Facebook’s next money-maker could be this tool for connecting marketers to social media creators so they can team up on sponsored-content Facebook ad campaigns. The Branded Content Matching search engine lets advertisers select the biographical characteristics of creators’ fans they want to reach, see stats about these audiences, and contact them to hammer out deals. Leaked screenshots of Facebook’s promotional materials for the tool were first attained and published in German by AllFacebook.de. TechCrunch has now confirmed with Facebook the existence of the test of the search engine. Facebook first vaguely noted it would build a creator-brand tool in March, but now we know what it looks like and exactly how it works. Even though Facebook will not actually broker or initially take a cut of the deals, the tool could equip brands with much more compelling and original marketing content. That could in turn encourage them to spend more on Facebook ads to spread that content, while also making more entertaining and tolerable the ads users see so they spend longer on the social network. By getting creators paid, even if not directly by Facebook, they’ll invest more in the quality of their content and size of their following on the app instead of with competitors. How Facebook’s influencer marketing search engine works A Facebook spokesperson explained the motive behind the tool like this. Facebook wants to help businesses find creators who can reach their target audience in an authentic way, while allowing creators a path to monetizing their Facebook content and fan base. Creators opt in to participating in the test and set up a portfolio showcasing their audience size and metrics plus their best branded content. Facebook is starting the program primarily with a set of lifestyle brands and creators. Advertisers in the test can search for creators with specific audience demographics using a wide range of targeting options. Those include both general and industry-specific parameters, like: Top countries where they’re popular Interests Gender Education history Relationship status Life events Home ownership status Home type The search engine’s results page shows a list of creators with each’s audience match percentage to the search terms, percentage of their followers they reach, engagement rate, follower count and video views. Advertisers can save their best matches to private lists, and reach out to contact the creators, though Facebook is still figuring out if it’s best to connect them through their Facebook…

Source: TechCrunch – Social A leaked look at Facebook’s search engine for influencer marketing