Facebook’s foray into influencer marketing is good news for brands

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• Facebook is the latest platform trying to stake its
  claim in the world of influencer marketing with its Brand
  Collabs Manager tool, launched in June 2018.
• The social network plays matchmaker for brands and
  influencers on Facebook, connecting them on a broad range of
  criteria.
• The tool is being welcomed by advertisers, as it
  has made their influencer search more
  efficient 
• But it threatens an entire cottage industry
  of talent-rep firms, specialist agencies and influencer
  databases that cropped up when influencer marketing started to
  take off.

Facebook is the latest platform trying to stake its claim on the
world of influencer marketing.

Facebook recently
launched the Brand Collabs Manager, a tool that helps
connect brands with social media influencers on its platform.
Think of it as Tinder for brands, where they can swipe left or
right on influencers based on their audience demographics and
portfolio of previous sponsored work.

The company began testing the product out with small number of
brands in January 2018, expanding it to a broader base in June.
Over 1,000 creators and 400 brands are already using the the
tool.

Expect it to roll out more broadly and become a bigger priority
for the social media giant as it continues to build and reiterate
on it moving forward.

“Given how much advertisers tell us they want to be able to reach
fresh faces with more accurate understanding of who these folks
are — and how much of a business driver it is — Brand
Collabs Manager is a big thing we’re investing in this
year,” Kate Orseth, director of media Monetization at
Facebook, told Business Insider. …

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