Leader in influencer marketing Influencer has announced the latest evolution of its new technology platform Waves.
Users will now be able to efficiently run multi-platform influencer marketing campaigns featuring YouTube via the platform, with full end-to-end data transparency around their campaigns, achieved through real-time campaign data and insights, dynamic creator tracking, approval functionality and proof of success.
Since the launch of Waves in April 2021, Influencer has continued to announce innovative developments to the technology’s capabilities. In this latest round of updates, Waves will allow clients to run multi-platform campaigns across Instagram and YouTube.
Clients will be provided with real-time data across their campaign, presented cumulatively or broken down by platform. These developments are based on YouTube’s continually growing success. Research conducted by Influencer, in partnership with GlobalWebIndex, found that YouTube was the top platform used by all generations to follow creators both before and after the pandemic.
The Waves platform provides clients with an opt-in network of content creators, vetted for community quality and content creation abilities. Users will also be able to gain a clear understanding of each creator’s insights across both platforms, including everything from audience demographics to past campaign successes and historic activity. Clients will be able to analyze creators based on their past content, including clear displays of their best-performing content.
Dashboards will also show creator content from both platforms to allow clients to understand all the content that will be produced across the campaign. Once creators are selected, the platform provides clients with total data transparency via an Insights Dashboard displaying clear data and measurement on both creator performance and dynamic creator tracking. This latest integration follows Waves’s most recent round of updates, which allowed clients full creator and content approval in order to ensure maximum levels of brand safety.
Influencer initially announced the launch of Waves, an expansion on their already award-winning technology offering, in April 2021. Waves was developed to solve issues faced by agencies and brands, understood through extensive workshops with key partners. The research undertaken by Influencer found that data transparency in influencer marketing was a key pain point for advertisers. The Waves platform combats this by increasing trust in the wider influencer marketing industry.
Influencer’s vice-president of product Rafael Franco commented: “While video content has always been popular, over the past year we have seen its success as a marketing channel boom. At Influencer, we always want to ensure that our clients have access to all the tools that will allow them to run the most successful influencer marketing campaigns possible, and so fully integrating YouTube into our latest technology, Waves, was of the utmost importance.
“The data transparency provided by the Waves platform will not only offer clients a clear understanding of the ROI of their YouTube campaigns but also allow them to make the smartest decisions, and thus produce the best result possible – I’m really excited to see the content that this integration will enable our clients to produce.”
Influencer’s chief visionary officer Caspar Lee added: “YouTube brand integrations are vital to the creator economy and I’m delighted that brands will now be able to collaborate more effectively with YouTubers through Waves. As someone who started making YouTube videos myself in 2010, I’ve experienced firsthand the evolution of the platform and the technologies that have helped it to improve. I’m very proud that we at Influencer continue to contribute smart solutions within the influencer marketing space.”
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