Facebook Adds More Tools for Branded Content in Instant Articles

Facebook added some new options to branded content in its Instant Articles, including support for marketer logos atop those articles.

Facebook added some new options to branded content in its Instant Articles, including support for marketer logos atop those articles.

The social network also updated its article style editor to support new coloring, text and spacing features, as well as a real-time preview tool.

And publishers can add customized bylines and kickers.

Product manager Josh Roberts and director of global news and media partnerships Andy Mitchell said in a Facebook Media blog post that the customized bylines and kickers are already available to publishers, while the ability to add marketer logos will be available later this month and the updates to the article style editor will take effect “in the coming weeks.”

Roberts and Mitchell provided more details on the new features for branded content in Instant Articles:

In the markup for an article, if a publisher identifies the third-party product, brand or sponsor featured in the article, we will automatically pull the marketer’s logo from the profile photo of their Facebook page and insert it next to the Instant Article’s byline. The logo will appear on the left-hand side of the byline, below the title. This feature will be available in late June.

Today a publisher can use our existing article styling tools to visually distinguish branded content from editorial content, as well as to meet contractual obligations established with the content sponsor. To make it easier for publishers to visually customize branded content articles, we are updating our style editor to support new coloring, text and spacing features, and adding a real-time preview tool that shows publishers what their edits look like as they make them. These changes will be available in the coming weeks.

BrandedContentInstantArticlesArticleStyleEditor

As a reminder, publishers can still customize the text in the byline to indicate a featured marketer. They can also add a kicker and customize the style and text within it. This feature is available today.

BrandedContentInstantArticlesCustomizableBylineKicker

They also included examples (pictured below) from The Atlantic and The Washington Post.

Readers: Have you experienced any branded content in Facebook Instant Articles?

BrandedContentInstantArticlesTheAtlantic BrandedContentInstantArticlesWashingtonPost