Need a Social Media Influencer for Your Brand? There’s an AI for That

Influencer marketing campaigns can be powerful tools, helping brands acquire new customers, make product launches go viral, and even drive growth in down markets. But identifying which content creators you should partner with is often a time-consuming and complicated task. With the launch of its new AI-powered creator discovery tool, influencer marketing platform Superfiliate aims to change that. The Venice, California-based company, which was founded in 2021 by Anders Bill and Andy Cloyd, uses first-party data from Meta to match businesses with influencers, according to a press release. “Instead of manually scrolling through platforms hoping to find creators who might work, brands can now leverage the same recommendation intelligence that makes Netflix, Spotify, and even your Instagram Explore page so effective,” CEO Cloyd said in the press release. Marketers can use the tool to search for specific kinds of content creators, conduct research on their content style and past brand partnerships, determine if they’re brand safe, and contact them directly through email. A promotional video by Superfiliate, for example, shows that a brand-side user can type in something like “Find me home decor creators with 50K+ followers” in the tool’s search bar and surface several viable options. They can also upload a creator’s social media handle and find several influencers with similar niches and followings, per the video. There are, of course, plenty of tools already on the market that help brands search for creators, such as those by CreatorIQ and Grin. What makes Superfiliate’s stand out, according to Bill, who now serves as the company’s chief product officer, is its direct partnership with Meta. The social media giant’s participation “enables platform-native infrastructure that’s fundamentally more accurate and compliant than scraping-based approaches,” he said in the press release. While Superfiliate doesn’t publicly share its prices, Cloyd previously told Inc. that his company charges brands for the use of its platform plus an additional fee based on either their total ad spend or the upside of sales they generate through Superfiliate. If a business wants to use only specific parts of the platform, it’ll charge a flat rate instead. BY ANNABEL BURBA @ANNIEBURBA