Facebook is a behemoth social media site that not only helps users connect with each other, but also helps businesses connect with potential customers. Businesses that are setting up Facebook pages and attempting to grow their brand through the site should consider working with influencers. Not sure what Facebook influencer marketing entails? In this article, we will tell you everything that you need to know about influencers and Facebook.
Facebook is the largest and most popular social media site in the world. While it may not be the fastest growing, it has the most users and engagement levels of all social media sites. There are around 2.2 billion people on Facebook, per statistics from the second quarter of 2018. That number has steadily increased over the past five or six years.
Businesses that want to get their brand across to the most number of people will want to leverage Facebook. And since there are so many users, the chances of different niche communities also increases. A brand that wants to target a niche community will find the best ones on Facebook.
2. Influencers Have Higher Engagement Levels
Influencers have a lot of success on Facebook, at least judging by their engagement levels. The average influencer will make 1.4 Facebook posts per day, while they get an engagement rate per post of around 0.24%. It is a higher figure than every industry, except the food and beverage industry.
If your company is within the fashion, health and beauty, home decor, higher ed or media industries, then you will get lower engagement levels on your posts compared to influencers. It is why partnering with a Facebook influencer is such a tempting idea.
Part 2: How to Define a Facebook Influencer
Before engaging in a Facebook influencer marketing campaign, you must understand the nature of an influencer on this platform. A Facebook influencer is someone who is a marketing expert and has a large following on their site profile. Influencers also have engaged followings, which means they get a lot of responses and reactions each time they make a post.
Working with the right influencer can help to boost brand awareness and trustworthiness. But it is important to choose the right influencer. They must have a large and engaged following, but they must also have the type of following that would respond positively to what your brand is offering.
Part 3: Planning Facebook Influencer Marketing
Step 1: Define Your Goals
Every company wants more brand awareness and engagement. Those goals are not enough to begin the process. Be more specific. Start by determining the key performance indicators that you find relevant for this campaign such as conversion rates, engagement levels, website traffic and sales.
Step 2: Find Influencers
Simply finding a popular Facebook page that is vaguely related to your company is not the only part of connecting with influencers. It is important to find the right influencer, based on many factors.
For instance, the influencer should have content that is relevant to your industry. Their audience demographics should align with your target market. Their engagement rates should be high, while their content should be in line with the values and philosophy of your company.
Step 3: Outreach
When you find your ideal candidates, it is all about making the proposal appeal to them. Influencers know the game, which means they are seasoned at interacting with businesses that want to leverage their position on Facebook.
Be very direct in your approach. Do not sugar coat the details of the arrangement, as you do not want to mislead an influencer. Be positive, create a good first impression and highlight how a partnership would be beneficial for both sides.
It is also important to allow the influencer enough time and space to engage with your offering. Whether you sell products or services, they should have a chance to try out those items. Only when an influencer genuinely likes a company’s offerings can they provide an authentic view to their audience - which would boost your key performance metrics.
Part 4: Finding a Facebook Influencer
1. Conduct Keyword Research
Assess what keywords are the most relevant in terms of your brand and the products/services that you offer. Do a Facebook search for those keywords and see the results that you get.
A basic keyword search will give you results that include popular pages within your industry or niche. These pages may include your competitors and larger companies. What you can do is filter the results for “artist, band or public figure.” Now you get a better sense of the influencers and popular personal pages that may be relevant to your company’s marketing efforts on Facebook.
2. Using Third Party Tools
Using third party tools can help you when you are assessing potential influencers for your brand. These tools give you access to advanced analytics that help show the performance of your company’s Facebook account, as well as those of the influencers you may be considering.
For instance, Brand24 is a great tool that provides access to online mentions, discussion volume charts, influence scores and other proprietary features. It is a must for any company that is looking to partner with Facebook influencers.
Facebook is the largest social media platform in the world. Billions of people use Facebook to interact with friends, check on family members and learn about businesses. Your company could leverage Facebook by engaging in positive partnerships with influencers on the platform. Thanks for your reading!
Liza Brown is a writer and a lover of all things video.
Follow @Liza Brown
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