- August 19, 2022
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Influencer marketing has become one of the most popular and effective forms of online marketing. With millions of internet users browsing social media platforms for entertainment, inspiration, and product recommendations every day, it comes as no surprise that marketers are harnessing the power of social media’s most recognizable faces for promotion.
As influencer endorsement continues to mature as an industry, the size and value of influencer marketing platforms also continue to expand every year, making collaborations between brands and creators more profitable than ever.
These platforms aim to solve some of the biggest challenges of influencer marketing – from influencer discovery, and campaign management to analytics, reporting and relationship management. In 2019, the global influencer marketing platform market was valued at 148 million U.S. dollars. It is expected to further grow to 200 million in 2022 and surpass 370 million dollars in 2027.
Source – Statista
It is estimated that over 50 million independent content creators, curators and community builders including social media influencers and bloggers have joined the creator’s economy worldwide. For businesses looking to find the best creators or influencers, searching manually through organic databases of social media channels or search engines is a cumbersome task.
Besides, influencer fraud is a real issue that plagues the market. Studies revealed that up to 20% of influencers with 50k to 100k followers are made up of a significant number of fake followers. Around 63% of marketers had to deal with some kind of influencer fraud in their past campaigns.
Influencer marketing platforms bridge the gap between brands and influencers by providing a verified database of creators that match specific requirements. Here are some of the benefits of employing an influencer marketing tool:
Now that we can see how useful these platforms are, let’s take a look at the top influencer campaign management tools available in the market:
Touted as the all-in-one creator management platform, Grin connects companies with influencers without the common roadblocks. You can use this platform to bring everything your team needs for end-to-end influencer marketing into one place. The platform focuses primarily on e-commerce business with integrations into some of the major shopping platforms. Unlike other influencer management tools, Grin does not offer up-front pricing plans. Instead, interested businesses can view a demo and request more information from the company.
Even though Buzzsumo is a content marketing platform, it helps you discover influential social media content creators by analyzing the most shared content online. Essentially an influencer discovery engine, it lets you filter through influencers in various platforms and view detailed information, including page authority, domain authority, influencer activity and other platform-related categories. Their plan includes a 30-day free trial with prices starting as low as $99 per month.
Yet another platform for e-commerce and D2C brands, Upfluence provides access to the most robust and reliable community of influencers worldwide through an advanced search engine. It offers different tiers of payment plans for small to medium and large-scale businesses and is used by popular brands such as Amazon, Verizon, Universal Studios etc. From discovery, and strategy ideation to content creation, kickoff and reporting, it provides a one-stop influencer management platform for all your needs.
Recognized as an influencer marketing solutions leader by Forrester, CreatorIQ provides an advanced platform with data science capabilities. With this comprehensive campaign management tool, you can grow, manage, scale and measure influencer marketing programs. Its AI-powered algorithm analyzes billions of social accounts and assigns an Integrity Quotient to each influencer which can help you ascertain the authenticity of its follower base. Used by some of the industry leaders like Unilever, Disney, Sephora and more, it caters to the needs of companies across multiple industries.
Formerly known as AspireIQ, this platform aims to operationalize word-of-mouth marketing with its 100 million-plus creators database and even lets influencers approach you with creative proposals in the marketplace. It also provides an integrated suite of campaign tools to assist with every stage of the campaign management process. Tap into the exponential power of Aspire’s data-rich search engine plus Marketplace’s free inbound interest engine to find the best influencers for your brand.
With a faster go-to-market approach, this creator marketing platform helps you launch your campaigns in a few clicks. Its unique ‘Handraise’ feature enables influencers to indicate their interest in your campaign brief and pitch their ideas for your review. You can also chat directly with creators and be informed of the progress at every step of the way. It also allows whitelisting specific creators and content for use with paid Facebook and Instagram ads in which you can push sponsored ads into timelines and feeds under the creator’s handle.
Find the top influencers on Instagram and YouTube in any niche and location and access their email addresses in a jiffy. Leverage the influencers’ outreach with the target audience and drive traffic to your business. The tool also provides a built-in CRM that enables you to manage all influencer marketing campaigns and a reporting dashboard to analyze performance. Their payment plans are available at affordable price points for all types and sizes of businesses.
A total influencer marketing platform, Influencity is home to millions of creators. You can find the best influencers for your target audience by combining thousands of filters including, keywords, engagement, interactions, lookalike influencer modeling, interests and more. Do a deep dive into each influencer profile and assess their information on audience quality, engagement rate, brand affinities and more. Manage influencer campaigns, predict ROI and measure results in a single place without platform-hopping. You have the flexibility to create your own payment plan with a custom bundle based on your requirements.
With a prime focus on fraud-free influencer marketing, this platform digs deeper into in-depth influencer discovery. They have an excellent fraud detection system based on multiple behavioural patterns that will help you steer clear of fake influencer profiles. Moreover, they provide a complete stack of solutions at every step of the influencer marketing workflow. You can try out the platform and generate influencer reports for a limited time and upgrade to any of the paid plans based on your budget.
A data-driven influencer campaign management system that empowers teams to find the best-in-class creators using their segmented discovery engine and manage multi-member campaigns at scale. The AI-powered technology detects fake followers or engagements generated by auto-bots, ensuring your campaigns will drive real business impact.
Influencer marketing platforms range in terms of their functionality and features. While some provide an end-to-end campaign management system, other applications provide exclusive influencer discovery tools, opt-in networks and marketplaces. When deciding on the right platform, it’s important to take the help of a campaign management agency that can help you strategize, set up, configure, integrate, implement and manage the system without any hassles.