The Talking Influence Directory was created to provide our audience with information on influencer marketing agencies, SaaS platforms and technology to improve influencer marketing performance.
Neve Fear-Smith spoke with Nisarg Shah, co-founder and CEO of featured directory company, affable.ai, about how the platform supports the influencer marketing industry.
What is affable.ai? Please give our readers an overview of your platform.
affable.ai is an end-to-end influencer management platform that helps brands and agencies find influencers, manage collaborations, track campaigns, and measure performance.
We’re on a mission to empower brands, agencies, and marketers to influence millions of people in the fastest way possible.
What is your USP? We would like to know what sets you apart from other platforms.
We enable brands (or marketers) to find the right influencers that resonate best with their campaigns based on 20+ advanced filters. It saves time to seamlessly recruit and manage influencers at scale with automated workflows. This includes influencers and their follower data to ensure you’re working with the right person.
We use proprietary machine learning, computer vision and natural language processing to ensure influencer relevance and brand safety by:
- Recommend influencers based on their visual content
- Detect fake subscribers with high accuracy
- Detect sentiment on comments received on influencer content
D2C e-commerce brands can also run product and affiliate donation campaigns seamlessly, with integrated order creation, affiliate assignment, and shipment tracking all in one place, without spending one platform to another.
Users can automatically grab screenshots of your Instagram campaigns and get them in a consolidated report, helping measure campaign impact with in-depth analytics.
One can manage over a thousand influencers in one place without messy spreadsheets or guesswork. We bundle all of these offerings into one highly intuitive and user-friendly self-service platform so that any marketer can get the ball rolling with influencer marketing in a day.
Besides being a discovery platform, what else does affable.ai offer and help?
affable.ai is much more than just an influencer discovery platform, and that’s what sets us apart!
- Users can not only find relevant influencers, but also manage all influencers, campaigns and commissions, at scale, in one place.
- Easy and simplified order creation and tracking without switching platforms. We handle all gift/affiliate programs seamlessly in one place.
- Users can distribute affiliate codes and links at scale and track sales and conversions.
- One of our most popular components is our industry listening, brand and competitor analysis module, which helps users dig deeper and understand how to adapt to market and influencer campaigns. conducted by competitors.
What advice would you give to a brand looking to enter the influencer marketing space, but don’t know where to start?
Influencer marketing resources such as Talking Influence and the resources section of affable.ai are full of information. Brands and marketers can also follow some e-commerce and retail influencers like Justin Cener, Neal Schaffer, Vinnie Potestivo, etc., who also offer quick and easy courses and resources. Any brand can engage in influencer marketing using such resources.
The exciting thing about influencer marketing is that you don’t have to have huge budgets. Access to highly engaging micro and nano influencers allows any brand of any size in any part of the world to get their brands known globally. Influencers are also amazing content creators so smaller brands can get reach as well as authentic content by partnering with influencers.
Why do you think influencer marketing platforms are useful?
Influencer marketing works. However, the current process of finding and managing influencers is very manual, time consuming and full of guesswork…it is not scalable. Using influencer marketing platforms gives you a more data-driven approach to the process.
As a brand, tracking and cross-checking fake influencers is a difficult task when working with a range of influencers. Platforms like affable.ai give you features like suspicious follower count, audience engagement, audience affinity and more.
Getting access to real influencers is only part of the battle. Brands need help understanding how the creator ecosystem works, what successful brand collaboration is, what metrics to measure, and how to measure. The platforms provide many data points that use data-driven insights to match your brand with the right influencer for the job.
Finding and managing two or more influencers can be done if you’re a business where you have the manpower for it, but it’s still not the most efficient way to manage influencers. And if you’re a small brand, manually managing influencers and their campaigns is next to impossible. Also, when it comes to building brand awareness, you need multiple influencers. Platforms help eliminate this nightmare of spreadsheets.
Each influencer brings with them a specific audience, and each co-sponsored post brings increased brand engagement and awareness. If the brand wants to hook up five more influencers, engagement skyrockets. This not only impacts engagement but also conversions during this campaign timeframe.
What are some of the biggest trends you see in the influencer marketing industry?
Micro-influencers are going to take center stage: we’re seeing more and more brands valuing follower engagement over follower size. Authenticity is valued more than ever, people who create a genuine connection with an engaged audience will come out on top, and millions of followers are no longer needed.
Creators own their audience: Creators want more control over their content, as well as direct access to their audience. Rather be at the request of collaborations and told how their content should be created. They prefer campaign briefs to exact post content/design.
Monetization of work: The biggest trend this year in the creator economy will be that more and more creators turn to secondary platforms to monetize their work. Traditional platforms will remain useful as audience pipelines – a simple, natural place for viewers to access the channels and topics that interest them – but creators will want to find a way to divert their audiences to other platforms and convert them into customers.
E-commerce will help creators turn into brands: we are seeing more and more creators calling themselves entrepreneurs. Influencer-led commerce is the strategic integration of the right channel and products to deliver a differentiated shopping experience. Creators are the new face of content commerce!
Whitelisting: Brands are finding that content from influencers performs much better than their own content on paid ad networks like Facebook Ads. The future of influencer marketing involves repurposing influencer content and boosting it across all social media channels to amplify the reach as well as the ROI of influencer collaborations.