Humanz, which built a collaborative AI-powered creator
marketing platform, has entering the U.S. market with Roee Zelcer as its CEO.
The company offers an app for influencers and creators to gain insights into conversion and engagement rates, and
bid on new campaigns, as opposed to offering a campaign manager for brands to manage influencer marketing campaigns.
Data has become the key behind Humanz's strategy. It drops a pixel on
every company’s website it works with to estimate conversions, engagements, and bids on campaigns, similar to a tracking pixel for targeting ads.
“The more campaigns that run
through our system, the smarter the algorithm becomes predicting sales key performance indicators for the brand,” Zelcer said. "Our vision is why should that data just sit with the brand. Why
not share that data with the influencer, too, to show them the true value or improve and optimize their content."
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The model closes the information gap for creators, he explained. The brand
typically owns conversion and sales data, and it knows if the influencer was successful. Only at the end of the campaign, if the brand chooses, is the information conveyed back to the influencer.
Humanz wants to give that type of live data to creators and influencers through the app, which estimates all the data.
Zelcer spent more than three years at TikTok, and more than eight
years at Google in Israel. He said those companies have tried to do something similar, but in a different way, and Humanz has expanded on the thinking.
“TikTok came along and looked at
it upside down,” he said. “It said, I don’t care about the amount of followers an influencer has -- I care about is going viral and engagement rates of a piece a content. The other
part TikTok brought is the ability to natively with influencers in the platform. Now Instagram and YouTube are trying to play catch-up.”
That’s where Humanz technology comes in to
help them. Zelcer said Instagram will now reward influencers based on content through whitelist access. Through Humanz a brand can boost or promote an influencer’s organic piece of content with
paid media behind it by allowing brands to work with dozens of creators with fewer followers, as long as the content is engaging and drives sales.
Humanz is known for its work in Israel,
Turkey, Africa, and Brazil, but only this year decided to enter the U.S. and Western European market.
Humanz also has partnered with Valeria Lipovetsky, appointing the creator with more than
six million followers, as chief creative officer. She has followers across channels and is thought of as a top five global influencer in beauty and fashion. Lipovetsky hosts the "Not Alone" podcast
and founded Creator Method, a community and academy for creators.
With its expansion, Humanz can now facilitate authentic partnerships between U.S. creators and brands, helping them
grow together.
Humanz works with more than 300,000 global content creators and collaborates with some of the world’s largest companies such as Google, McDonald’s, Zara,
P&G, L’Oréal, Nestlé and Unilever.
During the past seven years, Humanz launched more than 15 million creator collaborations driving close to $500 million in
sales across global markets like Europe, Latin America, South Africa and the Middle East.
By providing a transparent, data-driven platform that gives real-time insight into a campaign’s
return on investment (ROI), Humanz enables creators to make informed decisions, optimize their content and become valuable business partners to brands.