Branded content and influencer collaborations have become an increasingly essential part of marketing strategies for 2022, and it’s safe to assume it’s here to stay. So, if influencer collabs haven’t been on the radar for your brand, it’s time to reconsider.
Facebook Brands Collab Manager is a tool that helps brands connect with different creators on Meta-owned platforms such as Instagram and Facebook.
Meta is a social technology company that Mark Zuckerberg launched late in 2021. The company is designed to bring together Zuckerberg’s apps and technologies, so it is housed under one umbrella. The idea behind this is to bring people together, find communities, and grow businesses.
One such way of making this happen is through the use of Facebook Brand Collabs Manager.
Companies and marketers can use Brand Collab Manager to find creators with the perfect audience, making it easy to connect directly. Eliminating the use of DMs (also known as direct messages) that can be overlooked or lost. This tool makes brands and creators finding each other based on real data easier than ever before.
Brand managers, business owners, and marketers can develop a portfolio that highlights interests, created content, and a list of brands that could be ideal for a collaboration.
Moreover, the Brands Collab Manager makes doing the work easy.
A Paid partnership label is added to any content created with the Brands Collab Manager.
“The Brand Collab Manager feature has made it easier than ever to find creators who suit your client’s demographic. Before this, it was a common occurrence to get lost in each other’s DMs, especially if one didn’t initially follow the other,” said Elevation Ten Thousand Social Media and Public Relations Specialist, Lauren O’Donnell.
Who is Eligible to Use Brand Collabs Manager on Facebook
Applying for Brands Collabs Manager is a possibility for both brands and creators. As a creator, there are some qualifications that must be met beforehand.
- Creators must have a minimum of 1,000 followers. The page must have at least 15,000 post engagements, 180,000 minutes viewed, or 30,000 one-minute views for three-minute video posts.
- Be a page admin for pages of relevancy.
- Publish in an eligible country, like the United States, Australia, Brazil, Canada, Germany, and many others.
- Obey the branded content policies and the partner monetization policies.
Facebook Business Pages also have the ability to apply for Brand Collabs Manager.
Pages would have to meet the following requirements:
- Have at least 1,000 followers.
- The page or group is public.
- Follows the policies for restricted content.
The same applies to eligibility for brands, with the addition of following the community standards for both Facebook and Instagram platforms.
How to Use the Facebook Brand Collabs Manager Feature
To use Facebook Brand Collabs Manager, there are different steps for creators compared to the steps taken by a brand.
From a creator’s perspective, you must start by applying for access. To do this, there are a few simple steps to follow.
Select the page you would like to add to Collab Brands Manager, enter the necessary email address, and agree to the terms of service. Brand managers or marketers can also monetize the account at this step if that is preferred.
Once the brand’s creator page is eligible, the creator portfolio can then be created. This is what brands will see when searching for creators to work with.
On the brand side of things, the most crucial factor is finding the right influencers. Brands Collab Manager is designed in a way to match brands with creators that will carry the most impact based on their content and audience demographic.
This is essential to ensuring the right influencer is matched with the brand. Having the wrong influencer representing the brand can become quite problematic for companies.
“The verification process is also extremely advanced — looking at actual data over just the vanity metrics is huge for your client and the potential exposure from the partnership,” O’Donnell continued.
Find the Right Influencers
Brands Collab Manager on Facebook provides the ability to search by keywords, hashtags, or a creator’s name — there is a multitude of people to find and discovering who is out there can be easy to do. With many ways to sort through creators, finding the perfect match for your brand is only a few clicks away.
After logging in, there will be a list of recommended creators. This is helpful for brands that don’t know where to start or are not sure what to search for.
The insights tab in Brands Collab Manager can be used to look over creators to help determine if they will fit well based on any current metrics.
Make sure you understand and know who you are trying to reach in terms of influencers as not everyone would be a fit for the brand.
An influencer who typically represents fashion apparel or luxury jewelry might not be ideal for a brand that offers car detailing services. So, it’s important to understand who the influencer is and their capabilities to represent your brand.
If you need help understanding how the collab tool can be useful for the company’s social media strategy, or need help navigating it, contact our team today.
Contributions to this news update were made by Madison Dunlap and Sara Smida.
