Branded content is a type of Facebook or Instagram post that features a third-party product, brand, or business partner ("marketer"). CrowdTangle only surfaces branded content that is both non-targeted and public. Additionally, branded content by age-gated pages (e.g. alcohol or tobacco brands) will not be tagged in CrowdTangle. Learn more about branded content for Facebook here and Instagram here.
UPDATE (4/3): Branded content filter added to Intelligence; branded content leaderboard added to email notifications; additional metrics added to branded content leaderboards; and branded content leaderboards available on individual account pages.
UPDATE (2/14): Instagram Branded Content is available.
CrowdTangle can be used to surface branded content and also to identify potential business partners.
Identifying Branded Content:
Branded posts can be identified by the word "with" after the name of the page. This also identifies the business partner:
Pro Tip: Clicking on the business partner page name after the word "with" will perform a search for all of that business partner account's branded content.
Discovering Branded Content
Branded content is a filter for both Lists and Saved Searches found under the "More" drop down menu in Facebook and Instagram Dashboards
Branded content is also available once you click on a selected Page or account. You can either view Posts by selecting branded content under "More" or view all branded content partners under the Leaderboard.
Branded Content Leaderboards
Leaderboards can be set to analyze the performance of branded content from the accounts in a List or Saved Search. The option to create a branded content leaderboard is found under the "All Posts" drop down menu:
Pro Tip: To identify potential cross-posting partners, create a Saved Search in a Facebook or Instagram Dashboard that Searches for your publication's base URL. This will identify any of your posts that have been shared by other Pages being tracked by CrowdTangle. You can then create a branded content leaderboard to identify the most successful publishers who are sharing your content.
Branded Content in Intelligence
Select the branded content filters (“as publisher”, “as marketer”) to look up engagement metrics over time for a specific account, or select multiple accounts and compare them against each other.
Branded Content Videos
You can filter your branded videos by length to determine what how successful branded content campaigns were with short and long videos. Also easily surface branded videos between 2:30-3m, on the cusp of additional monetization.