Lee attributes that success to the authenticity of these native placements. “It’s tying the story of the movie to the context of the family and how to connect with a child,” he said.
For its native campaigns, FamilyShare keeps a tight rein on the advertisers it works with, avoiding anything that doesn’t meet its standards of family-friendly. “We’ll turn down clients or won’t go after RFPs where we don’t see the connection,” Lee said.
Does the practice of selling organic posts in a Facebook feed conform to Facebook's policies?
Lee thinks that as long as it remains a mutually beneficial relationship, Facebook will accept it. “Facebook wants engagement within Facebook. It will shut you down if all you try to do is harvest from their network to yours," Lee said.
When asked about its official policy, Facebook explained selling an organic post to a marketer is against its rules, unless it receives advance approval. FamilyShare responded that it works closely with its Facebook account managers. Its “strategy promotes authentic content which engages Facebook users within Facebook,” Lee said, a reason why it hasn’t elicited objections.
FamilyShare’s native advertising is something of a self-created solution to a problem that Facebook itself recognizes. Via its Instant Articles, which launched with nine media partners last month, Facebook now allows publishers to share in advertising revenue in return for keeping users on the platform.
Participating in such a program is something Lee seems open to. “The winners are going to be platforms,” Lee said. “Publishers ought to have some element of their own platform, but it’s critical that we leverage other platforms along the way.”