BuzzFeed gets permission to use Facebook social plugins for ‘shareable ads’

Social news and entertainment site BuzzFeed has gotten permission from Facebook to use social plugins in advertisements on its site.

Facebook guidelines prevent third-party advertisers from using any platform integrations, such as the Like button or other plugins, in their ads without written permission from the social network. Mashable discovered new shareable ads on BuzzFeed, and Facebook confirms it is conducting “a small test” with “a select group of marketers” to allow this usage on some sites. It did not provide any examples beyond BuzzFeed.

Facebook would not comment on whether it is sharing ad revenue with BuzzFeed or other publishers who use its social features in advertisements. Although the company might not be doing so now, this could be an option for future monetization. More likely, Facebook is simply giving permission to BuzzFeed to use its plugins because its advertisements are more content-based than promotional. Instead of running banner ads, BuzzFeed displays posts from “featured partners” in line with its other articles. These stories share the same style as BuzzFeed’s other posts, for example, a post from Jack Daniels about “Easy party tricks to impress your friends” or a photo post from Hidden Valley Ranch about “10 foods made better with ranch dressing.”

These paid sponsors also get a branded BuzzFeed page with their articles, links to their sites and a Facebook Like box plugin, placement of which is typically not allowed to be bought or sold, according to Facebook guidelines. The social network probably wants to avoid being associated with scam sites that might sell placement of Like buttons or Like boxes. BuzzFeed, however, was an early Open Graph partner and seems to have a similar philosophy to Facebook about how ads should be shareable content, not interruptive.

Social Media 101

Mediabistro Course

Social Media 101

Get hands-on social media training for beginners in our online boot camp, Social Media 101! Starting September 4, social media and marketing experts will teach you the best practices to be successful on social. Register before July 31 to get $50 OFF with early bird pricing. Register now!

 

Leave a Reply

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

SEO Strategist

Hanley Wood
Washington, DC

Analytics and Operations Associate

AL D͍A News Media
Philadelphia, PA

SEO Manager - Bilingual

CREATIVE CIRCLE
Miami, FL

SEM Manager - Bilingual

CREATIVE CIRCLE
Miami, FL

Newswire Editor

PR.com
New York City / Long Island, NY

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Also from Inside Network:   AppData - Facebook & iOS Application Stats   PageData - Engagement Data on Facebook Pages   Facebook Marketing Bible   Inside Network Research
 
home | site map | advertising/sponsorships | about | careers | contact us | help courses | browse jobs | freelancers | events | forums | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us