Published by the Zolyp team ·
What counts as branded content?
Meta defines it as a creator or publisher's content that features or is influenced by a business partner in exchange for something of value. Its examples:
| Situation | Label needed? |
|---|---|
| A business pays you to post about its product | Yes |
| A business gives or lends you a product and you post about it | Yes |
| Your post has an affiliate link that earns commission | Yes, but no partner tag needed |
| You post about your own products | No, though you must still meet any legal disclosure rules |
Sources: Meta Business Help Centre: What content is considered branded content?, checked 15 October 2026; Meta Business Help Centre: About labels on paid partnership posts, checked 15 October 2026
What does the label look like?
Tagged posts show Paid partnership with followed by the partner's Page name. If the post is boosted or is an unpublished ad, it carries an Ad label like any other ad. Branded content is organic: the creator is paid off the platform, and Meta doesn't support payments through Facebook for it.
- Meta says you can tag photos, videos, links, text posts, live broadcasts, carousels and stories.
- Meta's Page policies also require anyone given something of value to promote someone else's products to follow the Branded Content Policies.
Sources: Meta Business Help Centre: About labels on paid partnership posts, checked 15 October 2026; Meta Business Help Centre: About branded content on Facebook, Instagram and Threads, checked 15 October 2026; Meta Business Help Centre: Post formats that can be branded content, checked 15 October 2026; Meta: Policies for Pages, groups and events, checked 15 October 2026
How do you tag a business partner on Facebook?
Once you have access to the branded content tool, the quickest route is from your Page:
- Create a new post from your Page.
- Click the branded content tag icon.
- Select your business partner's Page by entering its name or URL.
- Click Publish, including any other disclosures the law requires.
- In Meta Business Suite: Content, Create post, choose your Page under Post to, add media and text, then More features, Tag brand, search for the partner and click Next until Share.
- For live video, Live Producer has a tag option under What's your live video about?
Source: Meta Business Help Centre: How to add a branded content tag, checked 15 October 2026
What if your business is the one being tagged?
If you turn on tagging approvals and add a creator to your approved partners, you're notified when they tag you and can approve or remove the tag. Tagged businesses see the post's reach and engagement; if it's boosted or run as an ad, they also see CPM and total spend.
- If the creator allows it, you can boost their post: go to your Page, open Meta Business Suite, then Insights, the Content tab, and click Boost on the post.
- In Ads Manager, a partnership ad uses the Partnership ad toggle under Identity, with your Page as primary identity and the partner's as partner identity.
Sources: Meta Business Help Centre: About tagging a business partner in a branded content post, checked 15 October 2026; Meta Business Help Centre: Boost posts that your Page is tagged in, checked 15 October 2026; Meta Business Help Centre: How to add a branded content tag, checked 15 October 2026
What goes wrong with branded content?
Common problems:
- No tag option: you need access to the branded content tool and must meet Meta's eligibility rules first.
- Boost button missing for the brand: the creator hasn't chosen to let brands boost their posts.
- Restricted products: some categories need audience restrictions and written pre-authorisation under the Branded Content Policies.
- Post removed: Meta says branded content without an appropriate minimum age setting will be removed.
Sources: Meta Business Help Centre: How to add a branded content tag, checked 15 October 2026; Meta Business Help Centre: Boost posts that your Page is tagged in, checked 15 October 2026; Meta Business Help Centre: About branded content on Facebook, Instagram and Threads, checked 15 October 2026
Between partnerships
Zolyp is our product, so weigh this section with that in mind. Partnership posts work best on a Page that already looks active. Zolyp plans and writes your own posts each week, so collaborations sit among regular content rather than carrying the Page alone.
Zolyp plans the week across your content themes, writes the captions and designs the visuals against your Brand Brain (your tone, colours and rules, saved once), then schedules and publishes to Instagram, Facebook, LinkedIn, Google Business, X, TikTok, YouTube, Pinterest, and Threads. You review and approve the week, and Autopilot lets you hand off publishing theme by theme once you trust the output. Plans that create the posts start at $29 a month, with a 3-day free trial and no card required.
Common questions
Do I need the paid partnership label if a brand sent me a free product?
Yes. Meta says posting about a product given or lent to you for free is an exchange of value, so the label is required.
Do I need it when I post about my own products?
No. Meta says there's no business partner involved, so it isn't branded content, though you're still responsible for legal disclosure rules.
Is branded content the same as a Facebook ad?
No. It's organic content paid for by the brand off the platform. It only gets an Ad label if it's boosted or run as an ad.
What can a tagged brand see?
Reach and engagement on the post, plus CPM and total spend if the post is boosted or used in an ad.