Brahabs的扇贝

自推出以来，Brahitlabs的Fanbytes表明，它是营销人员到达Z Gen Z Gen的领先平台，这是一个经常被忽视的13-21岁的人口，这是老旧营销后卫不了解的。他们知道您无法通过Facebook到达该小组。他们知道，如果您想在Instagram上与他们联系，您将使用故事功能。You might recall that Instagram Stories is a note-for-note copy of Snapchat, the social media channel that’s overwhelmingly used by Gen Z. And with the recent surge of TikTok, Fanbytes by Brainlabs was to quick to see yet another way to the hearts and minds of that not-yet-adulting demographic.

When we first looked at Fanbytes by Brainlabs in early 2018, the platform was very much a Snap-focused solution. Timothy Armoo, founder and CEO of Fanbytes by Brainlabs—and a Gen Z baby himself—appeared to have a better handle on the channel’s value proposition than Snap itself did. Streaks and puppy ear filters are nice features, but as Armoowrote in a post on campaignlive.co.uk, the app isn’t merely another social media channel—“It’s glaringly obvious that Snap are the new TV,” he says. Armoo makes a compelling case that the app is the primary source of “broadcast” entertainment and news for millennials, precisely because it presents those things to them in a format that feels more comfortable.

这是一个与环境托托的运作类似的故事,which doubles down on being a broadcast media alternative by making every user a creator of that media—and offering a chance for them to collaborate with each other, as well. Community and entertainment are all wrapped into one, and once again Armoo & company demonstrate their gut-level understanding what makes Gen Z tick (and tock, for that matter). With its Tik Tok offering, Fanbytes by Brainlabs further refined its self-described “advertainment” approach to marketing. Brands can work with influential Tik Tok users to create themed video challenges, which doesn’t just get audiences engaging with a like or a comment: they start creating their own videos, too, as a response to the challenge. The net result is that commissioning a single video from a Tik Tok star can end up spawning hundreds, or even thousands, of other videos in response—all of which serve a brand’s marketing goals in ingeniously efficient ways.

Thus far, Snapchat and Tik Tok haven’t been primary destinations for influencer marketing. It’s being done, of course, but not as methodically (or, as software assisted-ly) as it’s done on any of the big three social channels. Mostly, though, advertisers just haven’t figured out how to reach the audiences on these channels, and both self- and full-service marketing services haven’t offered much in the way of guidance for achieving success with them. Fanbytes by Brainlabs aims to change all that, with a turnkey platform that’s been successfully used by such companies as Universal, Sony Music Group, Paramount, and McDonald’s. Oh, and some little company called Apple used them to promote their music service.

As Gen Z ages into greater financial independence, it would be a mistake to think that they’ll mature out of the social channels they used as kids. Meanwhile, the younger end of their generation are starting to get their own phones and are adopting Snapchat and Tik Tok as their channels of choice. It’s a demographic that marketers are keen to target, and Fanbytes by Brainlabs is the one service that’s helping them do that.

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Summary:

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价钱

Brahabs的扇贝isn’t a SaaS platform that you access through a monthly subscription. Instead, brands work with the company on a campaign by campaign basis, spending whatever their budget will allow for each one. Minimum spend is £3000.

Brainlabs的定价模型对Fanbytes的令人耳目一新的是，没有浪费的支出：他们以每次完成成本的视图模型收费。如果用户放弃了一半的广告，则无需支付。比这更好的新闻是该公司的广告系列记录，大约平均达到90％的完成率。如果您获得的观点比预算更多的观点怎么办？不用担心：您只会收取最大的费用，除此之外，任何东西都是奖励。

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The Details

For the Fanbytes by Brainlabs platform, the details are as much about the company’s approach as it is about the mechanics of launching a campaign. Their website is clear on the company’s mission: “We help brands win the hearts of Gen Z and Millennials on social media.” It’s not exactly a catchy slogan, but it gets right to the heart of the matter. The average age of a Fanbytes by Brainlabs employee is 22, and they do not shy away from their youth. Snapchat and TikTok's users are overwhelmingly Gen Z, and that’s an audience brands can’t reach as reliably anywhere else. So who better to help craft campaigns than a group of whip-smart kids that speak the language?

As a platform, Fanbytes by Brainlabs seems—on the surface—to be a pretty basic piece of software. But really, the special sauce that makes it so effective isn’t in the technology itself. It’s their native understanding of how the 13-21 year-old demographic engage with social media—what grabs their attention, and the ways in which they want to engage. To that end, they’ve created not just a way to connect with influencers, but actual ad templates that takes the guesswork out of how to get the most out of those influencers. In this way, Fanbytes by Brainlabs is as much a marketing agency as it is a platform. There are four types of ad templates brands can use.

• Snapchat三明治广告 -The basic construct is a three-panel story where the ad itself is sandwiched in between short videos of an influencer introducing and then commenting on the ad. The ad contains a call to action of some kind, using swipes and/or snapcodes to lead the viewer to other content or offers.
  

• Instagram Stories (Instagram)—Similar to the sandwich ad, the Instagram Story format is a quick and effective template that allows influencers to introduce a product or service, with a Swipe-Up CTA.
  

• tiktok—利用Tiktok的参与性，品牌可以使用Tiktok影响者创造挑战，他们将邀请其他用户为歌曲创建自己的视频版本。
  
• Lenses—Brands can create lenses, aka filters, which influencers include in their videos and encourage their followers to download the lens to create their own videos. These can be used with Snapchat or Instagram.

在所有情况下，这些广告模板都利用了Z世代参与和共享的趋势，以不像广告而更像娱乐的方式与品牌内容进行大量参与。

首先，您将导航到广告系列仪表板并创建一个新的仪表板。在这里，您可以通过一些基本信息（位置，性别和年龄）指定预算和目标人群。您将从其中一个模板中挑选，而BrableBabs算法的Fanbytes则用于寻找影响者的工作，他们的受众符合您的标准，并且最适合您想要运行的格式。接下来，他们可以创建跟踪链接以监视转换并遵循。一旦提交了广告系列的摘要，品牌就可以继续详细研究影响者，包括任何以前的品牌内容，以了解他们过去所做的事情。

These profiles are pretty minimal, with only basic data about follower demographics and performance metrics. This is definitely one area where Fanbytes by Brainlabs could improve: without knowing too much about the type of people who are engaging, each campaign exists in a vacuum. There’s nothing presented here to help you learn more about the engaged audience, meaning there’s no good intel to help shape future campaigns. That same deficiency of audience data is evident for the post-campaign reporting, as well.

您可以从上面的屏幕截图中看到，此处部署的测量内容更多是为了证明广告系列的初始支出是合理的。这不是一件坏事。这显然是报告的关键部分。尽管毫无疑问，Brainlabs的有影响力广告的Fanbytes成功了，但最佳影响者运动的整体营销方式并不是整体营销方法。

That said, it’s still the best kind of approach to influencer marketing for these channels, and for engaging the Gen Z audience in general. That’s a point that should not be overlooked.

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结论

在许多方面，Brabylabs的Fanbytes正在做任何其他影响者平台甚至在尝试的事情。这是一个非常聪明的平台，由一个团队开发和运营，不仅了解他们的目标人群：他们arethe target demographic. Their unique understanding of both Gen Z and the ways in which they engage with social media gives them a credibility that shouldn’t be ignored.

This is comfortable territory for them. You wouldn’t ask someone from Spain to be your guide in Germany for the same reason you shouldn’t hire someone in their 30’s to tell you how to advertise on Snapchat: they don’t speak the language. From that perspective, Fanbytes by Brainlabs becomes a necessity. You aren’t going to reach these audiences anywhere else.