Facebook’s latest initiative to foster influencer marketing is its new Brand Collabs Manager tool, which helps to connect brands with relevant content creators for such purpose. Through the platform, brands have the option of finding influencers who have similar audiences based on various factors. These influencers – who have follower counts ranging from 25,000 to 8 million people – also have access to insights and data, making it easier for brands to assess their actual reach and capacity, helping to find the right match. So how will this impact the world of influencer marketing? We will tell you in 3 tips on how you can utilise this new tool.
- Identify the right influencer – Facebook Brand Collabs Manager enables businesses to establish improved connection with influencers who align with their brand values, vision, and purpose. Influencers can set up a portfolio that is connected to their Facebook Page, and present campaigns where they have collaborated with brands and incorporated messages and products into their content.
The top relevant creators will also have a percentage match on their profile thumbnail, depending on your listed requirements, while you can also be able to see their audience reach, and set an audience match to see how it compares to yours. From there, you can choose any influencer or group of influencers.
Identifying the right person to represent your brand is vital – influencers with a massive following aren’t always the right fit for your audience. Always remember that quality trumps quantity when determining the right creators to partner with.
- Great content wins over all – The pillar of any effective marketing strategy is exceptional content – and that is no different for influencer marketing. Influencers are content creators who have become exceptionally successful with their craft – brands should not only focus on the influencers they are looking to partner with, but even more so, the content they publish, and how that might work in representing their brand. Effective content is authentic, resonates with the target audience and represents both sides well.
With the influx of brands and influencers, you need to get creative to break through the noise and stand out. Think if compelling ways to reach your audience by leveraging channels and formats.
- Authenticity is key – Facebook is constantly working to filter out fake content and accounts, in order to ensure users only see transparent and authentic content. This is because consumers want authenticity from brands more than ever. If you think influencer marketing as a quick way to amp up sales, you’ll quickly fail. Every influencer should be a true brand ambassador, not just a paid spokesperson. Facebook Brand Collabs Manager can help you with this.
Instead of partnering with big name influencers for temporary projects, invest in establishing genuine, long term relationships with those who truly align with your brand’s vision. Create an authentic relationship with your creator – they will feel that you are more invested in the partnership, and in return, they may also become invested and be more loyal to your brand. This kind of relationship will help both sides create content that genuinely resonates with your target audience and which doesn’t come off super salesy.
So, that was 3 ways that you can utilise this new tool put forward by Facebook, I hope it was influential and useful and you learnt a lot about Facebook Brand Collabs Manager.