{"id":1867,"date":"2017-08-21T17:39:21","date_gmt":"2017-08-21T17:39:21","guid":{"rendered":"\/blog\/?p=1867"},"modified":"2017-08-21T17:39:21","modified_gmt":"2017-08-21T17:39:21","slug":"facebooks-changes-could-impact-your-influencers-big-and-small","status":"publish","type":"post","link":"https:\/\/staging.markerly.com\/pulse\/facebooks-changes-could-impact-your-influencers-big-and-small\/","title":{"rendered":"Facebook\u2019s changes could impact your influencers big and small"},"content":{"rendered":"

Reading Time: <\/span> 3<\/span> minutes<\/span><\/span> <\/p>\n

If you haven\u2019t heard, Facebook\u2019s made some big changes to better accommodate brand needs when it comes to influencer marketing. This isn\u2019t that big of a surprise as we\u2019re very used to seeing social media platforms constantly changing<\/a> and updating capabilities to develop new useful advertising and marketing solutions for brands that are also profitable for the platform. On the surface, these new capabilities sound great, brands will have more direct access to influencer posts with an inside look into the data behind them and the new-found ability to directly boost posts to key audiences. But what impact will this have on traditional influencer marketing moving forward?<\/p>\n

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As we predicted earlier in the year<\/a>, brands want more control over the data and their audience reach with influencer marketing campaigns and that\u2019s what Facebook, like many other companies dealing with influencer marketing \u2013 including ourselves \u2013 aim to deliver<\/a> through new services. As platforms start to provide brands with more direct access to influencers and their posts, allowing them to become the true drivers behind these campaigns, its begs the question of whether or not this shift in control will create a new look for influencer marketing on Facebook.<\/p>\n

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Cost<\/strong>
\nOne of the most beneficial things about influencer marketing is that it can fit into almost any budget due to the wide array of options brands have for their campaigns. Whether you\u2019re a well-known brand looking for celebrity endorsements to reach millions of followers, or if you\u2019re a smaller company looking to work with micro-influencers in a niche area<\/a> \u2013 there\u2019s an influencer campaign (in your budget) for that.<\/p>\n

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Micro-influencer content and celebrity content, while the reach can be very different due to the follower bases, have historically had a level playing field in terms of post visibility as the posts were coming from individual accounts instead of company or brand accounts. The fact that these were classified by Facebook as individual posts instead of sponsored content helped to avoid the dreaded Facebook algorithm which gives priority to those companies who pay to boost their posts. The challenge now will be whether or not all influencer posts will have an equal chance for visibility in the news stream as a company\u2019s ability to directly boost an influencer\u2019s post pulls their content into the \u2018pay-for-play\u2019 realm where priority is given to those who sponsor posts.<\/p>\n

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Targeting Value<\/strong>
\nBoosting posts not only helps with visibility but it can also help to better target consumers who are more apt to purchase the product or service being featured \u2013 better positioning brands for their overall goal of increasing sales. With brands having direct access to boost an influencer\u2019s post like they would their own, it not only helps to hit the influencer\u2019s audience but it also creates a second, more focused audience who may be outside of the influencer\u2019s initial scope.<\/p>\n

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This ability to target niche audiences is crucial to creating a genuine connection with your target audience, which is why we saw the rise of the micro-influencers<\/a> last year. Some fear that being able to leverage Facebook\u2019s user targeting will minimize the value of influencer\u2019s followings, rendering them obsolete but at Markerly we just don\u2019t see that happening. In fact, this new boost capability can help brands expand beyond the group of loyal influencer followers, creating awareness among consumers who might be interested in either the brand and\/or the influencer, leading to new followers and making it a win-win for all groups involved.<\/p>\n

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Contrary to recent belief, Facebook\u2019s new capabilities will not be the death of influencer marketing but more of a metamorphosis into the next phase of influencer marketing on this specific platform. Brands will now have the capability to expand beyond traditional influencer followers and add their own level of targeting as a supplement to existing influencer campaigns. As for influencer marketing on other platforms including Instagram and Snapchat, we\u2019ll soon see if the pay-for-play solution becomes a more common option.<\/p>\n","protected":false},"excerpt":{"rendered":"

Reading Time: <\/span> 3<\/span> minutes<\/span><\/span>   If you haven\u2019t heard, Facebook\u2019s made some big changes to better accommodate brand needs when it comes to influencer marketing. This isn\u2019t that big of a surprise as we\u2019re very used to seeing social media platforms constantly changing and updating capabilities to develop new useful advertising and marketing solutions for brands that are also…<\/p>\n","protected":false},"author":4,"featured_media":1875,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts\/1867"}],"collection":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/comments?post=1867"}],"version-history":[{"count":0,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts\/1867\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/media\/1875"}],"wp:attachment":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/media?parent=1867"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/categories?post=1867"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/tags?post=1867"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}