According to recent statistics from eMarketer and RhythmOne, marketers are seeing increased benefit from their influencer marketing efforts. RhythmOne’s analysis showed that in the beginning of 2015 alone, brands were seeing their EMV (earned media value) 1.4 times higher than in all of 2014. As socially savvy individuals continue to realize the potential of working with brands in a mutually beneficial relationship, startup companies are popping up to fill the growing market need for influencer marketing tools. If your brand has yet to join an influencer marketing platform, following are five fresh startups in this sector you might want to check out.
Based out of Germany, Nqyer connects brands with media personalities for promotional and native advertising opportunities. Creators can register for an account and if approved by Nqyer, can collaborate with brand managers to establish compensated marketing initiatives. Still brand new, Nqyer’s current personalities include Vine, YouTube, Instagram, and Facebook personalities with substantial social media followings.
Based out of New York City, Socialite helps make connections between brands, talent agents, high-profile bloggers, and social media influencers. Content creators can register with Socialite and be matched with brands in need of sponsored content. Whether active on Pinterest, Twitter, YouTube, Facebook, or their own blog, creators can utilize Socialite’s detailed platform to accept and deliver content according to brand initiatives. Both parties can track the development process, including tracking post reach, engagement, and payment. If you want a one-stop-shop influencer program, you’ll love what you find with Socialite.
Currently in development, Los Angeles’ Hyroglyphic is building an influencer marketing platform for the exploding e-sports sector. From YouTube Gaming and Twitch to Vulcun and Battlefy, e-sports is just beginning to come into its own. Investors are pouring millions of funding into this sector and will likely continue to do so with the launch of YouTube Gaming. Savvy marketers who connect with influencers in this niche could stand to gain considerable exposure by becoming early adopters in this growing market. If your brand wants to target the sports/gaming/virtual reality sector, investigating Hyroglyphic is a must. They’re brand new, so be prepared for a less-than-polished interface.
London, England’s Tailify is another up-and-coming influencer connection platform you’ll want to keep on your radar. They match brands with top-level social media influencers in numerous niches including bloggers, fashionistas, online personalities, and artists. With both a mobile app for tracking brand engagements and a web interface for monitoring ongoing campaigns, Tailify offers an all-in-one package for both brands and influencers.
Also out of London, England, Influencers Required is an intriguing startup targeting the YouTube sector. Their platform connects YouTube personalities with brands in exchange for free products. Currently working with brands like Sigma, evologie, BioRepublic, and Fit Gurus, this startup will send you products from companies in exchange for a video review on your YouTube channel. If you’re considering increasing your YouTube/video marketing next year, this might be just the influencer platform you need.
As you can see from the above-listed startups, there are numerous opportunities within the influencer marketing sector. From social media personalities on YouTube, Vine, and Periscope to hardcore gamers and e-sports junkies, smart marketers have plenty of available platforms where they can connect with influential users. The toughest part might be narrowing down your choices to the platforms and influencers most appropriate for your brand messaging and target customer. Paying attention to this startup sector is highly recommended, especially when you consider the increasing impact of mobile technology and instant messaging platforms like WeChat and Kik Messenger.
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Bradford Brown says
Google said that if your site has influence you are going to rank better than the other guy. That is something that you can apply to just about any category there is, like this one.
Very nice list of interesting startups. I can’t help but wonder about what is going to start happening when people like fatjew start getting major sponsorship deals for his influence. He’s got a huge following, but he’s essentially just taking material from all over the web and repackaging it as his own. There’s a lot of people that do this that are smaller than him, so I wonder if they’ll start making good profits as well. I imagine that there will be some line drawn in the sand with this type of stuff.
I also wonder if sponsors will respond as well to this new method of getting their products out to the masses.