Macro-Influencers Earn their living as a full-time content creator (i.e. Bloggers, YouTubers, Journalists).
Micro-Influencers
Have a side hustle creating content, and aspire to become a Macro Influencer someday.
Advocates
Consumers and employees who don’t produce content often, but will do so for brands they are passionate about, but with less quality.
Referrers
Share if the incentive is right, but will put in limited effort (think copy and paste a link).
Loyalists
Love your brand and purchases regularly, will leave reviews and share feedback but may rarely share on social.
Activate Across the Full Spectrum of Influence
Create Content Collaborate with Macro- and Micro-Influencers to create original content in the form of social posts, blog posts, photos, voiceovers and videos.
Refer Friends & Share Offers Activate Micro-Influencers, Advocates, and Referrers to refer followers and friends to content and retail destinations via trackable referral links and promo codes.
Reviews & Research
Engage Micro-Influencers, Advocates, Referrers, and Loyalists to review products or services, and provide survey responses for Research.
Reward By Content Aptitude & Performance
Activity-Based Incentives
Incentivize Macro- and Micro-Influencers with incentives that include cash, gift cards, or exclusive product samples based on activation (i.e. content creation, feedback).
Performance-Based Rewards
Reward Advocates, Referrers, and Loyalists incentives that include product samples, discount codes, or loyalty points based on content or activation performance.
The influencer landscape is constantly changing and evolving. Mavrck helps us stay on top of trends and reach consumers in an authentic, effective, and efficient way.
– Drew McGowan Communications Lead - CLIF Brand
Clif Bar & Company
Proprietary fraud detection for followers and engagement
Influencer Brand Safety
Non-existent
Proprietary algorithms using Natural Language Processing detect keywords used, competitors mentioned, percentage of branded content. Visual intelligence via Google Vision AI capabilities detects explicit content to ensure visual brand safety
Spectrum of Influence
Only one of the following: Mega, Macro, Micro or Advocate
All of the following: Macro, Micro, Advocate, Referrer, Loyalist (Consumers and Employees)
Influencer Relationship Ownership
Contracted per influencer campaign via marketplace or agency
Brand-owned influencer relationship management
Influencer Activation Use Cases
Create Blogs, Posts, Videos
Create Blogs, Posts, Videos, Links, Videos, Ratings, Reviews, Research Surveys
Influencer Content Rights
Negotiated per Use Case
Granted on Influencer Opt-In
Influencer Activation Scale
Dozens at a Cost-Per-Activation
Hundreds to Thousands with No Activation Limits
Influencer Incentive Flexibility
Payment, Product
Payment within platform with native Paypal and TangoCard integrations, supports multiple currencies, also incentivize via product, promo & referral codes, coupons, sweepstakes, contests, loyalty points
Influencer Recruitment Adaptability
Attract influencers to their marketplace for one-off campaigns
Plug into existing digital assets of a brand for an ongoing relationship
Influencer Network Size & Quality
10,000 to 500,000 depending on platform
Active Index of more than 3M contactable influencers
Discover and activate influencers across Instagram, Facebook, Twitter, Pinterest, YouTube and Blogs. Also activate on Twitch and TikTok
Data API Access
None or limited
Access to Instagram Graph API, as well as Facebook, Twitter, YouTube, Pinterest, and TikTok API’s
Influencer Workflow Customization
Limited
Customized workflow options to fit your process, shareable curation for off-platform viewing & draft review
Platform Seats & Usage
Pay per platform seats, pay per activation
Unlimited activations and platform seats
Influencer Search & Discovery
Limited ability to find the right influencers
More than 20+ criteria for discovering and filtering influencers, including fraud risk, as well as audience demographics including ethnicity, likes and interests & content performance. Discover lookalike influencers on an ongoing basis
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