You rarely attend a campaign kickoff meeting these days without hearing a question about influencer engagement.
“What are we doing,” someone will inevitably ask, “to get influencers excited about this?”
Facebook recognizes this, and it’s easing its process for promoting influencer posts.
Previously, the only way for a brand manager to promote an influencer’s post was to share it and put some ad dollars behind the post. Now, brand managers who work with influencers can promote individuals’ posts without the added step. This creates a much cleaner experience for audiences.
Marketers will have to authorize which creators can tag them in branded posts, which is done through the Page Settings section.
Creators, in turn, must give permission for brand managers to boost the post. That’s done by checking a box that shows up when they’re crafting it.
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Meanwhile, the platform is rolling out three ways for marketers to see how influencers’ posts perform (only when the brand is mentioned, of course):
- Detailed tools/tips and explanations to view and understand results
- Total spending from the creator and the marketer on each post
- Separate summaries of total spending and CPM—in multiple currencies, if needed
For more on the new feature, check out Facebook’s blog post.
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