Australian influencer marketing platform Fabulate has launched a set of video-led AI tools to help marketers protect brands across social platforms.
SparQ, currently in beta, will offer a suite of AI-powered tools that allow marketers and their agencies to scan thousands of hours of content across TikTok, Instagram, and YouTube in an automated and efficient fashion.
Fabulate's CEO Toby Kennett said the technology connects marketers with the influencers that are appropriate and suitable for their brand.
“Brands in the influencing world looking to unlock budgets within their marketing mix are really going to want to lean on this as a tool to make sure that their brand is kept safe,” he told AdNews.
“I think it’s going to unlock a whole lot more spend in the industry.”
With 76% of brands recognising brand safety as a concern in influencer marketing, Fabulate's chief revenue officer Ben Gunn believes this will be a game changer.
“We believe SparQ will be a powerful tool - available to everyone - that can save brands and agencies thousands of hours of human labour and unlock millions of dollars of spend into the creator space,” he said.
Fabulate has three main product offerings for brands in the creator space.
SparQ Brand Safe scans content for high risk or explicit content that may put the brand at risk, SparQ Brand Advocate empowers marketers to find the right authentic voices in both paid and organic social media and SparQ Audience Overlap analyses the unique audience reach of 100 creators in a single search.
Marketers can use the tools to view the analytics for any influencer with more than 1000 followers and find people they want to collaborate with using its detailed search and filtering capabilities.
Fabulate's chief technology officer Sachin Singh said the “human is always in the loop” and can ultimately decide for themselves whether the influencer is suitable for their campaign.
Fabulate's chief product and strategy officer Nathan Powell said the market had been calling out for these products and that vetting videos can take agencies and in-house social teams immense hours.
“We know from our clients that simply reviewing the content of 10 video-led creators for one campaign could easily take a full-time staff member an entire week - SparQ will not only reduce the time it takes to review content but also improve the accuracy of that process,” he said.
“Brands have been looking to unlock greater spending in this space, but the roadblocks have been around ensuring the creators they work with are brand safe and true advocates for their products.
“All while ensuring they reach a sizable audience in the target demographic, SparQ overcomes these problems and will be something of interest to all brands operating in the creator space.
“The SparQ suite of products uses Al technology to address these key concerns of marketers working in the influencer space. We've all heard the horror stories of brands hiring creators who don’t really align with their brand. SparQ helps ensure the creators you work with are authentic and suitable for your brand.”
Fabulate is a five-year-old tech startup that was named Australia's Best Influencer Marketing Technology at the AiMCO Awards in March.
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