launches new tool for tracking branded content campaigns

Meta has released a new tool to track branded content campaigns.

This feature is called “Search Branded Content” and is found in the Ads Library. Users can filter the database based on platform, date ranges (currently only the last seven days are available), and username.

You’ll gain a deeper understanding of competitor strategies by gaining more information about their strategy, creator-business relationship and campaign frequency.

Why do we care? Gaining insight into the influencers that your competitors work with, and staying up to date on rival campaigns can be a valuable source of inspiration. This information may influence the decisions your brand makes about its partnership choices.

How it works. Lindsey Gamble is a social media expert who shared a screenshot showing the new search feature on X, formerly known as Twitter:

Gamble included a video demonstrating the navigation of the new feature. The video shows how users can utilize the tool to gain insight into campaigns that involve specific brands and influencers.

The tool provides an overview of the ongoing campaigns by the influencers and their brand collaborations. Users can filter their results by brand to reveal the influencers that are associated with current campaigns.

Why Now? Meta’s decision to improve the transparency of branded content campaigns coincides with the European Union bringing into force the Digital Services Act on Friday. This regulation places more responsibility on large platforms, which have more than 45,000,000 regional users, to create safer online spaces.

What did Meta say? Meta commented on the new Branded Content Search feature.

• Ads are only one of the ways that businesses can promote their products or services on Facebook and Instagram. You can work with a creator of content to promote a product or service in a story, video, reel, post, etc. Meta makes this content transparent by displaying a label indicating a partnership and including it in its Ad Library.
• Use the Branded Content Search to find stories, posts, videos, and reels that were part of a Paid Partnership on Facebook and Instagram. You can filter your search by app or date.”
• “[This tool] allows anyone to view content created by a creator in collaboration with a company.”

Deep Dive: Check out Meta’s new Branded content search engine in the Ads Library and see how it works.

The original post Meta launches a new tool to track brand content campaigns first appeared on MarTech.