Influencer marketing continues to make big waves. And Facebook wants to optimize how brands connect with influencers. It draws more well-known creators to its platform and allows brands to boost their presence with meaningful messages.
Brand Collabs Manager highlights influencers through promotion requirements. You can also filter the list, such as those creators who liked you on Facebook.
The creators highlighted will show a percent match to you brand on the thumbnails of their profiles. It will also display their audience reach and category.
If you click a creator profile, you will see more insight, such as specifics on their identity, location, website and preferred content type.
Creators can create their own Brand Collab profiles, including a media kit and introductory videos. You must sign up to Brand Collabs Manager and fill up the details to avail of the kit and videos.
The initiative works well with the rising trend in influencer marketing. Brands can see data about the creator’s past brand partners. And creators can like a brand’s Facebook Page to show up as a recommended partner if the brand will seek for one.
And it’s timely. Some brands have stopped working with influencers who only purchased followers to build up their numbers.
What It Means for Brands and Creators
As social media platforms focus on user engagement in their algorithms, influencer marketing has yet to realize its full potential.
Brands must grasp that the approach will help them get better ROI. The social platforms will add security to stop any issue.
Brand Collabs Manager removes dubious users from authentic influencers, making it a more effective business tool.
With Facebook at the helm, it will ensure brands of a practical solution to influencer marketing. The option for creators to add their names to the recommended list helps streamline the process.
Facebook has the burden to confirm the authenticity of influencers, rather than the brands themselves, using the connection tool.
Allowing brands to see creators’ past partnerships with other brands is a good sign that Facebook wants to drop all fears of working with a bogus influencer.
Facebook has also doubled down its removal of fake profiles on its platform. It will hit those influencers who cheated their way to gain a horde of followers.
The focus is on the creators. If Facebook wants to gain positive results using influencer marketing, it needs popular creators who post content to the app.
YouTube has a more innovative monetization model at this time. Although Facebook has more users and reach, YouTube still has more appeal to video creators than Facebook.
If Facebook comes up with a strategy to monetize the work of video creators, not only through in-stream ads, it may get the attention of these creators.
Facebook said Brand Collabs Manager is rolling out to more users. If you want to learn more and extend your interest to join, click here.