Facebook Influencer Marketing: Complete Guide for Brands

An influencer taking a picture on herself with blue skies

Facebook is not just a platform for pictures and catching up with old friends. Businesses can still leverage Facebook for buzz-worthy marketing campaigns.


In this comprehensive guide, we’ll be showing you how to efficiently leverage Facebook influencer marketing.

Here are some key takeaways to look out for:

  • Facebook features to include in your next influencer marketing campaign
  • Steps to help you find the right Facebook influencers for your brand
  • Best Facebook influencer marketing practices
  • Facebook influencer marketing campaign examples to inspire you

Ready to dive in? 

Let’s go!

Does Influencer Marketing Work on Facebook?

The short answer is yes. 

A thought-through and engaging influencer marketing strategy will work on Facebook.

In comparison to other social media platforms, Facebook still quietly has the most active users and the largest audience size in the world. 

Let’s look at the numbers.

The most popular social media channels, ranked by number of active users in January 2023 are:

  • Facebook: 2.958 billion active Facebook users
  • YouTube: 2.514 billion active users
  • WhatsApp: 2 billion active users
  • Instagram: 2 billion active users
  • WeChat: 1.309 billion active users
  • TikTok: 1.051 billion active users

The top 5 most visited social media networks in July 2023 are:

  • Facebook
  • Instagram
  • Twitter
  • WhatsApp
  • TikTok

In a previous survey by Statista, 52% of marketers used Facebook for influencer marketing campaigns in 2021.

Long story short, Facebook is a good place to go when it comes to influencer marketing, simply because of its popularity.

How are Facebook influencers different from influencers on other social media sites?

Facebook influencers are different from other social media influencers.

Below are some of the interesting contrasts between them.

Platform demographics:

  • Facebook: The age group of the most active Facebook users is 25–34.
  • Instagram: The age group of the most active Instagram users is 18–24.
  • TikTok: The age group of the most active TikTok users in the US is 10–19.

Influencer content formats:

  • Facebook influencers and content creators often create longer-form written content. This allows for more in-depth storytelling and discussions.
  • Instagram influencer content generally includes aesthetic photos with brief captions and hashtags, and short videos (Reels).
  • YouTube influencers create long-form videos, with some even running for hours.
  • TikTok influencers’ type of content focuses more on the younger generation (Gen Zs). Thus, they are short, snappy, and fun.

These are some of the major differences between Facebook influencers and other types of influencers. 

Now that you know the differences, let’s explore some of the best features you can include in your next Facebook influencer marketing campaign.

4 Facebook Features to Include in Your Next Influencer Marketing Campaign

Modern social media offers various features that can help you boost your influencer campaigns in the most effective way. 

That's what we’ll discuss in this section. 

Between January and July 2022, influencer videos made up 60% of video views on Facebook in the United States.

This shows that video content is a popular format that can help you achieve a higher ROI in your Facebook influencer campaign.

Below are some easy-to-use Facebook features you can take advantage of to optimize this format.

Facebook Live

This is a real-time broadcasting feature.

It means that customers can see what an influencer is doing in real time.

Image Source: Facebook

Because it’s happening in real time, it creates a sense of authenticity. 

Viewers know that it’s not scripted which makes every sentence feel more authentic. This helps build genuine interest and engagement with audiences.

If you’ve ever engaged with your favorite influencers on live Facebook videos, then you’ll understand exactly how viewers feel when a live video of their favorite influencer pops up.

This feature generally bridges the gap between influencers and their followers.

Due to its ability to foster authenticity, many marketers and business owners are taking advantage of this digital marketing feature.

For instance, the image above shows a sharing contest and promotional live video content of a makeup artist.

As a brand, you can use the feature on your Facebook page for giveaways, promos, and contests.

Facebook Reels

Just like Instagram Reels, Facebook Reels are short-form video content that have great potential to increase your discoverability and virality. 

Image Source: Facebook

An example of a good reel is shown above. With the right hashtags, music, and aesthetic space, a reel was created that gained over 87,000 likes.

How important are Reels?

In 2022, Reels accounted for 3.3% of ad impressions on Facebook. This is half the potential target audience of Meta Stories ads.

The secret to a successful reel is to:

  • Keep it short
  • Keep it aesthetic
  • Set catchy captions
  • Use trending sounds and music
  • Have a hook for the first 10 seconds of your video
  • Use captivating thumbnails

Overall, be creative! 

Facebook Stories

Stories sit right on top of the user’s news feed. 

Image Source: Facebook

This way, Facebook’s algorithm makes them unmissable and perfect for driving engagement.

The feature is so popular that over 500 million people use it every day in combination with Instagram, and WhatsApp.

The numbers showcase their ability to drive organic reach to millions of monthly active users. 

Additionally, the time limitations attached to Facebook Stories can create a sense of urgency.

When an influencer’s content is interesting, it is only natural for viewers and followers to keep an eye out for these Stories and track the influencer’s posts.

Facebook Groups

Think of Facebook Groups as secret hideouts for people to huddle and bond over shared interests. 

These Groups are created to foster a deep sense of communities, create connections, and forge loyalty. 

When you share your videos to relevant Groups (those that contain your target audience), you connect to a wider audience and lead conversations that ultimately foster brand loyalty.

With over 1.8 billion monthly active users in Facebook Groups, the potential for growth is undeniable. 

You can also consider creating your own Facebook group, as a safe space for your followers and online community to thrive.

The trick to fully leverage this feature is to find influencers who align with your social media campaign goals. 

Let them create authentic influencer posts, lead discussions, and offer exclusive insights.

Below are some tactics you can use to find influencers.

How to Find the Right Facebook Influencers for Your Brand

What makes someone the right influencer for your brand?

There are many things. But top of the list would be their: 

  • Authenticity
  • Trustworthiness
  • Passion
  • Relatability
  • Responsiveness

To find potential influencers who possess these characteristics on the Facebook platform, consider doing the following:

1. Search Facebook using hashtags 

First things first, you can find Facebook influencers by using the Facebook search tool. 

It’s that simple!

The easiest way to do this is by using relevant hashtags. The hashtags can include your industry name + influencer.

For example, #makeupinfluencer #fitnessinfluencer #foodcreator #bookinfluencer #relationshipinfluencer #ecommerceinfluencer #clothinginfluencer.

Entering these hashtags into the search tool will provide a list of various popular influencers in your industry.

Image Source: Facebook

You can then manually scroll through their pages, to identify the perfect fit for your brand.

Alternatively, you can search for competitor campaign hashtags on their Facebook posts and use them to find influencers.

2. Search Google using relevant keywords

Google is the most popular search engine. It contains a wide range of blog posts that are tailored to help you find influencers in your niche.

Some relevant keywords you can use to optimize your search are:

  • Top influencers
  • Best influencers
  • Find influencers
  • Facebook influencers
  • Facebook micro-influencers

Edit these keywords to include your industry/niche or the specific type of influencer you want to work with.

For instance: “top micro influencers in fashion”, “ecommerce micro influencers”, and so on.

3. Interact with Facebook communities

Remember when we talked about Facebook Groups? You also use these communities to find influencers.

Some communities and Groups are created specifically as a hub for influencers.

You can request access to these communities and reach out to members who are influencers and content creators.

4. Use an influencer marketing platform

An influencer marketing platform is an online space that helps businesses find, track, and manage the influencers they are working with.

These platforms make it very easy for you to streamline your search. One of the best influencer marketing platforms is Insense.

Insense has a creator marketplace feature which matches you with the right creators and Facebook influencers.

Image Source: Insense

With over 20,000+ influencers and content creators, you can find your ideal influencer profiles using certain search filters such as age, category, and location.

Insense also provides you with other influencer marketing tools and features such as:

These tools and features are created to automate your campaign and reduce the stress of campaign management, results measuring, and discovery.

Let’s now explore some interesting practices to implement when starting your Facebook marketing campaign.

Facebook Influencer Marketing Best Practices

Want to know how you can best implement Facebook influencer marketing?

Here we go:

Define your audience

Who are you targeting? What are their interests, preferences, and pain points?

Knowing the right answers to these questions will ensure that you choose influencers who align with your campaign goals. 

Set SMART goals

Clearly define the specific, measurable, achievable, relevant, and time-bound goals for your campaign. 

Do you want to boost brand awareness, drive website traffic, or increase sales?

Having a defined objective creates a guide for strategy and performance evaluation.

Create relatable content 

Are your influencer posts authentic? Can your followers relate to them?

The more relatable your content is, the easier it is for potential customers to approach your brand.

Set clear guidelines

Use a creative brief to strike a balance between creative freedom and brand consistency. 

Allow your influencers to use their expertise for content creation. However, ensure that this content is aligned to your unique brand voice, tone, and style.

Nurture long-term partnerships

Long-term relationships with influencers improves brand familiarity and credibility. 

The longer you stay with an influencer, the more people will perceive your brand to be credible. 

This is because your brand will have a familiar face for future campaigns.

Diversify content formats

Use multiple content formats like the ones we saw a little further up: Facebook live sessions, Stories, posts, and Reels. 

Doing this helps you avoid repetitive and boring content.

Monitor your progress

Regularly monitoring your campaign metrics and outreach performance can help you efficiently track the progress of your goals and make necessary changes for better results.

Leverage user-generated content (UGC)

Encourage both your influencers and followers to create and share user-generated content. 

This not only improves your brand authenticity, but also helps to extend your campaign's visibility.

Still not sure of the type of campaign to run?

Keep reading to get inspiration from some Facebook influencer campaign examples. 

Facebook Influencer Marketing Campaign Examples

It’s time to learn from real-life examples of brands carrying out influencer marketing campaigns on Facebook. 

In these examples look out for key takeaways and lessons that can be applied to your own campaigns.

  1. Opopop Facebook influencer marketing

Opopop, a gourmet popcorn brand who’re passionate about innovative popcorn flavors. decided to increase its sales through UGC content for ads.

Image Source: Opopop

The purpose of their campaign was to increase sales through UGC

To do this effectively, they decided to run Facebook Whitelisted Ads with Insense.

Key takeaways from this campaign:

  • Influencer type: The campaign was launched with 5 lifestyle influencers. 
  • Campaign brief: It was agreed that these influencers would also post on their own accounts to build brand awareness. This was possible through Insense’s influencer partnership feature.
  • Duration: They ran 5 whitelisted ads per month for consistent brand awareness. 


  1. Planet Earth’s favorite vodka from Absolut

Absolut Vodka is considered to be the leading brand of Premium vodka.

In 2019, they launched their #AbsolutPlanet campaign across multiple social media platforms, including Facebook.

Image Source: Absolut

The campaign objective was to increase awareness and display ways people can lead more environmentally sustainable lives.

Key takeaways from the campaign:

  • Influencer niche: Due to the objective of the campaign, the brand partnered with planet-conscious influencers to boost awareness.
  • Content format: During the duration of the campaign, videos were mostly used to tell influencer Stories and drive engagement.


  • 1,825 UGC and influencer posts across all social media platforms, particularly Facebook.
  • Over 8.6 million engagements.

With these examples, you finally have the inspiration you need to start your own Facebook influencer campaigns.

Jumpstart Your Facebook Influencer Marketing Campaign

It’s true that starting an influencer campaign is no easy feat.

But with this complete guide, running a Facebook influencer marketing campaign shouldn’t be difficult.

You know how and where to find the right potential influencers, you know the features to include in your next influencer marketing campaign, and you know the best practices to follow.

All you have to do is start.

If you have doubts about starting the journey alone, then book a demo with Insense. We have all the right tools to help make your social media skyrocket. 🚀

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Kaylan Cavalcante

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