Using the Facebook Branded Content Tool with Your iHN Campaign

Facebook is the most popular social network for homeschool moms. The 2018 Report on the American Homeschool Market uncovered these facts about homeschool parents (overwhelmingly mothers) and Facebook:

  • 85% of homeschool parents use Facebook on a daily basis.
  • 49% of parents are most likely to use Facebook when looking for homeschool ideas or resources (this is #2 behind Google and ahead of friends at 43%).

Facebook marketing should be part of any strategy to reach homeschool moms. Of course, included in your iHomeschool Network campaign is the sharing of the bloggers’ work on their Facebook pages. And, naturally, they will comply with both the FTC’s disclosure laws and Facebook’s terms of service—namely the branded content tool.

To make sure that your team’s posts get shared on Facebook in a timely manner that is compliant with both the FTC and Facebook, please take note of the details below. As with anything, going straight to the source is always your best way to learn and confirm details. This post is merely a starting point to help you or your Facebook page manager make the most of your investment in an iHomeschool Network blog post campaign. Read more about branded content directly from Facebook help.

What Your Bloggers See When Using Facebook Branded Content

When bloggers share their sponsored post on Facebook, they are required by Facebook’s rules to tag your business page (if you have one) with the Branded Content tool, indicated with the two hands shaking.

However, depending on the settings on your business page, they may or may not be able to actually publish that branded content share on Facebook. If you have not added them to your list of approved pages or if you have not allowed anyone to tag you in branded content, they will see warnings such as the screenshots below saying, “You don’t have permission to tag this business partner.” At this point, all the blogger can do is click close or save draftFacebook won’t allow her to publish the post without your approval. But she has done her part. The rest is up to you!

Your Responsibility as a Facebook Page Manager, Tagged in Branded Content

To make sure that your bloggers are able to publish their branded content shares of their sponsored posts, please have a plan. There are three ways to do this.

1. Turn Off Page Approvals Altogether

This option is easiest for the bloggers, and may be easiest for you if you don’t have someone to monitor your Facebook page closely through the campaign period. 

If you leave page approvals off, then your bloggers will be able to tag you and publish their posts on their pages. There will be no delay. You turn off approvals during the period of your campaign and then revert the setting once your campaign is over, if you like. This is a good option if you don’t monitor your Facebook page at least once daily and want to have the broadest and soonest Facebook reach of the sponsored posts in your campaign.

Please be assured that even if you allow any page to tag you in branded content, you can always remove tags from individual posts that you don’t want tagging you. You maintain final say.

2. (Leave Page Approvals On But) Add the Facebook Pages of Your Bloggers to the List of Approved Pages

This option is equivalent to the first from the perspective of the bloggers, but it does require some set up a few days before your campaign begins.

If you don’t want to allow any page to tag you in branded content and you also want the bloggers’ work to post as quickly as possible, the best option is to proactively—before your campaign begins—add the Facebook pages of your team to the Approved Pages section of your Branded Content Settings.

5-10 days prior to the start of your campaign, iHN will email you a list of your team’s Facebook pages. Then you can add those pages as APPROVED PAGES to tag you in branded content.

Again, please remember that even if you allow a particular page to tag you in branded content, you can always remove tags from individual posts. You maintain full control.

3. (Leave Page Approvals On But) Manually Approve the Tagged Posts at Least Once Daily

This option is the slowest for everyone and also can cause frustration/confusion on the part of the iHomeschool Network bloggers. Your bloggers’ Facebook shares will be delayed.

If you are uncomfortable allowing any page to tag you in branded content, you will need to be sure to monitor the branded content area of your company’s Facebook page to manually approve requests. The longer you wait, the longer the bloggers’ posts remain in limbo and cannot be shared on Facebook.

If you have a Facebook manager who monitors the page at least once daily, this is an acceptable option. But please alert your manager to check for and approve the branded content tags.

When acting as manager of your page, go to INSIGHTS→BRANDED CONTENT. If you have pending tags, you will see a notification there. Please click through and approve those tags so that the bloggers’ posts will publish.

Cooperating for Your Success

We realize that these rules on the part of Facebook make things a bit more complicated and time consuming. But we have to comply with Facebook’s terms of service or the bloggers simply cannot share their sponsored content there.

The great thing is that from your Branded Content dashboard, you have the option to use those posts as ads or boost them to your audience. (I find that it works best to go into your ad manager or business manager and select the post from the existing post dropdown if you want to create an ad from a branded content post.) The boosted post will show in the newsfeed as coming from the original author not from you (although you are tagged in it as per the branded content tool). This kind of ad has strong appeal with most homeschool audiences as it’s less direct and coming from a user instead of directly from you. Try it!