For the past few years, as advertisers spent more money on sponsored content across the Web, it was technically against the rules to post that content to Facebook unless part of a paid ad placement on the social network.
But the site is changing its tune. Facebook will now allow branded content to appear in all forms, as long as media companies and marketers go through a simple verification process, said Dan Rose, Facebook’s vice president of partnerships.
Advertisers and Web publishers will be able to post articles, videos and images that marketers have paid for to their Facebook pages; to date, they have only been able post such content within ad units. The new policy for so-called “organic content” applies to Facebook Instant Articles, video and even the new Facebook Live product.
“For a long time, for media companies, Facebook has been primarily about distribution. But we’re increasingly trying to help partners make money,” said Mr. Rose. “And this is something they’ve been asking for a lot.”