Social media giant Facebook made some big waves in late June of 2018 when it announced a brand-new slate of tools and improvements to its platform. This included its new Brand Collabs Manager, a tool that makes it easier than ever for brands and social media influencers to find each other and to forge beneficial partnerships.
Believe it or not, a tool like the Brand Collabs Manager has the potential to supercharge your real estate marketing strategies. Social media marketing has become increasingly important when it comes to driving new leads in just about every industry, and harnessing the power of an influencer partnership can reap some serious rewards. Here's what you need to know.
Social influencer marketing is a specific subset of social media marketing. It involves less work on your own part to promote your brand through managing your own social media presence and more enlisting someone who is already established as a social media presence -- someone who has influence through a high follower count -- to promote your brand organically.
Influencers can be celebrities like actors and musicians. But that's not the only type of person that can become an influencer. Anyone who's made a name for themselves on social media like Facebook, Twitter, Instagram, or other platforms, anyone with a large, enthusiastic, and vociferous following, can be an influencer.
Influencers are seen as trusted figures by their followers. When Forging a relationship with an influencer means that anything positive they say about your brand will reach their followers, who are then that much more likely to support your brand personally. Influencers, in turn, usually receive perks for becoming an unofficial spokesperson for your brand, with businesses often providing them with free merchandise samples or discounted/free services.
How far can social media influencers push your exposure? Instagram digital magician Zach King and lifestyle blogger Naomi Davis, for example, allied with Target to create a short Instagram video that generated 8.5 million views and more than 1.3 million likes. It's an extreme example, but it's illustrative of just how allying your brand with a social media influencer can impact your business positively.
The problem with social media influencer marketing is, of course, the difficulties in finding an influencer that fits your brand. Real estate businesses, for example, have some very specific needs; you need to find a relevant influencer, and that means locating someone in or related to the home renovation, construction, or decorating industries. Secondly, it's also useful to find someone that's at least nominally in your region, as real estate can be very geographically specific.
With Facebook's new Brand Collabs Manager, though, the ability to match brands with appropriate influencers is much easier. The tool uses a sophisticated search engine to find the best influencer for the brand in question, including highlighting creators that have interacted with your brand on Facebook before (such as by Liking your page). This takes the guesswork out of the process, allowing you to forge partnerships in ways that are likely to work well for both you and your influencer.
As the Brand Collab Manager is a relatively new tool, Facebook is rolling it out slowly at first. You can sign up now to be placed on the list, which will then enable you to begin looking for your perfect influencer partner as soon as Facebook is ready to connect you. It won't be long now before Facebook changes the game once again!