Hold onto your hats, start-up influencer agency HooZu is rolling out technology to identify the most influential social media players in Australia.
“The phenomenal growth of influencer marketers on social media has been hindered to date as there has been little or no way to profile, identify and measure how effective they are,” said HooZu CEO Nathan Ruff.
“Brands have to spend a lot of time and money trying to determine the best-suited talent for their campaigns. Till now there has been no data driven profiling tool that sources influencers from the whole web, so guess work still plays a part when they are allocating thousands of dollars of campaign spend.”
Ruff said HooZu had now put in place technology to identify which influencers are best connected with a brand and to measure in real time their impact on driving sales or awareness.
“A database of influencers or an app that works on one social media platform only takes you so far. HooZu offers a full enterprise solution that tracks and profiles influencers across multiple social networks based on conversations they are having with their fans and the relevancy of their social following, ” said Ruff.
Influencer marketing is the fastest-growing online customer-acquisition channel, outpacing organic search and email marketing. A recent USstudy shows that businesses are making $6.50 for every $1 spent on influencer marketing.
HooZu was co-founded by former Australian rugby and rugby league international Lote Tuqiri, who saw the influence teammates were having through their individual social media channels.
“Lote saw the evolution of the influencer power and witnessed the damage that can happen when brands and influencers are matched incorrectly. Both he and co-founder Justin Golledge have been big
advocates in driving functionality around our technology,” said Ruff.
“That’s why HooZu is very much about tech meeting talent.”
He said HooZu’s technology would deliver brands some surprises about exactly who the biggest social media influencers in Australia were.
“With most of our recent campaigns, we’ve identified some lesser known influencers that have driven far more engagement and higher performance for far cheaper pricing, than more well-known ‘A-grade’
Ruff said HooZu was sharing its initial insights into Australia’s most effective influencers with agencies and clients, with an overall ranking table under development.