Everyone wants to get into native advertising, yet everyone has a different definition as to what exactly that entails. Social media sites have it easy because any sponsored post, automatically blending into the site design, can hitch a ride on the native bandwagon.
But while Facebook and Twitter are the current hotbeds of social advertising, Instagram and Pinterest are coming up fast. But unlike Facebook and Twitter, advertising around the two image-based interfaces revolves heavily around influencers, instead of traditional paid placements.
Berlin-based Brandnew IO, which began in early 2013, provides a platform and service designed to help brands reach influencers on Instagram and Pinterest.
“At that time we saw that more and more brands and agencies wanted to reach new consumers,” ssaid Brandnew CEO Francis Trapp. “They wanted to target groups on platforms like Instagram and at the time there was no central way of doing it.”
At first, Brandnew identified influencers manually but it soon developed a platform designed to automate the process and handles campaign tracking. That being said, Brandnew’s staff still needs to vet the influencers for quality.
“We check to ensure these influential people are worth taking onboard,” Trapp said. “We determine if they have big enough accounts and real followers as opposed to fake followers. We ensure that the quality of their content is suitable for our brands.”
Trapp spoke with AdExchanger.