Ad tech company, Fork Media has announced that it has entered into a data agreement with Twitter’s enterprise API platform, Gnip. The agreement will allow Fork Media’s social media influencer marketing platform, Buzzerati, to gain access to previously unavailable Twitter audience and content performance metrics for deeper business intelligence and richer analytics.
Buzzerati launched earlier this year at Adtech, the Digital Marketing & Advertising Conference in New Delhi. The influencer recommendation platform helps brands strengthen their engagement with target customers on Twitter and other social media sources.
With this agreement, Buzzerati will have access to first-party Twitter data around aggregate audience demographics, brand intelligence, trend analysis, consumer interests and keyword associations. The data, along with Buzzerati’s own proprietary data processing algorithms, provides stronger recommendations to brands on choosing the right influencers for their campaigns. Brands can choose various influencer filters including the location, gender, mobile network and interests of their followers. In addition, Buzzerati will provide discovery to the absolute following, active followers, engagement of an influencer and their followers.
In addition to enabling these recommendations, the data agreement also delivers more accurate measurement of impression and reach data for influencer campaigns. Brands will now be able to view actual impressions of their influencer posts and better analyze the ROI of a campaign across paid and organic mediums. Brands can use the platform to drive brand-led advocacy campaigns or create viral distribution for their existing content.
Speaking about the agreement, Samar Verma, CEO and Founder of Fork Media said, “We’re excited about the opportunity to leverage Gnip data from Twitter, as we continue to evolve our offering. It will help us go to market even more rapidly and efficiently with solutions that will keep brands and agencies on top of their game. The agreement will also help us offer the most relevant and advanced influencer marketing platform. With the integration of this data, our clients will now have access to better influencer recommendations, which in turn will effectively enhance their campaign planning, execution and success. It will provide us access to the leading global source of real-time social media data, Twitter, allowing us to pursue new marketing opportunities, and offer the best analytics to more brands and agencies.”
Brad Bokal, who leads Gnip’s Twitter data partnerships and sales efforts in APAC said, “We are committed to helping our global customers build lasting, value driven relationships with their clients. We are excited to work with Fork Media as they continue to integrate Twitter data into solutions that help their clients better understand user audiences and content performance on our platform.”