Valuer 360 Communications founder, one of India’s largest public relations companies, has noticed a trend last year.
“These are usually people who are passionate about fashion, cooking, beauty, and sports. “Four or five years ago, these brands realized that these people had a very meaningful content and started investing in this. Today we call it Influential Marketing,” Sinha said. CASIA.
But Sinha has noticed some problems in this beginner market. It was difficult to distinguish between the influencers who had many influencers, the false followers, and the ones who used illegal means to increase the number of followers. He also noted that brands are working with the same influencers for different campaigns, indicating that they have not been able to acquire new talents.
“When I looked at the problems, I realized that these can be easily solved by technology,” Sinha said. A.D. In March 2020, along with two other founders – Sagar Pushp and Anshai Lal — they launched a marketplace that connects Sinha ClanConnect with real-world influencers.
Sinha measures the success of influencers in 30 metrics: performance for previous campaigns, number of posts, participation in posts, number of followers, and demographics of their followers. ClanConnect, according to Sinha, can also tell the difference between true and false followers in most bots. The company said that this feature will make a big difference to brands because they can be sure that they are spending their money on the right person.
By paying a subscription fee, “Brands can use our dashboard to choose the database of the current 20,000 talents or influencers best suited for their campaign,” Sinha said. Brands can conduct searches by specifying their needs and limitations, such as the campaign budget, the number of influencers they want to work with, and the minimum engagement and understanding they expect from each influencer.
Once the company has worked with influencers, ClanConnect provides real-time information on the performance of influencers’ posts on social media platforms.
When Sinha brands work with small influencers, they usually have up to 5,000 followers, Not affiliated with any agency, they usually have to wait for the influencers to give a performance review. With ClanConnect, when an influencer posted something for the campaign, she shared the link with her client, and information related to the post’s performance began to flow. “Our forum provides live performances for brands, which you can use. Pushing a specific campaign that works well with more marketing money, ”Sinha said.
The company has so far collaborated with nine brands, including a cryptocurrency network that seeks personal hygiene titles and educational video content, including a cartoon network. “It’s been a few months since we started, and we are still building our own artificial intelligence tool based on the situation in different categories.” ClanConnect’s AI device is set to go online in November.
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Last month, the company announced that it had raised INR 5 crore ($ 673,000), led by Venture Catalysts, with the Angel Investors Clutch.
Currently, start-up revenue comes only from brands. But in the next two years, the company plans to build solutions for the potential and create revenue-generating opportunities for influencers, he said. It wants influencers to implement sticky hashtags, increase their content in collaboration with social media platforms, and build solutions for content creators to generate new revenue streams. But these ideas have not yet taken shape. Sinha said Clan Connect will work on these concepts as the company learns more about the influencers in the next two years.
After gaining a significant market share in India, Sinha said Clan Connect will take its products to Thailand, Malaysia and Indonesia by the end of next year. It hosts ClanConnect with players from Southeast Asia such as Partipost, Blogapalooza and BuzzSumo. The Singapore-based startup works with influential people in Singapore, Indonesia and Taiwan, and plans to expand to the Philippines and Malaysia after raising $ 3.5 million in July 2020. Old Chtrbox.
“Our commitment to brands is taking into account the impact of influential marketing,” Sinha said. “For every dollar they spend, we want to give them scientifically designed choices.”
This article is part of KrASIA’s “Startup Stories” series, where KrASIA writers talk to the founders of technology companies in South and Southeast Asia.