Benedikt
The three pillars of influencer search
With IROIN's® Holy Trinity of Creator Search, the influencer and creator research process has fundamentally evolved and will continue to change to best support influencer marketing managers. Our three pillars of Creator, Content and Relations are built on a solid, data-driven foundation that has grown organically - not as an empty promise, but as an evolutionary response to the ever-changing social media landscape. What began with the targeted influencer search was supplemented by the content database and will soon find its next decisive development step with the relations function.
Pillar 1: Search via Influencer & Creator
The first elementary pillar of creator research is still the influencer search, which we have equipped with more than 45 filters. This allows you to identify specific influencers from a database of more than 410 million profiles on Instagram, TikTok and YouTube. Within our Discovery module, you can identify strong profiles straight away and then use the "Report" in the next step to find out more information about a creator's performance or target group.
This type of research is probably the most established and most frequently used variant in our Influencer Marketing Suite. However, if you are specifically looking for influencers on certain topics or want to find convincing UGC creators, it can sometimes take a very long time to find the posts that have led to a profile being displayed as a perfect match for veganism or fashion, for example. This is particularly tedious when it comes to trends and niches. That's why we at IROIN® have opted for a completely new way of searching in our software.
Pillar 2: Search via content
The next milestone for us came with the content search, which we recently launched. It enables access to a large number of Instagram posts and reels. This is IROIN®'s response to the shift away from the pure social graph, which focuses on following profiles, towards the transformation of platforms into a content graph. With the growing importance of TikTok, which is known for its algorithm that gives more weight to the performance and relevance of individual posts than the number of followers, Instagram has responded with reels and YouTube with shorts and is increasingly pursuing a similar approach.
This second option of finding creators is suitable for anyone who wants to respond creatively and openly to topics, specific products and visual representations. In addition, the content search helps to do justice to the growing importance of user-generated content and supports the search for authentic UGC creators.
As a first step, we have focused the content search on Instagram and are continuing to work in the background to capture even more posts and open up new channels. But IROIN® is already in the process of building a third pillar of creator search - we are already sharing first impressions as a preview and world premiere in this blog article! It is important to note that IROIN® cannot record stories, as this would not be compliant with the GDPR. We have prepared more information on this topic for you here.
Pillar 3: Search via relations
The third evolutionary step will follow shortly: Relations. This function will add a stable third pillar to our Discovery universe and further strengthen our foundation of the data-based approach - the true Holy Trinity of Creator Search, so to speak. With Relations, you can analyze targeted connections between creators and brands. This not only helps to identify strong networks, but also to establish long-term, authentic collaborations.
In addition, it is probably a unique feature to understand how creators are connected on Instagram. This allows you to book influencers for your campaign who have a relationship with each other and thus not only work together more authentically, but also reach communities on different channels multiple times.
In initial tests with customers, we have also observed how valuable the relations feature is beyond discovery. This makes it possible to track which creators competitors are cooperating with on Instagram in order to draw valuable conclusions for your own strategy. Another major strength of research using Relations is the ability to analyze at a glance the developments relating to communication about your own brand over the last six months.
The future of creator search
Together with our customers, we feel well prepared for the developments in the influencer marketing landscape. IROIN® proves once again that data-based creator marketing is not only innovative, but also GDPR-compliant. With the introduction of new features, we are closing the final gaps for even more effective andefficient research.
But just as the world is constantly changing, we are also excited to see whether the Holy Trinity of Creator Search will soon be expanded with new perspectives. We look forward to seeing how you usethe new possibilities within the Influencer Marketing Suite - and what ideas you give us for the future.