Dutch startup creates first fully automated influencer marketing system in Europe
Influencers At Work: an online influencer exchange market
15 OCTOBER 2014, AMSTERDAM, THE NETHERLANDS
SummaryThe Dutch company Influencers At Work sets a European example by being the first company to facilitate and automate brand and content creator relations. Influencers At Work is an online influencer exchange helping brands to find and hire influential content creators. They enable the collaboration, which leads to the creation and distribution of unique branded content.
Many forms of online advertising, such as display advertising, are losing their ability for impact. In sharp contrast to the trend is the growing popularity of influencer marketing. Influencer marketing is the act of distributing sponsored content via influencers. The content is always unique, and created and supported by individual influencers with an authentic voice and a strong follower base.
About Influencers At Work
Influencers At Work automates the time-consuming process of personally identifying, approaching and activating multiple influential content creators with the purpose of creating and distributing branded content.
Influencers at work’s technology not only makes this process scalable, effortless and self-evident, but also very efficient. After all, there’s no third-party involvement.
Content creators distribute through their own preferred channels, such as Twitter, Facebook, Instagram, Tumblr and YouTube. For instance, the latter is specifically useful for sponsored product reviews, tutorials and shop logs.
More than 850 of The Netherlands’ biggest creators are currently connected to the network/system. Together they have over 60 million content views and 3.2 million unique impressions per month. These content creators generate more than 750.000 interactions (likes, comments and shares) monthly.
Extra income for content creators
For content creators the platform is an extra source of income. Especially for those active on YouTube since they get paid through ad revenues shared with Google. Content creators can easily subscribe to the platform and connect their social channels to the system. Influencers at work then selects who is and admitted to the platform and who isn’t. This selection is done based on reach per social network, quality of the content, and influence in specific branches such as beauty, fashion, food, technology, gadgets and the automotive branch. Once they are admitted, the content creators are able to complete their profile with a biography. The system is continually scanning the platform for changes and makes the latest content of influencers immediately available for brands.
Easy acces to influential content creators
Organizations can easily register themselves for the online platform. Upon registration they receive their own dashboard in which they are able to create briefings for single or multi platform campaigns.
In the marketplace they can select and invite influencers to join the campaign. This selection is done based on key metrics such as budget, theme and social network preferences.
Organizations and influencers work together to decide which content is created and when it is distributed. Upon release organizations can keep track of the results in real time via the dashboard. Payments are also fully automated and made after the content creators have shared their approved content with their follower base.
About the makers
Influencers At Work founders Daan Sip (Social1nfluencers) and Niels Verhoeven (Blogmij) have years of experience in large influencer marketing campaigns with which they have reached millions of consumers via various social channels of influential content creators. Sip: “Content is the main reason to go online. Since the the content created and shared by influencers has become more and more important. They have got that authentic voice and are a massive influence on large groups of people, especially regarding themes like beauty, fashion, food, gadget and lifestyle. We help brands to build a relationship with these influential content creators by offering a digital system that simplifies the process of not only briefing and selecting content creators, but also the creation and monitoring of the produced content.”
About Influencers At Work
The Dutch company Influencers At Work sets a European example by being the first company to facilitate and automate brand and content creator relations. Influencers At Work is an online influencer exchange helping brands to find and hire influential content creators. They enable the collaboration, which leads to the creation and distribution of unique branded content.