Facebook Adds Features To Help Marketers Push Content

Facebook this week is rolling out additional features to help marketers amplify their branded content and control their campaigns with creators.

“Marketers can now directly boost the post as it appears on the creator’s Page,” a company spokeswoman said Tuesday. “They can now choose to authorize which creators can tag them in a branded content post in their Page settings,” she said.

Until now, marketers could only boost a creator’s post by first sharing it.

The target audience will see the post originated by the creator, even though the marketer boosted it, Facebook promises.

This week, the tech titan is also introducing new insights about branded content by refreshing the branded content tab in both Page Insights and Business Manager. 

These include more detailed tool-tips and explanations to more easily view and understand results; total spend from both the creator and the marketer on each post; and separate summaries of total spend and CPM.

While Facebook continues to pursue fresh revenue opportunities, the company is healthier than many of its rivals. During the second quarter, Facebook increased its revenue by 45% to $9.32 billion, year-over-year.

For the full year, Facebook’s global ad revenue is expected to increase by 35% to $36.29 billion, eMarketer forecasts. Although still behind Google, that puts Facebook well ahead of other digital ad sellers, analysts are quick to point out.

“With growth still pacing better than 40% for this year, in an industry more likely to grow by teens, Facebook’s share of ex-China digital advertising will undoubtedly exceed 20% this year,” Pivotal Research analyst Brian Wieser said in a recent note.

That’s “even before accounting for gross revenues associated with Facebook Audience Network,” Wieser noted. Only net revenues are included in Facebook’s reported revenue.

“The revenue growth in the [second] quarter is all the more remarkable, considering the concerns that came to light late last year around measurement issues, use of third-party tools by large brands and broader concerns about the effectiveness of digital advertising among many large advertisers,” Wieser added.

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