Facebook is the largest social media platform in the world, with over 2.9 billion monthly active users as of the second quarter of 2022. This massive user base presents a huge opportunity for brands and businesses looking to promote their products and services. One of the most effective ways of doing this on Facebook is through branded content – posts, videos, and other media that promote a brand while providing value to the viewer.
But Facebook has strict requirements around branded content, including who can create and post it. Meeting these requirements is essential to ensuring your business’s Facebook presence remains active. Failure to comply could see your access revoked.
So are you eligible to create branded content on Facebook right now? Let’s take a look at Facebook’s current requirements.
Do You Have a Facebook Business Account?
The first requirement is having the right type of Facebook account. All branded content must be created and posted from a Facebook Business account, not a personal profile.
Facebook offers several tiers of business accounts. The basic free account is sufficient for most purposes. This grants access to business tools like Facebook Business Suite, Instagram business profiles, and unlimited ad creation. Paid subscriptions offer more advanced insights and management features.
If you don’t yet have a Business account, you can easily convert your existing personal profile in a few steps. Just go to Settings > Pages and click “Create a Business Account”.
What if You Already Have a Business Account?
If you have an existing Facebook Business account, make sure it is in good standing. Check for any active restrictions, blocks or bans that may prevent posting.
Also ensure your account has been properly verified with your business’s info, phone number and photos of your business documents. This helps prove legitimacy.
Do You Have Permission to Post on Behalf of a Business?
The next key requirement is having explicit permission to post on behalf of a business. Facebook requires proof that you or your marketing agency is authorized to represent brands through branded content.
There are two ways to demonstrate this:
- Become an authorized partner through the Facebook Partner Program.
- Have brands complete the Branded Content Authorization Form.
The Partner Program involves an extensive vetting process but grants more posting privileges. The simpler Authorization Form is a one-time submission that must be completed per Page you manage content for.
What’s Required for the Facebook Partner Program?
To become an authorized Facebook Partner, you’ll need to provide:
- Business verification documents
- Pages and ad accounts linked to your business
- Signed partnership agreements and contracts
- Contact info and documentation for all employees who require access
Partners undergo Facebook’s review process which verifies your business and its relationship with any brands you’ll post branded content for. Authorization can take 1-5 weeks.
What’s in the Branded Content Authorization Form?
For one-off authorizations, the form requires:
- Your business name, business address and contact info
- Names of all Pages you are authorized to post on
- Contract information demonstrating the authorization
- Written confirmation from the authorized brand
This provides the documentation of your relationship. Facebook may request additional details as verification.
Do You Have a History of Compliance with Facebook’s Rules?
Facebook also evaluates your overall compliance record before granting authorization. Accounts with a history of violations, blocks or bans will have a harder time getting approved.
Some key factors Facebook considers are:
- Recent Community Standards violations
- Page quality violations
- Repeated intellectual property infringements
- Removal of ad accounts
So make sure your Facebook activity remains above-board. Act quickly to resolve any existing compliance issues or restrictions.
What if Your History Shows Non-Compliance?
If your account has past violations, take these remediation steps:
- Correct any ongoing non-compliant activities
- Remove policy-violating content
- Appeal applicable restrictions
- Monitor your Pages closely for any new issues
Improving your compliance record over time can help demonstrate you are ready for branded content privileges.
Do You Have the Required Page Follower Count?
Facebook also evaluates the overall audience size of the Pages you will post branded content from. Pages must have:
- At least 25,000 followers, for Pages posting branded content in countries where English is the primary language
- At least 1,000 followers, for Pages posting branded content in countries where English is not the primary language
This ensures your branded posts will reach a substantial audience once published.
Pages with lower follower counts may be able to get exemption through the Partner Program. Or you can build your audience organically through great content to meet the thresholds.
What to Do If Your Page Has Fewer Followers
To reach the minimum followers for branded content, focus on:
- Posting engaging content consistently
- Running promotions and contests to attract followers
- Leveraging hashtags related to your niche
- Using Instagram to cross-promote your Facebook Page
- Running Facebook ads targeting potential audience members
With a strategic approach, you can hit those 25,000 or 1,000 followers and satisfy the requirement.
Do You Have a Focus on Authenticity and Transparency?
Facebook emphasizes authenticity and transparency for branded content. This builds user trust and ensures compliance.
Some best practices include:
- Clearly identifying sponsored posts as branded content
- Using authentic voices that match the brand
- Avoiding sensationalized headlines and clickbait
- Disclosing paid partnerships and affiliations
- Highlighting real customer stories and first-hand experiences
Posts that feel fake, forced or opaque tend to turn off users and attract violations. Make sure you creatively integrate brand messaging into content that feels genuine.
Why Authenticity and Transparency Matter
Authentic, transparent branded content matters because:
- It builds trust and goodwill with Facebook users
- It complies with Facebook’s rules and policies
- It drives higher engagement and sharing rates
- It contributes to a stronger brand reputation
Focusing on genuine content and transparent disclosure is a win-win for your brand’s marketing and your compliance record.
Conclusion
Creating branded content on Facebook can be highly rewarding, but it requires meeting their eligibility standards. This includes having the right Facebook account, proper authorization, a history of compliance, an engaged audience, and a focus on authenticity.
Carefully evaluate whether you satisfy all of Facebook’s current requirements. If not, take steps to address any deficiencies or partner with an agency that can properly manage branded content. When done right, Facebook offers phenomenal opportunities to connect brands with target consumers.