Earlier this month, Facebook announced that brands and businesses can now amplify influencer posts from the creators’ profiles directly. This provides a significant advantage to brands investing in influencer marketing, as they now have the ability to sponsor a more seamless advertisement vs. reposting a creator’s original post from their brand’s fanpage/profile, appearing much less authentic.
The difference looks like this; with the new amplified post on the left, and the old repost format on the right:
Pretty slick! Let’s walk through the workflow of how a business/brand can take advantage of this new feature.
How To Amplify An Influencer’s Post
b) The Creator must tag the business in the ‘with’ section of the post
By tagging a brand in a paid endorsement, the top of the influencer/publisher’s post will now display the line “[Publisher] with [Brand].”
That tagging will notify marketers behind that brand when an influencer or publisher has posted the content they’ve been commissioned to produce, so that they can then share it or promote it as a sponsored post through their Facebook ads manager, as well as access analytics attributed to said post.
NOTE: There is the belief amongst marketers that the designation of ‘[Publisher] with [Brand]’ is a clear-enough an indication of a paid ad/sponsorship – meaning that recent crack down and requirements by the Federal Trade Commission of tagging an endorsed post as #ad, #sponsor, or #partner will not be necessary under this new format.
The official statement from the FTC is vague, but for now it appears marketers will be able to get away without the #ad and related hashtags in the caption – reverting back to a more subtle advertising approach to influencer posts.
All advertising promotional messages should be identifiable as advertising, regardless of where they appear. As our guidance for businesses on native advertising notes, everyone who participates directly or indirectly in creating or presenting native ads should make sure that ads don’t mislead consumers about their commercial nature.
Managing Which Publishers Can Tag Your Brand
Brand safety is of course paramount when it comes to influencer marketing, and many ‘wanna-be’ influencers have a tendency to tag brands in every post that they publish for exposure, or with the hopes of a brand picking up their content and commissioning them for influencer work in the future.
The problem with this is that sometimes brands do not want to be associated with some of these profiles, or at least not without control over both who can create a perceived association with their business, and the message that they are posting.
For this reason, Facebook has enabled a function in a business’ fanpage, to manage which publishers or influencers can tag that brand in their content.
In order to do so, an admin of a business fanpage must click on the ‘Branded Content’ tab within it’s page’s settings menu. From there, marketers have the ability to turn on ‘required approvals’ for creators to tag them in a post, or select this option for specific individuals/publishers, as well as the ability to block specific pages from tagging them in the future altogether.
Of course, these latest enhancements to Facebook advertising are a brilliant way for them to further monetize the fast-paced world of influencer marketing , and for marketers, it provides better control over authenticity and optics of their campaigns, as well as a much easier method to amplify and collect data from sponsored components to their influencer marketing programs.
"At Universal Music, we are frequently tasked with launching new albums and products with little to no notice which can prove challenging for traditional agencies.
The team at the Influence Agency have proven time and time again their ability to be both nimble and efficient at delivering influencer campaigns that are strategically targeted, creative and most importantly impactful with our artists audiences."
"The Influence Agency is phenomenal. They’re incredible outside-the-box thinkers and we’re a great alternative to the traditional marketing efforts taken for the NFP I work for. We worked directly with Stephanie and Tom, both who had a high level understanding of the industry and a completely professional approach to social promotion. Looking forward to working with their team again!"
"As a creator, it was so easy working with The Influence Agency. They've put me forward for a number of awesome campaigns and have given me full creative control to execute them. I can't wait to work with them in the future!"
"The Influence Agency has been a huge part of our success for The Rose Picnic!! We love working with the team and look forward to many more great years together!"
"The Influence Agency is by far one of the best agencies I've worked with in Toronto. They provide so much value to each and every one of their clients, and I've had the pleasure of working with them on many different campaigns. Not only are they professional, but very personable. They are a delight to work with, and I would recommend them to anyone interested in growing their brand or business in an meaningful and creative way."
"Having blogged for 10 years and having worked with a plethora of agencies, The Influence Agency team has been one of the top agencies I've connected with. Their ability to both balance creator relations and interests, while maintaining the priorities of their brands is incredibly impressive. As a creator, the team is always supportive and responsive and truly makes developing branded content seamless! I always look forward to working with them!"