Influencer marketing at scale: marketplaces, IRM platforms and Neeuton
Who owns influencers? I wrote this post about integration in influencer marketing 1 year ago. After working in Influencer Relations at a PR agency, and now collaborating with influencer platform Neeuton, I still agree with my 2018 self: integration between digital agencies, creative agencies, PR agencies, influencer agencies and internal departments is key. And platforms make everything easier.
Influencer platforms provide two basic benefits: data and automation. Some specialise in allowing brands and agencies to find new influencers in specific markets or areas of influence, with specific demographic characteristics, and specific reach and engagement rate. Others make it easier to contact, control, measure and report. Some combine different benefits. And some work better when combined with other platforms.
Not all platforms are the same
- Opt-in marketplaces
Platforms like Activate and Fohr are huge databases of influencers who have proactively decided to be listed as available for brand collaborations. The main benefit of working with a platform of this type is having access to influencers when you don’t know how to find them. They’re willing to collaborate with brands and rather professionalized. Another great benefit: these platforms provide audited numbers, which can help avoiding fraud. Both Activate and Fohr are thought leaders and generate inspirational content consistently, I highly recommend signing-up for their respective newsletters!
- IRM / IMS platforms
IRM (Influencer Relationship Management) platforms, also called IMS (Influencer Management Software) are CRMs for influencer marketing. A blank database where an existing list of influencers can be imported, classified, segmented and exported again for specific activations. Some, like Youzz, facilitate contacting influencers directly from the platform, and also reporting on campaigns automatically. Activate launched their own IRM system recently to allow brands and agencies to integrate their existing databases with the platform’s marketplace, which I think is super useful and a genius business move that improves product stickiness.
- Neeuton: collaborate with your most influential followers
In case you missed it on the first paragraph, here’s my disclosure again: I’m currently collaborating with influencer tool Neeuton. The platform, developed by the team behind Buzz, was created in 2018 with a unique approach: connecting brands with their most influential Instagram followers. In the era of nano- and micro-influencers, why would brands collaborate with a random influencer when they can work with one that has followed them forever, knows and loves the brand? I’m using Neeuton at one of my freelance projects where the brief is to collaborate organically with micro-influencers with exceptional engagement rate, and seeing great results: influencers are much more willing to collaborate without compensation with a brand they like enough to follow on Instagram. It just makes sense, right?
Buzz is not the only agency who has realised influencer marketing software is key to scaling campaigns and making better, more informed decisions when choosing influencers. Ogilvy has just signed a global agreement with influencer platform Takumi to provide more cost-effective and, I guess, standardised influencer marketing services to their clients globally.
As always, the best platform will adapt to a brand’s objectives and strategy. If you need support when choosing the right one for you, let me know how I can help!