NEW YORK: B2B influencer marketing platform Gatsby launched Gatsby Next Gen, a fully automated suite of tools that provides analytics on microinfluencers, on Thursday.
Gatsby Next Gen was developed in response to demands from brands that needed a way to connect with the right microinfluencers and follow their performance, according to Brett Bernstein, founder and CEO.
"[Brands] need a way to track when all these hundreds or thousands of microinfluencers are actually posting and a way to measure their engagement, reach, growth and overall effect on the company's brand awareness," he said. "So we developed those very things."
Gatsby Next Gen streamlines the process of sourcing and tracking microinfluencers by discovering them from a client's website visitors and customers.
In partnership with Klaviyo, an email marketing platform used by online retailers and Shopify merchants, Gatsby is using subscriber pop-ups and other voluntary opt-in fields to gather Instagram handles from customers. Clients can then view microinfluencers with whom their customers interact and connect with those who work best for partnerships.
The suite of tools includes a new dashboard, scoring system and integrations in an automated microinfluencer management system. The platform rates customers for compatibility and offers more customization when searching for keywords and specific follow sizes.