Services Offered: Influencer Content Amplification

Channels: Facebook, Instagram

There’s a basic, four-stage lifecycle that brands go through after they’ve heard the phrase “influencer marketing” for the first time.:

  1. Curiosity: What is influencer marketing?
  2. Interest: How can I get in on that?
  3. Commitment: Let’s do this.
  4. Assessment: Well, that went well. What now?

At stage 2, they may find themselves here, at this website, looking at reviews of IM platforms. Whichever way they go, they’ll navigate through their first campaign, and the next, and the next, until after awhile they’ll hit stage four. What now?

This is where Lumanu comes in. Founded in 2016 by Paul Johnson and Tony Tran, Lumanu aims to fill a niche that the industry as a whole is only now slowly realizing exists. As influencer marketing began to explode, Johnson and Tran noticed something: while brands were stumbling over one another to get in the game for real, they still hadn’t abandoned paid ads on the same social platforms. On the one hand, they had a fully functioning marketing team sourcing images, or paying designers/photographers to create them, while writing fresh copy and targeting unknown audiences. On the other, they were collaborating with influencers, who’d create images and copy at a fraction of the price for broadcast to a loyal group of followers.

Companies started figuring out on their own that they could use influencers as a kind of ad hoc creative department, reusing the content they’d created for their paid social ads, but deploying them without the same level of data intelligence they had on the influencer side. There just wasn’t any software out there designed for these Phase 2 campaigns—this was a big hole Johnson and Tran intended to fill.


And fill it, they did. To their credit, Lumanu’s creators made sure not to create a product that competes with other influencer marketing platforms and then does this one other thing. Instead, it’s designed to act as a standalone, purpose-built tool that complements whatever platform brands are currently using. You won’t find any influencer discovery tools, and the software isn’t going to manage your campaigns. What it will do is act as a dashboard for all your influencers and their content for the purpose of converting your influencer content into Facebook and Instagram ads. And, OK, it doesn’t just do one thing, because it acts as frontend for deploying all these ads—you can create the ads, set your budget and push everything through your influencer accounts to Facebook and Instagram directly from within Lumanu.

In designing Lumanu, Johnson and Tran employed the “Do one thing, and do it well” philosophy. Now that you know what it does, the question is: does it do it well?



Pricing is relatively straightforward: pay a flat, monthly access fee and start using Lumanu. The rate is customised to each client, with plans starting at $500. Agencies are billed per client along the same lines.

The Details

Working with Lumanu is a simple proposition, with just two sections to navigate between. The first section you’ll deal with is the influencer manager. This is where you add all the influencers you’re working with into the Lumanu database—unlike IRM or Discovery tools, all your influencers stay that way: your influencers. You’re not loading them into some collective database to be found by other brands, you’re adding them to your dashboard to amplify and optimise their content.

Adding influencers can be done in bulk through a CSV import, or one at a time if you’ve got an intern you want to punish. Lumanu then spot checks the file and ensures there are no errors in the sheet—things like invalid URLs and deleted FB/IG pages, among others. After resolving any errors, influencers are uploaded to the platform.

From the influencer manager section, you can then get some basic data about the influencers you’ve just loaded. This is also where you invite your influencers to authorise Lumanu to get at their more advanced data. The way Lumanu does this is also different than your average influencer platform, where an influencer is asked to create an account and the platform sucks in all their data and makes it available to everyone. With Lumanu, they’re asked to join your “Social Cert” network, which they authorise by signing in through their Facebook and/or Instagram profile. They don’t create a Lumanu account, rather they’re just creating a one-to-one connection between their account in Facebook/Instagram and yours in Lumanu. Once this is done, Lumanu is able to pull in all their content from Facebook and Instagram (including Stories!)—along with the stats covering each post’s performance and engaged audience. This happens through direct API connection, and because your influencers have authenticated it all still works with the recent Facebook data restrictions.

This data forms the basis for deciding which content is ripe for boosting—which you’ll do in Lumanu’s other section, Content Manager. From there, you can search through your influencer content based on many different criteria—including keywords, hashtags, mentions, and more. Another cool feature: you can save these searches and any new content that matches will automatically be added to the results.

In earlier versions of Lumanu, Content Manager was where all the magic happened: boosting content through paid ads. Once you’d found the particular piece of content you want to boost, you can set that up right from the dashboard. You didn’t have to interact with Facebook or Instagram directly to start buying up ads. You still don’t have to do that, and with the latest update, you have to do even less to start effectively amplifying your content. Now, in Content manager, you simply select the posts you want to reuse, submit them, and you’re done.

The rest is taken care of by the SmartBoost Manager, which optimizes the distribution of your media based on your objective, taking into account the data you already scrutinised when to select that influencer in the first place. This means finding lookalike audiences for each channel and advertising directly to them. You can also provide additional targeting guidance by defining filters (audience geography, gender, age) and adding additional Facebook interest audiences. But, if you did your homework the first time around, your best bet is to let SmartBoost do its thing: you like your influencer’s audience when you first contracted her, so you’ll also like these new audiences that share common demo- and psychographics.

Content can be boosted according to your objectives: Reach, Engagement, Link Clicks, and conversions. Unlike an organic post, Lumanu allows you to attach a call to action button (Learn More or Shop Now) to your influencer’s Instagram, Instagram story, and Facebook posts when boosting. You can add  a URL to your call to action, along with links and UTM parameters to allow you to track performance internally. There’s so much more potential in each of your influencers’ posts, and Lumanu helps you tap into it with incredible efficiency.


Lumanu has no competitors among the many platforms we’ve reviewed here, which isn’t meant as some figure of speech. They literally have no competitors—for now. All good ideas eventually get copied, refined, maybe even improved upon, and it likely won’t be long before Lumanu no longer stands alone. But you shouldn’t check out Lumanu simply because it’s the only platform doing what it does. You should check it out because it’s worth it: you can choose to redeploy content you already know resonates with certain audiences, and the software doesn’t just ensure that more people get to see it. It ensures that more of the right people see it. It does that one thing, and it does it well. And they get bonus points for coming up with the idea in the first place.

Services Offered: Influencer Content Amplification

Channels: Facebook, Instagram

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