Thread by @TaylorLagace

Influencer Question of the Day?

Can a MICRO INFLUENCER’S "Lookalike audience" within FB/IG ads actually generate results?

2/ What in the 🌎 is an Influencer’s lookalike audience?

3/ A Lookalike Audience is a way to reach new people via FB/IG Ads 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.

4/ Many hold the belief that an influencer’s captured audience alone, which consists of their followers and engagers in the last 365 days, is the only audience to find success with when targeting influencer’s FB/IG ads.

5/ I can logically understand why people would think that and I personally thought influencer lookalike audiences wouldn’t be worth tapping into & targeting initially either.

6/ At the end of the day though, we’re only human and we shouldn’t be making these assumptions without testing.

7/ By building influencer lookalike audiences, you are leveraging Facebook’s machine learning system and their plethora of data for your benefit as they are able to create highly converting, target audiences for your influencer campaigns.

8/ Put in simpler terms, when building an influencer’s lookalike audience, you’re asking Facebook the below,

“Facebook please pool together a group of people that our influencer content will resonate deeply with and lead to greater conversions.”

9/ Sit back and watch Facebook deliver!

10/ Facebook's ability to pool together unique people within influencer lookalike audiences are unmatched and I’d highly recommend building these audiences out every time you run an influencer campaign.

11/ Instead of A/B testing the performance of the influencer’s audience vs the influencer’s LAL (lookalike) audience, I’d recommend stacking these audiences all together within the same ad set within a CBO campaign.

12/ By stacking these audiences in a single ad set within a CBO campaign, you are once again leaning into Facebook's machine learning system as they identify and target the cheapest conversions on your behalf out of the collective audience stack.

13/ Check out a use case below that showcases the performance of a Micro Influencer's LAL audience.

14/ Our Target Objective:

Achieve a $40 CPA using Influencer Page Ads.

15/ The Results:

The Influencer Lookalike (LAL) audience outperformed the rest of the influencer funnel and the rest of LaserAway's account, beating the target metric by +60%.

16/ As most of you know, Prospecting is the first touch point of the funnel, so you can appreciate the value that the micro influencer's audience provided.

17/ I want to be clear that this thread is not some guru tactic promoting Influencer Lookalike audiences as the next gold rush via FB/IG ads, BUT it is definitely worth including/testing within your Influencer paid media funnels.