TRIBE, a self-serve marketplace connecting brands with micro-influencers, announced their US launch, as well as a $7.5 Million Series A funding round with multiple investors from around the globe, including Burch Creative Capital. TRIBE’s US operations will be headquartered at One World Trade Center in Manhattan and will be overseen by the company’s CEO, Anthony Svirskis. The company has additional offices in Sydney, Melbourne, Manila and London, with over 70 global employees.
“With TRIBE we’re finally seeing influencer marketing done right,” said Chris Burch, Founder and CEO of Burch Creative Capital. “The US market has been waiting for a tech platform like this for years and as soon as we heard they were launching stateside, we knew we needed to be a part of it.”
Founded by Australian TV & radio host, Jules Lund, in 2015, TRIBE’s platform already boasts eye-opening numbers. With over $250,000 of branded content generated by their network per day, creating over 20,000 pieces of content per month, TRIBE has already worked with 44 of the top 100 global brands, including Unilever, L’Oreal and Marvel, among others. On the influencer side, 20 percent of the 50,000+ influencers on the TRIBE platform hail from the US, despite never having a presence in North America
“As an influencer, I created TRIBE because I saw a gap in the industry and felt the process was broken,” said Lund. “There was too much back and forth between the brand and the influencer, and influencers didn’t know when, or if, they would get paid. I knew there could be a more efficient and dynamic way for both parties to work together.”
Influencers on TRIBE are everyday citizens – mothers, college students and those looking to express their creative genius. TRIBE’s app gives these creators access to the largest brands in the world, an opportunity that wouldn’t be available otherwise. Brands benefit from the marketplace’s seamless bidding process and the sheer speed of running a campaign on TRIBE, with campaigns completed in weeks, not months. Brands upload a brief to the self-serve platform and in a matter of days can receive hundreds of pieces of beautiful, original content from creators. Once content is approved, creators will publish the content to their social channels, or alternatively, brands can license the rights to the content to use for their own marketing purposes. TRIBE’s ability to produce bespoke content on demand is quickly being embraced as a replacement to the traditional stock image library model.
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“With TRIBE, we’ve created a tech model that finally drives authenticity within the industry,” said Anthony Svirskis, CEO of TRIBE. “We believe that if influencers don’t already own a product, or are not willing to purchase it, they have no right recommending their tribe of followers should. That authenticity coupled with the content upfront model delivers campaigns faster than all others in the industry, and it has really resonated with the thousands of brands and agencies we work with.”
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