Just as we’re starting to see more talent agencies launch, TV and radio star Jules Lund is throwing a spanner in the works, this week launching an app that connects businesses directly with social media influencers.
Called Tribe, the new app focuses on up-and-coming influencers - people who have a minimum of 5,000 followers on Facebook, Twitter or Instagram. Tribe has identified 250,000 Australians who meet this criteria, and businesses are now able to contact them directly without going through a marketing or public relations agency.
Tribe works as follows: businesses create campaign briefs, and influences then pitch a social media post for those briefs, which businesses can either approve or reject. The app then charges both the influencers and the businesses a 10 per cent fee.
“Now the connection economy is in full swing, we’ve got the greatest opportunity in history to drive word-of-mouth marketing at scale. All I wanted was a simple brief that gave me the handles, the thought starters and I would be able to submit content and they would be able to approve it and suggest changes, so I created an app. Then I realised it had the potential to be scalable,” Lund tells Mumbrella.
With a recent survey by marketing agency Contagious finding 75 per cent of marketers used influencers last financial year, Lund’s app is likely to be a big hit. Companies as big as L’Oréal can see the appeal in targeting up-and-coming influencers.
“The ones who are already established give you the guarantee of volume in terms of reach but the up-and-comers are the ones who can sometimes create messaging that is a bit more tailored and engaging,” L’Oréal Australia head of digital and media Christophe Eymery reveals to SmartCompany.
“Five to six years ago, Chloe Morello was up-and-coming and L’Oréal was one of the first brands to work with her. Today, she is definitely not up-and-coming anymore and is really at the top with millions of followers. The fact we have been working with her from day one means every time we need to get her support, she is always there.”
