CreatorIQ acquires Tribe Dynamics
Influencer marketing platform CreatorIQ, which has a client roster including the likes of Disney and Unilever, has acquired Tribe Dynamics, an influencer analytics platform that has become the industry standard for brands such as Gucci, Fashion Nova, and Estée Lauder in a deal expected to close this autumn. This had been reported to be an acquisition worth approximately $70 million.
This acquisition means that CreatorIQ can work to extend Tribe Dynamics’ industry-leading measurement capabilities to additional industries, as well as the beauty and fashion industries in which Tribe Dynamics is best known in. The insights that the two platforms discover will be made actionable through CreatorIQ’s Creator Intelligence Cloud, raising the bar for what business leaders should expect from an influencer marketing platform.
In CreatorIQ’s announcement of the news, Igor Vaks, the company’s Founder and CEO said: “This acquisition is about elevating the sophistication, expectations, and impact of the entire creator economy; not just today, but in the future.”
TikTok hits one billion monthly active users
In case we needed confirmation that TikTok has taken the world by storm, it was reported this month that the short video platform has hit one billion monthly active users globally, marking a 45% jump since July 2020. TikTok’s mission to inspire creativity and bring joy has certainly been achieved.
Despite some initial teething problems with the potential US TikTok ban, along with multiple competitors doing their best to replicate the app’s success, TikTok remains number one, joining an exclusive club of apps that have managed to grow at this scale.
Bumble announces European partnership with TikTok
Remaining on the topic of success on TikTok, popular dating app, Bumble, has recognised the potential of marketing on the TikTok platform, utilising the many unique creators and their talents.
Bumble and TikTok have announced a European marketing partnership that will go live on both apps, encouraging users to showcase their true, authentic personalities while dating. The campaign ‘Date with Better Answers’ will feature creators from the UK, France, and Germany, who will create content focussing on the popular interests that Bumble allows users to share on their dating profiles.
Could this campaign be one to look out for at next years’ Influencer Marketing Awards?
Creators’ Legal, a template contract start-up, sets sights on creator economy
As explained excellently by Scott Guthrie on his blog, is news that a new startup, Creators’ Legal, is offering contract templates for content creators. The platform is to offer three pricing tiers based on the contract templates that creators wish to access. Creators can get access to a single-use contract for as little as $10; with unlimited use of all contacts costing just $40 per month.
This service is US-based, therefore it is important to note that the contracts will likely reflect US laws, which may differ from country to country. Although one size does not fit all when it comes to creating and signing a contract for an influencer partnership, the introduction of platforms that offer documents like this provides those who may be new to the industry with a baseline in regards to how partnerships should work from a legal perspective.
Captiv8’s DEI initiatives include a grant for BIPOC and LGBTQIA+ owned small businesses
Just today, influencer marketing company, Captiv8, has announced its public pledge to help create change through programmes such as a grant for minority-owned SMBs as well as mindful product updates with the goal of small but solid steps to help lead greater DEI momentum and progress within the influencer marketing industry.
Applications are now open for Captiv8’s inaugural Influence Change Grant. It is designed to be a twice-yearly SaaS grant to support BIPOC and LGBTQIA+ owned small to mid-sized businesses that are positively impacting their communities. Those selected to receive the grant will be allowed free access to Captiv8’s SaaS influencer marketing platform, as well as dedicated hours for strategic consulting with a team of in-house experts.
Applicants must be located in the United States, be a not-for-profit or a for-profit business with less than $10 million in annual revenue. The first successful recipients will be announced in December of this year. Captiv8 is currently dedicating over a quarter of a million dollars of value to this program to help support 10 companies in 2022.
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