The wide range of Influencer Marketing

TikTok - the social media phenomenon has been downloaded over 2.6 billion times worldwide and has more than 1 billion active monthly users.

Initially, really popular with the younger generation (10-19 years old), the platform's user base is aging up. The account retirementhouse, for example, is an account of Peaches, Mabel, Hubert, and Eugene, all seniors living together in a retirement house, taking a humorous spin on popular Tik Tok trends and showing their daily lives. 

Still, the predominant group is Gen Z, with around 60% of TikTok users being Gen Zers - which will be the largest generation of all in 2022. But influencers on TikTok are not only doing dances anymore - they are talking about mental health, investing, feminism, and offering educational content and insight to pretty much every topic. 

This gives room for multiple brands to engage with potential customers and since influencer marketing is often not perceived as advertising to consumers, this results in engaged and convinced audiences. According to Civic Science, 14% of 18 to 24 year olds and 11% of millennials bought something within the last six months because an influencer recommended it. 

While superstars were the traditional influencers, now influencers with niche content and a smaller audience can yield high engagement rates within their community. And even the average user is engaging in the campaigns of brands. Like in the viral #GucciModelChallenge where the high-end fashion brand called out creators to build their own Gucci-approved fit, obviously featuring the iconic headscarf and sunglasses style. This challenge has led to thousands of people posting videos, with a sum of over 7.9 million views. 

Influencer marketing was a $10 billion dollar industry in 2020 and is only growing. Especially brands that are offering consumer goods like fashion, beauty, travel, food, and beverages are benefiting from influencer marketing, but also financial and insurance companies are entering the domain. 

So, all the more reason for brands across all sectors to include TikTok and Influencer Marketing in their media mix! However, for marketers it can be quite tricky to find the influencer with the goal-matching reach, audience and relevance. Our startup YOKE offers the world’s largest network of influencers, offering brands just the right one for their campaign. Find out more about YOKE here: https://www.yokenetwork.com

(Technology vector created by freepik.com)

Diageo launches Gladcloud powered social media marketing tool for pubs

GladCloud offers solutions for local businesses, empowering them in such a way that they can be the most effective catalyst for large brands by engaging local audiences. This results in up to 4x more cost-effective, locally-relevant social media advertising. 

GladCloud also develops creative and campaign management tools, account management tools and infrastructure solutions for digital customer marketing and digital marketing. 

They now partnered with Diageo, the global leader in beverage alcohol with an outstanding brand collection including Baileys, Tanqueray, and Captain Morgan. 

For Diageo specifically, the startup developed the enterprise advocacy marketing platform “Social Zone”, which allows local pubs and bars in multiple markets to choose from a big array of high quality, editable assets of social media content. The local outlet can then customize the content by - for example - including their own logo. This database is refreshed monthly and even includes content for specific time periods. 

Additionally, the platform gives access to online review management tools and gives opportunity to communicate with the social media following in an seamless and effective way. All of this is offered for free to local pubs and bars.

After being closed for so long, engaging with the crowd and offering an inviting social media presence, helps pubs and bars to have a successful re-opening period. 

We are happy to see GladCloud’s work and impact on so many local businesses who are finally opening up again and are excited about their future projects!

Turff - a brilliant combination of FinTech & AdTech

In the second blogpost of our series about Collider’s newest cohort of startups, we introduce Turff, a company founded by three students of Technical University Delft. 

Confronted with the hassle of tracking and splitting shared beverages and other products in student houses, they developed a solution to track (“turf” in Dutch) consumptions and manage financials in an easy way. Tracking is done on a wall mounted tablet that also serves as a unique advertising medium for brands looking to micro target students. 

Introduced in Delft with an MVP in November 2019, the Turff tablet became an instant success and was rapidly rolled out in other student cities. The tablet is now installed in almost 1000 student houses in 15 cities, reaching 12000+ active users, making Turff a “household name” for students. 

Another exciting development was a successful pilot with beer ordering & delivery in February this year. Students were able to order beer through Turff and it was delivered right to their doorstep on the same day.

These successes would not have happened without hard work behind the scenes. We asked Turff how Collider added value to this journey: “Especially as a student-run startup, the expertise from the experienced crackteam members is really valuable to us. They provide not only assistance in the areas we did not focus on in the beginning, but they also help improve our current processes.” Collider specifically helped the Turff team with optimisation of their sales funnel and organisation, customer discovery, legals and business model - bringing in expertise from our investors whenever relevant.  

Turff’s plan for the future is to first fully capture the student houses market, before entering other markets such as students and sport associations, and company canteens. The vision is to eventually become the go-to platform for cost splitting between groups. We are excited to be part of their journey!

www.turff.nl 

Collider and Unruly Launch New MadTech Mentoring Scheme

What do you get when you cross the very best MadTech startups with some of the most incredible names in video AdTech?

Not a funny punch line, but a pretty impressive mentor network reserved only for Collider startups.

We're super excited to announce the launch of our brand new MadTech Mentoring Scheme, in collaboration with our good friends at Unruly.

The scheme is all about giving the opportunity for our startups to learn from the UK's bigger AdTech star, with some of their most senior and successful team members across five disciplines stepping up to offer help and support.

Paired especially based on the incredible skills of the Unruly team and the challenges of our startups, today marked the first of four mentoring sessions running across the year.

Unruly Co-Founder, Matt Cooke, opened the event.

Brilliant little speech from @unruly.co's Matt Cooke 💪🏼👌🏼

A post shared by Collider (@collidergb) on Jul 20, 2017 at 6:03am PDT

Set in the Home – their zingy, innovative, state-of-the-art house packed with iOT and connected home tech, built smack in the middle of Unruly HQ, the location couldn't have been more perfect.

Joining us from Unruly included: Gel Goldsby – Reporting and Data Team Lead, Jule Owen – VP of Product, David Waterhouse – Global Director of PR and Content, Nat Clark – People Team Manager, Laura Thomas – Client Director and Olivia Goodman, Global People Director.

And from the Collider alumni we had Beem, Miappi, LivingLens, RTObjects, CampaignAmp and Release.

With five cohorts now behind us, this is the latest addition to our growing initiatives and partnerships in offering on going support to our alumni.

Unruly Collider MadTech Mentor Scheme

The Collider Class of 2017

Our Class of 2017 have been on one hell of a journey the past 16 weeks. They've met over 10 curious, ambitious brands helping them to validate their proposition, mingled with endless investors and presented some pretty incredible decks. So without further a do, please meet our 2017 startups.

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Vensy

Vensy is a platform that provides a simple way for brands to discover the best athletes to sponsor, powering their marketing campaigns, whilst also helping athletes build and monetise their marketability.

Frenzi

Frenzi Media is the fastest and easiest platform for brands to build and publish engaging interactive ad campaigns across different online and mobile publishers.

Rate8

Rate8 is a mobile and web-based platform for consumers to get instant feedback on fashion and lifestyle items, from friends or via the Crowd. For brands, Rate8 represents a commercially viable source of item-based and user-based preference data.

Pearlai

Péarlaí provides shopping centre managers with an easy to use platform which enables them to delight their shoppers, impress their tenants and provide detailed data to their landlords – all accessible to them at the click of button.

Good-Loop

Good-Loop unites brands, publishers and people in the shared endeavour of converting advertising money into charitable donations.

Tweepforce

Tweepforce – the social media commerce platform, turning private messages into transactions.

AdLaunch

AdLaunch enables simple, fast video creation and editing directly in your browser, so anyone can create good looking video content, not just professionals. The platform will soon include unique AI technology to enable even faster video creation based on image recognition and user data.

Greengame

Greengame wants to make sustainable living the norm. Our tech automatically tracks people’s activities that impact the environment - and enables cities and brands to engage and reward them for living sustainably.