Facebook may have just become the biggest influencer marketing agency in the world.
Facebook, Inc., which owns Instagram, WhatsApp, Oculus, and of course, Facebook, announced new policy updates on December 18, 2019. What might be the most important part of this update is that Facebook, Inc. rolled out its Brand Collabs Manager tool to a select group of Instagram creators. Previously, Brand Collabs Manager was only available to Facebook creators.
Brand Collabs Manager allows companies to search for influencers who would be a good fit to help advertise their brands and products. Influencers also use it to find and partner up with companies that share their values and image.
For influencers who were worried about Instagram removing likes from the public eye, Brand Collabs Manager may assuage those fears. The tool will allow them to get insights on all of the posts they’re tagged in.
While influencers might be sighing in relief, some influencer marketers are sounding alarms:
Instagram is rolling out its own influencer/brand Dashboard soon
1. FB removes public engagement metrics
2. FB builds suite for engagement metrics
3. ProfitFacebook will be the biggest influencer marketing agency pic.twitter.com/wWznXwlW7T
— Michael Skircak (@michaelskircak) December 19, 2019
By Facebook rolling out its own powerful publishing tool (Creator Studio), an influencer marketing platform (Brand Collabs), and integrating it all with Biz Manager, Ad Manager, Pages, Groups, Profiles, + messaging apps…It’s all set to dominate the influencer marketing industry
— Matt Navarra (@MattNavarra) December 19, 2019
What does this mean for influence marketing management? Is it time to start ringing the death knell for influencer marketing agencies? Or is it the start of something new?
There’s still much to learn before any of these questions can be answered.
What OppGen Marketing does know with a reasonable amount of certainty is that this tool will make connecting with influencers easier, thus benefiting brands, businesses, and influencers.
Influencer marketing is a fairly new phenomenon and one that’s at the mercy of regular updates and policy changes.
For influencer marketers concerned about the potential ramifications of Brand Collabs Manager, it may be wise for them to step back from focusing on influencer marketing and start diversifying their services.
Contact OppGen today to discuss how you can diversify your digital marketing strategy.
