Impact.com, a leading partnership management platform, has announced the launch of 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. According to impact.com research, that same pain point exists for creators. Eighty-six percent 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.
impact.com / creator brings creators and brands together in a single platform to discover new partnerships, contract, manage, pay and optimise those 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. This empowers brands and creators to collaborate efficiently and view performance in one easy-to-use platform. Now everyone, from CMOs and VPs to managers and coordinators, can 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,” says 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.”
Now, 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.
Enterprise clients who are looking for a fully customisable environment where they can collaborate directly with influencers and creators to meet their specific programme goals also have access to a Branded Creator Portal. An example of this was recently announced with the launch of Walmart Creator.
“Now, with impact.com’s new influencer and creator platform, content creators like me will not only have access to 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,” says Chloe Wen, Nashville lifestyle influencer and YouTuber.
“I’m also really excited for the marketplace to be open to creators, letting them directly submit applications to partners and have the opportunity to change the scope of work like post dates, usage terms, and deliverables. All of these features will be of great value to both creators and brands, making what we hope to be intentional and seamless partnerships.”