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02.13.18

Facebook Is Betting Big On Micro-Influencers

by Miró Cassetta

Photo was originally published by Facebook for Creators

Facebook is betting big on micro-influencers and the content they create with the launch of a new app, Facebook Creator (and accompanying educational website). The app gives creators a reason to keep publishing on Facebook and Instagram by making the creation process more polished and repeatable and giving them visibility into measurement and monetization.

This type of tool is invaluable for micro-influencers and small business owners who don’t have the budget or resources to produce polished-looking content. It legitimizes and formalizes UGC while making it scalable. Creating a series and want an intro scene? You got it. Custom emoji reactions? All yours! Themed graphic borders? Frame it!

Are any other social channels already doing this? YouTube Creator Studio has been around since 2014 but it’s more about video and community management than streamlining the creative process. That’s why we think Facebook Creator could have big implications on how the micro-influencer landscape grows up.

WHAT THIS MEANS FOR MARKETERS

  • Get ready to partner with more micro-influencers. We already know that 92% of consumers trust influencers over ads or celebrities so partnering with influencers is gaining credibility and maturation. As content quality and scalability improves, brands have even more reason to connect themselves with these smaller-scale creators.
  • Ramp up your own video creation. Facebook is beta-testing in-stream ad breaks. For now, partnerships consist of sponsored content but ad breaks will give marketers a chance to have complete control over messaging. And the combo of sponsored content PLUS an ad? We’d call that a one-two punch.
  • Get insights more easily. Facebook Creator app even has its own Page Insights tab, providing an easy, all-in-one place for influencers to analyze content performance. While the currently available stats aren’t that robust (fans’ locations, hours they’re active, video engagement), if Facebook adds visibility into monetization it could become an invaluable way for brands to get insight on partnerships.

 

Miró Cassetta

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