As you might imagine, we see and test a lot of different influencer marketing platforms for our reviews—more even than what we’ve published. Not every platform makes it to our website, though; we’ve seen some pretty terrible attempts and we don’t want to waste our time in writing them up, let alone waste your time by asking you to read them. One common thing we’ve noticed about influencer marketing software that’s not worth your time? They were, by and large, conceived and made by software developers with little marketing experience who smelled a profitable trend.
Influsoft, the latest platform designed to make marketers’ lives that much easier suffers from no such impediment. That’s because the product is an offering that comes directly from an influencer marketing agency. But not just any agency. Influsoft was developed by what is arguably one of the top influencer marketing agencies in the world:Viral Nation.
Since 2014, Viral Nation has been offering a full suite of digital marketing services. As a talent agency, they represent and place social media’s biggest and best-performing influencers. As a marketing agency, they’ll conceive, execute, and manage campaigns for their clients. As a creative & media agency, they’ve created all kinds of social marketing content. And as all of these things, Viral Nation created in-house software tailored to their very specific needs—a collaboration tool that can manage each discrete segment of a marketing agency or department, individually or all together. Many developers say they’re offering end-to-end software, and they’re not necessarily wrong about that. Influsoft just defines those ends differently.
这是由于ViralNation作为背景IM agency. More specifically, it’s a result of VN having been an influencer marketing agency since 2014 (aka: the very beginning of influencer marketing). They’ve grown with the industry. They saw the rise of influencer discovery engines, and then the marketplaces, the relationship managers, and the analytics platforms. They were around when people first questioned how much influencers were worth, and when fraud helped propel several personalities’ careers. ViralNation has been an agency through every step forward and every step back the industry has taken, and through that experience have learned to adapt. So InfluSoft isn’t the result of some marketing people deciding one day they could develop and sell a platform. It’s the result of all the pivots and adaptations its creators had to make in order to maintain their success.
如今，灌输是其独特的公司。当然，病毒国家是客户，但其他品牌和代理商也是如此。Activision Blizzard，Tencent Games，佳能，Facebook Oculus和Elite Model Worldare all happy customers. And for good reason: this is enterprise software at its finest. Read on to The Details, where we’ll cover only a fraction of the details.
Summary:
Pricing
Influsoft定价是定制based on a variety of factors having to do with a brand’s size and marketing needs. But one thing is consistent across them, and that’s that there are no plans within the budget for small companies. And that’s great: too many platforms try to be all things to all companies, stepping up their features and removing restrictions as the price goes up. While that might broaden the appeal, it will often dilute the overall offering.
Influsoftdoesn’t suffer from this, as the platform was developed to be an enterprise solution. Prices span from $3k to $10k per month.
The Details
为了了解富有高级滋生的程度，最好从谈论其发现模块开始。What’s most notable about it isn’t what it’s capable of—you can search through millions of influencers, refine and filter your searches based on more granular criteria, get a boat-load of data about each person, and then create and organize lists of influencers that you would like to work with. The Discovery’s as good as any other company’s attempt at it, and better than a lot. So, if that’s not the most notable thing about it, what is?
It’s that the team at Influsoft isn’t really excited about it, and during a demo I received they likened their module to a convenience feature on a new car. Is it nice to have bluetooth capabilities in your vehicle? Yes. Is that what makes it a good car? No. It’s the same with Discovery. Influsoft works with third party providers to populate their database of influencers, and the number of profiles and all the attendant data comes from their analytics partners. But because it’s third party data, it’s not 100% accurate, just like every other platform that’s built a database of influencers who haven’t opted in to the system. And Influsoft has no problem saying that, because they view the discovery engine as more of means to and end than the end itself.
当您开始与影响者合作时，您获得的第一方数据是他们最大程度地降低其软件这一方面的重要性的另一个原因。当他们通过Fursusoft与公司合作时，他们正在授权该软件摄入每个社交渠道API允许的所有数据。因此，例如，在YouTube上，您将深入了解观众如何与视频互动 - 一场观看时间，以及对人们下降的第二次观看。Facebook上的同一视频将包含特定于平台的数据点，例如那些用声音与OFF观看的人的细分，以及观众是被付款还是有机的。在coverusoft为您提供的每个频道上的每个数据点上都不会引起有趣的阅读；可以说，您将获得与您合作的影响者获得的数据的唯一限制是基于社交渠道本身所共有的内容。
In any case, the Discovery module is a great way to point you in the right direction of influencers to add to your roster, and you can organize them into as many lists as make sense for your purposes. Lists are how you can make sense of all the creators you’re working with or want to work with. You can categorize them by campaign, by social channel, whether or not they’ve signed onto the platform, etc. And this sets you up nicely to use the meat of the software.
Influsoft’s major functions are divided into three categories: Plan, Measure, and Listen.
计划模块 - 您可能已经猜到了 - 进行了围绕活动的所有前期任务。从本质上讲，这是一流的项目管理工具。这是分配任务，监控预算，批准或拒绝可交付成果并存储合同的地方。在这里，您开始了解您正在处理真正的企业软件：在各个级别都处理单个或多个团队的协作和问责制。代理商可以与客户共享列表和可交付成果以供批准和输入（或者您可以仅在查看权限中共享）。使用列表，可以为每个影响者创建内部注释，以供所有人看到。分配任务并跟踪历史记录，并创建带有警报的日历条目，以提醒受让人即将到来的截止日期。有影响力的人在这里提交他们的可交付成果，您的团队可以在批准之前查看和讨论它们。沟通和协作能力遍布繁殖。
Once your campaign has been created and content starts going live, the Measure module does exactly what it sounds like it does. A nice touch here is that when you first click into this section of the platform, you’re presented with a little something more than just baseline performance metrics. Sure, you’ll see high level stats like video views, impressions, and engagements, but these will also be shown on a graph comparing performance to the goals you set for the campaign at the beginning. You can then dig in further to each platform, and see how those are performing individually.
From there you can go further into each post and see how they performed on an individual basis. This is where you can see those highly specific first-party data points mentioned above. Depending on the channel, this can get very deep. For YouTube videos, for example, you’ll see things like the breakdown of playback devices, or whether people arrived at your video by clicking on a link, just browsing, or a search. If the video was shared, you’ll see what service was used (like Facebook, or Whatsapp, or even a text message. Everything’s presented in an easy to read format, with charts and graphs that don’t just give you numbers, but also show trends. And it’s all presented side-by-side with the actual content—images, videos, stories—that goes with those statistics.
最后，有听听部分。对您的广告系列进行了更多分析。尽管大多数平台将性能指标和188滚球地址受众分析都结合在一个地方，但富斯福特将它们分开在衡量标准和计划部分之间。从工作流程的角度来看，这很有意义。绩效数据就是要查看过去，以了解广告系列的表现。我们得到了我们付费的东西吗？受众分析实际上是关于未来的。您想了解谁参与您的内容，以便您知道将来要定位的人（尤其是如果您想为付费广告系列重新利用内容）。您还将获得比大多数人更深入的情感分析。您会看到情感的标准积极/中性/负面崩溃，但是您还将看到通过参与表达的特定情绪范围。
这似乎是森林斯的东西：采用您在其他地方看到的功能并将其进一步。他们也用单词云来做到这一点。您可能已经看到了它们，观众对最常用的单词的视觉表示，每个单词的大小显示其相对频率。因此，灌注源为您提供了一个单词云，但是它的AI也分析了这些单词以理解常见主题。
这些相同的分析可以应用于整个品牌：这是了解社交媒体存在的景观和影响的绝佳方法。值得注意的是，本节不称为“您的品牌分析”。它只是被称为“品牌分析” - 您可以尽可能多地了解竞争对手。
结论
Influsoftis designed and made for the enterprise, which traditionally means a large organisation. But the phrase “enterprise software” also carries some connotations as to what users can expect from an application. First and foremost, it needs to solve a problem that the enterprise is having. It needs to be easily collaborative, with attention to the kinds of details that can easily get lost in lesser attempts. The features ought to be robust, not only solving the core problem at hand, but introducing new functions that users never knew they needed.
Influsoftsatisfies these criteria on all levels. And of course it does: it was created by a company trying to solve its own problems. And as they grew they learned more and more of these little details that they wanted to be handled by software. Influsoft’s creators, Viral Nation, are recognised as one of the leading influencer marketing agencies in North America. The software they developed isn’t the reason they’re good at what they do. But it does help them do it better. And now they can help your organisation do the same.
Influsoft
- Features
- Ease of Use
- Reporting