Facebook Influencer Marketing: Our Influencer Platform’s COMPLETE Beginner’s GUIDE

Alexandra Kazakova

By Alexandra Kazakova
20 min READ | May 26 2024

Table of contents

Even with Instagram and TikTok rapidly expanding, Facebook is not dead.

It’s not even dead for the younger generation.

That’s why we and our clients are still using it.

This is your complete guide to jump on the Facebook wagon as well.

We’ll discuss:

  • Relevant Facebook influencer marketing statistics and how to leverage them
  • Facebook vs Instagram influencer marketing
  • Facebook ads vs Facebook influencer marketing
  • A step-by-step campaign guide

We’ll feature plenty of insider tips and examples from our experience.

Side note: We’ll also analyze a prominent app that’s not really killing it at Facebook marketing.

So we’ll offer them personalized solutions.

Let’s start.


  • Overview: Twitter influencer marketing is a key strategy for brands, utilizing the platform's 121 million daily active users to engage potential customers through influencers.
  • Influencer Impact: Effective influencers can dramatically expand a brand's reach and engagement, crucial for high conversion rates and ROI. Influencer endorsements can notably influence purchase decisions.

Strategy Development:

  • Set clear goals and KPIs such as impressions, reach, and conversion rates.
  • Determine budget; influencers can cost between $2 to $2,000 per post.
  • Select the right type of influencer content, like sponsored tweets, product reviews, and account takeovers to maximize impact.

Campaign Setup:

  • Identify and partner with relevant influencers using tools and strategies like hashtag analytics, follower analysis, and influencer platforms.
  • Use creative strategies like giveaways, product launches, and discount codes to engage and convert audiences.

Types of Influencers:

  • Ranges from nano influencers (under 10,000 followers) to mega influencers (over 1 million followers).
  • Each type serves different purposes, from generating organic messages to achieving extensive media coverage.

Execution Tips:

  • Focus on data-driven decisions and continuous monitoring.
  • Foster genuine, long-term relationships with influencers for sustained success.
  • Utilize relevant hashtags and high-quality content to boost engagement and reach.
  • Becoming an Influencer: Brands should aim to become influencers by defining a consistent brand voice, engaging actively with the audience, and leveraging analytics for strategy refinement.
  • Resources: Includes a discovery platform for finding influencers, a mockup generator for creating ads, and a toolkit for tracking campaign metrics.
  • Call to Action: Encourages starting influencer campaigns with careful planning and strategic execution, offering a platform for finding influencers and tools for campaign management.

Why Choose Facebook Influencer Marketing?

Facebook is an awesome channel for influencer marketing campaigns.

Many of our discovery platform’s clients have used it successfully alongside other social media channels.

Even our sister agency is using it.

That’s because Facebook is a platform of scale, deep engagement, and precision targeting.

With over 3.065 billion active users monthly, Facebook remains the most populated social media platform globally.

Here’s what that means:

1. Extensive Reach in Key Markets

With approximately 330 million users in India and 179 million in the U.S., the platform offers unprecedented access to diverse consumer segments.

This extensive reach means you can tap into large, varied markets.

Plus, you can build localized influencer campaigns to drive significant engagement and conversions.

2. High Engagement Rates

The average daily time spent on Facebook by users in the U.S. is about 33 minutes. Basically, users are not just logging in.

They are actively engaging with content.

That’s why a solid influencer marketing campaign on Facebook has a good chance of capturing and retaining the attention of potential customers.

And that will ultimately maximize the impact of your marketing messages.

3. Age Group Concentration

Most users are within the 25 to 34 age bracket—over a quarter of all U.S.

Facebook users. This number highlights a prime demographic for many brands.

So, if you’re targeting young adults, you’ve hit the jackpot because they are most times decision-makers in household purchasing.

Plus, this demographic is tech-savvy and highly responsive to influencer marketing.

So, targeting them with influencer marketing increases your conversion rates dramatically.

4. Gender Demographics

A significant proportion of the Facebook user base is skewed toward females.

So, if you’re retailing products or services that cater predominantly to women, you have a ready and receptive audience on Facebook.

5. Stability and Familiarity

Despite the emergence of new social platforms, Facebook's user engagement has remained stable.

That proves its role in people’s digital lives.

Our experience showed this stability holds a massive advantage for businesses.

Insider tip: You get a reliable platform where investments in influencer marketing are less likely to be disrupted by fluctuating user trends.

6. Enhanced Algorithm

The platform's sophisticated algorithm allows you to build very targeted influencer campaigns.

This leads to increased visibility and engagement because you can reach an engaged audience tailored specifically to your campaign goals.

While traditional advertising casts a wide net, Facebook Influencer Marketing allows for sharpshooting precision.

You can segment your target audience by demographic, interests, and behaviors, which means every dollar spent has the potential to generate a higher return on investment (ROI).

7. Good ROI

A closer look at ROI figures reveals why many choose to invest here: influencer campaigns on Facebook yield up to $6.50 in earned media value for every $1 spent.

This statistic highlights Facebook's ability to convert views into value. That’s because this popular platform is teeming with social media influencers who can authentically engage with sizable audiences.

8. Plenty of Content Formats

The platform's range of content formats—from Facebook Live and Facebook Reels to regular video posts—gives influencers creative freedom to produce authentic content that resonates with users.

This diversity also allows you to experiment with different types of posts to see what works best for engaging your potential influencers and their followers.

Instagram vs. Facebook Influencer Marketing

Although Meta owns both social media channels, they’re not the same when it comes to influencer campaigns.

Instagram is preferred for its visual appeal and high user engagement rates. It’s also the go-to for brands targeting a younger demographic.

Its emphasis on visuals—such as user-generated content, Instagram Reels, and story ads—makes it ideal for industries like fashion and lifestyle, where the product's aesthetic is paramount.

Facebook offers broader reach and deeper data analytics.

You can use it for more granular audience segmentation and targeting. It's also a platform where different types of influencers can thrive, from the community-driven niche influencers active on Facebook Groups to larger macro-influencers.

Insider tip: We encourage you to use Facebook for campaigns where depth and variety of content are crucial.

For example, if you want to include such as blog posts, video content, and promotional posts together. That’s because Facebook has a diverse content ecosystem.

Facebook Ads vs Facebook Influencer Marketing

Facebook Ads excel in driving direct responses.

Side note: We love using detailed audience demographics and a solid CPC Strategy to optimize clicks and conversions.

This method offers more precision and scalability than any traditional advertising campaign.

Here’s a quick add for the Headway app:


This app uses ads and has a Facebook page to connect with its audience.

Unfortunately, it doesn’t use influencers yet.

Insider tip for Headway: You have plenty of happy customers impressed by your product and the connection you’re trying to create with them.

Use these people as brand ambassadors:


Insider tip: You can find them based on brand mentions and interests by using our discovery platform.

Facebook influencer marketing focuses on building authentic relationships between your brand and its audience.

That’s because you’re leveraging real influencers whose credibility and connection with their followers transfer to your brand. That’s how you enhance trust and loyalty.

This approach results in higher engagement and sustained brand loyalty compared to the more direct tactics of paid ads.

You can also build more trust with Facebook influencer marketing.

That’s because you integrate your promotional messages within relatable, organic posts crafted by influencers.

Basically, you get a subtle promotion that tends to be more warmly received by your target audience than your direct brand messages.

Insider tip: When choosing between Facebook Ads and influencer marketing, consider your immediate and long-term brand objectives.

Facebook ads are ideal for quick conversions, but influencer marketing is the stronger route for cultivating a beloved and trusted brand persona.

And we found that a combined strategy employing both methods delivers a solid outcome, too.

How to Set Up Your Facebook Influencer Marketing Campaign

Here’s how we recommend our clients structure their Facebook influencer marketing campaigns.

It’s basically the same playbook our agency uses, so we know it works first-hand.

Step 0: Analysis

We love data – we said it time and again.

A thorough analysis helps you tailor your strategy effectively because you’re adopting a results-oriented perspective.

Here’s how we typically approach each type of analysis in influencer campaigns:

1. Company Analysis

Begin with an internal audit of your previous advertising efforts.

  • Check past campaigns across various social media channels to identify what has historically performed well in terms of generating sales, engaging users, and building brand awareness.
  • Gather and analyze sales data linked to specific campaigns, especially those involving influencers.
  • Evaluate the types of content that have been most effective.
  • Assess the ROI of different marketing channels.

This analysis will help identify strengths and weaknesses in your current strategy, providing a baseline to measure the impact of future influencer marketing efforts.

2. Competitor Analysis

Examine your competitors’ strategies on social networks.

Identify which competitors are effectively utilizing Facebook influencer content and analyze the types of posts that yield the best audience engagement for them.

Look at their campaign goals, the social profile of influencers they partner with, and the nature of the content shared, whether it’s user-generated content or, more polished, promotional posts.

Remember: Understanding your competitors' approaches helps you pinpoint gaps in their strategies and opportunities for your brand to stand out.

Let’s return to Headway.

One of their competitors, getAbstract, has developed a podcast they offer snippets of on Facebook Reels:


Each of their guests becomes an influencer for their brand.

Insider tip: Both apps could do better with a more targeted, well-built influencer campaign.

To do that, move to the next section:

3. Target Audience Analysis

Analyze who your potential customers are on Facebook.

Delve into the audience demographics, interests, and online behaviors of your target customer.

Use Facebook’s tools to explore audience size, engagement metrics like video views, and participation in relevant Facebook Groups.

A clear picture of your target audience will help you choose the right influencers and build valuable content that resonates and engages.

Step 1. Set Your Goals and KPIs

As you gear up to launch your Facebook influencer marketing campaign, define clear, measurable goals and corresponding key performance indicators (KPIs).

These targets will guide your campaign strategy and help you assess its success.

1. Define Your Campaign Goals

Consider what you aim to achieve through your influencer campaigns.

Are you looking to increase brand awareness, drive sales, or perhaps enhance customer loyalty?

Maybe your focus is on building a wider audience or fostering future collaborations.

Pro tip: Align these goals with your overall business objectives and ensure they are specific, measurable, achievable, relevant, and time-bound (SMART).

2. Identify Relevant KPIs

Next, pinpoint the KPIs that will help you measure the success of these goals.

  • For brand awareness: Track metrics like video views, user base growth, and the reach of organic posts.
  • If your goal is sales: Focus on conversion rates and the ROI of influencer marketing spend.
  • For engagement: Look at likes, shares, comments, and the depth of audience engagement with the influencer content.

For example,, one of our clients, has used influencer marketing on Facebook a few years ago:

They focused mostly on niche influencers with small but engaged following sizes.

This strategy decreased their CPAs by 91% on all Meta channels because they could increase brand awareness with a limited budget.

Of course, it also helps that their app is free.

Step 2. Create a Strategy

Insider tip: Before jumping into influencer discovery, build a comprehensive strategy that dictates the where, when, and how of your Facebook influencer marketing campaign.

Understand the types of content available on Facebook and decide where and how to post each type of content.

Content Types on Facebook

Facebook Reels: Best for capturing trends and engaging a younger audience with short, compelling videos.

Use Reels to showcase product highlights, behind-the-scenes clips, or influencer takeovers.

Links to blog posts: Ideal for driving deeper engagement and traffic to your website.

Post these on your Facebook Page to provide valuable content and boost SEO efforts.

Regular Facebook posts: Versatile for various purposes, from updates to product announcements.

These are suitable for general information sharing and maintaining consistent audience communication.

Facebook Live: Perfect for real-time engagement and announcements. Use Live sessions for product launches, Q&A sessions, or live reviews by influencers to build trust and authenticity.

Video content: Use this for storytelling or demonstrating product use.

Videos have higher engagement rates and are great for conveying complex information engagingly.

For example, Blinkist has Facebook posts like this:


Notice how they connect the reading options you can find on their app to a popular figure like Sam Altman.

As a result, they get good engagement.

They also get a great engagement on controversial, mental health-related book topics:

By comparison, their links to blog posts get considerably fewer likes, comments, and shares:


Where to Post on Facebook

Facebook Groups: Engage with niche communities.

Ideal for targeted audience interaction, especially for products or services tailored to specific interests.

Share exclusive content here to foster a sense of community and loyalty.

Your Facebook Page: The hub for your brand’s online presence on Facebook.

Use this for broader communications, regular updates, and customer interactions.

Influencers’ walls: Sharing content directly on an influencer’s wall can tap into their follower base directly.

This is effective for reaching a broader yet targeted audience with authentic endorsements.

Create Facebook Events: Use for product launches or special promotions.

Events can generate anticipation and engagement, offering a consolidated space for updates and interactions.

Facebook Ads: Leverage paid ads to amplify reach and visibility of influencer collaborations or to promote key posts.

Ideal for campaigns aiming for a quick uptick in traffic or conversions.

Facebook Shop: Use this feature to directly sell products featured in influencer content.

It’s excellent for converting interest into sales without leaving the platform, enhancing the shopping experience.

Step 3. Find Influencers

Identifying the right influencers is essential for your campaign’s success.

Here is how we recommend our clients to find influencers, along with the pros and cons of each approach:

Direct Search on Facebook

Pros: Directly searching on Facebook allows you to see influencers in action—how they engage with their audience, the kind of content they produce, and their overall reach.

Cons: It can be time-consuming and might not provide comprehensive data on the influencer’s performance across other social platforms.

Pros: A broader search shows you articles, blogs, and broader media mentions about each content creator.

That means you get a holistic view of the influencer's reputation and authority.

Cons: This approach is less targeted for finding influencers specializing in Facebook conten.

Plus, it may require deeper digging to determine relevance.

Employee Databases

Pros: Leveraging your own employees as influencers is great because they already know and have an affinity for your brand.

That will lead to more authentic partnerships and insights into product development.

Cons: This method has a limited scope and might not always align with your target audience demographics.

Customer Databases

Pros: Similar to employees, customers can become influencers.

This ensures a real connection to your brand.

Cons: Downsides include privacy concerns and the necessity to navigate GDPR or other data protection regulations carefully.


Pros: Searching via geotags on Facebook allows you to find influencers who are active in specific locations.

This approach is great for localized marketing campaigns.

Cons: You may miss out on relevant influencers who don’t frequently use geotagging in their posts.

Influencer Agencies

Pros: Agencies like inBeat provide a curated list of influencers, saving you time and giving you access to detailed analytics on their performance.

Cons: Higher cost than direct search.

Plus, some lower-quality agencies may limit your choice to their in-house roster instead of performing new searches.

Influencer Discovery Platforms

Pros: Platforms like inBeat offer a comprehensive database with advanced search capabilities across multiple criteria, including audience demographics, engagement rates, and more.

Cons: Some influencer platforms have substantial subscription fees.

Also, they may have a huge learning curve to use effectively.

Conversely, inBeat is really seamless to use.

Let’s see how easy we can find influencers for Headway:

Just set filters like location, engagement level, language, and follower count.

Let’s say that the influencer must have an e-mail just for the easiest outreach.

Then, select the keywords you want included or excluded from your search.

Let’s say we’re looking for influencers interested in reading and books but not in Game of Thrones.

And then you can simply compare influencer profiles by number of followers and engagement rate:

Step 4. Vet Influencers

Thoroughly vet potential influencers to ensure they align with your brand's values and campaign objectives.

Influencers you get from inBeat are typically highly engaged and have great audience scores.

But let’s say you’ve gotten your list of influencers from somewhere else.

Here’s a structured approach to effectively assess each influencer:

Relevant Content

Review the influencer’s portfolio of posts, including video content, blog posts, and promotional posts.

Evaluate whether their content style and quality align with your brand’s messaging and aesthetic standards.

Confirm that the type of content they produce can effectively convey your campaign’s message.

For example, one of the influencers we found above is Your Words My Ink.

However, a quick glance at this profile shows you an interest in YA novels related to supernatural topics.


That brings us to the next point:

Type of Audience/Niche

Analyze the influencer’s audience demographics using tools that provide insights into age, location, interests, and behavior patterns.

Ensure that their audience matches your target customer profile.

This step is critical to confirm that your message reaches the most receptive potential customers.

Engagement Rate

Measure the influencer’s engagement rate by calculating the average interactions per post relative to their follower count.

Look at likes, comments, shares, and other forms of audience engagement to gauge how actively involved their followers are with the content.

High engagement rates indicate a genuinely influential and committed audience.

Fake Followers

Use influencer analysis tools to check for the prevalence of fake accounts among the influencer’s followers.

So, ensure your influencers have real and active follower bases.

Otherwise, you can’t achieve authentic engagement and a real impact from your influencer campaigns.

Here’s a free fake follower checker you can use:

Step 5. Outreach and Contract

Securing the right influencers for your Facebook influencer marketing campaign involves clear communication and legally binding agreements.

Insider tip: Grab our free influencer contract template.

Here's a step-by-step guide to effectively handle outreach and contract signing:

Initial Outreach

Craft a personalized message to each potential influencer.

Highlight why you’ve chosen them specifically, referencing specific posts or aspects of their content that align with your brand.

Ensure your communication reflects an understanding of their work and audience.

Another insider tip: We have plenty of free outreach templates you can use that have brought us these results:

Set Up a Meeting

Arrange a direct meeting, either virtually or in person, to discuss the potential collaboration.

We’ve seen many companies neglecting this step.

But we always emphasize to our clients that it’s crucial for establishing a rapport and conveying your campaign goals, audience demographics, and expected types of posts.

Discuss Collaboration Details

Clearly outline what you expect in terms of content creation, such as the number of posts, types of content (links to your blog posts, Facebook Live sessions, video content), and any promotional posts.

Specify any campaign hashtags, mention requirements, or tagging expectations.

Remember: Discuss timelines and deadlines for content submission.

Negotiate Terms

Discuss compensation, which could be a flat fee, commission on sales, or other incentives.

Be open about your budget constraints and expectations for ROI.

Ensure both parties are clear on terms like content ownership, usage rights, and exclusivity.

Write and Sign the Contract

  • Incorporate all agreed-upon terms into a formal contract: This should include detailed descriptions of the responsibilities of both parties, compensation structure, legal obligations, and clauses related to potential future collaborations.
  • Allow the influencer and their legal representative to review the contract: Address any concerns they might have. Ensuring both parties are comfortable with the contract terms is essential for a successful partnership.
  • Sign the contract: Once all terms are agreed upon, have both parties sign the contract. Use electronic signature platforms to expedite this process if you’re managing outreach remotely.

Pro tip: Keep lines of communication open with your influencer throughout the campaign.

Regular check-ins can address any issues early and adapt strategies as needed to optimize the campaign’s effectiveness.

Step 6. Implement and Run Your Campaign

Once you have secured your influencers and set the contractual foundations, the next step is to implement and actively manage your Facebook influencer campaign.

Here’s how we effectively motivate your influencers, track performance through strategic tools, and leverage technology for real-time campaign monitoring.

Motivate Your Influencers

  • Establish a clear and consistent line of communication with your influencers to keep them informed and engaged.
  • Recognize their efforts publicly and privately to build a meaningful relationship.
  • Offer incentives for performance peaks, such as bonuses for surpassing engagement or sales targets. This tactic encourages them to push harder and more creatively in promoting your brand.

Assign unique discount codes or UTM links to each influencer.

This incentivizes their followers to make purchases and serves as a tangible metric to monitor the influencer's direct impact on sales.

Track these codes to evaluate individual influencers' performance and understand which types of content drive the most conversions.

Leverage Meta Business Suite and Ads Manager

Use Meta Business Suite to schedule and publish posts, monitor engagement, and gather data on audience demographics and behavior.

This tool is essential for managing content across multiple influencers and ensuring that posts are optimized for maximum reach and impact.

Use Facebook Ads Manager to fine-tune your strategy by analyzing detailed influencer marketing metrics, including reach, impressions, click-through rates, and ROI.

Ads Manager can also help retarget audiences who have engaged with your influencer content but have not yet converted, maximizing potential customer touchpoints.

Step 7. Scale Your Campaign

We advise our clients to use the strategies below to scale their Facebook influencer campaigns.

Basically, the point is to leverage existing resources and relationships to generate greater value and broader exposure.

Here’s how you can scale your efforts strategically:


Encourage influencers to share content across multiple social media channels, not just on Facebook.

This approach broadens the reach to different user bases on platforms like Instagram Reels and other social networks.

Therefore, you’re tapping into a wider audience.

Insider tip: Ensure the messaging remains consistent but optimized for each platform’s unique features and audience preferences.

Repurposing Content

Maximize the value of influencer-generated content by repurposing it for different formats and uses.

For example, a successful Facebook Live session can be edited into shorter clips for Facebook Reels or used as video content in targeted ads.

This approach extends the life of the original content and enhances your content library without additional production costs.

We like to use Facebook Ads to amplify top-performing influencer content.

This strategy has proved successful for many of our clients who had an increase in visibility and drove more targeted traffic to their posts or Facebook Shop.

Plus, using influencer-powered ads is a great tactic to reduce ad fatigue.

Insider tip: Use data to carefully select content that has demonstrated high engagement rates and boos that.

The point is to ensure your budget is spent on proven content.

That’s what inBeat Agency is doing for haircare brand Prose, creating 50 unique content assets per month.

And they didn’t get ad fatigue yet.

Long-Term Partnerships

Develop ongoing relationships with successful influencers from your campaigns.

Long-term partnerships:

  • Foster deeper brand alignment
  • Allow your influencers to get to know your brand and products in depth
  • Enable continuous strategy optimization based on past performance

These relationships can lead to more attuned and effective future collaborations because you already have a foundation of mutual understanding and audience familiarity.

A/B Testing

Continuously monitor the campaign performance and assess which strategies are working and which are not.

That way, you can make adjustments based on data-driven insights.

This adaptive approach ensures that your campaign remains dynamic and responsive to changes in audience behavior and market conditions.

Kickstart Your Influencer Marketing Campaign on Facebook

This article showed you how to start and scale an influencer marketing campaign on Facebook.

You also know how Facebook influencer marketing compares to advertising and Instagram influencer marketing.

So, you can now safely kickstart your own campaign.

Remember that data analysis is the most important step here.

It will dictate your entire campaign plan, from choosing the right content formats to picking the best influencers.

Of course, influencer selection and vetting are also essential to make sure the right message gets to the right audience.

inBeat can help you there, so try our discovery platform and free marketing toolkit.

Alternatively, set a free strategy call with our agency to build a personalized campaign according to your business goals.

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