So sponsored content written for Time’s women’s interest magazine “Real Simple” could be amplified by Time’s in-category influencers, via Connect.
Time also collects data on how its readers and logged-in subscribers interact with Connect influencers, Buckley said. “And we are building products that are able to capitalize on this.”
Both CafeMedia and Time also want to use their influencer-generated audience segments to do lookalike modeling off-property.
“Once you have the content created on social and audiences there you’ve connected with, it’s easier for that brand to go about reaching followers and lookalike audiences through more traditional desktop or mobile ads,” said ROI Influencer CEO Seth Kean.
Even a year or two ago, influencer marketing was thought of as “paying someone to post something and then counting the likes and engagement,” said Kean. “Now it’s about crafting audiences and amplifying content.”