In today's rapidly evolving digital landscape, influencer marketing has become a cornerstone of brand promotion and engagement. But what can we learn from different markets that we can apply onto our own strategy? How much does an influencer earn in different countries?
Gigapay embarks a tour around Europe to talk to the top digital marketing voices to share how experts are shaping the future of influencer marketing.
This week, I had the privilege of sitting down with Juan Antonio Roncero, Co-founder and Co-CEO of Socialpubli, a pioneering marketing tech company based in Spain, which started working with influencer marketing even before Facebook or Instagram existed. When they started working with influencers, only Twitter existed and he shares the story on how they went from 0 clients to working with all the big agencies in Spain and LATAM.
In this exclusive interview, we delve into Juanan's journey, the unique value proposition of Socialpubli, the challenges and opportunities in influencer marketing, and their exciting plans for the future.
Andrea: Thank you for joining us today, Juanan. To kick things off, could you tell us about your background and what led you to start Socialpubli?
Juanan: Certainly, Andrea! My co-founder, Ismael, and I both have technical backgrounds with computer degrees. We worked together at Microsoft and Telefonica for several years. Ismael initially founded a social media agency called Internet Republic. One day, he approached me with an idea. He saw the challenges faced by agencies when working with influencers – issues with payments, contracts, and content tracking. That's when we decided to create a specific technology that could alleviate these pains for our customers and agencies and how SocialPubli was born. We spent about a year developing an MVP, then gathered feedback from prominent agencies like Havas or Group M in Spain. With their insights, we refined our product and launched SocialPubli.
At the time, Twitter was the primary platform for influencer campaigns, as Facebook, Instagram, and others were not yet on the scene.
Andrea: It's fascinating to see how you identified a need and built a solution around it. What sets Socialpubli apart from its competitors in the influencer marketing space?
Juanan: The key differentiator for Socialpubli is our technology. We're not just another agency; we offer both a website and a mobile application that empowers micro-influencers to collaborate across various social media platforms – including Twitter, Facebook, Instagram, YouTube, and even WhatsApp. Our technology enables influencers to create campaigns in minutes, provides customers with influencer discovery, metrics, campaign creation, and facilitates seamless payment processes. The technology-driven approach is what makes us special. Clients can make decisions based on the data that comes from the creators in our platform in order to make the best moves for their campaigns.
Andrea: How prepared is Socialpubli to serve international clients looking to run campaigns in Spain?
Juanan: We have a global presence, with offices in seven countries, including Peru, Mexico, the UK, Portugal, Miami, and of course, Madrid which is our home. This diverse footprint allows us to assist international clients effectively. We even have campaigns in China going on as we speak. Additionally, our extensive database includes 500,000 influencers signed up with us and over 20 million influencers available for discovery and analytics worldwide. We're well-prepared to serve international clients and facilitate their influencer marketing needs in Spain.
Andrea: That's an impressive global reach. Looking back at your journey with Socialpubli, how do you feel about the tremendous growth and impact you've achieved in just a few years?
Juanan: It's been a remarkable journey, full of growth and learning experiences. When we started seven years ago, we had just 2,000 opted-in influencers in our database, and it was challenging to meet the demands of our customers. However, today, that's no longer a problem. As I said, we have 500,000 opted in creators and over 20 Million creators we can work with in total. We're proud of the progress we've made and the robust influencer network we've built, but the entrepreneur journey is not easy.
Andrea: Could you share some insights into the types of clients or brands you work with, and perhaps any collaborations you're particularly proud of?
Juanan: Our primary clients are large agencies, with some of the biggest agencies in Spain, such as Group M, Havas, Ogilvy etc, being among our valued customers. We have a tailored approach to work with large agencies, ensuring efficient collaborations. However, our platform is open to agencies of all sizes, making influencer marketing accessible to a broader spectrum of businesses.
As for specific collaborations, we're proud of our ongoing work with NGOs through our Socialpubli Solidarity program. This initiative allows influencers to participate in campaigns supporting NGOs, generating awareness and positive impact.
Andrea: Your Socialpubli Solidarity program is a fantastic way to give back. Moving forward, are there any improvements or new features you're planning to introduce to the platform?
Juanan: Absolutely. One area we're looking to enhance is our loyalty program for influencers. We want to reward those who consistently work with us and provide them with even more incentives. We believe that keeping influencers motivated and engaged is crucial for our continued success. Additionally, we're continually adapting our technology to align with the ever-evolving laws and regulations in different countries, ensuring we remain compliant and transparent. We are also looking to find ways where we can pay higher amounts to creators who are really loyal to us and who really generate a lot of business to our clients.
Andrea: Maintaining transparency is key in influencer marketing. On that note, can you shed some light on how influencers are compensated on your platform? Do you pay them with money or gifts? Or maybe both?
Juanan: We believe in fair compensation for influencers, as they are professionals doing a job. Any influencer should receive money in exchange of their work. We pay influencers with money, not gifts, and they have the opportunity to evaluate each campaign before deciding whether to participate. The compensation varies based on factors such as the influencer's reach, the type of work required, and, in some cases, royalties for different types of content. This transparency allows influencers to make informed decisions about their involvement in campaigns.
Andrea: How much should an influencer get paid, with a relatively high E.R. and 100,000 followers let’s say…in the beauty niche?
Juanan: I think there are three variables to calculate the price of any campaign or post. The first one is the reach, so the more reach, the more it is going to cost. On average, we have a $10 CPM. I mean, if you have 100,000 followers, you will pay around $1,000 per post.
The second variable, is about the kind of work that you demand. I mean, it's not the same that you take a picture or you must move to a specific location or do some kind of dangerous activity like riding a motorbike, jumping off a cliff like we see in some extreme sports influencers. Mm-hmm. So depending on the job’s requirements, the brand needs to pay more money for a post.
And uh, the third variable are the royalties. I mean, if you need the royalties for the brand´s social media, for paid media, on average, a brand needs to pay 20% more.
Andrea: That's a fair and transparent approach. Finally, Juanan, could you share your vision for Socialpubli in the next five years and any exciting plans you have on the horizon?
Juanan: Our vision is for Socialpubli to become synonymous with influencer marketing – like "Googling" something on the internet. We want to become the “verb” for influencer marketing, and we want to hear customers saying “Socialpubli it!” when they need to launch a campaign.
We aim to be the reference point for customer management, influencers, and agencies and we are looking to build bridges for connections and to generate business in this sector. As we continue to expand globally, we are open to collaborating and creating new opportunities in various parts of the world. Our mission is to empower influencers and businesses through our technology, creating a win-win situation for all parties involved.
Andrea: Thank you, Juanan, for sharing your valuable insights and the exciting future of Socialpubli. We look forward to witnessing your continued success and innovation in the world of influencer marketing.
In this insightful interview with Juanan, we've gained a deeper understanding of Socialpubli's journey, its unique technology-driven approach, and its commitment to transparency and collaboration in the influencer marketing landscape. As the company continues to expand its global presence and refine its platform, it's clear that Socialpubli is poised to shape the future of influencer marketing worldwide.
Watch the full interview video HERE!
Would you like us to interview an expert you know of? We are always looking for interesting influencer marketing stories, so reach out to us here: email@example.com
Insights from our experts
Keep yourself updated with the latest news, insights and strategies about the finance side of the Creator Economy