Why Facebook Amplification Should Be Part Of Your Influencer Marketing Strategy

Facebook ads are an extremely important aspect of digital marketing and a large reason why brands have been able to find incredible success in the e-commerce world, often without physical stores.

Between Facebook and Instagram (which is owned by Facebook) their ads have the potential to reach millions of potential customers. Most brands with a digital marketing strategy know the importance of Facebook ads, but not all brands are taking full advantage of Facebook’s features, especially as it pertains to influencer marketing.

Today, we are breaking down how to amplify your influencer partnerships across Facebook and Instagram and why Facebook amplification should be part of your efforts moving forward.

What Is Amplification?

Amplification is exactly what it sounds like: the ability to share an influencer’s content to new audiences beyond the accounts that already follow them. Amplification benefits both the brand and influencer, as it increases the content’s reach to new audiences that can go on to follow the influencer and purchase the product they are promoting. Audiences are also more likely to trust and engage with promoted posts from an influencer account as opposed to a brand account, as influencer content typically appears more relatable. 

How Do I Promote An Influencer’s Post?

The “Tag Business Partner” feature on Instagram and Facebook allows influencers to “handshake” with the brands with which they work. One major benefit of this is added transparency of branded partnerships, but the “handshake” tool also makes it easy for brands to promote influencer content on the influencer’s behalf. 

When an influencer partner’s post goes live, ask them to tag your brand using the “Tag Business Partner” tool (note that before the campaign goes live, your brand channel will need to grant the influencer access to tag your brand as a business partner; learn more about how to add influencer partners here) and have them toggle the “Allow Business Partner to Promote” option. This will give you, the brand, the ability to promote the content on Instagram and Facebook. 

Another option is to have the influencer grant advertiser access through their Facebook. This will require them to have an ad account on Facebook (another great reason to work with influencers who have Business accounts) but will give you, the advertiser, a wealth of options to create targeted 

Note: as this is additional content usage, the parameters and length of boosted content should all be outlined within your contract with the influencer. Boosting the influencer’s content may incur additional fees. 

What Options Do I Have To Promote Influencer Posts?

Once the influencer has granted you advertiser access, you will be able to promote the content on their behalf. There are two main options on how to promote: boosting and amplification. Both options will get the influencer’s content—and your brand—in front of new audiences, but they vary in terms of customization and targeting options. 

Boosting

The simplest option is to boost an influencer’s content, promoting the post exactly how it appears on their account. When boosting a post, you are given a few customization options and can select your target audience, your budget, and the duration of your promoted post. This option is quick and easy, but the customization options are limited, making the second option, amplification, the better way to make the most of your promoted content.

Amplification

Amplification allows for greater customization. Through this method, ads are created through Facebook’s Ad Manager, where you can decide where the amplified posts will appear on both Facebook and Instagram (including Instagram stories, ads in Facebook Messenger, and other locations), specify your ad objectives, and develop your target audience with greater tools than boosting allows.

In addition, you can edit captions, add call-to-action buttons, and create carousel ads using Ad Manager. For example, say an influencer creates a carousel Instagram post on their feed where the first photo features the influencer prominently, and the second photo is a close-up of your product. With the creator’s consent, you can switch the order of the photos to feature the product close-up in the ad. 

Because of the various ad objectives you can select, Facebook Ads are optimal for gaining new customers and sales conversions. 

Lytehouse has a paid amplification division that can amplify content on your brand’s behalf. Get in touch with us here.

How Much Should I Budget For Amplified Content?

Budgets will vary from case to case, but we suggest allocating around 20% of your overall influencer marketing budget toward post amplification. We have found that brands who spend around this percentage (with daily monitoring of ad performance, making adjustments where needed) see close to a 100% return on investment. Increasing the spend beyond 20% similarly increases the ROI. Again, exact budgeting will vary per brand, influencer content, and campaign goals.

The value of amplified content is worth the extra budget, as it can exponentially increase the reach of your influencer campaign and bring a greater ROI than simply leveraging an influencer’s existing following.