Traditional advertising doesn’t pack the same punch it once did. This has spurred the growth of social-forward, digital-based ad methods such as influencer marketing that better reach the modern technology-oriented demographic.
But until recently, it has been challenging for smaller businesses to get a foothold in the influencer marketing space.
In November, we wrote about Calgary-based ad-tech startup Embold launching Canada’s first free influencer marketing platform. Brands of any size can connect with a network of 7,000 “local and micro influencers” by inviting them to a campaign or having influencers apply to a campaign on the marketplace.
The platform, which made waves in Calgary in 2022, provides access to influencer audience data as well as a suite of campaign management tools and analytics. It is a “highly effective and cost-efficient way for businesses to reach their target audience and drive sales,” the company states online.
In March, added to Embold’s suite of products was CampaignPlus, a “groundbreaking new offering.” The AI-powered feature streamlines the process of launching influencer campaigns.
Embold, which is “exploring the limitless potential of AI,” has since unveiled another feature.
The startup’s new Agency Program allows agencies to incorporate influencer marketing into their offerings at no extra cost, according to a recent statement from Embold.
Between influencer discovery, contract negotiations, content approvals, and influencer payouts, it can take an agency hundreds of hours to execute a successful influencer marketing campaign, the startup warns. Embold’s program is designed to ease this burden through the combination of its platform and the expertise of its workforce.
“Influencer marketing has quickly become a non-negotiable in any comprehensive marketing strategy,” stated Nihad Kaddoura, Chief of Staff at Embold. “Our agency program gives agencies the ability to offer influencer marketing to their clients without committing large amounts of time or resources.”
Embold’s managers create a campaign on the influencer platform, integrating an agency into the process. This collaborative approach allows the agency to maintain oversight of the campaign, ensuring influencers echo the brand’s ethos and content stays true to the campaign’s objectives.
“The complexities and time-consuming nature of running an influencer campaign are no secret,” Umair Tazeem, Founder of Embold, said earlier this year. “Our aim … is to demystify influencer marketing and make it a breeze for businesses of all scales to focus on what they do best: delivering top-notch products and services.”