The Facebook algorithm change that has publishers panicking may be good news for a certain group inside the industry: influencers and their followers.
As Facebook decides to favor content from friends and family over posts from (certain) publishers, agency buyers are telling clients to focus more on influencer content.
“By prioritizing [user-generated content], Facebook is giving brands an opportunity to double down on influencers that maintain authentic relationships with their audiences,” said Corey Martin, who heads influencer marketing at 360i.
Martin said he takes Facebook’s explanation of the news-feed change at face value — that it wants to clean up a cluttered news feed and potentially cut down on fake news. Facebook is telling agencies they won’t see any major changes for paid promotion, although ad rates might increase.
But influencer marketing seems poised to benefit the most from the change: When done on its own, influencer content essentially mimics content from friends and family.
“I would tell clients to do more influencer content,” said Martin. “Facebook has more control over influencers and they have less control over media partners. I don’t think it’ll negatively impact buying ads within the Facebook environment.”
Marco Hansell, CEO at Speakr, said his company found that influencer content performs between five and 10 times better in terms of engagement when an influencer rather than a brand posts it. And if Facebook is already removing brands from the feed, it increases engagement among accounts with organic engagement.
“It’s now this awesome dynamic where brands show up less in the feed,” said Hansell, “and what’s showing up is content coming from public-figure pages, friends and family.”