#paid

在#PAID的发展中，似乎有一种悖论。Don’t pay too much attention to the numbers，他们似乎在说，这样您就可以改善自己的数字。该平台的创建者可能不喜欢阅读它 - influencer Marketing是一门科学，尤其是一门艺术，因为数字金博宝188备用网址是跨越广告系列的驱动因素。我已经可以预测其在加拿大脖子的背上抬起的头发，礼貌地插话，对不起，数字确实对他们平台的成功非常重要。

It’s going to be OK, folks. You write the code; I’ll write the review. And trust me, you’ll like where this is going.

成立于2014年由布莱恩·金和亚当•Rivietz # paid shied away from traditional models of influencer marketing. That’s really saying something because in 2014, influencer marketing wasn’t established enough to have any traditions at all. Still, the industry—such as it was—maintained a focus on reach and engagement, measuring them with the bigger/better/more attitude that you’d expect from marketers and brands alike. The more followers an influencer had, the better they were to represent a brand, leading to more awareness and customers. Nowhere in that equation, however, was there a consideration made toward sales, or a strategy beyond awareness, or anything else involving just what to do with the awareness you’d created with a campaign.

尽管大多数行业都在这方面陷入了困境，但发展超出了简单的“不惜一切代价增加曝光”方法，但#PAID值得一提金博宝188备用网址营销和销售方法。他们通过强调两件事来做到这一点：

• 有影响力的人首先是创造者。他们的影响是如此擅长创建内容的直接结果，他们也创造了受众。
• A blanket approach to marketing is not as effective as targeting campaigns to the different portions of your sales funnel.

With these two basic ideas, #paid differentiated itself by rejecting influencer marketing as a purely numbers-based game. Influencers should be creating exciting content, and should be a good fit for a brand—these two criteria are more important than reach. The years since #paid’s launch have shown that quality micro-influencers deliver more value than a Kardashian any day of the week. We all know this now, but it wasn’t the conventional wisdom back then. And the quest to discover influencers who could deliver reach to a large number of people ended up preventing marketers from considering whether they were reaching the right people.

In the years since influencer marketing really took off, the stories of marketers hungover with regret—about spending too much, or thinking too little—in pursuit of huge, indiscriminate audiences have become commonplace. Meanwhile, #paid customers seeing real results—brands like Coca-Cola, Starbucks, Uber Eats, and Ikea—have also become pretty common. There’s probably something their approach.

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Summary:

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Pricing

只是满足$ 499/mo- 每月无限的竞选活动，每个竞选活动的10个手动创作者。

Grow $699/mo- 每月无限的活动，每个运动的10个手动创作者，2个创建者白名单许可证。

Advanced $999/mo- 每月无限的广告系列，每个活动的15个手动创作者，10个创建者白名单许可证，客户成功经理，高级受众人口统计。

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The Details

从表面上看，#PAID似乎像其他任何影响者市场一样发挥作用。您创建的活动摘要描述了您的广告系列目标，所需内容的范围以及理想创造者可能是谁。但是，它在两个关键方面有所不同。

The first is during the campaign setup process where brands set their budgets. Here you become aware of a unique feature offered by #paid: Whitelisted Ads. Essentially this lets you whitelist certain creators and content for use with paid Facebook and Instagram ads. While many platforms make it easy for you to repurpose creator content into paid ads, #paid connects with Facebook Ads Manager and allows these ads to be pushed into timelines and feeds under the creator’s actual handle. While it will still be marked as a sponsored post, the fact that it’s not coming from a brand account gives it a more authentic feel to audiences. With whitelisted ads, you can reach your target audience without being restricted to just those who follow your influencer.

During the campaign setup, you can specify the percentage of your budget allocated to organic posts and to whitelisted ads. With a budget and a whitelist, you’ll have a ready-to-deploy campaign waiting for you in Ads Manager. From there it’s just a matter of tweaking any setting if you want to, or just launching the paid campaign if you don’t.

Another big deal is the eminently human approach to influencer discovery. With most marketplaces, you publish your brief, creators who are algorithmically determined to be compatible get notified, and then those who want to participate can send their pitches directly to the brand. With #paid, there’s something called a Handraise, which is very much what it sounds like: they “raise” their hand to signal interest, and wait to be called upon. The Handraise is more than the push of a button, though. Creators are expected to write a message that describes why they believe they’re a good fit, and what their strategy for the campaign might be.

What’s different here is that the brand doesn’t see these initial expressions of interest. #paid has a team of people who vet each and every creator submitting a pitch before the brand ever sees them. They’ll do a full and thorough accounting of each creator’s background, audience, and past content. They’ll review the Handraise Message to see what they have to offer for the campaign specifically. The team at #paid will then accept only a portion of those who responded, at which point they’ll pass of this whittled down roster to the brand. While this process may add a little time before brands see responses to their campaign brief, the time savings here is profound.

想一想：该平台包含20,000多个创作者。发布竞选摘要时，＃Pay的算法仅向那些符合竞选标准的人，他们的人口统计信息，内容类别以及他们的受众是否适合竞选目标。也许这个数字是数百个。然后，随着创建者申请考虑，更多的过滤掉了。然后，只有少数人（最合适的）将其带到品牌上进行审查。与筛选数百个回应相比，在办公室里，经历了十几个左右的人工挑选有影响力的人。从那里，品牌可以查看他们的选择，进行最后一轮审查，以确保他们喜欢自己所看到的。

Once they do this, it’s just a matter of specifically requesting the type and amount of content. Because a creator’s rates are fixed upfront, there’s no time wasted going back and forth negotiating. Brands simply put together an order for content—say, 2 posts and 2 stories for Instagram—and they’ll be shown a running summary of the campaign as they send requests to creators. They’ll see where they’re budget’s going, a prediction of results, and metrics showing what those projected results will cost.

所有这些都采用了一个非常干净且易于使用的界面。荣誉必须进入设计团队，因为该界面的简单性隐藏了平台可以做的事情的复杂性。从创建广告系列摘要到最终可用的非常彻底的报告，用户绝不会感到不知所措。

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结论

凭借有影响力的市场的形式和功能，#PAID为建立任何品牌的有影响力活动提供了一种简单的方法。但是，他们已经为市场是什么而建立了基础，并将其转变为更多的东西。市场通常是为了吸引较小品牌的市场，寻找有影响力的营销方面的简单和成本效益（阅读：便宜）的方式。金博宝188备用网址＃付费在没有这种假装的情况下运作。

Their target customers are large businesses with big marketing budgets. And they’ve created enterprise-level software that mimics an SMB platform—but only on the surface. Under the covers is something more complex, mixing high tech with a human touch. It’s self-service, but also isn’t, as evidenced by the discovery process. And it’s something that some of the companies have already used and found success with. No doubt more companies will soon experience the same.