Reviewing Popular Pays’ Influencer Marketing Platform
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Popular Pays Review: Pros & Cons Of The Influencer Marketing Platform For Brands & Creators
The last few years have seen an explosion of growth in influencer marketing, and Mediakix forecasts that influencer marketing will become a $5-10 billion market within the next several years. It’s no surprise that an ecosystem of companies and services have emerged to bolster the growing industry. Influencer marketing platforms, like Popular Pays, are one part of that burgeoning ecosystem.
Popular Pays launched in 2013 and provides brands with a platform to work with influencers and build campaigns. Designed to help brands connect with influencers that align with their brand ideals and match their campaign goals, Popular Pays looks to enlist influencers and content creators onto the platform to enable brands to work with and pay influencers to promote their brand or product. The Popular Pays platform is a tool that allows brands to post campaigns and initiatives, communicate with influencers, build and manage campaigns, and pay influencers.
What To Know About Influencer Marketing
The marketing and advertising landscapes are changing. Declining TV viewership and a steady rise in ad blocking software means that traditional advertising efforts like commercials and programmatic ads are waning in effectiveness. Brands and marketers are shifting their priorities and budgets, and as the influencer marketing industry grows, more are exploring partnerships with popular creators. These influencers have large followings on social media channels like Instagram, Snapchat, Facebook, Twitter, and YouTube.
Influencer marketing enables brands to connect with audiences in an authentic and collaborative manner through sponsored content produced by the influencers and published through their own channels. A recent study found that 84% of marketers are using influencer marketing tactics, and over 80% of marketers find influencer marketing campaigns effective. Influencers have a profound effect on audiences, and on young demographics in particular. In fact, 70% of teens said that they relate more to their favorite YouTubers than they do celebrities, and 40% of Millennials believe that their favorite creator understands them better than their friends.
What To Know About The Popular Pays Platform
Popular Pays seeks to provide the tools and framework for brands to build and manage influencer marketing campaigns by facilitating creator discovery and communication. For creators, the platform is a simple way to find work.
Popular Pays isn’t an influencer marketing agency, so it doesn’t get involved in the specifics of campaigns, nor does it handle customization and/or processes that come along with carrying out a successful influencer marketing campaign. Instead, it seeks to provide brands and creators tools to develop influencer marketing campaigns and branded content on their own.
For some campaigns (particularly small campaigns), this works really well. For others, brands may find themselves managing a lot of moving parts and facing a lot of loose ends and unknown variables without adequate support. That’s the nature of large campaigns and limitations of platforms, tools, and software as a service.
Related Post: What Does An Influencer Marketing Agency Do?
How Does Popular Pays Work?
Popular Pays is designed for both brand and creator use. Here’s how it works:
- Brands post a campaign — Using the Popular Pays interface and framework, brands fill out campaign details, including a guide to influencer requirements, a campaign brief, and influencer compensation details
- Campaigns are posted to an influencer feed — Available campaigns appear in influencers’ feeds on the Popular Pays app, allowing influencers to find campaigns that are taking applications
- Influencers review campaign requirements — Influencers can evaluate campaigns to find which ones might be the best fit based on campaign requirements and the ask from the brand
- Influencers apply for campaigns — Once influencers find campaigns that suit them, they submit applications and short proposals to brands detailing why they’re a good fit for the campaign
- Brands select the best creators — Brands evaluate applications from influencers and select those who are best suited to meet campaign goals
- Influencers create and submit content — Influencers carry out the campaign ask, creating the requisite photos and submitting them to the brand for review through the platform
- Influencers post content upon approval — After influencer content is approved, influencers are cleared to post and share the content
- Brands receive metrics and reports — As content goes live, brands can see stats and metrics from the campaign in real-time, including total reach and engagement and average reach and engagement
In order to give brands a better idea of who they’re partnering with, Popular Pays also uses Gig ratings to give marketers an idea of a creator’s past history with deliverables, deadlines, and quality of content (limited to campaigns run on Popular Pays). Additionally, Popular Pays can pull campaign results and demographic data for larger campaigns, including details on audience reach.
The Pros And Cons Of Influencer Marketing Platforms
Influencer marketing platforms aim to make the influencer marketing campaign creation process simpler and faster. Not every company that wants to get involved in influencer marketing is going to execute large campaigns, and the smaller campaigns are where Popular Pays functions best, streamlining the process and providing one way for brands and creators to collaborate and communicate.
Popular Pays isn’t best-suited to every kind of influencer marketing effort. For large, detailed, and tailored campaigns, automation through platforms typically isn’t the best approach. Many of the influencers that are on influencer marketing platforms like Popular Pays are micro-influencers, meaning they don’t have very large followings.
With micro-influencers, reach and influence are limited, but the best micro-influencers might make up for the lack of audience with better engagement rate percentages. There are plenty of debates aimed at whether micro or macro-influencers are more effective, but brands likely won’t have access to many high-reach influencers through platforms like Popular Pays.
Like all influencer marketing platforms, Popular pays has its strengths and weaknesses that are worth evaluating when deciding whether or not the platform is a good fit.
- Bigger, higher paying brands than other platforms — Some platforms are home to campaigns from smaller brands and businesses, but Popular Pays routinely draws the biggest brands, which may mean more organized campaign plans and better compensation
- Thorough guidelines — The campaign details portion of the Popular Pays platform is well thought-out and covers most of the key information needed for a campaign, provided brands fill it out completely
- Controlled and structured environment for communication — The Popular Pays platform gives brands and influencers one way to communicate around the campaign structure
- Simplicity of Interface — Campaign creation, proposal submission, creator selection, and content submission are possible through the Popular Pays app, which means certain aspects of campaigns may be consolidated
- Campaign gigs and sponsorship opportunities may be limited — A platform is only as strong as its users. There are times when campaign selection may be light, but usually those campaigns come from large and reputable brands
- Influencer selection is limited — As is the case whenever individuals are submitting proposals, brands may find that their influencer selection is limited or ill-suited to a specific campaign. There’s a wide variety of influencers on the platform, but they still represent just a portion of the influencer market
- Influencers are often smaller — Most of the influencers on Popular Pays and similar platforms are micro-influencers, meaning that they have smaller followings. This isn’t necessarily a drawback, and it works well for some campaigns, but it does mean that the influencers who are available and submit proposals won’t have the reach or campaign experience that brands may be looking for
- Campaigns are still a lot of work for brands — Though the interface is easy-to-use, creating campaigns is still hard work. Creating successful campaigns, doubly so. Popular Pays seeks to make the process easier, but influencer marketing campaigns are not turnkey and it’s difficult for a platform to remove many of the most necessary, nuanced, and critical steps
- Rating system is vulnerable to common flaws — The ratings system on Popular Pays, like any ratings system, may not be helpful. It’s only as valuable as those who are willing to take the time to write reviews, and reviews could lack insight or be skewed by outliers
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June 20, 2017 By Mediakix Team