Impact’s business is professional. Are content creators Signing of major talent agencies. In February, SAG-AFTRA, the largest association in the entertainment industry, Extended coverage People who create sponsored content. And now, a new service makes it easier for creators to work with brands, and for companies to hire them.
“We created a simple way to build a brand that is a career page for influential people,” said James Nord, 36-year-old Fohre’s founder and CEO. “It gives people an easy way to recruit, analyze and work on implementing, pulling and influencing data from their social platforms.”
More than 50 brands, including Dyson, Costco, American Eagle, Lily Pulitzer and Sephora, are using Fohr’s ambassador management platform (Amp) To scout talent. These companies pay Fohr to set up custom career-style pages for them, where online manufacturers can apply to work with the brand.
“At American Eagle, influential marketing is the most important thing we do,” said Craig Bromers, the company’s marketing officer. “We have a youth demo of 15 to 25 years. Social media is their oxygen during the epidemic and more so. “
Small manufacturers often negotiate brand partnerships through personal connections or direct messages on platforms such as Instagram. Mr. Bromers stated that the American Eagle is influenced by direct messages from people willing to work with him on social media; AMP, which asks users to answer questions about their content style and interests, has helped the company better identify those who are passionate about the American Eagle and have a following.
“What we’re trying to do from our side is to look for authentic relationships as opposed to pay-to-play,” Mr. Brommers said.
Mr. Nord said he hopes AMP can make it easier for any creator to partner, regardless of their background or connection. “The industry now relies on relationships anyway,” he said. “You get a job because you know someone who works for a brand. This is not the proper way to organize the industry. By brands having a centralized place to start and influence these pages, it is going to make it a lot more appropriate for someone with the following to raise their hand and say that I want to work with you. “
Content creators are craving this type of standardization. Yonon Horwitz, a 35-year-old social media producer in Miami, said he spent hours earlier in his career hunting people on LinkedIn and putting himself in the wrong companies because there was no clear place where he could see what they were looking for. Were. for. “In the beginning it was difficult to understand who is the right person in the brand, business or agency to connect with and build relationships with”.
“I think it’s a great idea formally because it allows both sides, the manufacturer and the brand, to be able to compare apples,” he said. “Sometimes by reading the form and understanding the brand better and what they are looking for, we have understood that it is not the best.”
In recent years, many business-to-business tools have sought to help companies source and influence partners. In 2017 and 2018, there was an explosion of influential marketing platforms, where brands can create influencing sources for unilateral deals. However, due to the erratic nature of the business, some who used those platforms were Left without payment.
Eleni McCarey, senior director of brand media and community development at Lily Pulitzer, said she sees AMP as a step towards advancing the industry and advancing the field of sports.
“It’s taking things from social networks and really giving it legitimacy and saying, ‘Here’s a new tool for brands to use to attract new talent,” she said. “Being able to apply the beauty of people are incredible content creators that we may never see or if you don’t see for a few days it may be buried in DM.”
Mr. Nord hopes that the more companies the AMP employs in the industry, the more streamlined and clear it becomes. Mr. Nord said, “We hope that the brand will start to have this location, influencing the demand for the brand.” I don’t see a world where every brand doesn’t have a tab a few years ago where people Can apply to work with them. “