Influencer

Teenagers can be an infuriating lot, all self-consumed and unreliable, driven by whatever whim happens across their still-developing brains. We all know this and yet, somehow, Ben Jeffries—the co-founder and CEO of Influencer—never got that memo. He’s 22 now, but the seeds for Influencer were planted six years ago, when Jeffries was just 16 and starting a clothing business called Breeze.

尽管他的同时代人正忙于做正常的少年事情 - 就像知道一切并在愤怒中猛烈抨击门 - 杰弗里斯（Jeffries）正忙于以预算的预算来推销自己的业务。在大多数情况下，有影响力的营销仍然是人金博宝188备用网址们只是在尝试的事情，而“微影响者”一词尚未在普通的白话中进行。尽管他没有预算与数百万追随者的大人物个性，但他足够聪明，可以知道他不需要。这并不是说他有数百万的库存等待出售。杰弗里斯（Jeffries）自然得出的结论是，他可以找到一个不出名的人，但仍然有相对较大和忠诚的追随者。这种思想列车使他与切尔西足球俱乐部的预备足球运动员贾马尔·布莱克曼（Jamal Blackman）合作，他开始在社交哨所中穿着杰弗里斯（Jeffries）的产品。

这种合作伙伴关系的成功使他的服装公司分散了杰弗里斯的注意力。随着销售额的增加和股票的减少，他散发出微风，并开始思考他还可以在影响者营销方面做些什么。金博宝188备用网址

有影响力的人成立于2015年，当时杰弗里斯（Jeffries）18岁，并开局艰难。简短的版本是，他将自己对有影响力的营销平台的愿景介绍给一些可以为他编码的开发人员，他们继续拿走他的钱，什么也没回金博宝188备用网址报。那本来是最后一根稻草，但事实证明，当杰弗里斯（Jeffries）紧迫和众筹的影响者时，事实证明是最后的挫折。有影响力的目标是100,000英镑，最终在三天内筹集了152,000英镑。

这样，动力就在有影响力的一边。开发继续进行，YouTube明星Caspar Lee加入成为公司的首席营销官。这一增加有助于提高影响者的品牌身份，称自己为“由创作者，创作者经营的服务”。这是影响者的最大区别。该平台本身是强大而令人印象深刻的，拥有大量工具来帮助营销人员从头到尾管理其影响者的活动。但这与任何最近的竞争对手没有明显不同。By branding themselves as a company run by creators—and not running away from their Gen Z status—Influencer becomes more attractive to influencers, who’ll feel at home working with their peers, and the brands themselves, who will be eager to work with the people who grew up on influencer marketing and presumably know it best. And make no mistake, Jeffries and Lee definitely know their way around a marketing campaign. There are pros and cons to this approach, which we’ll get into in The Details.

---

---

Summary:

---

价钱

Influencer offers three levels of subscriptions for its self-serve SaaS platform, though there isn’t a fixed price for them. The prices vary based on the level of commitment—the longer you promise to stick around use Influencer, the lower your monthly or annual fee will be.

• Pay As You Go- 您只需付款，而不是经常性订阅。您的预算决定您在创作者上的支出数量，然后您支付了15％的费用。这样做可以为您提供1个用户帐户，对影响者数据库，基本搜索引擎，广告系列工具以及创建者和广告系列的基本分析的访问有限。

• Starter(monthly fee, 6 month minimum) — 1 user account, 2 campaigns per month, full access to the influencer database, advanced search, campaign management tools, detailed creator and campaign analytics, and custom legal documents. There are no campaign fees, and subscribers get a dedicated “success manager” for any phone assistance needed along the way.

• 规模(monthly fee, 6 month minimum) — Includes everything in the starter plan for 5 user accounts and unlimited campaigns, plus data and analytics exports. Also, the dedicated success manager will do in-person results consultations.

With their managed service, brands hand over all control to Influencer, with a minimum campaign budget of $10,000.

---

The Details

We're going to do things a little differently than I’ve done for past reviews—before we get into the features and functionality, let’s side-step a bit over to Influencer’s philosophy and approach to influencer relationships. The company’s branding sets it apart from other marketplaces in some key ways, and it’s something that should be expanded on, alongside the listing of all the features and benefits of the platform. We'll get to that, but also say upfront that the software is excellent. Keep that in mind as Wefirst discuss the limitations of Influencer’s brand.

Not only are they ”run for creators, by creators,” but Influencer’s brand story relies heavily on the analogy that influencers are “like the cool kid in school.” Influencer doubles down on this Cool Kids approach by being extremely selective about which creators they actually let on to the system. It isn’t just a numbers game for them—they’re looking for more than followers and engagement rates. They’re looking for talent—cool, hip, talent who can communicate with their followers more effectively than any over-30 marketer could ever hope to. They also host meetups and events for the creators they’ve brought on, giving them a chance to network directly with the Influencer team, very important when you consider that part of the business is running campaigns for brands. The team at Influencer will be more likely to select someone they’ve met personally for these big dollar campaigns.

It’s an excellent approach, because it has the effect of making the brain trust at Influencer a kind of arbiter of what is and isn’t cool. If creators are the cool kids, and Influencer is run by creators, then the whole enterprise must packed with coolness. This, in turn, has two parallel effects: as word spreads about Influencer, creators will want to get on the platform even more, as a way to demonstrate their value. Meanwhile, brands want to work with the best creators, and will look to Influencer as getting a lot of the vetting and discovery out of the way before they’ve even logged on. (Note to those considering Influencer’s managed service: they clearly know how to market and create perceived value).

But then here lies the limitation: right now, Influencer has a bit more than 1,000 creators. Even though this number will most certainly grow, it’s too limiting. Sure, the reach of those thousand could number in the hundreds of millions, but not every person you reach through your influencer is your target demographic. Still, the real issue here is being able to maintain that vibe of being a selective club while trying to grow the business. What happens if a brand discovers someone they really want to work with, but she isn’t on the platform? Good business sense dictates you make that happen for your customer, even if she was a creator the company wouldn’t have allowed on otherwise. Over time, this could dilute the talent pool, as well as damage the brand story of being a company run by influencers, for influencers.

同样，就地理而言，实际动物的方法有影响力与创作者所接受的是一个限制因素。他们的SaaS平台可能在全球范围内访问，他们的网站表示他们将继续全球，并在世界各地开设办事处。每个位置本质上都是一个影响力的地区，公司将对人才阵容进行了精心挑选，这将反映出他们开放的地区。这是一个很酷的模型，如果发生这种情况，影响者将获得超出英国总部的吸引力。这也意味着，尽管平台的良好程度，但如果您正在寻找欧洲以外的观众，那么有影响力的人可能并不是您公司的正确选择。这是一个很好的地方，可以详细介绍该软件本身：

We'll start with the type of data that you get for the creators on the platform, because it’s extensive. And it also mitigates some of the concerns we raised around their geographical limits. Alongside the metrics that demonstrate a given creator’s reach and engagement, you can get very in depth insights on their audience. You’ll see where in the world their followers are, broken down by country and city, as well as the languages they speak. Many creators do have followers scattered around the globe, so even if they aren’t where you want to advertise, their followers may be.

Additionally, Influencer deserves praise for its focus on the psychographics of audiences and creators, showing brand affinities, interests, and hobbies. Geography, gender, and age can only tell you so much about any given audience, but people’s tastes and preferences are powerful tools for creating the right message. If数据见解可用于说服其他聪明的人投票给唐纳德·特朗普, imagine what it can do for your targeted campaigns. Don’t forget, if you have this kind of information on audiences before a campaign, you’ll have it after, too. This is especially useful in identifying who your strategies worked for, and who they didn’t, allowing you to refine your approach with each successive campaign.

The management tools you’d expect are all there, as well. Organising creators into campaigns, negotiating fees, and tracking their progress in the campaign lifecycle are all standard expectations, and Influencer delivers well on it. There’s also a great budget tracking tool that gives a real time view of how much you’ve spent/committed to spend. Your actual spend is then used as the basis for the after-campaign analytics, giving you the CPM (cost per mille) and CPE (cost per engagement), both of which are excellent measures of your campaigns success or failure. Again, Influencer deserves praise for including the ability to create and store customised legal documents, a feature which many other marketplaces unfathomably leave out.

Finally, brands will be happy to know that what they do on Influencer can act as the foundation of some more traditional advertising. When influencers create content for brands on the platform, they’re also giving those brands exclusive re-usage rights. These can be deployed as sponsored posts across the social web, and brands will already know the kinds of audiences who respond positively to each piece of content. That makes targeting to new sets of eyes a snap—and because the content is already created, new sponsored ads can be created and used quickly and efficiently.

---

Conclusion

These examples of going above and beyond in certain areas are signs that the Influencer software was clearly well thought out. If there’s something that ought to be part of a marketplace, then it’s here. You’ll get all the functionality you need, plus a little more. And while Wehave questions about the brand story, and how that affects going forward, that shouldn’t detract from what they’re doing right now. While the landscape of influencer marketplaces is often referred to as a “wild west” atmosphere, Influencer bucks that trend with what feels more like a boutique agency. Their small size is actually a boon at this point, as brands can count on personalised service through their dedicated Success Manager, and the approach has landed them noteworthy clients like Uber and Nokia.

The big question we have at this point isn’t whether Influencer is a platform you should consider (you should). Our questions only focus on the future. Can Influencer grow while maintaining the kind of service they’re providing? Can they continue to please their clients without jeopardising their role as influencer allies? It’s a delicate balancing act, but that doesn’t mean it can’t be done. None of these questions should dissuade you from giving Influencer a look, though. Every new company goes through some growing pains, and we’ll be keen to see how Influencer weathers theirs. They’ve accomplished much to be proud of already, so we won’t be surprised if they continue to impress.