[SMK] Social Media Knowledge

DIGITAL MARKETING NEWS

Facebook Expands Influencer Platform

Facebook Opens 'Brand Collabs Manager' For More Brands & Influencers

In keeping with its 2019 expansion and focus on influencer marketing, Facebook has announced an extension to its influencer platform, Brand Collabs Manager.

Just in time for the end of year push, Facebook has expanded to more countries and tweaked eligibility, opening up access to more influencers.

Soft launched in 2018; the Brand Collabs Manager was created to pair brands and influencers (i.e. Creators) together, across Facebook and Instagram.

Part search engine, part database, part match-maker, Collabs Manager provides businesses with a detailed, unbiased, ‘warts and all’ view on online creators based on the demographics of their audience and portfolios of their past sponsored content.

Reducing reliance on dubious creator self-reported stats.

Kate Orseth, Video Product Manager & Jeff Birkeland, Head of Creator & Publisher Experience

To help advertisers find creators for branded content partnerships, based on real insights, we introduced Brand Collabs Manager.

Today we’re announcing that creators in over 40 countries can now apply for access to Brand Collabs Manager, bringing it in line with Ad Breaks. And we’ll continue expanding in coming months.”

Given the problems which blight influencer activity, the move is likely to be widely welcomed by marketers, as some of the influencer smoke and mirrors begins to clear.

Source & Engage Influencers Based Upon REAL Data

With Collabs Manager organisations can discover creators based on:

  1. Top countries where they’re popular
  2. Audience interests
  3. Audience gender
  4. Audience education
  5. Audience relationship status
  6. Audience life events

On the flip-side, creators can put themselves in the shop window, compiling portfolios connected to their Facebook Page showcasing how they can work with brands.

To qualify as a creator, and be listed in Brand Collabs Manager, creators will now need to:

  • Have at least 1,000 followers
  • Have 15,000 engagements on their posts over the last two months OR
  • Have 180,000 minutes viewed, or 30,000 1-minute views on videos that are 3-minutes or longer within the previous two months.

Creators who wish to join can check if their Page qualifies here.

Same Same, But Different

The Brand Collab Manager hasn’t sort to reinvent the wheel, offering many of the same features and functions that can be found in existing influencer platforms.

Rather Facebook has done what it usually does, and mimics those in-market already, before building out and expanding feature sets and functionality.

No doubt, tying to integrations with its Branded Content ads and ecommerce features.

While it is still early days for the Brand Collabs Manager, its intent is clear, to cut out the middlemen who have ultimately developed the space to date. i.e. influencer marketplaces and other hangers on.

While this will not happen immediately, the company founders and VCs who have bankrolled these businesses must be despondent.

Saving some impressive product pivoting, many of these businesses will either have to consolidate or go to the wall within the next 1-3 years. As has been the case in other areas of MarTech.

For marketers, you can access the Brand Collabs at https://www.facebook.com/collabsmanager/ now.

Learn with SMK through Sept 2022

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally

Sept SMK Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Techical Labs: LinkedIn Pages, Ads, Campaign Manager, Pixel Tracking, & More on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

YouTube Marketing: Organic & Paid Video Mastery on Thursdays from 10 am – 12 pm AEST

  • Module One: 2022 YouTube Marketing Trends, Opportunities & Challenges
  • Module Two: YouTube Channel Optimisation, Analytics & Video Engagement
  • Module Three: Understanding YouTube Video’s Algorithm & Content Marketing
  • Module Four: YouTube Video Ad Campaigns & Influencer Marketing

LinkedIn & B2B Social Media Marketing on Fridays from 11 am – 1 pm AEST

  • Module 1: 2022 LinkedIn & B2B Social Media Marketing Opportunities
  • Module 2: LinkedIn Content Marketing, Engagement & Brand Building
  • Module 3: Thought-Leadership, Employee Advocacy & Personal Branding
  • Module 4: Creating High-Performing LinkedIn Ads Campaigns

 

Leave a Comment