencer featuring a brand, that are promoted as ads.
We can say they’re regular Facebook ads but instead of the typical creatives, user-generated content is used.
So, how do you run branded content ads?
Through Facebook Ads Manager!
Here’s how to go about it:
- Visit Ads Manager
- Click on ‘Create Ad’
- Choose your campaign objective (engagement, brand awareness, traffic, leads, etc.)
- Set your budget and schedule
- Define your target audience
- Select your ad format
- Tap ‘Show Advanced Settings Options’
- Choose the branded content section
- Input and select the creator’s page name when you’re asked
When you’re done with the settings, you can hit the ‘Publish’ button to run the ad.
How Do I Remove a Partner?
As mentioned above, you can cancel your partnership with a content creator or influencer if you want.
If you do decide to do that for whatever reason, here’s how to get that done:
- Head over to Business Settings
- Click ‘Users’ > ‘Partners’
- Choose the name of the partner you want to remove
- Select ‘Remove’
Facebook will ask you to confirm you want to continue before permanently removing the partner.
Let’s tie this up!
Now Over to You
Dear digital marketer,
We’ve come to the end of this informative piece.
We’re confident that you now know what paid partnership is and what it means for your social media marketing campaign.
As we mentioned in the article, finding creators is the best place to start and that’s where we come in handy.
Don’t hesitate to book a demo with Insense and see how we can help you make the most of your Facebook marketing campaigns.
Thanks for stopping by, we hope to see you soon!