You might think that the main selling point of an influencer marketing startup like Captiv8 is to help marketers find influencers and creators to work with. Maybe so, but that isn’t stopping the company from making its creator discovery product available for free.
“We felt that we really wanted to just open up that ecosystem, to provide brands access to find and research influencers without having to pay for it,” co-founder Krishna Subramanian told me.
Through the free product, marketers can look through the 1 million-plus influencers indexed on the platform — in some cases, those profiles are based entirely on public data, but influencers can also claim them and provide additional data.
Marketers can then search based on filters like personality archetype, content type, location, representation and much more. Plus, Captiv8 is offering demographic and brand affinity data about an influencer’s audiences.
Until now, Subramanian said that if you weren’t paying for a service like Captiv8, you could only find influencers in scattershot, ad hoc ways, like reading articles about the top influencers in various categories.
On Captiv8, meanwhile, marketers are apparently spending two hours per day on creator discovery, saving them 60 percent of the time they would have spent on the process.
So why make it available for free? While brands like Dr Pepper, Snapple, StubHub and Honda already use Captiv8, Subramanian said the goal is to “widen the funnel,” turning this into “the default place” where marketers go to learn about influencers.
And then, of course, the company can upsell you on Captiv8’s entire “end-to-end SaaS platform,” charging for additional audience data, as well as tools like campaign management, measurement and social listening.