2 Sides of the same coin: Facebook Ads versus Influencer Marketing on Facebook

Facebook Ads versus Influencer marketing on Facebook

Facebook has been a growing platform for advertisers to reach their diverse customer base. With over 2 billion monthly active users, it is one of the most desirable advertising sites online and continues to draw in new customers with its native ads as well as influencer marketing content that can be seen across different pages on social media platforms. Facebook Ads and Influencer marketing on Facebook are the two main channels to advertise on the platform.

Native advertising and influencer marketing offer distinct opportunities in terms of form/medium, reach, engagement. 

Native advertisements allow brands to produce ads seamlessly integrated into the internet environment while leveraging social media platforms like Facebook or Instagram as well as other websites where content can be sponsored by particular companies.

Influencer marketing on Facebook and Facebook Ads

Native advertisements are any ads or promotions endemic to the network itself. Options range from text and photo module ads, all the way up to a user’s “news feed” advertising directly by native advertisers using this more engaging medium as opposed to just standard web advertising on other sites with less interactivity. That is how Facebook Ads work.

2 Sides of the same coin: Facebook Ads versus Influencer Marketing on Facebook
source: Taras Shypka

Influencer marketing on Facebook is an increasingly popular way to promote a product, service, or idea. Social media influencers create advertisements from their personal Facebook pages, appearing within your newsfeed alongside other user-generated posts from friends/fans.

Influencing users through advertising channels like these can have many benefits including increased awareness about products & services offered as well as influencing purchase behaviour.

Advantages of influencer marketing on Facebook

Authentic Content

Influencer posts are more likely to be seen by the user, as they have been voluntarily subscribed. This means that there is nothing invasive or obtrusive about influencers’ content.

Maidy, a Brazilian influencer, in a partnership with Cup Noodles Brasil

No Restrictions

Sponsored influencer content is a more natural way for brands and businesses to advertise their products. The posts are created by established social media accounts, which means they don’t face the same restrictions as with native advertising such as format or length.

Quality content

Partnering with influencers and reputable agencies not only eliminates the need for brands to create their own content but also allows them to reach a much wider audience by leveraging on these established stars’ authority in front-of-the camera. Many have the experience that spans many industries which makes them perfect messengers when crafting messages tailored just right for each individual’s needs.

Jade Seba in a partnership with Lommani Semijoias

Campaign execution

Influencers are at an advantage when it comes to making sponsored content successful. They have a deep understanding of their audiences’ needs and wants, can be relied upon by advertisers for knowledge about social media best practices as well as know when certain times work better than others during which types of posts will resonate most with those targeted demographics that make up the influencer’s fan base.

There are still other great advantages that can leverage your brand on Facebook with the use of influencer marketing on Facebook. 

Influencer partnerships can bring the power of social media into one platform; this helps extend your reach across different platforms such as YouTube or Instagram without having multiple accounts set up in each network!

Influencer marketing provides brands with an opportunity to build relationships that can drive more traffic, increase awareness for their brand or product, and create long-term partnerships. Influencers have large followings on social media networks like Instagram where they generate popularity in the form of trends.

In many ways, influencer campaigns can be the most cost-effective advertising option for brands. They’re often consolidated with production and execution into a single agreement because they offer such an efficient way to reach large audiences while achieving specific goals.

Disadvantages of influencer marketing on Facebook

Time-consuming

Influencer marketing on Facebook is a time-honoured tradition. To be successful, though, brands should work with influencers who have already established themselves in the industry and are known for their passionate followership rather than start from scratch by seeking out new talent or enlisting people on social media platforms where it may not go as smoothly due to less transparency between both parties involved.

Fake followers

Influencer marketing on Facebook is largely beneficial for brands, however, there are other parties involved in this process. One such influencer might be an opportunist looking to take advantage of companies by employing unethical practices aimed at misleading them about the quality and truthfulness behind the content they produce for advertising purposes with little regard toward ROI or impact on the company’s bottom line.

It’s not enough to just get a few influencers on board for your campaign. You need the right people, with credibility and following in order for it all to come together smoothly,  which means an investment of either money or time from both sides!

Ana Clara in a partnership with Americanas

Advantages of Facebook Ads

Facebook Ads provides a wide variety of content styles, from text and photos to videos. The adverts will also include clear CTA (call-to-action) buttons that can lead directly to conversion if clicked through!

Segmentation and targeting

Facebook Ads gives marketers a number of tools to find and target audiences with demographics, interests, or other qualitative data.

Flexible budget

Facebook is a great way to quickly scale your advertising if you’re on the budget. With Facebook Ads native ad-buying program, marketers can move their dollars around and find success in any market – no matter what stage they are at with this social media platform!

source: NeONBRAND

Disadvantages of Facebook Ads

Overt advertisements

Facebook Ads will be labelled either “sponsored” or “advertisement,” which can disrupt the user experience. Additionally, audiences may have banner blindness to certain types of native ads when viewed on desktop and they might also not know how to distinguish between different types of advertising content.

Limitations of formats

Facebook Ads is limited to the Facebook platform, and it can appear in different formats depending on whether you are viewing them from your desktop computer or mobile device.

Native ads are a cost-per-click, meaning they vary depending on demand. For example, certain quarters can have higher rates than others or brands competing with other businesses for ad opportunities in any given criteria.

Though influencer marketing and Facebook Ads each offer a different set of benefits, they’re not mutually exclusive. Influencers can create content that aligns with your company’s values while still being authentic for the audiences who trust them.

Businesses can have the best of both worlds by creating a marketing feedback loop for content and promotion through utilizing approaches in a complementary manner. Posts created by influencers are repurposed to reach other audiences on Facebook Ads offerings, as they cater specifically towards their social followers who already follow them online or offline.

Moreover, data and insights gleaned from analyzing engagement through both forms of advertising can help marketers more accurately target their customers in the future.

Bold Creators Club can help you reach your goals

Dealing with social media influencers is not always easy. Actually, most of the time, companies and influencers can’t communicate clearly, as there is a lack of a cultural, linguistic, and social bridge that connects both.

When it comes to Latin influencers, this communication barrier is even bigger. Not only because a lot of people in countries like Brazil or Colombia don’t English, but also because these countries are highly multicultural, with cities with completely different styles, slang, social and cultural movements within the country. 

In the case of Brazil, this aspect is so strong that there are even completely different cultures within the same city, in big metropolises like São Paulo or Rio de Janeiro. 

It is really hard to keep up with the constant changes in the pop culture and in the internet world, so contacting an agency whose job is to always be updated about what the influencers are doing, how is the stability in the country, and more important information for your company, is the best strategy.