Why Choose Facebook for Influencer Marketing?
In many ways, Instagram has grown to be the star of the Facebook stable of social media apps. Yet granddaddy Facebook still performs well. It may no longer be the social network of choice for teenagers, but it can still claim dominance of the social market, with over 2.32 billion active users at the end of 2018. That was a 1 9% year-to-year increase. Nearly 66% of those users log into their Facebook accounts daily, with Facebook claiming 1.52 billion daily active users as at the end of December 2018.
We don’t talk about Facebook Influencer Marketing as much as we do marketing on Instagram. But if you are targeting a demographic that uses Facebook, it makes sense that that is where you focus your influencer marketing activity. And, of course, there is no shortage of influencers on Facebook. It is a very established network, and some influencers have had a long time to build their name and reputation.
How Does Influencer Marketing Work on Facebook?
The idea behind influencer marketing on Facebook is, fundamentally, the same as influencer marketing on any other online platform. It starts with a brand identifying a Facebook user with a medium-to-large (and highly-engaged) follower base that overlaps with the brand’s target audience. The brand then reaches out to the influential Facebook user to see if they’re interested in posting about the brand’s products.
Businesses that are new to influencer marketing should keep in mind that influencers expect to be compensated. While some micro-influencers may be willing to produce branded content in exchange for free products, most influencers charge a fee. Brands may negotiate the compensation with the influencer after discussing the collaboration.
Ideas for Influencer Marketing on Facebook
Facebook gives influencers a lot of flexibility in terms of the types of posts they can produce. Below are a few influencer marketing ideas to consider.
Video accounts for an estimated one-third of all online activity, and 45% of internet users spend more than an hour watching Facebook or YouTube videos per week. As video consumption increases, it makes sense for influencers to use native Facebook videos to catch the attention of their followers and encourage engagement.
Still a relatively young format, Facebook Live gives brands and influencers an opportunity to create video content that feels authentic and in-the-moment. An influencer could use Facebook Live to broadcast themselves trying your brand’s product or attending a live event that your company is sponsoring.
Contests can be useful when you’re trying to increase social media engagement and drive Facebook users to your site. An influencer could post photos with a product you plan to give away along with a link to the contest page on your website.
Most social media influencers are active on more than one platform and will likely be willing to run a campaign on several different channels. For example, an influencer might write a blog post about a product or use a food brand’s ingredient on a recipe on their site, then link to that content on Facebook and their other social media channels. This helps you reach a relevant audience at as many touchpoints as possible.
Plan your Influencer Campaign on Facebook
Enough talk about why Facebook is an ideal platform for influencer marketing. Let’s take a quick look at how to go about planning an effective campaign on the platform.
1. Decide Your KPIs and Goals
The first step in any marketing campaign involves deciding on your goals. But simply saying that you want more brand awareness or engagement out of it, isn’t going to cut it.
To make the job easier for yourself as well as your influencers, you should determine the key performance indicators (KPIs) for your campaign.
These metrics can be anything, from engagement rates to conversion rates. Just remember to establish realistic goals and achievable numbers for your KPIs.
2. Influencer Discovery
This is, arguably, the most important part of an influencer campaign. So much depends on your ability to find the right Facebook influencers to partner up with.
Here’s my list of questions you should be asking when screening potential candidates:
- Domain: Does their content focus on things relevant to your industry?
- Audience Demographics: Do their followers align with your buyer personas?
- Engagement Rates: What is the typical engagement their content generates?
- Content: Are they known for producing the kind of content you’re looking for? (For instance, if you want a product review, have they reviewed similar products before?)
3. Outreach and Campaign Planning
After you’ve found your perfect candidates, you want to reach out to them with your business proposal. Be direct in your approach, make a good first impression, and get them excited at the opportunity to be working with you.
The next part of the communications includes getting the specifics of the partnership out of the way. This includes discussing ideas, timelines, compensation, and expectations.
4. Performance Optimization
We’ve already touched upon the subject of analytics above, and the importance of monitoring your performance.
But why is it so important to keep a track of how well your Facebook influencers are doing?
Because no marketing plan is perfect. And Facebook influencer marketing is no different. It’s an iterative process.
The only way you can react to marketing scenarios is by knowing how your efforts are presently fairing. Keep tweaking your strategies till you hit that sweet spot which has the desired effect on your KPIs.
Tactics to Help Your Facebook Influencer Campaigns
Encourage Your Influencers to Use Facebook Live
Facebook Live has proved to be a compelling way to attract a Facebook audience. People often suffer from FOMO – fear of missing out – and usually, take a keen interest in what their influencers broadcast.
Fa3book influencers can use Facebook Live to share their experiences of using your product. Indeed, they may even be able to use your product in a live setting if your product is suitable.