Influentia is a French platform designed to search for influencers and track influencial marketing campaigns. Well established in France for a year (with Publicis, Wellcom, Saatchi & Saatchi as clients), it is now developing its service offering in Quebec.
Thara Communications is one of the Quebec agencies to have tested the product.
« The platform is used when looking for an influencer in a specific niche and territory. The platform gives us access to a range of potential influencers we can work with, » says Thara Tremblay-Nantel, President and Founder of the public relations agency, Thara Communications.
The relationist evokes a situation where the Influentia catalogue was very useful for them to find influencers in the Sherbrooke region – while the agency is based in Montreal – to promote a Nordic spa.
The platform makes it possible to carry out searches according to rather elaborate criteria: the field of influence, keywords, the geographical territory, or the demographic portrait of the influencer’s subscribers.
You can also access the influencer’s public statistics and a sample of his/her social media content production to guide you in choosing the influencer.
Campaign management
The second part of the platform is to help agencies or companies that have a marketing department track campaigns that are orchestrated with the targeted influencer(s) on the platform.
« The greatest advantage of the tool for us is the recording of stories that disappear in 24 hours in the tool and the evaluation of the number of views of these,” explains Thara Tremblay-Nantel. It’s also very handy when sending out to capture product unboxings and see what was said. »
Validation of profiles
In recent years, many influencers have been denounced for artificially boosting their number of subscribers, by buying subscribers or sometimes using questionable techniques to attract subscribers to their profile.
We spoke with the co-founders of Influentia to understand how they had built the catalogue and addressed the problem of doped profiles.
« To view our Influencer Catalogue, we conduct keyword searches on the most popular social media channels and select profiles based on their interests and public statistics, like the number of likes on publications for example, » explains Idriss Khouader, co-founder of the platform.
Influentia then developed a technique for filtering “doped” profiles.
« We analyze a sample of subscribers from each influencer profile. Subscribers who do not have profile photos, for example, are considered fake profiles. We are introducing a reliability rating that users can access on the platform, » says Manon Roch, Business Developer at Influentia.
