"As the founder and chief executive of Fohr, an influencer marketing platform that pairs brands with creators, Nord has seen firsthand that while fashion has become reliant on creators to bring in new customers, it can be difficult to determine which ones would produce the best results. So in December, Fohr rolled out a new tool that uses an AI-enabled probability model to tell brands exactly which creators and styles of content resonate with their target audience before they produce anything."
"In addition to analytics from social media giants, such as impressions, engagement and age demographics, several third-party platforms sell proprietary insights. Fohr touts its predictive technology, among other services; social media management firm Dash Social has a total social impact score that measures brands' social media performance across platforms against their competitors; and AI influencer-marketing startup Statusphere, which announced an $18 million Series A in January, matches brands with creators based on how they've rated content from similar influencers."
James Nord identified an unmet need in the creator economy and launched an AI-enabled probability tool at Fohr to predict which creators and content styles will resonate with target audiences before production. The tool aims to move influencer marketing toward performance-focused advertising so brands get stronger returns. Influencer marketing now draws on many data sources, including platform analytics and third-party proprietary insights. Companies such as Dash Social, Statusphere, ShopMy and LTK offer varied metrics, from social impact scores to creator-content matching and affiliate data. The abundance of data can overwhelm brands, and some brands remain skeptical about newer predictive offerings.
Read at The Business of Fashion
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