It is no secret that when you add influencers into the marketing mix, they can positively impact sales. In fact, almost half of Millennials and Generation Z consumers (13 to 35 years old) reported purchasing something recommended by an online celebrity in a Ypulse study. To make better use of this trend, Facebook has introduced a creator amplification tool.
Influencer Content on Facebook
More than a year ago, Facebook began helping brands collaborate with influencers. At the time, Facebook started allowing marketers to collaborate with influencers to bring users branded content on the platform. Since then, it has been possible for marketers to create both ads and organic content in conjunction with influencers, provided that posts are clearly marked as branded content.
Now, advertisers and influencers can have a closer relationship when creating and publishing content.
How Does the New Tool Work?
Before the release of this new tool, marketers could only boost a post created by an influencer by sharing it first. Now, they are able to boost it straight from the influencer’s page and target the custom audience they want.
There are, however, a few requirements. Influencers must have a page that defines them as a public figure, celebrity, or publisher. They also need to be verified. After creating the content, they need to tag the brand page using the tool and check a permission box before the marketer can promote the post. Marketers can choose which influencers may tag them. This ensures only the content creators they want to promote the brand are able to.
Marketers also receive information about boosted posts through the creator amplification tool. Statistics to measure performance include reach, engagement, total spend, and CPM. This is an important addition. Previously, advertisers had no access to such data, making it difficult to measure the success of influencer marketing.
Brands will also find extra features under Page Insights and Business Manager. These include tips on how to use the tool, explanations of the results, total spend and CPM in multiple currencies, and spend by both creator and marketer.
How Will the Tool Impact Influencer Content?
It is no coincidence that Facebook decided to create such a tool right after eMarketer released a report that 48 percent of marketers plan to increase their budget for influencer marketing in 2017. It is likely that the biggest change this tool will bring is a higher cost of influencer content.
For instance, it is more than possible that Facebook will update its algorithm to make it more difficult for influencer content that is not boosted to reach the top of newsfeeds. This happened in the past with content from brands as audiences grew.
It may also mean that some influencers lose visibility. Simply having a large number of followers will no longer be sufficient. If brands must pay more for their influencer content, they will want either proper celebrities representing them or someone with excellent content creation skills.
How the tool does end up affecting brands and influencers remains to be seen. Whatever happens, expect to see more creative ideas and new types of influencer content on the platform soon.