Stay marketing-savvy and tech-savvy. Get the latest in martech by subscribing to MarTech Today.
Linqia unveils ‘first’ platform for predicting influencer engagement
Company says its newest AI layer builds on its five-year database of engagement performance, where brands only pay for performance.
Linqia is out today with a new version of its platform that it says offers the first predictive analysis of influencers’ performance.
Based in San Francisco, the company has been offering performance-based influencer marketing since 2012, where brands pay by clicks, likes, shares and other performance metrics for influencer campaigns on blogs, Facebook, Instagram, Pinterest, YouTube, and Twitter.
Previously, VP of Product Jonathan Pollack told me, Linqia employed machine learning for various kinds of classification, such as summarizing influencers’ posts, estimating brand affinity, recognizing images and analyzing sentiment. This provided the kind of classification that other influencer platforms offer, he said, such as Amplero or Dovetale.
Now, he said, a new layer of AI on the new Linqia Performance Platform offers predictions of user engagement for campaigns with specific influencers, among the 100,000 or so influencers that are non-exclusively in its network.
He noted that, because Linqia has offered the only performance-based pricing model in the influencer industry since it was founded, it now has five years of such data on which to build predictive models.
Linqia claims a greater than 90 percent accuracy in predicting engagement for specific campaign goals, such as numbers of clicks, likes or shares.
The new platform, the company’s second major version, also features updates to its user interface, workflow and campaign management, as well as features to assure Federal Trade Commission-compliant disclosures and to perform sentiment analysis of how campaigns are received.