Gone are the days where the typical internet influencer is a z-list celebrity.
The public no longer wishes to buy teeth whitening products just because a typical ‘internet influencer’ Geordie shore girl Instagram-ed herself holding them. People now realise that celebrities will only go as far as snapping a picture, rather than trying out the product.
When we met Anthony and Jules at an SM London event last November, we were very excited to hear of their new platform. In light of Australia Day, we asked Anthony to tell us exactly what their Australian company, TRIBE, does and how it works.
An insight into TRIBE
TRIBE will soon be launching in the UK, and our path to that significant business milestone has been nothing short of exciting. I imagine there’s a high chance you’ve never heard of TRIBE, but if all goes to plan, our intention is to have a huge impact on SME businesses looking to engage in social media and influencer marketing in the UK and broader Europe.
To give you some context, TRIBE is the brainchild of Australian TV and Radio personality Jules Lund. The origins of TRIBE like any good start-up are organic; Jules noticed brands reaching out to him to post on his popular socials channels, and got frustrated with the 1-2 months it would take to agree, create and publish one piece of branded content. This workflow problem led him to invent TRIBE, designed to make the influencer marketing process as efficient, cost effective and quick as possible – for influencers, and importantly for small or large brands.
The Big Move
Fast forward 18 months and the team we’ve built has had the incredible fortune in spreading our tech platform and app across the Australian marketing landscape, working with large media agencies, boutique ad agencies and a volume of small and medium enterprises who are the lifeblood of our platform. In fact, it was only a few months ago that we realised over 50% of the brands in our platform (1300 in our 1st year) are the new, small and local businesses that need our cost effective platform the most – think boutique fashion labels, local restaurants or latest tech apps. With this initial traction, we managed to attract a considerable amount of investment with the plan of spending this on expanding into new markets; however, working out where to go wasn’t so simple.
Unfortunately, we hadn’t factored in the weather. Otherwise the countless emails we got from Rio urging us to consider TRIBE Brazil wouldn’t have been politely declined. We also rejected a lot of opinion and advice from knowledgeable people. The reason for this, however, was simply the fact that we are a tech company, and as a tech company, data drives our key decisions.
Engagement Across The Globe
Firstly, this involved identifying market metrics that we felt important to our business. These ranged from the classic ease of business scores, and advertising industry spend figures, to the more practical English language penetration and cultural equilibrium. While the UK’s numbers spoke for themselves, ultimately it was the weighting we applied to language and culture that sealed the deal.
As any business operator knows, it’s a monumental effort to start a business in your city or country, let alone in a new country. Adding a variable culture or new language to the mix just amplifies the difficulty score. Ashes rivalry aside, there’s no arguing that the UK and Australia share more than a royal family, but have an intertwined history and similar sense of humour. Amazingly every year about 500,000 young go-getters from both countries exchanges Bondi for Shepherd’s Bush and vice versa. This cultural proximity and familiarity couldn’t be ignored, so we linked our UK plans and are now excitedly prepping for roll out. Soon we’ll be helping small, medium and large UK business utilise the powerful marketing medium of influencer marketing, at a fraction of the cost.
ALL IMAGES C/O TRIBE
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