Partnership management platform impact.com has launched impact.com/creator, an influencer marketing platform that allows advertisers to discover, create, manage, and scale full-funnel influencer marketing programmes from a single interface. The new technology simplifies and improves the user experience for both brands and creators.
The creator economy is estimated to be a more than $100 billion market. Given the sizable creator landscape, marketers say that finding the right partners, and evaluating creators against their needs, are among their biggest challenges today. And according to impact.com research also announced today, that same pain point exists for creators. 86% of creators say that while they want to expand brand partnerships, with selective criteria, it’s challenging to identify quality prospective brand partners that will work long-term.
The new all-in-one platform houses all partnerships – including affiliate and influencer partners. Here, brands and creators can discover new partnerships, contract, manage, pay and optimise their partnerships based on comprehensive performance insights.
The technology provides a marketplace for brands to find new partners based on filters such as geographical location, social platform, follower size, vertical, and soon, AI-based recommendations, and more. The two-sided nature of the platform also allows creators to seek out brand collaborations and better understand the incremental awareness and revenue that their partnerships are driving.
“We recognise that marketers require innovative technology to stay ahead of developments within the fast-paced creator economy, which is why we’ve created an industry-first creator partnerships management platform, ” said David A. Yovanno, CEO at impact.com. “Creators are a critical and expanding part of our industry and with impact.com / creator, we are enabling clients not only to scale these partnerships, which is notoriously difficult, but also to help establish longer-term relationships. But first, brands must know what’s working, and tracking and performance insights are where impact.com has been leading the market for some time.”
With a single login and integrated interface, brands can drive optimal customer journeys from the awareness stage through to conversion. Brands can also diversify their partner mix and compensate them with a variety of models, from CPA and commission to flat fees or combinations of both.
According to impact.com’s new research conducted in partnership with AdWeek, the majority of creators prefer to be paid with a combination of flat fee and performance bonus, known as a PostPlus compensation model; until now, the industry hasn’t offered flexible, scalable payment options in one interface.
Chloe Wen, Nashville lifestyle influencer and YouTuber, commented: “Now with impact.com’s new influencer and creator platform, content creators like me will have access to not only brand relationships, but also the ability to get eyes on more detailed analytics. This makes it easier to see how partnerships perform and provides the data to help approach other brands moving forward.”
Becca Bahrke, CEO of Iluminate Social, a creator management and brand partnerships company that has partnered with impact.com for more than 6 years, added: “I’m thrilled to see the negotiation options from creator fee to usage, as this is the most important part of my job as a manager and bringing fruitful partnerships to our roster of creators. There is no ‘one-size-fits-all’ package and while that would be easier if every creator agreed to the same terms and rates, it’s not realistic. impact.com / creator takes that into account while still providing the best data and metrics for a brand to evaluate if a partnership was impactful.”