Similarly to how cars replaced horse carriages, a new era of influencer marketing is approaching. Influencer marketing has become a jungle to navigate. Colab enters the market with polarity and new ways of doing things, aiming to re-invent, simplify & streamlining the influencer marketing process by offering a more effective product to brands with a cooler interface.
Colab is helping brands facilitate, manage and scale their influencer campaigns, whether they have experience within the field or not. The industry has moved towards limited transparency and unfair pricing, with the general perception being that the more followers, the better the candidate for a campaign. However, the inverse relationship between follower volume and engagement rate makes this notion untrue. By harnessing the power of nano and micro-influencers, we're proving that relation matters more than size regarding impact. We are building our value proposition on this: By activating 10-20 micro-influencers instead of one macro influencer. This way, brands can have a more cost-effective campaign and deliver a higher ROI. Micro-influencers tend to have a more niche audience which can be highly targeted and more likely to convert to customers. This will reduce the risk of fall-throughs and ultimately have greater reach, effect, and overall return.
We handle the influencer volume through our platform. The content creators follow brands they like, which is how we pick the relevant content creators for a particular campaign. No need to reach out to multiple influencers that don't like your brand in the first place. The relevant content creators get picked, can access the brief, order products, track packages, upload content for approval and chat with us through our Colab app. In other words, we have compressed the process to its core, turned the table, so the content creators pick the brand, and assembled all necessary steps and communication in one place.
One of the most crucial factors in our approach is the community we build and nurture. We are very selective regarding brands we collaborate with and content creators. Hence, insofar as possible, we prioritise working with authentic brands and mainly content creators with some edge in a niche market, making them valuable to the brands wanting exposure to their particular niche.
Colab began because we all saw how the influencer marketing industry was speeding out of control with the perception that the greater the reach, the better the candidate, at the expense of prices going through the roof, despite a lack of transparency and all campaign-associated data showing how well the campaign performed. In combination with the fact that trust tends to be more prevalent among nano and micro-influencers and their audience, mainly driven by their ability to create content that is perceived as more authentic and relatable, which can lead to greater credibility among their followers, additionally, making their engagement rates higher than Macro-influencers. Colab autogenerates a digestible data report on campaign performance comprised of every content creator participating in the campaign, which gives an overview of the content, the reach, impression rate and many more metrics.
In Colab, it is, therefore, not crucial whether you have 2.000 followers or 200.000 followers as long as you are authentic and make an effort in what you are creating and posting regardless of what it is.