{"id":1563,"date":"2020-02-09T07:39:40","date_gmt":"2020-02-09T07:39:40","guid":{"rendered":"https:\/\/britopian.com\/?p=1563"},"modified":"2023-11-12T08:16:53","modified_gmt":"2023-11-12T08:16:53","slug":"influencer-marketing-software","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/influencer-marketing\/influencer-marketing-software\/","title":{"rendered":"What You Need To Know About Influencer Marketing Software Platforms"},"content":{"rendered":"
\n

To say that influencer marketing is an emerging market is an understatement. It’s already here. eMarketer<\/a> forecasts influencer marketing budgets to be $4.1B in 2022 and $5B in 2023.<\/p>\n\n\n\n

With all this growth and investment in influencer campaigns, it is critical for influencer marketing platforms to innovate and provide brands with a way to grow, scale, and integrate their programs effectively.<\/p>\n\n\n\n

This allows marketers to discover new and emerging influencers using various criteria and search functionality. However, it means that there should be functionality to manage influencer relationships, collect payments, and campaign management, all of the fundamental things needed to manage an influencer marketing campaign. There is still a long way to go, in my opinion.<\/p>\n\n\n\n

Before diving into which influencer marketing software is the most effective for your business, we’ll define influencer marketing and its meaning. We’ll then jump into influencer marketing for B2C<\/a> and consumer brands and the influencer platforms for B2B\/enterprise companies.<\/p>\n\n\n\n

What is Influencer Marketing?<\/strong><\/h3>\n\n\n\n

Dumb question. I know. Avoiding influencer marketing in today’s social media-driven world is almost impossible. Influencers are everywhere and have a powerful effect on those who follow them. They influence purchase decisions, spark movements, and can drive brand awareness to new audiences that brands could not reach themselves. This post will examine influencer marketing and why choosing the right influencer marketing platform is critical.<\/p>\n\n\n\n

Influencer marketing is when a company hires an influential person to participate in a marketing or communications program. In the B2B space, an influencer is a thought leader, subject matter expert, and industry veteran within a particular field. For example, many technology influencers have previously worked as journalists, reporters, or analysts within large organizations. Most B2B influencer marketing<\/a> campaigns are executed across LinkedIn, Twitter, Instagram, and through blogs and social media communities.<\/p>\n\n\n\n

For consumer brands, influencer programs, and the influencers they work with are slightly different. The industry refers to them as “creators,” Many strive to make influencer-related work their full-time job. These influencers and creators can range across many demographics, geographies, and interest areas, depending on the industry. Many are influential and active on YouTube, Instagram, Snapchat, and TikTok. They are bloggers, photographers, producers, and writers. And recently, TikTok has become the premier influencer marketing platform for the creator community.<\/p>\n\n\n\n

Influencer Marketing Platforms for Consumer Brands<\/strong><\/h3>\n\n\n\n

There isn’t much differentiation between influencer marketing software platforms like Julius, Grin, CreatorIQ, Mavrck, and Klear. The only exception is Tagger Media. I’ll get into that in a minute. This isn’t the complete list, either. There are probably 20+ more in the market. Here is a more comprehensive list<\/a> of influencer platforms curated by G2 if you are interested.<\/p>\n\n\n\n

Most of these platforms have identical or at least similar features. For example, they all have influencer search capabilities to find influencers within an existing influencer database, do campaign management and reporting, launch campaigns, and other influencer relationship management functionality.<\/p>\n\n\n\n

Most also provide influence outreach, 3rd party integration, workflow automation, audience segmentation & and more advanced campaign reporting. The platform differences are mainly related to the cost and licensing of these influencer marketing platforms. Of course, some have better features, others are easier to use, and a few have more integrated workflows. But it’d be hard to convince me that one platform can find a more influential beauty influencer than the other.<\/p>\n\n\n\n

Tagger is winning in this space<\/h3>\n\n\n\n

Below is an influencer profile page from one of the leading influencer management software platforms, Tagger Media<\/a>. Of all the platforms I have used or reviewed, I would say that Tagger\u2019s existing platform and the vision for where they want to go are the strongest. <\/p>\n\n\n\n

Below is an example of an influencer profile for a B2B tech influencer, Ronald Van Loon. This view shows a quick snapshot of Ronald\u2019s audience growth across the four main channels where he is active-Instagram, Twitter, Facebook, and YouTube. Looking further below, you’ll see the content that has driven the most engagement. The links at the top go much deeper into Ronald\u2019s overall influence and show his audience demographics, the topics he mentions the most, his affinities, and more.<\/p>\n\n\n\n

While most of the other influencer management software platforms also provide similar profile pages, their databases don\u2019t include B2B tech creators.<\/p>\n\n\n\n

\"An<\/figure>\n\n\n\n

They are winning because they recognize the opportunity of building capabilities that support B2B and tech companies. Their Signals<\/a> product is better than several legacy social listening platforms I have used in the past.<\/p>\n\n\n\n

Influencer Marketing Platforms for B2B and Enterprise Technology Companies<\/strong><\/h3>\n\n\n\n

Only three influencer marketing software providers do an excellent job meeting the needs and capabilities of marketers who work in B2B technology marketing<\/a>\u2013Traackr, Onalytica, and Audiense.<\/p>\n\n\n\n

Traackr is the OG<\/h4>\n\n\n\n

Traackr is the OG influencer platform and has been around in the industry longer than the others. Their influencer discovery platform has always been pretty strong. The platform allows you to search for influencers in a few different ways.<\/p>\n\n\n\n