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Australian influencer marketing startup Tribe raises $7.5M as it eyes U.S. expansion

Tribe, which helps brands acquire content from so-called “micro-influencers,” has raised $7.5 million in Series A funding.
The startup was founded in Australia in 2015 by TV and radio host Jules Lund, who told me he was responding to the growing demand for branded content.
“Brands are desperate for content,” Lund said. “When you have a hundred customer profiles and the ability to be hyper personalized and targeted and social, you now need 100 beautiful pieces of content. Creative agencies can’t supply that at the right cost and the right turnaround, and stock image are the antithesis of personalization, because they don’t feature your brand.”
As for how Tribe differs from all the other influencer marketing companies out there, Lund noted that it’s a purely self-serve product, where brands post their requests — either for an “influencer campaign,” where the influencers are creating content and promoting it to their followers, or a “content campaign,” which is just about creating the content — then users submit their work and get paid if the brand decides to use it.
Plus, the brands on the platform aren’t sending free stuff to influencers who may or may not be a good fit. Instead, Tribe is connecting them with influencers who already own (and presumably like) their products.
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