The rise of platforms such as TikTok, Instagram and Snapchat has paved the way for a new form of marketing called influencer marketing. This has led to many exploring different marketing strategies and researching Facebook Ads Vs. Influencer Marketing.

Now, we know it is impossible to try out every marketing trend that comes about. It can get very confusing with the rapid rise of new ways to increase brand awareness. You don’t want to burn yourself out trying to do everything. 

But where do you start? With the rise of influencer marketing giving Facebook Ads a run for their money, we decided to compare the two. 

Advantages Of Influencer Marketing Vs. Facebook Ads

Influencer Marketing

• Authenticity– One of the unique aspects of influencer marketing is authenticity. The users have willingly followed the influencer because they like them and most likely trust them. 70% of teens trust influencers more than celebrities. Therefore product placement and brand deals feel more authentic. 
• Content creation is easier- you don’t have to create any content; that’s the influencer’s job. They know what their audiences like, so it saves you time coming up with their ideas.
• Can reach niche audiences- Niche influencers might not have the biggest audience, but they have a more engaged audience interested in a specific niche. This can work better than a larger influencer. 
• Cross-platform promotion– Influencers tend to have large followings on several platforms. Therefore, you might find them on Instagram, but they could spread the content across other platforms. 
• No limits- Unlike Facebook, which is quite strict on what you can publish as an ad, with influencer marketing, there are no limits. Therefore you can think outside the box with what you can post.

Facebook Ads

• Fantastic targeting- You can target Facebook Ads down to just one user if you use the correct settings. You can be really specific about who you want to target.  
• Flexible budget- You can put as much or as little behind Facebook Ads. It’s up to you and your budget. Unlike influencers who might have fixed costs that are harder to negotiate. Facebook accounts for more than ¼ of digital ad spend. 
• Content styles- Facebook has expanded the range of content formats you can choose. Ads can include a CTA button that helps to boost conversions. 
• Lots of data- You can collect very detailed analytics from Facebook Ads such as CPC, user profiles and conversions. This allows you to know what is doing well and what isn’t. 
• Impact the purchasing decision – Facebook has been proven to be the most inspiring platform influencing buying decisions. It has proven to work by the amount of conversions it produces.  

Disadvantages Of Influencer Marketing Vs. Facebook Ads

Influencer Marketing

• Non-Intuitive CTAs- Facebook ads have a CTA button, but it is not as clear through influencer marketing. Influencers have to work out a way to get users to follow the CTA.
• Fake followers- A massive issue of influencer marketing is when an influencer has fake followers. Some influencers can fake followers and engagement, meaning you could waste your money on them. 
• Measurement- Facebook Ads come with so much data, whereas it is harder to measure with influencer marketing. You have to work out your KPIs and rely on the influencer to update you on how the post is doing. 
• Relationship building- Keeping on top of your influencer relationships can take time. Setting up contracts, working if they are the best fit, clear goals and upkeeping the relationship can be hard. 
• Disclosure regulations- There are strict rules and regulations when it comes to promoting products on social media. Make sure you are aware of these before starting influencer marketing. 

Facebook Ads

• Lack of engagement- Users don’t choose to see Facebook Ads on their feeds. Therefore getting users to interact with ads is harder than organic content. 
• Single platform focus- The clue is in the name; it’s called a Facebook Ad. Meaning it is only used on Facebook. Therefore you are limited to one platform.
• Cost and competition- Facebook ads are priced on CPC. This can change and fluctuate, meaning you could be competing with lots of businesses with big budgets in some seasons. 
• Reaching the wrong audience- Getting the target audience wrong is easy. Therefore you could waste money trying to tailor your ad correctly. 
• In-your-face marketing- As advertisements on Facebook have been around for a while, users are starting to deaf them out. They know what an ad is these days, making it harder to get users to interact with them.

Who Is The Winner?

Opt for influencer marketing if you want a cross-platform, authentic marketing strategy with no limits. However, if you have a smaller budget and want to collect data on how your ads are doing, then go with Facebook Ads.

They are very different ways of marketing, but both produce great results when done well. Some say Facebook Ads are becoming archaic as they are on a single platform and are not authentic. But there are risks of fake followers and unclear CTA’s with Influencer marketing.

Pick the one that suits your brand the most. If that doesn’t work, you can always try the other one! 

Trying to navigate the influencer landscape? Whether you are a brand or creator, our team can help! Get in touch today to get started.