Influencer marketing has exploded in recent years – but many brands and agencies struggle to match influencers to their message, and track the reach and impact of their influencer marketing.
Responding to the rapid growth in influencer marketing, Instrumental has launched influencer discovery division DSCVRY.team, using the techniques of music industry A&R scouting to uncover the next generation of social video influencers across YouTube, Instagram, Facebook and Vine.
"After building our digital scouting capability in the music space we quickly had brand teams asking if we could help them find non-music talent - particularly in fashion, beauty, food & drink and lifestyle verticals," explains Instrumental CEO Conrad Withey. "Everything we’ve created to find and track new artists emerging around the world works just as well when focused on other sectors outside music so it made total sense to launch a division focused on that."
DSCVRY.team will also track established influencers, analysing the reach and impact of social stars on marketing campaigns. The team is already monitoring 3 million social stars generating 400 billion views per month – vital information for brands that are "looking to forge partnerships with influencers far earlier and for far longer," as John Kilpatrick, head of product for DSCVRY.team, notes.
In a recent campaign for Channel 5's "Impractical Jokers UK," Instrumental worked to uncover comedy influencers "so good they could have been in the show," according to Channel 5 campaign producer Alexandra Bondi. "Two weeks in and the reach and results are ahead of our targets already."