Tagger Media

Services Offered: Influencer Search & DiscoveryCampaign ManagementInfluencer MarketplaceThird Party Analytics

Channels: Facebook, Instagram, Twitter, YouTube

Founded in 2015 by Peter Kennedy, Tagger began life as a music recommendation engine, tracking social conversations and analysing fan preferences as the foundation of an “If you like X, then you’ll like Y” service. Once it became clear how much their algorithms and analytics could glean from these conversations, the pivot to influencer marketing became an inevitability. Besides, services like Spotify and Pandora were already doing quite well recommending music to its users—the consumer world didn’t really need any more of those. The influencer marketing world, on the other hand, seemed a bit starved for something beyond the simple discover-and-deploy tools that were (and are) everywhere.

Data is at the heart of every successful influencer campaign, but most platforms only focus on what you can find out about influencers and their audiences. Whether these data points are gleaned through algorithmic magic, or influencers opting into a platform, there’s still a limit to what you can do with the available information. And that’s where Tagger comes in. Tracking more than 9 billion social conversations resulting in an incomprehensible amount of points—all indexed, analysed, and searchable, by brands and agencies alike—Tagger’s approach to analytics is on another level entirely. To call it an influencer marketing platform is an understatement: Tagger is a full fledged digital marketing research tool with few equals.

Yes, it’s also a straight-ahead influencer marketplace, home to over 3.5 million influencer profiles—and, of course, all the data that you’d want to accompany those profiles. Campaign management and reporting are both here, as well, giving brands a fine degree of control over their influencer efforts. Were Tagger just made up of these core functions—discovery, activation, management, and reporting—it would still be a best-in-class platform. But it’s the analytics and research capabilities that really set it apart, and which give brands a huge advantage before they’ve even executed their first influencer search.


Summary


Pricing

There aren’t any pricing guidelines on Tagger’s site, so we can’t give you very detailed information here. Really, the most helpful information we can give you is:

  • Like most influencer platforms, this one is Software as a Service, so you’ll be paying a subscription fee for access.
  • This is not software for a small business. Unlike your average influencer marketplace, Tagger’s service is incredibly robust. It offers more use and data than a small company would know what to do with. Their roster of clients includes big companies like Verizon, Chase Bank, Dove, and Sephora, and Prada. They’ve also got some big influencer agencies, too, including Warner Music Group, Tinder, and Mediacom.

For detailed pricing, you’ll need to contact Tagger directly.


The Details

In a lot of ways, it feels reductive to refer to Tagger’s platform as a “marketplace.” It has all the features of one: you can perform advanced searches on a database of influencers, finding ones who you might like to work with; you can create campaigns open only to those that you invite or make them open so anyone can apply; you can manage all the influencers and their content submissions easily; you can analyse the performance of all posts and influencers and determine your ROI, if any. So, yes, it sounds like a marketplace—but there’s so much more to it.

Like all standout platforms, the basis of what makes Tagger Media so useful is its data and insights—in this case it’s the platform’s focus on psychographics that sets it apart. The tech that powers Tagger isn’t just indexing relevant data making it searchable; it’s actually built on a social listening feature that analyses what people are talking about to understand their interests and affinities. Through this, brands and agencies can get a very precise look into what kinds of content will drive engagement with these audiences. It also gives them the same precision in identifying an audience predisposed to engage with an already-planned content strategy.

If there’s an obstacle to Tagger’s efficiency is just how much you can learn as you click through influencers, content, and even your competitors. It would be easy to find yourself going down a proverbial rabbit hole, as every piece of data and information links to more, which then links out to more, and so on. This is especially true for competitor research, where the wealth of information not only gives you insight into what’s been working for them but can also serve as inspiration for your own campaign. You can dive deep into any company’s social presence, looking into their audience and that audience’s brand affinities, for example. The same goes for each influencer they’ve worked with. Check out their mentions and brand affinities, and—here’s where you can start going down the rabbit hole—that influencer’s audience, their brand affinities, and their mentions. There’s even a social health metric, showing how an account has fared over time, benchmarking things like follower counts and engagement rates, as well as the authenticity of a given audience.

All past content is indexed, with sponsored content going back to 2013. And of course, through all the results and data you’ll sift through, you can sort and filter and refine the results in any number of ways. It’s an incredibly powerful tool, and words in a review don’t do it justice. To fully understand its power, you need to see it in action.
Searches for influencers offer dozens of filters to refine results, so it’s pretty easy to find, say, a food photographer in London with an audience of mostly males in their late 20’s that love pizza and Toyota’s hybrid cars. That’s weirdly specific, but it underscores the power of Tagger’s data and search tools—and how far you can take the idea of brand affinities. The platform’s data analysis engines give it the ability to “understand” an influencer’s followers enough that it can go and find “lookalike” audiences, pointing you to other potential influencers. Brands can also bring their own infuencers to their campaigns, as well, but they will need to opt in to the platform for data to be collected (especially important for reporting).

These analytics don’t just serve to identify pitch-perfect influencers to collaborate with during campaigns. The listening tool also works as a way for brands to monitor their own social accounts—and their competitors—as a way of ensuring that they’re engaging on all fronts, and doing so effectively.
The management dashboard is chock full of ways to organise all your marketing efforts—influencer can be organised into groups, even within the same campaign. This is very helpful for when there are multiple kinds of content being produced, or you’re publishing across several platforms, or you want to categorise the influencers by reach—really, you can organise them any which way you like and quickly call up the entire group to track their status in the campaign. You can also track the progress of content as each piece is submitted, and all along the way—from influencer activation through publication—Tagger’s customisable workflow tools ensure that everyone who needs to be involved is. Whether an agency’s waiting for brand approval on an influencer or their content, or the influencer needs to submit draft revisions, or teams need to discuss things internally, the platform’s handling of users, teams, and roles, keeps information flowing freely to the people who need to see it. The goal here was for teams to operate efficiently and transparently, and they’ve certainly achieved it.

Of course, with a platform that’s this meticulously thought out, it shouldn’t be surprising to know that it includes a solid reporting function, too. Just like with search, you can dive deep into your campaign posts to see how it all went. All content, including Stories, is sucked into the platform, giving a single piont to analyse everything about a campaign. Engagement, conversions, ROI, CPE, audience data—it’s all here. This all sits alongside individual performance stats for each influencer, giving marketing teams all they need to identify their successes and repeat them, then find their failures and avoid them.


Conclusion

There’s a lot more to what Tagger Media can do, and it would be quite an effort to try and list them all out here. What’s important is what we’ve highlighted here—namely that Tagger is one of a few marketplace platforms that’s looking to go beyond what we’ve all come to expect by now:

Maybe you’d get a big pool of influencers to choose from, but finding them was hard. Or you could find them easily enough, but there just wasn’t enough data to make a fully informed decision. Or maybe you’d be able to see tons of data, but there wasn’t a great way to manage the influencers. Or maybe there was a good management interface, but it was overkill because the platform didn’t have that many influencers to begin with.

Tagger Media puts all of these concerns in the rearview. And it does that on a platform hosting over billions data points connected to over three million influencers (and their followers). Data is at the heart of it all, data that fuels results. The results then unearth more data, and the new data fuels more results. Maybe “marketplace” isn’t the right word. Maybe “ecosystem” is a better fit. Tagger comes off less as a tool, and more of a social data habitat.

Services Offered: Influencer Search & DiscoveryCampaign ManagementInfluencer MarketplaceThird Party Analytics

Channels: Facebook, Instagram, Twitter, YouTube

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