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.
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.
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?
Popular Pays is designed for both brand and creator use. Here’s how it works:
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.
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.