Facebook tends to be overlooked as a platform for influencer marketing. With many other social media platforms, such as Instagram and TikTok, attracting younger audiences, Facebook often gets left behind because it is prominently occupied by a slightly older demographic.
However, the platform still has over 79 billion active users and a lot more to offer marketers looking to build a successful influencer marketing campaign with this audience in mind:
This guide will go over the benefits and unique characteristics of Facebook as an influencer marketing platform, as well as offer actionable tips on how to use it to maximize your business sales.
What You Need to Know About Facebook Influencer Marketing in 2023
Influencer marketing uses key individuals, known as influencers, to drive a brand’s message to a new or existing audience. Facebook offers different avenues for influencer marketing, from branded content tools, groups, influencer discovery tools, and shop features. These help marketers optimize influencer marketing campaigns according to the types of creators and business goals they’re working with.
Who Should Use Facebook Influencer Marketing
Facebook’s largest age group comprises individuals between the ages of 25 and 34. Therefore, brands targeting this age group will benefit greatly from Facebook’s influencer marketing potential. A great example of a brand that successfully utilizes it on the platform for this age group is Nike, which continuously partners with diverse, well-known athletes from all parts of the world to promote their activewear, such as in this post from their page.
Facebook Influencer Marketing Strategies
Let’s begin by reviewing Facebook’s influencer tools and platforms to create a well-rounded marketing plan for your business goals.
1. Branded Content Tools
Facebook offers a variety of branded content tools to help you label your campaigns and find the right influencers to work with. You can start labeling your paid partnership campaigns as branded content to gain audience trust. To do so, make sure to apply to Facebook’s Brand Collab Manager to start setting up the branded content tool for your business or brand.
2. Facebook Groups
Facebook groups are a great way to reach the right audience. This is due to them revolving around specific interests and topics, making it convenient to find the people (and influencers) we’re looking for. It’s a way to reach the right audience for your business in the right place. There are also many ways to use Facebook groups for influencer marketing, as it is one of the platform’s strengths over Instagram or TikTok. However, your first step should be finding the right influencers to work with. Stick to creators who often review or discuss products in your niche to make the most of this feature. Then, get them to post a review or discussion about your service or product in the right groups.
3. Facebook Live
Introduced a few years ago, Facebook Live is another way to connect with your audience on a personal level using influencers. You can showcase your product or service while answering questions about it, which can help gain audience interest and trust. Not only will going live to talk about your brand benefit your audience engagement, but it can also drive more traffic to your Facebook page. It’s also a cost-effective and diverse way to share your product or service with a new, wider audience, so don’t miss out on this feature in your next influencer marketing campaign.
4. Facebook Shops
A great way to promote your product or service on the platform is through Facebook’s “Shops” feature. Make sure to list and label your products accordingly, as well as present them through the use of various influencers. These influencers can even become the face of your brand by being featured in your marketing campaigns. There are plenty of ways to go about influencer marketing using the “Shops” feature, but one way to try it is by creating unique promotional codes and product images for specific influencers to promote even more sales.
5. Giveaway Contests
Another popular way to go about influencer marketing on Facebook is through giveaway contests. This method capitalizes on the influencer’s existing audience and can significantly increase your marketing campaign’s reach and engagement. Finding the right creators for these giveaways is crucial, as they will represent your brand and what it stands for. You can opt to have the influencers host the giveaway on their page or profile or tag them in your ads.
How to Create a Winning Facebook Influencer Marketing Campaign
We’ve identified the strategies you can use to build your next Facebook influencer marketing campaign. Now, it’s time to create it by following these steps:
Step 1: Identify Your Niche & Audience
Whether you’re starting an influencer marketing campaign on Facebook, Instagram, TikTok, or any other social media platform, identifying your business niche will always be a good starting point. This can be done by researching your competitors online and determining which niches they fall into. But it’s also crucial to conduct your research to find the right audience for your specific brand.
For example, if you’re trying to sell exercise equipment, you will most likely benefit from reaching out to fitness enthusiasts. Facebook also allows us to filter a potential audience through various interest tags, so use them in your marketing research.
Step 2: Decide Which Features & Influencers Work For Your Brand
After understanding who we want to target in our influencer marketing campaign, it’s time to find the best influencers and features to match your brand goals. This can vary depending on what you’re trying to achieve, so it’s also essential to set some KPIs for your campaign at this point. Finding the right influencers could also change depending on those goals, so this would be an excellent time to find a Facebook influencer marketing agency to streamline the process. Lastly, use Facebook’s influencer marketing tools mentioned above to maximize your reach, engagement, and, ultimately – business sales.
Step 3: Monitor Success Using KPIs
We’ve sent off a well-constructed Facebook influencer marketing campaign, but now it’s time to monitor its effectiveness. Continuously measure your campaign’s results against the KPIs you’ve set up in the previous step, but also keep in touch with the influencers you’re working with throughout the campaign’s lifetime to ensure you’re on the right track.