With influencer marketing rising in popularity—statistics say it delivers 11X higher ROI than any other form of marketing—Facebook is looking to capitalize. The social media platform is testing a new search engine specifically designed for marketers, allowing them to search for an influencer that matches their company’s needs. Here’s what we know so far, according to MarketingDive:
- Marketers can search for influencers based on a variety of audience characteristics: location, interests, gender, education, and relationship status.
- The search will provide a list of suitable influencers, detailing their audience, and how it matches the marketer’s needs.
- Influencers can also create their own profile, showing marketers their audience size and samples of their own ad content.
This new tool comes as no surprise. YouTube is still the favored platform for influencers to share on, and Facebook has been working on a number of influencer marketing tools in an effort to change that. In fact, the algorithm change on Facebook earlier this year was predicted to be making room for influencer marketing and may have been in preparation for this very tool.