Facebook goes ahunting for sponsored content

Platform to connect creators and brands launched

Facebook today launched its Brand Collaboration Manager. It’s a search engine that brands can use to browse different web celebrities based on the demographics of their audience and portfolios of their past sponsored content.

It was launched on iOS in November and was rolled out globally on Android today. The Creator app lets content makers add intros and outros to Live broadcasts, cross-post content to Twitter and Instagram, see a unified inbox of their Facebook and Instagram comments plus Messenger chats, and more ways to connect with fans.

This helps brands connect with creators easily so that they can work out sponsored content and product placement deals.

Creators hoping to score sponsorship deals will be able to compile a portfolio connected to their Facebook Page that shows off how they can seamlessly work brands into their content.

Brands will also be able to find them based on the top countries where they’re popular, and audience characteristics like interests, gender, education, relationship status, life events or home ownership.

Facebook also made a wide range of other creator monetization announcements today: Ad Breaks, or mid-video commercials, are rolling out to more U.S. creators, starting with those that make longer and original content with loyal fans. Creators keep 55 percent of the ad revenue from the ads.

Patreon-Style Subscriptions are rolling out to more creators, letting them charge fans $4.99 per month for access to exclusive behind the scenes content plus a badge that highlights that they’re a patron. Facebook also offers microtransaction tipping of video creators through its new virtual currency called Stars.

Facebook also made a big announcement today about the launch of interactive video features and its first set of game shows built with them. Creators can add quizzes, polls, gamification and more to their videos so users can play along instead of passively viewing.

Facebook’s Watch hub for original content is also expanding to a wider range of show formats and creators.

Meaniing of sponsored content for Facebook

The company needs hottest new content from creators if it wants to prevent users’ attention from slipping to YouTube, Netflix, Twitch and elsewhere.

To keep creators loyal, it has to make sure they’re earning money off its platform. The problem is, injecting Ad Breaks that don’t scare off viewers can be difficult, especially on shorter videos.

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