BlogFrog touts new name, new platform
The newly named TapInfluence Inc. in Boulder launched a new, cloud-based "influencer marketing" software platform Monday.
Software on the platform will help companies with well-known consumer brands connect with "influencers," or people with significant audiences on social media sites who write about those brands, said Holly Hamann, a company co-founder.
In the past, Hamann said, "(our) software was meant to help brands connect with bloggers. Now, this is really people with significant audiences on Facebook, Pinterest and YouTube."
"Influencer marketing" is seen as increasingly important as customers ignore banner ads on websites, according to a TapInfluence press release. So, for example, Haven Home, a division of Reader's Digest North America, has signed on to use the new software in online marketing campaigns, according to the press release. Financial details of the Haven Home deal were not disclosed.
"Influencer marketing campaigns are increasingly important to our clients as they work to engage with their customers through content that is targeted and informative," Andrew Augustine, director of digital sales at Haven Home, said in the press release.
Other TapInfluence customers include 75 Fortune 1,000 companies, marketing agencies and publishing companies. The privately held company does not disclose specific revenue figures, Hamann said.
"We're pleased with the return that we're able to provide to investors," Hamann said.
TapInfluence is funded with more than $4.1 million in venture capital. The company plans to double its number of online "influencers" to 200,000 from 100,000 in the next six months, Hamann said. "Influencers" are paid for the content they produce; the company makes money from the companies with the brands being promoted, she said. "Influencers" disclose their roles in promoting products under Federal Trade Commission rules, Hamann said.
TapInfluence opened an office in New York last year and now has 37 employees in New York and Boulder, Hamann said. Customers include media companies such as ABC News; Meredith Corp., publisher of magazine titles; and Ogilvy & Mather, a national advertising agency.
BlogFrog Inc. started in 2009 in Boulder as a network of bloggers that grew to reach an estimated more than 5 million female consumers online, the company has said.
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