The Starter Guide to Facebook Influencer Marketing
Are you planning to jump on the bandwagon and implement an influencer marketing campaign for your brand? Not sure which social media platform to leverage? Or perhaps you’ve decided on Facebook, but aren’t sure how to use it effectively for influencer marketing.
Social media platforms have performed admirably to help brands reach and engage their audiences. In fact, 45% of marketers who have used social media for marketing purposes have found it “somewhat effective.” Another 29% found it to be “very effective.”
Pair that with the findings of this Launchmetrics study that states that 80% of brands used influencer marketing last year. Almost 90% of FLC (fashion, luxury, and cosmetics) experts found influencer campaigns effective for brand awareness. 73% for building brand loyalty, and 69% for driving sales.
These are all staggering numbers that speak to the efficacy of influencer marketing on social media. However, for the purpose of this article, we’ll be looking at Facebook only. Specifically – the hows and whys of using it as an influencer marketing platform.
Why is Facebook a Good Choice?
Facebook is easily the most used and preferred social media when it comes to users. It sports a massive 1.94 billion monthly active user base, 1.74 billion of whom are active on mobile devices.
Social Media Examiner surveyed approximately 5,700 marketers and came up with a few interesting answers. As it turns out, 94% of the respondents used Facebook for marketing purposes. With 62% of them going so far as to state that Facebook is their most important marketing platform.
But what does that have to do with influencer marketing? Why is Facebook a good platform for influencer marketing?
Well, here’s why:
1. Immensely Popular
Facebook’s incredibly large and ever-growing user base makes it the most popular social media platform. It presents your business with more opportunities and people to connect with and engage. With a wider audience to spread your brand message to, you’re more likely to find your target audience on it.
2. Increased Engagement
But what does having a bigger audience mean for your business? Well, for starters it equates to potentially more engagement. The average Facebook user in the U.S. spends roughly 42 minutes on it each day.
Image via Facebook Insights
Other than the relatively common features such as likes, comments, and shares, the reaction feature on it serves to increase engagement. What’s more, it provides a wider range of options that better display the sentiment a user may feel towards a particular post.
3. Early-Stage Brand Awareness
If planned and managed properly, Facebook can function a lot like PR. You can leverage it to capture attention across the board. It allows you to get your brand’s message in front of an audience that is more likely to be interested in it. To have a bigger audience for your later campaigns, you want to get started early with your brand awareness efforts.
4. Understand Consumer Psychology
Facebook, and social media in general, gives everyone a platform to be heard. But with its like, share, comment, and reaction features, it enables consumers to endorse brands. Yes, they help consumers engage with brands.
Image via Facebook Insights
But from a brand’s perspective, a sentiment analysis of this helps them understand consumer psychologies. Let’s not forget the quick Facebook surveys that you can leverage as well to get a better feel for what people think of and expect from you.
You can also extend these principles to better understand the influencers you are targeting. Monitoring their activity on Facebook, and the content they interact with, can help you in the preliminary stages of influencer discovery.
5. Facebook is Still Growing
I’m not talking about the number of new people who sign up on Facebook daily. Although that is an important factor too. What I’m referring to is the growth Facebook has shown as a platform.
They have developed and incorporated multiple new features in the last two years. Apart from the changes in their algorithm, they’ve also added functionalities like:
- Facebook Live
- Professional Services
- Integration with Uber and Lyft
- Facebook Shopping Tab
- Improved Search Functionalities
- Facebook at Work
- Music Stores
- Facebook Events
- Crowdfunding for Non-profit Organizations
- Instant Articles
While not all of these will have a bearing on your influencer campaign, it’s noteworthy that Facebook is doing this to grow. All of this eventually translates to a wider audience and more engagement opportunities for you.
It’s recommended to have a proper tool that helps you monitor your campaign. In light of that though, it’s worth noting that Facebook Insights is a pretty nifty tool too. Fairly powerful, it can help you track user interactions on your business page.
Image via Facebook Insights
It can help you determine the best time to post and the type of content that is most popular. You can also leverage it to better understand the demographics of people who are consuming your content. All of which will only help you improve your influencer marketing campaign
8. Influencers’ Choice
Lastly, and arguably the most important factor to consider is this. Facebook is one of the top choices of influencers. Yes, it can help you reach a larger at the same time more targeted and engaging audience. And that’s probably why it’s a popular choice for influencers.
According to a study by Bloglovin, Facebook is the second most preferred platform that influencers like to use. The study also stated that a 33% of influencers considered Facebook Live as their favorite social media trend. They also stated that they find Facebook almost as effective as Instagram (the top pick) when it comes to executing a campaign.
How to Plan a Facebook Influencer Marketing Campaign
We’ve established that Facebook is a good platform for your influencer marketing campaign. What’s next, you ask? How about we look at a few key steps involved to plan an effective Facebook influencer marketing campaign.
1. Set Clear Goals and KPIs
Before you set the ball in motion and take any action, you must define your campaign goals. Figure out and make a note of what you want to achieve by running said Facebook influencer marketing campaign. Doing so will help you plan your next steps better.
Given the vast audience on Facebook, there are ample customer acquisition opportunities. Improving your brand exposure, awareness, and driving your engagements are obviously the ways to go about it.
But those are qualitative and subjective terms. While they may serve as your motivation behind the campaign, they aren’t enough. You need to quantify the goals you’ve set for your campaign. Decide the key performance indicators (KPIs) and metrics you will use to measure the success of your campaign.
These can be anything – engagement rates, increase in followers, click-through rates (CTRs), conversion rates, search engine rank, etc. In fact, according to the previously cited Bloglovin’ study, 44% of influencers rated followers as the most important metric. Engagement metrics such as shares, comments, and likes were close behind.
Build upon this, and establish quantifiable and achievable goals. It’s not enough to simply declare that you want improved brand awareness from your campaign. And that you’ll be measuring that by tracking engagements on Facebook. Define this goal further by putting a number on the increase in content interactions you want to target.
By defining proper goals, KPIs, and quantifiable targets, you’ll be making the job easier for yourself as well as your influencers. Remember, failing to plan is planning to fail.
2. Find the Right Influencers
We move on to what is the most important aspect of any influencer marketing campaign. Finding the right influencers for your brand can mean the difference between a successful campaign and a failed one.
There are a number of factors that you should be considering when looking at potential candidates. Least of which are:
- Niche – Consider your brand’s niche and try to find influencers from the same domain. Collaborating with influencers who align with your brand’s values. Better still, those who genuinely believe in your product is important. This ensures a certain level of authenticity in their content. Asking a Vegan to promote your meat business is just all sorts of wrong.
- Audience – It’s important to consider their audience size and number of followers. If your goal is to reach the maximum number of people, you should be looking at top-tier influencers. Although, it’s equally important to consider the type of audience they have. If they aren’t the people you’re looking to market to, large numbers won’t do you any good.
- Voice – Depending on the type of message you want to relay, find someone with the right voice. You want someone authoritarian for a serious and professional message. Likewise, someone casual and comical works better for light-hearted content.
- Engagement Rates – If your aim is to improve your brand engagement, you want to work with people who are capable of driving high engagement rates. You might want to consider working with mid-level if not micro-influencers to achieve that. Although they have smaller audiences, their engagement rates can be much higher than mega-influencers.
3. Reach Out to Them and Decide on a Structure
Subsequently, you need to work on your influencer outreach and pitch your campaign to them. Regardless of whether it’s an individual or a Facebook Page, you should approach them directly. But before you do, remember to research them thoroughly.
The easiest way to make a good first impression on them is to show that you’ve made an effort to get to know them. Check out their existing content, use it to establish a common ground, and start building your relationship from there. Don’t go straight for the ask.
With a good pitch and a lasting first impression, it will be easier for you to convince them to partner with you.
What follows is figuring out the details of the campaign and defining a structure. This includes things such as:
- Timeframe for the Campaign – Clearly communicate your deadlines and time frame to your influencers.
- Content Production and Usage Rights – It’s important that you’re both on the same page as far as content expectations go. I don’t just mean the type of content but also the usage rights for them, especially if you intend to repurpose their content later.
- Compensation – This is a tricky conversation and negotiation to navigate. The type, amount, and means of compensation should all be determined.
- FTC Regulations – The FTC regulations as far as sponsored content is concerned are very clear. Remember go through them thoroughly and provide accurate instructions for your influencers on how to follow them.
4. Measure and Optimize
Once you’ve got your influencer marketing campaign on Facebook up and running, it’s time to track your performance. Remember those KPIs we discussed previously? This is where they come handy.
Closely monitor your defined metrics and measure how your influencers are performing. It’s critical that you track whether or not your efforts are having the desired effect. Tweak your strategies accordingly, focussing efforts on what is working and changing things that aren’t.
How to Look for the Ideal Influencers for Your Brand
In light of these steps, I feel it’s pertinent that we talk about influencer discovery at this point in our conversation.
1. Keyword Research on Facebook
In the early stages of influencer discovery, you can also use Facebook’s to search relevant influencers through keywords. You want to look for pages that frequently post content on things associated and relevant to your industry.
Image via Facebook
The only issue with this is that the results mostly turn up influential pages and communities. If you’re looking for something more humanized, you might want to monitor those pages to find regular posters. Especially ones who share their own content and actively engage the rest of the community.
2. Influencer Marketing Tools
You can save yourself a lot of manual effort by leveraging proper influencer marketing tools such as Grin. Apart from the aforementioned factors, it helps you to filter results based on factors like location and demographics too.
Image via Grin
Grin also has you covered on your campaign management and performance tracking needs. Comprehensive tools like this can help you with your outreach as well as relationship management requirements.
How to Leverage Your Influencers on Facebook
With that, we’ve gotten another crucial point out of the way. Now it’s time we discuss the different ways you can incorporate influencers into your marketing efforts on Facebook. It’s an incredibly engaging form of content
1. Facebook Live
A relatively young format, Facebook Live allows brands and influencers to create authentic and in-the-moment video content. It’s so popular that the search popularity of “Facebook Livestream” has shot up by 330% since its rollout.
Live videos allow you to share behind-the-scenes moments with your audience. It’s the kind of content that consumers crave. So much so that 82% of them prefer live videos from a brand over typical social media posts.
Talking about video consumption, people tend to watch Facebook Live videos thrice as long as pre-recorded videos. It’s obvious then that you need to be producing more Live videos. Luckily for you, that’s something influencers can help you with.
You can have them share their personal experiences with your product or a broadcast a live event you’ve invited them to.
Take for instance this partnership between Kohl’s and vlogger, ItsJudyTime.
Judy recorded and posted her Black Friday shopping experience at the store with her mother. She posted it on her page to help drive traffic during the busy holiday weekend. She even included links to the items they purchased and reiterated their smashing Cyber Monday deals.
2. Promote Giveaways and Social Media Contests
Social media giveaways and contests are always a fun way to improve brand engagement and drive site traffic. Seeing as there is a chance for people to win something, they’ll eagerly engage with you.
Involving your influencers in the process can further amplify the brand exposure you’d typically get from such a tactic. Facebook has proven itself to be a great platform for such events in the past.
You can send some freebies or goodies to your influencers and have them host the contest you’re organizing. You can also ask them to promote and share the link to a contest you’re hosting.
Bobux gets this tactic bang on for the promotion of their customizable shoes for kids. They ran a giveaway contest with fashion bloggers like Katherine Saab of Stylendipity. She hosted the contest on her own blog but went on to promote it on her Facebook page.
3. Cross-Channel Promotion
Most influencers are active on more than one platform and are usually willing to run a campaign on multiple channels. For instance, even if they write a product review on their own blog, they share it on their social media pages too.
By doing so they help you reach your target audience at as many touch points as possible. Say your influencers have nailed their work on Instagram. Sharing the same content on Facebook can further improve the brand exposure you gain.
Essentially, having Facebook as another outlet to promote your content can help you gain more followers and engagements. That’s exactly what fashion brand Minnie and Maxxie did. They partnered with various fashion influencers.
They gifted products to the micro-influencers in return for a post on Instagram which they asked them to share on Facebook too. Take twins Nicole and Danielle, from When Words Fail as seen above. The campaign did wonders for the brand’s reach.
4. Storytelling via Videos
45% of people surveyed in the US and Canada stated that they expected video consumption on mobile devices to grow. Cisco further predicts that by 2020, over three-fourths of the global mobile traffic will be video.
Video content has proven itself to be a dominant trend in digital marketing. And by the looks of these numbers, it will continue to do so. But what makes video content so special? Well, there’s the obvious visual appeal for starters. It also makes for a better means to explain things and relay messages to audiences.
That’s exactly why you should be working with influencers to incorporate video into your brand content. You can have them share their experiences with your brand or maybe do an explainer video of how your product works. Reviews and unboxings are also popular strategies you could employ.
Videos serve to effectively engage consumers. Thereby, improving the effectiveness of the campaign. In fact, on Facebook alone views on branded video content are up by 258% as per a research study.
It doesn’t get any better than Dwayne Johnson’s collaboration with Fuse. “The Rock,” as he is better known as, has 58 million followers just on Facebook. Fuse worked the star to drum up an audience for their Clash of Corp documentary series.
The series shares the lives of the members of the drum corps on their road to the Drum Corp International Championship. The aim was to get as many people as possible to watch. With at least a million views on each post by The Rock, it’s safe to say this was one Facebook influencer campaign that worked.
Brands and marketers are always on the lookout for ways to engage with their audience to improve brand visibility. And Facebook influencer marketing has proven itself as a more than effective means to do that. What’s more, you don’t need to have deep pockets to afford all its wonders and merits.
Hopefully, these steps and tips will help you execute a successful influencer marketing campaign on Facebook. As is evident from our lengthy discussion, there’s quite a lot involved in the entire process. But your efforts will eventually pay off.
Do have any other useful tips on Facebook influencer marketing that you’d like to share with us? If so, please share them in the comment section below. I’d be delighted to hear your insights.