Will brands shy away from the ‘branded content’ tags now available to all Facebook Reels?

Will brands shy away from the ‘branded content’ tags now available to all Facebook Reels?
Will brands shy away from the ‘branded content’ tags now available to all Facebook Reels?

Meta has made branded content material tags available to all Facebook Reels Creators. In February, Facebook launched Reels and new methods for creators to make a residing. 
According to Meta, Reels is one among the quickest rising new codecs on Facebook, and creators can use this format with the Branded Content tag device on Facebook Reels of their natural posts to “simply convert these Reels to Branded Content Ads” having a “sponsored with” label. Using the tag permits enterprise companions to be notified of the publish they usually can obtain metrics about the efficiency. Meta’s pointers additionally at the moment state that all content material which is influenced by a model or product should state so clearly.
While in the previous there was usually a damaging connotation related to merchandise which might be labelled as “paid”, and lots of brands tried methods to weasel out of the “sponsored” label, the development has modified in recent times, say business gamers. Speaking to MARKETING-INTERACTIVE, Smith Bhatt, head of commerce, Wavemaker APAC stated brands are now extra open to paid partnerships.
One of the key cause for the change is that in at present’s period shopper is extra loyal to a creator in contrast to a model. Hence, brands can leverage a number of insights and engagement from paid collaborations. However, the catch is to discover and be related to the proper creator, at the proper frequency. 
Bhatt added that customers at present are additionally extra receptive in contrast to content material marked as paid as an alternative of pure model product advertisements. “As the creators typically set the context of their fashion it makes the model expertise extra reliable and plausible,” he stated.
Echoing his sentiment, Oddie Randa, managing director, Gushcloud International for SEA area who stated that customers is not going to be turned off by a properly packaged story, even when its a paid partnership by a model. On the advertising and marketing entrance, brands are additionally changing into extra pen in permitting prospects and audiences know that it’s a paid marketing campaign, he defined.”The creator economic system is greater than a decade yr outdated this yr. Hence, rather a lot has occurred on this area in the final decade. Audiences have additionally turn out to be extra savvy and perceive the ‘energy of followers’ and the way influencers can monetise that,” he stated.
Nonetheless, there’ll at all times be brands who is likely to be barely hesitant to have the sponsored tag. Often these brands look to get forward by PR. “They will make sure that these influencers really like that merchandise first forward of time. They begin off with PR seedings. Following that, they work on a long run relationship collectively. We see that being more practical for the brands and the influencers.”
More visibility?With Meta now focusing all their efforts to present extra reels (short-form content material) to entice shoppers, it may be a superb alternative for brands to be much more seen particularly throughout the year-end sale interval, stated Wavemaker’s Bhatt, including:

This generally is a fast win for brief tales which can provide brands one other space to maximise their publicity as the platform is allocating extra placements to present reels on the Facebook app.

Specific classes corresponding to magnificence and private care, tech and leisure would possibly see a really fast and/or early adoption.
With Meta implementing the new characteristic, Randa believes it’s going to positively be simpler to monitor and enhance the efficiency of a social publish – particularly for brands in the FMCG business that activate influencers’ content material successfully.
“We imagine that this characteristic will enhance the efficacy of their influencer advertising and marketing finances and permit them perceive higher which creator or influencer is extra fitted to their technique,” he shared.
In August, Meta launched a sequence of latest options for each Facebook Reels and Instagram Reels. In a video launched by Meta for Creators on Facebook on 16 August, it launched six new options for each platforms. One of the new options introduced on board the “Add Yours” Sticker, previously rolled out on Instagram Stories final yr. The sticker can be utilized on each Facebook Reels and Instagram Reels. Through the “Add Yours” sticker on Instagram tales, customers can create or be a part of a series of responses to prompts and traits. With its rollout on each Instagram and Facebook Reels, customers can now create chains of video responses to prompts.
Meanwhile, in Asia, the variety of brands spending greater than 30% of their complete advertising and marketing finances on influencer advertising and marketing has elevated to 25.4% this yr, up from 21.4% in 2021. Around, 69.4% of brands are spending 1% to 30% of their complete advertising and marketing finances on influencer advertising and marketing, in accordance to The Southeast Asia Influencer Marketing Industry report by influencer advertising and marketing and commerce platform Partipost and Quest Ventures.
The report surveyed shoppers in Singapore, Indonesia, and Taiwan, the three nations the place Partipost first set foot and constructed its presence in Southeast Asia. Instagram (71.4%) was ranked the hottest social media platform throughout the three nations, adopted by TikTok (15.8%), YouTube (6%), and Facebook (5.2%). This was additionally the similar for Singapore and Indonesia. Meanwhile, Instagram and YouTube have been the high two hottest social media platforms.
Related articles: 
Facebook rolls out collaborative advertisements to foster native supply round the worldFacebook reportedly removes ‘edit posts’ button Another slew of latest options for Instagram and Facebook ReelsA number of Facebook ‘secrets and techniques pages’ disappearAnalysis: Facebook ‘Reels’ in one other clone as TikTok battles headwinds


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About the Author: Amanda