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Taylor Lagace Profile picture
@TaylorLagace
Sep 11, 2020 • 18 tweets • 3 min read • Read on X
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Influencer Question of the Day?

What’re the steps to building out an INFLUENCER’S audience within Facebook Ads Manager to be able to run targeted ads at their followers/engagers via FB & IG ads? (Thread)

**Video Tutorials Included**
2/ Once you have proper advertiser access to the Influencer’s FB & IG- instructions laid out in the thread below- you’ll now be able to run targeted ads to that influencer’s followers/engagers!
3/

4/ Sounds great right?! Running ads on behalf of your brand with influencers' content targeting their followers!
5/ So let’s break down how you actually take the steps to do this within Facebook Ads Manager.
6/ Within your Facebook Business Manager follow the steps laid out below in order to build an audience off of the influencer’s Instagram...
7/ Click Audiences >> Create Audience >> Custom Audience >> Instagram account >> Click the dropdown menu and select the influencer’s IG page >> Click “Everyone who engaged with your professional account” >> Type in the past 365 days >> Click Create Audience
8/ Check out video tutorial here…
9/ Now take a similar set of steps, laid out below, in order to build an audience off of the influencer’s Facebook…
10/ Click Audiences >> Create Audience >> Custom Audience >> Facebook Page >> Click the dropdown menu and select the influencer’s IG page >> Click “Everyone who engaged with your Page” >> Type in the past 365 days >> Click Create Audience
11/ Check out video tutorial here…
12/ Our recommendation would be to stack both of the Influencer’s built out Facebook and Instragm Audiences into a single ad set within a CBO campaign.
13/ In addition to the above, for TOF, Prospecting purposes, make sure to build Lookalike audiences off of the influencer audiences you’ve already built out as well!
14/ What in the world is an Influencer Lookalike audience?
15/ A Lookalike Audience is a way to reach new people who are likely to be interested in the content your influencer has created on behalf of your brand because they're similar to that influencer’s followers/engagers.
16/ Check out the video tutorial of building out an influencer’s Lookalike audience here...
17/ Facebook’s machine learning system does an incredible job at pooling people together within these “Lookalike audiences” that not only resonate with the influencer and their content but also with the brand in order to drive conversions.
18/ Now get to building out these audiences!

• • •

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More from @TaylorLagace

Taylor Lagace Profile picture
Mar 27
3 things I'd tell every brand if I weren't afraid of hurting your feelings (which I'm not):

My team and I have helped giants like Purdy&Figg, WildBird, and SimpleModern succeed on Meta by following these 3 principles religiously:
1. Small samples are lying to you, stop believing them:

If you're making optimization decisions based on daily data, you're overreacting to noise.

Daily reporting is small samples by definition, and there's going to be wild variance within those samples.
Yesterday's performance is not more predictive of tomorrow than any other random day. It's an arbitrary 24-hour window, and giving it more weight just because it happened recently is idiotic.

Stop analyzing creative on day-to-day purchases. Weekly views at a minimum are necessary for assessing performance.
Read 8 tweets
Taylor Lagace Profile picture
Mar 20
I'm pulling back the curtain on one of our biggest wins.

We took Purdy & Figg from £452K to £50M+ in 3 years.

Here's how:
For context:

In 2021, Purdy & Figg was doing £452K in annual revenue with a major problem.

They were running micro-influencer campaigns that generated zero conversions and burning cash on content that didn't move product.

They partnered with with us to turn it around, and by January 2023 their monthly revenue grew 5x year-over-year while TikTok followers hit 220K in 6 months.
The Strategy:

We integrated three core pillars:

1. Influencer seeding
2. Paid media through Meta Advantage Shopping Campaigns
3. Cost controls to drive sustainable growth.
Read 15 tweets
Taylor Lagace Profile picture
Oct 3, 2023
How do you think you’d be able to allocate a $1M ad budget?

A) Highest Volume

B) Cost Caps

I’d bet I’d be able to spend a $1M budget more effectively using Cost Caps than using Highest Volume.

Here’s a full breakdown of my reasoning:
First, to establish some fundamentals:

• Highest Volume campaigns prioritize SPEND (they’ll spend your budget no matter the CPA)
• Cost Cap campaigns prioritize PERFORMANCE (they’ll only spend when profitable)
The hesitation brands have around Cost Caps is usually a fear that they won’t be able to spend their budget.

Let me walk you through why this isn’t something to be afraid of, and how you’d be better able to allocate a $1M budget using CC over HV.
Read 11 tweets
Taylor Lagace Profile picture
Jul 28, 2023
The anatomy of a successful Influencer Marketing program

From someone who’s placed 350K+ influencers with brands and driven 100M+ in revenue

🧵👇 Image
1) Product seeding — the foundation of any successful influencer strategy is getting your product in their hands.

Rather than a salesy pay-per-post approach (that leads to inauthentic content), we’ve found success with Influencer Seeding.
2) Organic posting — The influencers that are the best fits for your product will be stoked to have gotten some in the mail, and post about it unprompted.
Read 8 tweets
Taylor Lagace Profile picture
Jul 14, 2023
We scaled WildBird’s ad account from...

May 2023 (Before):

3.83 in-account ROAS
$29 CPA
$112 AOV

June 2023 (After):
7.57 in-account ROAS
$22.68 CPA
$171.75 AOV
That’s a:

97% increase in ROAS
22% decrease in CAC
53% increase in AOV

How’d we do it? 👇
COST CAPS x CREATIVE TESTING

For some reason, mentioning the term Cost Caps triggers quite a bit of controversy in the media buying world.

But the results above speak for themselves.
The primary change we made to the account upon taking it over was transitioning it from...

‘Highest Volume’ → Cost Caps.

When an account is using Highest Volume:
Read 13 tweets
Taylor Lagace Profile picture
Jul 8, 2023
Influencer identification & outreach is a labor intensive process.

We've been testing AI use cases for influencer marketing & have found a handful of prompts that help get your time back.

5 ChatGPT prompts to reduce the grunt work in your influencer ID & outreach strategy:
Step 1: Finding influencers.

💡 ChatGPT Prompt: "Find me influencers who would be a good fit for {BRAND}."

If ChatGPT is unfamiliar with your brand, just describe it in detail.
Step 2: Narrow it down.

💡 ChatGPT Prompt: "Find me influencers similar to {INFLUENCER NAME} but with less than X followers."

Based on your ideal outreach/budget, you can follow this prompt with more specific requests.
Read 8 tweets

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