Properties have a range of options when it comes to driving business outcomes on Facebook.
As storytellers across genres, tastes, cultures and continents, rightsholders have much to gain from monetizing content on social media.
And properties have several options to choose from when it comes to monetizing content on Facebook.
Realizing there is no one single product or model that works for everyone, Facebook is exploring a range of options to help publishers and creators make money from their content.
The goal: build a healthy ecosystem where all parties thrive—people, rightsholders, advertisers and Facebook.
Below, three ways rightsholders can monetize content on Facebook:
One of the most common ways to monetize content, rightsholders can collaborate with marketers on sponsored content that highlights a company’s products and/or services.
Branded content is a valuable way for marketers to increase their visibility and reach targeted audiences, and for rightsholders to access more revenue opportunities.
Facebook in 2016 started letting publishers share their sponsorships on Facebook by using its branded content tool. Today, all Pages and verified Profiles can share branded content on Facebook.
Branded content on Facebook can take the form of any type of post—text, photos, videos, Instant Articles, links, 360-degree videos and Live videos—providing rightsholders the flexibility to tell stories in the format best suited to create impact with a marketer’s target audience.
Facebook’s branded content tool enables rightsholders to tag a marketer in a branded content post and label the post as paid.
Since the launch, Facebook has seen steady growth and adoption of the product from creators and publishers in a variety of ways.
The Miami Dolphins have invested in new online shows, some of which feature sponsors. Bridgestone, for example, presents Madison Ave., an online content series hosted by Sam Madison.
The NBA in 2016 monetized the Facebook Live distribution of nine USA Basketball Men’s and Women’s National Team games through a sponsorship with Verizon. The broadcasts featured Verizon-sponsored analysis and highlights during pregame, halftime and commercial breaks.
Many athletes also leverage branded content. Neymar has partnered with Snickers and other brands to publish branded content on Facebook.
Rightsholders can leverage the popularity of their content to sell product on Facebook.
Properties can use Facebook advertising tools to create audience clusters, and then retarget those clusters with ads that can drive a variety of business outcomes.
Those outcomes include the following:
Drive merchandise sales. LaVar Ball has leveraged the loyal audience of Ball in the Family—the businessman and TV personality’s new show on Facebook’s Watch platform—to promote his Big Baller Brand.
The footwear and apparel company uses Facebook advertising tools to retarget Ball in the Family viewers with ads encouraging them to buy Big Baller Brand merchandise.
In the first week of the campaign (Sept. 21-28), Facebook advertising contributed to a 10 percent lift in Big Baller Brand merchandise sales.
Drive ticket sales. The Miami Dolphins over the past few years has shifted its marketing budget to more compelling digital marketing content.
And the strategy has paid off. Despite being in the middle of the pack in terms of NFL team Page likes, the Dolphins ranked second in the league in Facebook video views in the 2016-2017 season.
The Dolphins retargeted those viewers on Facebook with lead ads. The ads delivered strong results: 30 percent of the team’s season ticket sales in the 2016-2017 season were generated via Facebook leads.
Facebook is testing ad breaks in live and on-demand videos, around which publishers and creators can earn a share of ad revenue.
When an ad break is shown, people watching the video will see an in-stream ad up to :15 seconds in length.
Facebook is testing guidelines for when an ad break can be inserted in a video to ensure a positive experience for viewers. Because the broadcaster controls where an ad break is placed, publishers can fine-tune placement to maximize audience retention and, by extension, revenue.
One early learning: the naturalness of the placement with the narrative arc is one of the most important drivers of audience retention.