SheKnows hopes its head start entering the influencer marketing space will remain as the space becomes more mature and crowded. Other influencer marketing networks have cropped up, and traditional media brands like Condé Nast now offer advertisers extension into their groups of influencers.
“Seventy-five percent of total ad revenue is connected one way or another with an influencer marketing campaign,” Guelton said. “Very little business that we do doesn’t have a part of it.”
While Guelton wouldn’t get in too deep into SheKnows’ product road map, it plans on using the funds to build tech addressing marketer and publisher challenges around influencer marketing. That may include “ways we engage with influencers and activate them, self-serve social marketing tools for brands and agencies and robust tools to manage communities on behalf of brands,” he said.
Guelton, who came on board three years ago, said SheKnows breaks even.