Adfluence was started in 2017 with the vision of building technology solutions in the Influencer marketing industry. We started as an agency to closely monitor the industry to identify the gaps that technology could fill. Last year, we launched our micro/nano Campaign Manager platform that helps execute campaigns at scale. Currently, we have a private beta platform that helps brands track and archive campaigns. We believe that content and influencers are here to stay and that as the industry grows the need for technology in the space will increase to bring structure and scalability. After introducing our platform, we have grown 300% last year. At present, Adfluence offers 2 tech-enabled platforms with managed services as offerings.
We offer end-to-end campaign execution for micro/nano influencer campaign with our Campaign Manager. Our Campaign Tracker helps clients with campaign tracking, archiving, and benchmarking. We also offer end-to-end client support from Brief, Planning, Selecting Influencers to Reporting with our Managed Services. COVID-19 has changed the way businesses interact with their customers. Day-to-day life changed throughout the pandemic; brands had to adapt to strategies as per global restrictions. While global ad spends declined 4.2% in 2020, digital media grew by 8%, reaching $336 billion in total. It is believed that digital media accounted for 59% of all global ad spend in 2020, which suggests that many brands turned to social media influencers and digital content creators for marketing during the pandemic.
As the industry is growing, various stakeholders are coming in and playing an integral part. With the increase in compliances such as ASCI and TDS, technology, agencies, and talent managers are becoming a more important part of the creator economy. In today’s day and age, influencers need to not just tackle what content to make but also constantly keep adapting to their audience’s needs. When it comes to branded content, they need to understand the brief and objective but still try to create content native to their audience. Agencies and Talent managers help in streamlining processes and offloading a lot of the operational work for the influencers thus helping them focus on their content.
One of the reasons influencers take things lightly is the fact that they believe they can get away with it. Stricter penalty for offenders who have violated it multiple times. While it’s still early days and gradually technology will play a big role in creating transparency. We have a very clear mandate document and terms on our platforms that state it’s a deal breaker if brands and influencers want to avoid it. We haven’t had an instance of an influencer pushing back so far. Creators, brands, and platforms are adapting to the guidelines as the industry evolves.
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