Benedikt
The Holy Trinity of Creator Search:
Finally complete with Relations
Influencer marketing has changed fundamentally. It is no longer enough to simply look for a large following or a simple engagement rate to implement successful campaigns. If you want to be successful today, you need a deep understanding of who the relevant creators are, which content really performs and how networks work in the background.
That's why we at IROIN® have developed the Holy Trinity of Creator Search - a three-stage evolution that takes influencer research to a new level.
- Creator search - the starting point:
With over 45 filters and a database of more than 410 million profiles on Instagram, TikTok and YouTube, we've created a precise way to find the right influencers using numerous filters while better narrowing down target audiences even before the deep dive. - Content search - the next level:
Social media has evolved from a platform-driven structure to a content-focused system. The content graph has increasingly replaced the social graph popularized by TikTok. Instead of just searching for profiles, our content search enables direct access to numerous Instagram posts and reels in order to analyze thematically relevant content and then find exciting creators. - Relations - The next logical step:
Until now, one component was missing to make the creator search truly holistic and to understand networks or connections.
And this is exactly where Relations comes in as part of the Discovery module
What can the Relations feature do?
Thanks to Relations,you can see how a profile has been networked in the last six months and when or how it has mentioned a brand - and not just on the basis of tags, but also organic mentions, sponsored posts and unpaid brand mentions. Our Influencer Marketing Suite analyzes all publicly accessible posts and categorizes them for maximum transparency.
Three central classifications:
- Organic mentions - genuine, unpaid brand mentions
- Sponsored content - paid collaborations
- Unpaid advertising - mentions with a commercial context, but without clear sponsorship.
Die Auswertung erfolgt visuell, sodass du auf einen Blick erkennen kannst, wer einen Influencer erwähnt hat, und du verstehst mit welchen Creatorn und Marken ein Profil im Austausch ist.
The evaluation is done visually so that you can see at a glance who has mentioned an influencer and how this profile is connected to with other creators and brands.
Discover and use networks: Who knows who?
With Relations, you can analyze creator networks and understand how they are connected to each other and to brands. Instead of just looking at individual influencers, this feature gives you a holistic view of established communities and their dynamics. Who works together regularly? Which groups of creators reinforce each other? And which brands are deeply rooted in certain networks?
These insights are crucial in order to:
- Involve authentic influencer communities in a targeted manner instead of entering into isolated individual collaborations
- Utilize multiplier effects by addressing closely linked creators and reaching their audience multiple times
- Building long-term brand relationships by entering into existing creator ecosystems and creating sustainable partnerships
Successful brands have long relied on this holistic approach. The fitness industry is a prime example: brands such as More Nutrition or Gymshark have maximized their reach not through individual creators, but through strategic collaboration with entire networks of fitness influencers. This principle can be applied to any industry - and this is exactly where Relations comes in.
Competitive analysis on a new level
With Relations, you not only have an overview of your own creator network, but can also analyze which influencers your competitors are working with. By systematically recording feed mentions, you can understand exactly which brand strategies other companies are pursuing - and where opportunities arise for you.
These insights offer a double advantage: you can build long-term partnerships with the right creators and at the same time gain valuable insights into the competition. Relations reveals who regularly cooperates with which brands, which influencers keep popping up and where untapped potential lies. So you not only get a powerful tool for finding creators, but also your own social listening tool.
Important insights for your marketing team:
- Which influencers are closely connected to your competitors?
- Where is there potential for strategic new partnerships?
- Which brands are particularly active in your industry and on which networks?
With this knowledge, you can not only make informed decisions for your own campaigns, but also react proactively to market developments. The most successful brands not only rely on strong creator relationships, they also know exactly how their competition is moving.
Initially exclusively for Instagram
We initially developed the Relations feature within our Discovery as a beta exclusively for Instagram, as this is where the connections between creators, brands and agencies are most clearly visible. In addition, we only analyze the feed, not stories. The reason for this is simple: GDPR compliance!
Since story content may not be archived long-term without a clear campaign reference, storing it in advance would not be legally compliant, which we would have to do in order to display this content to you. If we were to do so anyway, we would risk our exclusive data access, which is not in the interests of our customers, who benefit from the direct interface between Meta and IROIN®.
Currently, all customers can test the new feature free of charge as part of their licenses. We are looking forward to your feedback and to discovering new use cases together with you!