Facebook Changes and Influencers
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- Influencers’ stock just levelled up:
Connecting with influencers who have a growing audience that they truly understand will be at a premium for most businesses and brand on social media. It will continue to be the most effective way to influence consumer behavior via social media and beyond.
The key is for influencers to have a deep understanding of their followers and of their brands equity.
The big question is, will Facebook begin to regulate influencers and treat their organic content the same as businesses? Will they use the algorithm to measure the amount of posts from influencers that seem to contain brands either in the content or caption and begin to penalise their reach just like the media companies and businesses? After all, Influencers began their accounts as regular people, connecting with friends and family and not partnering with brands. Something to watch and consider before entering into a long term arrangement with an influencer.
- Businesses need to adjust:
Companies that rely on Facebook and Instagram to build businesses are definitely at a loss with the changes, but I still have hope.
For most businesses, it will be as simple as understanding what the ambition of your brand or product is and aligning that with the target consumer that has a similar ambition.
The good thing about social media is that with the right data and proper social listening, you can unearth your target audience and figure out which influencer speaks to them.
Picking an influencer that has a lot of followers in your niche, telling them to post your brand or product, and tagging your account isn’t Influencer Marketing.
The best way to utilise an influencer’s audience is to understand your objective, learn about the factors that influence your target audience, and engage an influencer that blends your brand or product narrative seamlessly within their own. This is called ‘equity matchmaking.’
- We’re all in Mark’s hands:
In order to stop the spread of fake content, Facebook has decided to show you less business and media content, and more ‘people content’ — content from the individual users.
So, if businesses execute even more influencer marketing through these people that are influencers, where will Facebook draw the line? Will they regulate that as well?
I think we’ll have the answers to these questions over the next couple months, but one thing is for sure: the power is in the hands of the influencer more than ever before.
- Find the right influencer for your brand, your product/service and, most importantly, your target audience
- Have an agreement in place – one that clearly sets out everyone’s expectations
- Understand the legal implications of engaging an influencer
- Don’t be held to ransom by influencers
- Look beyond the mega influencer – nano/micro/macro
If you want to know the difference – read this from my gorgeous friends across the ditch – it’s honestly the best piece I’ve read about the differences. http://weareanthology.com/we-are-anthology-digital-influencer-and-social-media-marketing-blog/2017/4/26/the-difference-between-micro-macro-and-celebrity-influencers
In a nutshell-
Nano – 100+ followers – small but extremely loyal following and reach deep into niche markets
Micro – 500 – 10K followers – engagement rates around 25-50%
Macro – 10K – 1M followers – engagement rates around 5-25% – lower engagement but higher reach
Mega – 1M+ followers – 2-5% engagement
Will social media influencer marketing work for all businesses? Well no, probably not. But, it’s definitely time to consider it and look outside the box.
Here’s what I think we’ll see next on Facebook (and Instagram eventually since they mirror any changes on FB):
- Even less organic ‘public content’ – content from businesses, brand, media outlets
- More paid ads
- More influencer marketing partnerships
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