German publication AllFacebook.de has leaked screenshots of an upcoming Facebook feature that will allow influencers and brands to collaborate.
The Branded Content Matching interface will enable brands to reach their target audiences via authentic collaborations, while helping creators to monetise.
It will focus on lifestyle brands initially, TechCrunch reports.
Brands will be able to search a database of creators using parameters and filters including top audience countries, interests, gender, education history, relationship status and life events.
Facebook is reportedly not looking to take a revenue share of any collaborations at this stage.
There is also no integration with Instagram yet, though the ability of advertisers to push their campaigns from one to the other suggests this may be in the pipeline.
The development of a tool using Facebook’s data may pose a risk to startups that have sought to build influencer databases of their own.
These include Hypr, Whalar, Fohr Card, Tap Influence and Creator IQ.
Read more here.