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Facebook’s foray into influencer marketing is good news for brands



social media influencerShutterstock

  • Facebook is the latest platform trying to stake its
    claim in the world of influencer marketing with its Brand
    Collabs Manager tool, launched in June 2018.
  • The social network plays matchmaker for brands and
    influencers on Facebook, connecting them on a broad range of
  • The tool is being welcomed by advertisers, as it
    has made their influencer search more
  • But it threatens an entire cottage industry
    of talent-rep firms, specialist agencies and influencer
    databases that cropped up when influencer marketing started to
    take off.

Facebook is the latest platform trying to stake its claim on the
world of influencer marketing.

Facebook recently
the Brand Collabs Manager, a tool that helps
connect brands with social media influencers on its platform.
Think of it as Tinder for brands, where they can swipe left or
right on influencers based on their audience demographics and
portfolio of previous sponsored work.

The company began testing the product out with small number of
brands in January 2018, expanding it to a broader base in June.
Over 1,000 creators and 400 brands are already using the the

Expect it to roll out more broadly and become a bigger priority
for the social media giant as it continues to build and reiterate
on it moving forward.

“Given how much advertisers tell us they want to be able to reach
fresh faces with more accurate understanding of who these folks
are — and how much of a business driver it is — Brand
Collabs Manager is a big thing we’re investing in this
year,” Kate Orseth, director of media Monetization at
Facebook, told Business Insider. …


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