Seems like gradually brands, creators and marketers try to move from their traditional model of marketing and find new ways. As 2016 showed, pulling stragedy can be very well implemented through various influencer-marketing platforms.         

Last week, Google declared buying Famebit, an influencer marketplace that basically connects brands and advertisers for making reviews and branded video content. It is expected that such integration will help Google to offer more options and brand opportunities for brand creators on YouTube and make more videos for it.

Famebit was founded in 2013 in California and since then it has collaborated with brands like Marvel Entertainment, Paramount Pictures, Sony, Adidas, etc. The result of their work is impressive with over 25,000 branded videos and 2 billion minutes of viewing time. “It’s safe to say that influencer-marketing isn’t going anywhere .  Online influencers on social platforms impact millennials and Generation Z even more than traditional celebrities do,” said Michael Jones, CEO of startup incubator Science, which is one of the main investors for Famebit.

FameBit and Octoly. Influencer Marketing

FameBit and Octoly. Influencer Marketing

Special for Generation Z

Another successful influencer platform is Paris and New-York based company Octoly. Being founded the same year, Octoly now has over 2400 beauty creators. It is also going to break a trend of 48,000 product placements for reviews by the end of the year. “We’ve taken the concept of influencer marketing one step further and introduced an entire free marketplace as a core part of our platform, which all allows us to scale influencer marketing for brand and creators at an unprecedented rate. The proof? We’re driven more product reviews in one year than Famebit did in three”, said Thomas Owadenko, Founder and CEO of Octoly.

In the past year, Octoly has accomplished a lot. The number of product reviews via the platform have grown on 80%. Now about 80 beauty brands (including L’Oréal, Estée Lauder, and Clarins) supply their products to creators from Octoly. And as a result, the company generated $8.6 million in earned media value in 12 months.

 

Authencity Is the Key

FameBit and Octoly. Influencer Marketing

FameBit and Octoly. Influencer Marketing

 

Like Famebit, Octoly recreates the idea of pulling the most favorite products from a selection supplied by brands. The reviews on the marketplaces are not sponsored and also no brand guidelines, so the creators are able to create more reliable content.

The importance of authencity seems to be lost on Amazon, as recently it announced banning incentivized reviews from users who receive free or discounted products. Nevertheless, it is still going to allow those reviews via its own vine program, where it selects reviewers themselves and provide content from dispassionate ones.

Famebit’s and Octoly’s version of influencer-marketing works so well as it complies with the need for younger audiences who no longer believe in interesting commercials or ideal products. “We believe that when brands and creators self-select one another independently around product and without editorial restrictions, a more effective, efficient, and ethical ecosystem naturally emerges. And that’s good for everyone”, says Owadenko.

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