Facebook Influencers: How to Find, Collaborate, and Have Success with in 2025

Facebook influencers have become a vital part of the digital marketing landscape, offering brands the opportunity to connect with targeted audiences in authentic and meaningful ways. As the largest social media platform, Facebook provides a unique environment for influencers to engage with communities, making it an essential channel for businesses aiming to boost brand awareness and drive sales. In this guide, we’ll explore everything you need to know about working with Facebook influencers, from finding the right collaborators to maximizing ROI through effective strategies.

Who are Facebook Influencers?

Facebook influencers are active users on the platform who utilize their audience to promote brand awareness or increase product interest. It is the target audience of a Facebook influencer that appeals so highly to brands and companies, as these audiences can help encourage entirely new groups of people to develop an interest in your brand or product.

From micro- influencers, who have a small but intimate audience, to macro influencers, who have a more substantial audience size, Facebook influencers can be used in a variety of niches, including parenting, fitness, do-it-yourself, and even localized markets. Influencers operate from a place of trust with their audience, making them a useful tool in a marketer’s toolbelt.

Benefits of Working with Facebook Influencers

Especially if your business or agency is using Instagram a lot, it may seem strange to use Facebook as well. You’ve already developed a list of influencers for your campaigns, and you know how to be successful leveraging their talent. So why add Facebook? There are several reasons to consider adding Facebook influencer marketing to your mix, and these reasons are similar to why you would want to collaborate with influencers on any given social network. Consider the following:

• Ability to run localized campaigns with niche influencers: Influencer marketing campaigns need not be huge; instead, niche influencers can be used for localized influencer partnerships.
• Increased brand awareness through targeted audiences: Influencer campaigns offer a great opportunity for brands to reach their target audience to increase brand awareness.
• Enhanced trust and credibility via influencer recommendations: From micro – influencers to macro, audiences trust the influencers they follow.
• Improved engagement rates compared to traditional advertising: An influencer marketing campaign has enormous potential to improve engagement rates due to the trust established between social media influencers and audiences.
• Cost-effectiveness for small and medium-sized businesses: Potential influencers may be more affordable than standard marketing channels, making it a great option for up-and-coming companies and established brands, alike.

How to Find Facebook Influencers

With so many people on Facebook, finding influencers isn’t as straightforward as it may initially seem. Some people are great at talking to family and friends, but they don’t have the wider audience of a commercially-valuable influencer, and are not a right fit for an actual influencer campaign. Add to this the complication of finding the right influencer, and locating the perfect person for your next campaign can seem like searching for the proverbial needle in a haystack.

Fortunately, there are plenty of effective ways to find an influencer in the right niche for you–if you know where to look. Let’s begin with the old fashioned, organic ways of finding influencers using the Facebook search bar: Videos and Groups.

Search Videos

Most people in search of potential influencers are at least passably familiar with Facebook search functions. To find videos with influencers, and to effectively treat Facebook like an influencer marketing platform, you can place a search query into the search bar, and select the “video” menu from the list on the left.

To use the video search function to find influencers, you can search on the nose (think “beauty influencers”) or you can search for products or even keyword niches to find potential influencers for your influencer campaigns. Using the search video function on Facebook can be a great way to find relevant influencers, and Facebook pages that can help steer you in the right direction.

While not all Facebook users who are producing videos are influencers, a good deal of them are, and finding Facebook users who create video content can drastically reduce your search time.

Hang Out in Groups

The group search function is another useful tool to find popular influencers or influencers who can join your influencer program. By looking into Facebook groups for your influencers, you have a greater likelihood of stumbling upon a group of people, versus finding only a single person. Hanging out in groups can also help identify the type of content being created by a given influencer. Gaining a window into standard influencer content can help find the right influencer for you.

To locate the group search function, you utilize the same search bar as a general search, but with the addition of location-based search and public groups or groups you are already following. These groups can help you identify social influencers and potential customers both.

Further Reading: The 15 Types of Influencers You Need to Know for Effective Influencer Marketing

Use Social Listening Tools

Most people think about social listening as a way to find out what people are saying about a brand. After all, these programs will tell you at a glance when your company, brand, or product has been mentioned on social media. They’ll even give the same information about any competitors you’ve requested that it monitor. Most brands do this as a way to manage reputation and keep tabs on competitors.

Reputation management and corporate intelligence aren’t the only use of social listening tools, however. Rather, they can be used for Facebook influencer marketing.

Why?

Because the people who mention your brands or competing brands often might well be influencers. By taking a look at these social mentions, you can build a pattern of behavior for certain people. If they’re recommending products or promoting something, even if they aren’t sponsored posts, you have an influencer. Then, use influencer evaluation techniques to decide who to approach.

Don’t Forget Influencer Marketplaces

As with other social networks, Facebook influencer marketing can be facilitated in part by influencer marketplaces. While most of us think of marketplaces as Instagram-focused, that isn’t always the case. In fact, marketplaces have branched out to include a wide variety of social networks. Even if Facebook isn’t included, you might be surprised by how many Instagram influencers also have large followings on Facebook.

Levels of service vary. For instance, some marketplaces simply provide you basic profile info and contact info or link. On the other hand, there are others that let influencers post portfolios of their work, or even vet them for authenticity. This second type will give you some level of influencer statistics. Depending on how much you want to go it alone, you can choose any of several marketplaces.

Further Reading: The Top 15 Influencer Marketplaces for Your Next Influencer Campaign

Meta Brand Collabs Manager

Facebook’s parent company Meta has developed a Creator Marketplace and corresponding Meta Brand Collabs Manager to help creators and brands find each other. Unfortunately, at the time of writing, the Creator Marketplace is only available for Instagram users in the United States and the Meta Brand Collabs Manager is no longer onboarding new pages. That might change in the future, so make sure you check out the Meta Brand Collabs Manager and Creator Marketplace dedicated websites for the latest information.

Further Reading: 11 Best Ways to Find Influencers for Your Brand

Facebook Influencer Marketing Ideas

Now that you’ve found an appropriate influencer for your campaign, what kind of content or promotion do you want to run? It goes without saying that different influencers are better at some things, and someone else should be chosen for others. In addition to letting your influencer leverage his or her strengths, here are some ideas to consider:

Facebook Live Events

Facebook Live events are excellent if you are looking to increase audience engagement. The live, often unstructured nature of a Facebook Live can help audiences feel far more connected to a brand or an influencer. Facebook Lives are frequently a part of influencer marketing strategies, whether they are used to quickly answer audience questions, to offer a behind-the-scenes look at operations, or even to simply connect with audiences. Everyone, from fashion influencers to parenting influencers, can benefit from going Live with their audience, and that Live can be used as a platform for content creators to showcase brand partnerships.

Host a Giveaway

Giveaways are another great way to encourage a loyal audience, and to increase interest in your brand or a product. Giveaways pair the excitement of winning with the requirement of engagement, and as such offer a wonderful opportunity for both brands and influencers to increase the level of engagement being seen, while encouraging social shares. A giveaway can be particularly helpful tools during a product launch, as they offer a low-stakes way for your audience to try a product and subsequently share it with a friend or an audience of their own.

Sponsored Posts and Reviews

In a creator economy, sponsored posts and reviews can both be a great option to get a brand or product name out there. There are some important differences between the two, however, including:

• Intent. Sponsored posts are used specifically to highlight the name or concept of a brand. Sponsored posts may only be partially related to the product or brand being mentioned. Reviews, on the other hand, are far more targeted. These content types focus on taking a product or a brand overall, and breaking down the pros and cons of that product or business.
• Audiences. In a sponsored post, the audience is likely to be the entirety of the influencer’s audience. When reviews are used, however, the audience will likely narrow to people who have already expressed an interest in a product or a brand.

Leverage Influencer Content for Paid Ads

If you are investing a lot into Meta advertising, why not use the creative content that a Facebook influencer could create to improve your ad spend? You could do this by negotiating for the usage rights from sponsored posts and review or collaborating with them specifically just to create content. If your ad budget is a lot, leveraging influencer content could potentially increase your ad spend ROI dramatically.

Further Reading: Influencer Activation: The 8-Step Process to Best Activate Influencer Relationships

Facebook Influencer Marketing Case Studies

Facebook influencer marketing will differ in the types of posts being used and the user base being targeted, but most share a common goal: to make sure that their message is seen across different audiences and that the message in question resonates with those audiences. Several brands have accomplished that goal quite effectively during their influencer marketing campaign runs. Effective brand campaigns include:

Asus

Asus, an electronics brand, saw a flaw in their standard marketing messages. By reaching out to influencers to help display their computers in common, everyday use situations, Asus effectively saw their market reach expand. As a result, ASUS boosted content views by 44% and saw a 30% increase in add-to-cart actions during its new product launch.

L’Oreal

L’Oreal, another beauty brand, sought to expand the reach of a particular product, using 15 different influencers. Although the issues being highlighted by each influencer and the way they went about creating content differed, the brand created cohesion and consistency by using similar color palettes and themes throughout the content being created. L’Oreal experienced a 48% increase in content views and a 10% boost in purchases.

Arm & Hammer

This consumer goods company used Facebook video ads with influencers to promote its laundry detergent at retail locations, achieving a 5.8% increase in in-store sales of its flagship products and a 12X return on ad spend.

As you can see, influencer marketing has the potential to be extremely helpful for brands to promote products, build trust, and establish awareness. By effectively leveraging influencer marketing on Facebook, brands can see a substantial increase in their reach, improve audience engagement, and ultimately see a significant return on their investment.

Further Reading: 17 Compelling Influencer Marketing Examples to Inspire Your Next Campaign

Conclusion

Collaborating with Facebook influencers offers an unparalleled opportunity to amplify your brand’s reach and foster authentic connections with your target audience. By leveraging the strategies and insights in this guide, businesses can identify the right influencers, build impactful partnerships, and maximize ROI.

Whether you are new to influencer marketing or looking to refine your approach, Facebook influencers can play a pivotal role in how you approach your marketing campaigns. While large-scale marketing campaigns often target a wide audience, with very little nuance, influencer marketing on Facebook allows brands to hone their niche, target specific demographics, and build upon the trust already established between influencers and their audience.