Facebook Influencer Marketing: A Guide for Marketers
Although Facebook is not the most popular media nowadays, it still stands strong and is considered a hub for an older audience and some other audience categories. So if your potential customers spend much time on Facebook, it would be foolish not to use it for promotion. The article will explain the benefits of influencer marketing on Facebook and share the best practices.
Advantages of Influencer Marketing
According to a survey done by Influencer Marketing Hub, businesses gain an average of $5.78 for every dollar spent on influencer marketing, making it a highly efficient method of promotion.
Influencer marketing has become a go-to tactic for companies trying to increase their social media reach, gain leads, and improve eCommerce conversion rate on mobile and desktop. The benefits of collaborating with a public person who has a large and loyal audience are pretty obvious. But if you are still in doubt, this outline will help you make up your mind.
💡Improves Brand Awareness
Influencers work really hard to gain a high engagement rate, trust, power, a loyal fan base, and respect. With all these attributes, influencers might be the best option to promote your company and build brand awareness. Aside from that, unlike paid ads, influencers will make the product appear more natural owing to original content, with their posts appearing like a suggestion rather than a promotion. Influencers have the power to convert any product they have tried and enjoyed into the most coveted must-have product.
💡Ensures Unique Content
When given the freedom, Influencers create outstanding content for companies. You will not only receive simple product images or a short description of the company's and brand's merits. You will likely get fantastic content highlighting your product that appears natural and more like a recommendation than marketing.
Influencer marketing provides several benefits, including sales, income, conversions, impressions, interactions, backlinks, content assets, followers, and more. Typically, ROI is computed as the ratio of net profit to investment cost. To simplify measuring, employ trackable links, issue unique promo codes to influencers, and track spikes in traffic or search inquiries after launching a campaign.
💡Builds Trust and Social Proof
The greater an influencer's engagement rate, the more cautious and meticulous they are when it comes to advocating a product. Hence, if your product has been endorsed by influencers who are considered experts in their sector, your brand is more likely to win the trust and persuade your potential buyers that your product is worth paying for.
💡Helps Reach the Right Audience
Brands are naturally collaborating with influencers that have a comparable audience. When choosing the influencers, keep in mind the factors like their age and gender, where they reside, what language they speak, and what topics they like.
Influencer marketing may also be useful for testing out a new target population. For instance, you may want to determine if your wellness product, initially designed for adults in their forties and fifties, is appropriate and relevant for a younger audience. Influencers may introduce you to interested audiences in specific categories, allowing you to conduct trials and evaluate interest.
How to Find an Influencer for Cooperation
There are multiple ways to find the perfect influencers to help you promote your brand and product. These are both internal Facebook instruments and side products. Let's have a closer look at all of them.
👉 Brand Collabs Manager
It's a Facebook tool geared toward connecting companies with influencers. If you're a brand, Brand Collabs Manager will provide you with information about each Facebook influencer. There is a sign-up page for content makers searching for sponsorship opportunities. Both parties can use filters to discover reliable partners.
👉 Facebook Groups
Those with similar interests may chat about their concerns in Facebook groups. Religious institution members, social clubs, hobbies, and even politics may all be the focus of these groups. It's one of the ways influencers may expand their area of influence. Individuals with specific affinities frequently gather in Facebook groups to learn from others. Those who share more knowledge with the community gain power over time.
👉 Discovery Tools
These tools contain an extensive database of influencers from many niches and platforms, and they can help you locate influencers based on their audience, specialty, and location. Heepsy, Buzzsumo, Brand24, Klear, and others are among these tools. Keep in mind that they may not contain all Facebook influencers but only those who applied or were found by the data collectors. Apart from that, the industry-wide classification may not apply to your unique specialization.
👉 Keywords Research
The most straightforward and apparent technique to locate Facebook influencers is to conduct a search on Facebook using your primary keyword. You may also use Google to identify blogs on your desired topic and their Facebook profiles. Without influencer research tools, certain sectors may be exceptionally challenging to investigate. Fortunately, internet tools are available to make your task easier.
👉 Social Listening
Social listening technologies are used for more than just reputation management. They may be utilized for Facebook influencer marketing since individuals who mention your company or competitors might be influencers. You may create a pattern of behavior for certain persons by looking at these social mentions. Influencers tend to endorse or promote anything, even if the postings are unpaid.
Facebook Influencer Marketing Best Practices
Just a couple of valuable tips may take your Facebook influencer campaigns to the next level. Here are the most prominent ones.
⮞ Organize Giveaways
Facebook competitions may efficiently capture people's attention, especially if you choose the proper influencers with an audience who would appreciate your goods. Competitions are very efficient in exposing your goods to a new audience.
The audience enthusiastically participates in the contest since they perceive value in it. Just make sure you have a suitable reward for the competition. You don't need to attract those not interested in your product and unfollow the page right after the contest.
⮞ Employ Facebook Live
Facebook Live, a relatively new format, allows companies and influencers to generate video content that seems authentic. An influencer may utilize Facebook Live to stream themselves testing your brand's goods or attending a live event sponsored by your brand.
⮞ Use Paid Ads
Facebook ads used to promote the influencer's sponsored content can help you improve reach. You cannot be sure that every piece of content posted by a Facebook influencer is seen by all of their followers. The news stream saturation and an ever-changing algorithm make reaching your target audience organically challenging. You may target your desired audience, optimize for your specific goal, and gain campaign data by boosting influencer content on Facebook advertisements.
⮞ Turn to Sponsored Group Posts
One of the most important aspects of Facebook influencer marketing is that an influencer may simply share why your product is wonderful in a group. While this isn't a suitable strategy for every brand or product type, it is worth considering.
Most influencers are present on multiple platforms and are likely to be willing to launch a campaign across multiple channels. For example, an influencer may create a blog article on a product and then share a link on Facebook and other social media platforms. This lets you reach a relevant audience through as many touchpoints as possible.
The influencer marketing sector was estimated at $13.8 billion globally in 2021, with an expected 15% annual growth rate. According to studies, 49% of customers depend on influencer recommendations when making purchasing decisions, and 40% have purchased after viewing an influencer's social media post.
The statistics indicate that influencer marketing is beneficial for companies trying to boost their reach and engagement on Facebook. As the sector expands, we can expect more businesses to invest in influencer marketing initiatives to increase sales and promote brand loyalty among consumers.
About the Author
Art Malkovich is CEO and co-founder of Onilab, an eCommerce development company. He has about 10 years of experience in team management and web development for eCommerce. He is passionate about keeping up with recent technologies and working on innovative projects like headless commerce solutions and PWAs in particular.