If your business is the type that embraces influencer collaborations, partnerships and branded content on Facebook then there are two new features you need to know about, Creator Collaborations and Branded Content Tags.
These two new features facilitate smoother collaborations between influencers and brands, leading to more exposure and reach. They also add an extra layer of transparency around branded content.
Below we’ll discuss everything you need to know about Facebook’s Creator Collaborations and Content Tags and look at how they can take your Facebook strategy to the next level.
Facebook’s Creator Collaborations
Basically, the exciting and newly released feature enables you to tag multiple influencers in a single post. Providing additional brand awareness (through the use of tags) to the combined audience of both collaborators.
See below:
Image source: https://www.socialmediatoday.com/
Here’s Facebook’s official definition:
“With this tool, a creator can invite a second creator to publish a single piece of video content together. If the second creator accepts, the post will publish on both collaborator’s pages. Collaborators will share the same distribution for the content, and be able to view shared insights, such as reach and engagement, within Creator Studio.”
Tagging multiple influencers enables creators to tap into a wider audience, i.e, the audiences of each collaborator.
The creator who uploads the post can send an invite to the collaborator to be a part of the post. Once the collaborator accepts the invite, the creator can add or remove them (the collaborator) from the post at any time if they so choose.
If the post is eligible for monetisation, the earnings will automatically go to the creator (the one who created the post). It is then the onus of the creator to pay the collaborator.
When it comes to analytics, each influencer has access to the post’s various insights, such as reach, views and engagement. All of this can be found on Facebook’s Creator studio.
Facebook’s Creator Collaborations tool is quite similar to Instagram’s feature, called Collabs which allows two Instagram users to post the same post from two different accounts. Enabling them to share likes, comments and views.
Facebook’s Creator Collaborations is currently only available for video posts, but that may change in the future.
Facebook’s Branded Content Tag
Facebook tags are nothing new. The only difference is that nowadays influencers use Facebook’s Branded Content Tag to tag sponsors instead of friends in each post.
In addition, when an influencer publishes content about a brand, the brand has the ability to boost the post, as seen below.
Image Source: https://newsfeed.org/facebook-facilitates-the-partnerships-between-brands-and-influencers/
If the brand chooses to enable this feature, they essentially pay to reach more people. Not only that but the audience sees the post from the influencer, even though the brand paid to boost it.
When the brand boosts the post, Facebook will prompt them to add a call to action. Once the boosted post has run its course, the call to action will remain.
Embrace where we are headed
More and more brands are relying on influencers to expand their reach, boost engagement and sell their or their client’s products or services.
Facebook is jumping on the bandwagon and making the process easier with the introduction of collaborations and branded content that experiments with different features and helps to drive results.
