Influencer marketing is a fast-rising trend among small to medium businesses and larger brands worldwide. While most brands flock to TikTok and Instagram to partner with influencers, you should not forget Facebook’s 3.07 billion monthly active users. The meta-owned platform offers unparalleled opportunities for brands and businesses to partner with influencers to drive online visibility and interactions.
Unlike other social media platforms, there is little competition on Facebook. That means you can easily score better deals with influencers and attract more visibility for your brand on the platform.
This article offers comprehensive guidelines to help you make the most of Facebook influencer marketing. We will define what influencer marketing on Facebook is, its benefits and provide essential tips on how to leverage Facebook influencers to elevate your marketing efforts in 2025 and beyond.
What is Facebook Influencer Marketing?
Facebook influencer marketing is when brands partner with influencers who have a substantial following and engagement on Facebook.
Those influencers create valuable, authentic content that aligns with the interests of their audiences through posts, videos, live streams and other content types. Brands can collaborate with influencers in their niches and use their credibility to boost trust and promote brand awareness and sales.
Although major brands have often worked with mega influencers, Facebook influencer marketing trends are shifting towards smaller influencers. Nano influencers and micro-influencers usually have higher engagement rates than larger influencers. That makes them a more attractive alternative for niche brands planning targeted campaigns.
Benefits of Influencer Marketing on Facebook
Facebook is a dynamic strategy that offers a range of opportunities for brands and businesses to connect with their audiences and attain substantial results. The following is an in-depth look at the potential benefits of leveraging influencers for Facebook marketing;
Increased brand visibility
Influencers have an established following that brands can access through collaborations. Featuring your brand in their posts, stories or live sessions enable influencers to expose your business to their audiences. Considering Facebook’s billions of users, you can significantly boost your presence on the platform.
Enhanced audience engagement
Influencers are known for creating content that resonates with their followers. They interact with their audiences through comments, likes and shares, which can also extend to the brands and businesses that they endorse.
Facebook posts that feel relatable or inspire action are more likely to encourage users to engage. Partnering with influencers ensures the message of your brand becomes part of their engaging content, impacting higher rates of engagement.
Take inspiration from the following collab between popular Kenyan comedian and influencer, Eric Omondi and Raha Premium. The 38-seconds video attracted more than 9.6k likes, 550 comments and 215k views on Facebook, showcasing how influencer marketing can significantly expand your reach and engagement on Facebook.
Related Read: Practical guidelines on how to drive Facebook engagement
Authentic connections
The trust that influencers have built with their followers is one of the main reasons why Facebook influencer marketing works. Compared to direct advertising where the messaging feels sales-driven, influencers share your products or services as personal recommendations.
The authenticity that comes with that resonates with audiences, building trust in your products and brand. For instance, a modelling influencer recommending a beauty and skincare product feels more genuine than a traditional ad. That can translate into a better reception of your message by customers.
Flexible content formats
Facebook supports multiple content formats including text posts, images, videos, Stories and livestreaming. Influencers can use these formats creatively to present and market your brand in unique ways.
For example, a Facebook unboxing livestream offers a real-time experience, while a Story tutorial demonstrates the usability of a product. The versatility gives your campaign a fresh and engaging twist.
Alignment with the latest trends
Influencers are up to date on the current social media trends. They are well-informed about the trending challenges, content styles, hot topics and events on different social media platforms. Thus, Facebook influencer marketing ensures your brand remains relevant and resonates with audiences who are actively engaging with those trends.
How to Create an Effective Facebook Influencer Marketing Campaign
Launching a successful Facebook influencer marketing campaign requires proper planning. The following tips will walk you through the essential steps, with insights for success.
Set Clear, Attainable Goals
The type of influencers you work with, the kind of content you create and how to measure success will mainly depend on your social media goals.
For example, if your goal is to boost brand awareness, the focus should be to reach a larger audience with your content. On the other hand, if you are looking to drive conversions, you should track metrics such as sales and click-through rates.
Setting clear, specific and attainable goals provides direction to your campaign and ensures your brand and the influencer are working towards achieving the same results.
A fitness brand can set a goal to boost product visibility by 35% over a three-month campaign. They could collaborate with influencers who specialize in health and wellness, and ask them to showcase the brand in their daily work routines through Facebook Reels or Live.
Understand your Target Audience
You want to be sure that your target audience is active on Facebook and interested in influencer content before you start pitching to influencers. You should also know the type of content that they are interested in, the creators or influencers they engage with and the issues they are seeking to address.
Facebook audience insights can provide data about demographics such as age, location, gender and active times. Analyzing your existing content can also help with understanding the types of posts and videos that work best.
You should also dig deeper into your audience’s habits on the platform. Find out whether they like to engage in Facebook groups, share posts on their feeds, or actively comment? Social listening tools can also help with spotting trending conversations and hot topics among your target audience.
Choose the Right Facebook Influencers
Choosing an influencer to partner with for Facebook marketing might seem straightforward but, there are multiple boxes that need ticking. You must look beyond large followings to work with influencers who truly resonate with your brand values and target audience.
There is always the temptation of working with mega influencers, with hundreds of thousands or millions of followers. However, small brands often benefit from working with smaller, engaged, loyal influencers with relatively smaller but, highly interactive and loyal fans.
Working with Nano and micro influencers is more cost-effective since some are even willing to accept non-monetary payments. Besides, their targeted engagement allows your brand a higher return on investment.
In the following Facebook video, a feminine hygiene products brand, Kotex Kenya partnered with a travel, lifestyle and women empowerment advocate, Wabosha Maxine to promote its sanitary pads. It is a showcase of a brand choosing the right influencer to promote its products, boosting more visibility and engagement on Facebook. The video attracted more than 41k Facebook views.
Build a Content Strategy
After deciding on the influencers that you want to work with, it is time to brainstorm on the creative elements of your campaign. You can either work with the influencers during the planning stage or give them briefs you have generated internally.
Influencers should have enough creative freedom so they can do what they do best and create content that resonates with their audiences. Sponsored content should not feel pushed but, naturally integrate the daily posts of the influencer.
Make sure that you have provided the creator with guidelines on the goals of the campaign, your brand voice, aesthetics, values and other elements that are relevant to your brand or business.
The following are the key components of an effective creative plan for Facebook marketing;
- Content types e.g. Facebook Reels, Stories, Live, image, text posts among others.
- Topics and themes
- Frequency of posting
- Key performance indicators (KPIs) and metrics
It is essential to work with influencers to brainstorm creative ideas that will engage their audiences while also boosting the visibility of your brand organically. Remember, you can also co-create content with your team instead of solely relying on the resources of the influencers.
Blend different formats such as videos, live sessions and Group posts to keep your Facebook influencer marketing campaign dynamic and interactive.
For example, if you are co-creating unboxing videos with influencers, you could pair them with live Q&A sessions to allow followers to ask questions and get answers from influencers they trust.
Related Read: Facebook post ideas to drive engagement in 2025!
Monitor and Optimize Performance
As soon as you roll out the campaign, you should also start monitoring its performance. That will help you to ensure that the campaign meets your key performance indicators. The key metrics to track during and after your campaign include;
- Engagement rate
- Follower growth
- Conversions
Build Long-term Relationships
There is nothing wrong with doing one-off partnerships with influencers. However, such collabs rarely have significant impact. Building long-term relationships with influencers can deliver better results over time because it creates consistency in messaging and builds trust with the audience.
Maintaining relationships with influencers can also turn them into true brand advocates, which will automatically enhance their endorsements’ authenticity and impact.
Thank your influencers and express interest in future partnerships after the campaign. You could also send them personalized thank-you gifts or give perks such as discounts and exclusive access to new products to keep them engaged with your brand. You should also keep in touch with partners on social media to build loyalty and make them more inclined to work with you in future.
Tips for Successful Facebook Influencer Marketing
The following tips can help you to take your Facebook influencer marketing campaign to the next level;
- Run Facebook Ads
Mix authentic Facebook influencer posts with paid advertising to get more out of your campaigns. Blending sponsored content with the powerful ad targeting tools on Facebook can help you reach a wider audience and boost campaign results.
- Optimize content for mobile
Use mobile-friendly formats such as short-form videos and stories to target and attract audiences using their mobile phones to access Facebook. Up to 98.5% of Facebook users access the platform via mobile devices, with 81.8% of them using only phones to access the app.
- Leverage Facebook Live
Co-host or ask influencers to host Facebook live sessions where they can review or use your product, answer queries and get feedback from followers in real-time.
- Encourage User-Generated Content (UGC)
Ask the influencer to encourage their followers to create UGC using your products or services. Authentic feedback from real users works best on people than conventional promotional posts.
- Do cross promotion on other platforms
Encourage influencers to share campaign content on multiple platforms such as TikTok, Instagram, X and YouTube. However, you should be careful to repurpose or optimize the content to perform well on different social platforms.
Take cues from Johnnie Walker Kenya's ‘The Walkers’ campaign by popular Kenyan musician, Nyashinski. The campaign sought to re-ignite the meaning and intent behind the liquor brand’s ‘Keep Walking’ message. Launched in 2022, the campaign was hugely promoted online on Facebook, YouTube, TikTok, Instagram and various entertainment blogs and websites.
The Bottom Line
Facebook may not be the first platform that comes to mind when thinking of influencer marketing. However, it offers great opportunities for brands and businesses in specific niches as well as those targeting larger, diverse audiences.
Execute successful Facebook influencer marketing campaigns that drive results by carefully choosing the right influencers, aligning creative strategies and boosting organic efforts with Facebook ads.
Ready to put your Facebook influencer marketing campaign in motion? Find out how Superior Social Boost can help you to drive visibility and engagement. We offer customized social media growth packages for Facebook, Instagram, TikTok, X, YouTube and Google Business.