Google's Famebit Essay
Google Acquires Famebit for Influencer Marketing
On Tuesday, October 11, 2016, Google announced the acquisition of Famebit, an influencer marketing platform that helps creators connect with brand advertisers, especially on YouTube. To date, more than 25,000 branded videos have been produced via Famebit from its start in 2013. Since then, complementary and innovative influencer marketing platforms, such as Octoly, have emerged, many of which are helping drive significant creator content while simultaneously enabling brands to connect with more influencers than previously possible, especially the massive, long-tail of up-and-coming ones.
Response from Octoly, Another Major Influencer Marketing Platform
“We’re excited by Google’s acquisition of Famebit because so many creators use both Octoly and Famebit to build their audience and connect with brands. It validates the critical importance of influencer marketing,” said Thomas Owadenko, Founder and CEO of Octoly. “We’ve taken the concept of influencer marketing one step further and introduced an entire free
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It also helps brands get products into the online dialogue fast without the need for complicated creator identification period and a follow-on vetting process. There are no brand guidelines, so creators not only generate more content (because the new have more products), but also deliver more authentic content because they have full editorial control. Authenticity is the key to influencer marketing success with their audience. Remember that traditional advertising is proving much less effective with younger consumers. Proof point from Jean-Paul Agon, CEO of L’Oréal: “Our brands that grew the most were also very low [advertising and promotion] intensive… Kiehl’s has no media. Urban
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