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[NEW] Influencer Marketing Strategy – Facebook Branded Content Matching

September 4, 2018

Have you ever wanted to find creators and influencers who appeal to your brand’s audience who you could create a unique ad campaign with? Now imagine if there was any easy way to do this that could help you gain new followers and allows you to split the ad costs?

Well, thanks to Facebook, we may be getting a brand new marketing tool that can do just that! In this article I’ll be going over all the basics about this new tool and how you can use it to help grow your personal brand.

Branded Content Matching

Facebook has been developing and testing its own influencer marketing platform, database, and search engine dubbed “Branded Content Matching.” Branded Content Matching is a Facebook search engine that lets ad users search for content creators, their engagements stats, and their portfolio of work, and lets you work together.

Facebook wants to help businesses find creators who can reach their target audience in an authentic way, while allowing creators a path to monetizing their Facebook content and fan base. Creators looking for sponsorship deals or looking to collaborate can compile portfolios that are connected to their Facebook page. Through this they can demonstrate their ability to work brands into their content.

The Branded Content Matching tool also enables brands to search for Facebook creators who appeal to certain fans using parameters in audience demographics like gender, age, interests, and education history.

The tool displays a list of creators who match a brand’s search as well as those creators’ video views, follower counts, and engagement rates, and brands will be able to see what percentage of a potential influencer’s audience matches their own. Advertisers can then reach out to creators to strike brand deals,

Brands can use Branded Content Matching instead of third-party software or an influencer marketing firm, which may be more costly than Facebook’s tool. Facebook is currently testing the program primarily with a set of lifestyle brands and creators.

Branded Content Matching could be a positive move for Facebook for a couple of reasons:

  1.   Facebook could lure more influencers to its platform. Influencers tend to turn to platforms they view as lucrative: 86% indicated that blogging was their greatest source of income, according to an August 2017 Adweek survey. Other creators prioritize crafting serialized long-form content on YouTube, which offers an ad revenue-sharing program that Facebook currently does not. However, recent changes to YouTube’s algorithm and monetization have many YouTube creators upset, and this could be the perfect time for Facebook to seize this opportunity.
  2.   By gaining more influencers, Facebook could increase its video viewership. If more creators start publishing high-quality videos on Facebook in order to attract brand deals, more users may begin turning to the platform to view videos. Facebook is seeking to boost video viewership, as it looks to better position itself to compete with YouTube.

Search Demographics

When searching for creators, you’ll be asked which audience you want to reach. You’ll have the following options:

Top countries – The options are United States or Global. I would expect more countries to be listed once this rolls out globally.

Gender – Select whether you want to target men or women.

Age range – Select multiple age ranges.

Education – Target by level of education.

Relationship status – Single or married.

Life events – Events under the categories of Work & Education, Family & Relationships, Home & Living, Health & Wellness, and Travel & Experiences

Home ownership status – Owner vs. renter

Home type – Single family, multi-family, condo, apartment

Once you enter your audience information parameters, Facebook returns the creator’s page name, their total number of followers, their engagement rate based on a 1-10 scale, the number of views per video, and the ability to view their portfolio of work.

If you’re a creator and would like to be part of their search engine, you can join the Facebook Creators community. As a brand, you’ll also be able to see how engaging the influencer is to their audience through their search engine and have a list of influencers to contact directly.

With this tool, Facebook is giving creators all the resources they need to be successful, which in turn gets more Facebook users to stay on Facebook.

How Does Facebook’s Influencer Marketing Platform Work?

Facebook’s influencer marketing platform will have three primary capabilities:

Creator Search – This is how brands can enter influencer searches and discover creators based on the desired target audience of campaigns. Influencers can be further refined through additional search criteria and parameters. While not entirely clear, Facebook also supplies this search functionality with a rating for how well an influencer matches for a campaign.

Saved Lists – Any possible influencers or new creators you’ve discovered can be saved to lists. Influencers in Saved Lists are then viewable and comparable by a variety of metrics including number of followers and an engagement rating.

Suggested Creators – So far, not much has been disclosed about this functionality. However, it’s likely Facebook’s algorithmic tool for recommending and surfacing similar influencers with comparable campaign performance, engagement, and audiences, making it even easier for brands to connect with the perfect creators and influencers.

Though brands are limited to the influencers available on the platform, Facebook’s new influencer tool facilitates influencer search and outreach. However, influencers and brands must work together for their campaign to succeed. Much of the success of an influencer ad campaign rests upon:

  • Selecting which influencers are truly a brand match
  • Crafting creative content alongside influencers
  • Subtle nuances associated with campaign execution  

While Facebook’s influencer platform is limited to Facebook right now, it’s possible that the social media giant may one day extend these advertiser capabilities across other Facebook-owned properties (e.g. Instagram, WhatsApp, and Messenger) and other third-party integrations (e.g. Spotify, SoundCloud, Muscial.ly). If the tool extends to other platforms, it will be an essential resource for existing influencer marketing platforms.

Who Has Access to the Tool?

Any creator or publisher who has admin access to a Page on Facebook can share branded content on the platform. Creators and publishers have to follow the updated Branded Content Policies and Advertising Policies and must use the branded content tool to tag their business partners in their posts.

If you don’t yet have access to the branded content tool, you can submit your business page to gain access to the Branded Content Matching tool here. At this time, Facebook is only accepting requests from Pages.

Influencer marketing is all about forming and maintaining relationships—with other brands, influencers, the audience, and the customers.

Facebook’s Content Brand Matching is a great way to establish deals and partnerships, and for two brands to create a unique campaign together, gain new followers from the partner brand, and split the ad costs. It is a tool that is helpful to all parties involved, and is bound to make influencer marketing so much easier.

If you’re interested in learning more tips and tricks about influencer marketing, then enroll in our online Personal Branding & Influencer Marketing course. You can also follow us on YouTube, Facebook, and Instagram for educational content daily, or head over to our blog for tons of FREE training!

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