Services Offered: Influencer Discovery
Channels: Instagram, Facebook, Twitter, YouTube, Pinterest
The story of Hypr isn’t another one of those “two guys in a garage” tech startup myths. No, Hypr was started by two guys in a living room, entrepreneur Gil Eyal and technical whiz-kid Guy Tamir.
Hypr is an influencer marketing search engine based on a single idea, namely, that if you’re investing in an influencer to create content for you and you don’t know much about her target audience other than its size, you’re doing things wrong. In 2018, that seems like an obvious statement, but Hypr’s been focused on data since its beginning. At a time when most influencer discovery platforms focused simply finding talent, Hypr was providing brands and agencies the tools to analyse that talent.
The front-end for Hypr sits atop a massive database of 10 million influencers along with the demographic data of their followers. Clearly, this is not an opt-in network of influencers. Hypr’s team of software engineers and data scientists built some pretty sophisticated algorithms to parse through billions of social media posts and indexing all the information it can scrape up. As the influencer marketing industry has evolved, there’s been a debate over which method is better for gathering influencers into a database: automated algorithms or opt-in services. On the side of algorithms, the argument goes that opt-in networks have a much smaller pool of talent to choose from, limiting choice. The opt-ins will say that their data is more accurate, because the influencers who sign up are granting permission to share it.
Of course, marketers have had success with both kinds of services so it doesn’t really have to be an either/or situation. And in any case, Hypr makes a pretty compelling argument that you need influencers to opt-in in order to get at the good data. Besides, Hypr doesn’t really compete with those opt-in platforms to begin with. It’s a straight-ahead discovery tool—it doesn’t aim to take on campaign management, or set up some kind of marketplace. It’s only service is to act as an influencer search engine, and it wouldn’t be very useful for that if it waited for influencers to sign up in order to get found. Instead, they came up with their own algorithms to grab at every bit of data on the social web, then analyse and organise that information to make it easy for brands and agencies to find just about anyone.
Hypr doesn’t publish its pricing on its website, but it’s not a tool for small businesses—the expectation is that clients are already using high-end or proprietary campaign management tools and simply need a bigger/better/faster search experience. To give you an idea, Hypr’s current clients include LG, Hulu, Pepsi, Bloomberg, and Time, Inc. to name a few.
There are three levels of subscription to the service, each offering more features than the last. You can also register for a free trial if you want to give it a whirl and see what it can do.
- Pro — 1 user, unlimited searches, 6 lists, 20 profiles per list, 25 list/report exports per month, and 5 hours of access to a dedicated account manager per month.
- Platinum — 2 users, unlimited searches, 6 lists per user, 30 profiles per list, 50 list/report exports per user per month, campaign post tracking, and 10 hours of access to a dedicated account manager per month.
- Enterprise — 4 users, unlimited searches, 12 lists per user, 50 profiles per list, 50 list/report exports per user per month, and 15 hours of access to a dedicated account manager per month.
For the platinum and enterprise plans, Hypr offers three optional add-on features for an additional monthly cost:
- Audience DMA — DMA stands for “Designated Market Area,” a fancy of way of saying you can see the audience geography down the city level.
- Unique Audience Tool — This lets you analyse audience overlap between multiple influencers (more on this in The Details).
- Custom PDF — You can brand your PDFs whenever you export a list or report.
Over the last few years, influencer marketing platforms have become, in general, more and more feature-packed. This is especially true with opt-in services that don’t have as deep a well of talent to search through, who’ve had to play catch up in other areas as they build their influencer networks up. Hypr, on the other hand, has remained steady in their offering. Their database started with an emphasis on data—especially audience data—and that set them ahead of most everyone else for a time. They’ve added a couple of new features here and there, but nothing that fundamentally changes what Hypr is about. It is still very much a tool for searching and analysing influencers—and it still does that search very well.
The interface itself is minimally designed, but its responsiveness during a search is very impressive. Results appear nearly instantly, and as you filter the search and narrow the results, the screen refreshes itself just as quickly. When you consider that there are over 10 million influencers in Hypr’s database, and each of them has thousands of posts that the algorithm has to go through and parse, the responsiveness is particularly noteworthy.
You can do a keyword search by audience interest, and then select one or more demographic categories—like gender, ethnicity, and age group—to refine the results. There are also a few fields to further narrow the results based on the influencer, like his location, follower count, and the social platform you’re looking to market on. With every selection the search results refresh to fit the new criteria. With Hypr’s long standing focus on deep data, though, it was surprising to see that there isn’t really much in the way of audience psychographics. Within an influencer’s profile you can see “Audience Interests,” but these are pretty generic labels already closely aligned with an influencer’s topics of choice. Of course a foodie is going to have an audience that’s interested in food and cooking. Do they have any brand affinities around this interest? Are there specific types of cuisine they’re interested in? This kind of information helps marketers not only find the right audience but also design the right campaign strategy moving forward. Let’s hope Hypr starts to add in these valuable data points.
Once you’ve refined your search to where you want it, it’s incredibly easy to start perusing the results. Each influencer shows up on the screen like a little trading card. You see their name, profile picture, bio, areas of interest, and quick stats on their follower counts. If someone looks like a good fit, you can click on her card to get the full deep dive into their audience and social performance (reach, engagement, and amplification). Or, you can simply tick little boxes off for each person that looks interesting and add them, one at a time or all in bulk, to a list for later review. Again, the software’s responsiveness here is great—it doesn’t feel like you’re searching through a website at all.
Since users will be going through an almost overwhelming amount of choices, organising the ones that interest you has to be done in a clean, simple way. With lists, you can group influencers together so that it’s easy to go back and refer to candidates for multiple campaigns (or, if you’re an agency, for multiple clients). You can then export entire lists into a single PDF, with each influencer’s in-depth stat sheet presented on a single page in an attractive and easy to read layout. Exporting can also be done for a single influencer right from their Hypr profile page.
The lists aren’t just an easy mechanism for organisation. They also give you excellent insight into the group as a whole. Let’s say you’ve created a list of 15 influencers for a specific campaign. You’ll want to make sure that they’re reaching the number and kind of audience your campaign is targeted to. You can see all that for each person, but within the list you can see how their numbers look aggregated and then averaged out. And, from the I-Can’t-Believe-None-Of-Us-Thought-Of-This-Before Department, you also get to see what the REAL reach of this group of influencers. Within a given vertical or audience interest, it makes sense that there would be a lot of overlap between followers. With Hypr’s Unique Audience tool, you can see the actual number of individual people you’re reaching.
You can see in the screenshot above that adding up the numbers of all their followers isn’t a true reflection of their collective reach—nearly a third of those followers are duplicates. This is incredibly useful information to have: it can help you to refine the group of influencers you’ll work with in order to hit your targets.
While the data they have on an influencer’s audience and performance can get very granular Hypr doesn’t doesn’t include any specifics about the content they create. It would be nice to see a small sampling of, say, the last 5 or 10 bits of content from their feeds to assess the quality and tone. Sure, each profile on Hypr contains links to the influencer’s accounts so you can check them out, but it would be nice to have, at least, a few recent (or even top performing) posts within Hypr for quick reference.
Another new feature on the platform is the Instagram campaign tracking tool. Anyone using a purpose-built campaign management platform in conjunction with Hypr likely won’t need this, but for those who are using their own in-house project management and communication tools should be excited to see its inclusion on the platform.
Because there isn’t any other campaign management built-in, setting up the tracking isn’t as automatic as it would be otherwise. However, the minor set up you have to do to get the tracking going is definitely worth the time (or the time of an intern, for whom these kinds of data entry tasks were practically made). For each post in a campaign, you only need to add in four bits of information: the influencer’s IG handle, the amount you paid for the post, a campaign hashtag, and the go-live date. In the list view, as seen in the screenshot above, you’ll get the status of the post, performance metrics, and ROI calculations based on what you spent. You can then view each post’s stats individually to gain insights into which influencers are doing the best work for you.
You won’t get any of the in-depth audience data that you get from a search, but this is a good starting point for getting solid reporting on your campaigns.
Years ago, Hypr set the standard for data-rich influencer discovery based on a simple idea: if the only thing you know about an influencer’s audience is its size, then you don’t know very much at all. Other platforms were connecting brands with influencers and helping them broker deals for content, they often left their clients in the dark as to who they were actually reaching. When Hypr launched, there was nothing new about marketers wanting to know as much demographic info about their target audience as possible—it was just slow to catch on with influencer marketing. Hypr’s been doing it from the start, and they’re still doing it very well.
Even though they have no interest in jumping into the campaign management game, it’s a great move to see they’re now making it possible to collect data on live campaigns. We’d love to see them get deeper into audience psychographics, which can only help their clients create engaging campaigns tailored to very specific tastes and preferences. Still, if you’ve got your own processes or tools for managing influencer campaigns, or even if you’re using IM-specific software for that purpose, Hypr makes a great complement to either those. Actually, even if you’re using an opt-in platform, Hypr’s still a great choice. You’ll get access to about 9.9 million profiles that you just won’t find as easily any way else—if you could even find them at all.
Services Offered: Influencer Discovery
Channels: Instagram, Facebook, Twitter, YouTube, Pinterest