Companies are increasingly relying on influencer marketing to increase their reach. The key is good coordination of influencers on Instagram, TikTok, Facebook, YouTube and other channels. But it’s not always that easy. Influencer marketing tools therefore offer the possibility to better coordinate influencers and organize the entire influencer marketing. In our new market overview, we have compared 19 different influencer marketing tools for you. Based on 9 categories and over 150 criteria, you will find a lot of information about the individual providers and the most important aspects of each tool.
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Influencer marketing tools – support for better coordination
Just a few years ago, the topic of influencer marketing was hardly important for marketers. Since then, the relevance of influencer marketing has risen sharply and the trend is upward. So has the relevance of influencer marketing tools. Among other things, marketers can use them to find suitable influencers for their company more easily.
Yet it‘s not only the search for influencers that poses challenges for marketers, but also the coordination of the influencers with whom companies cooperate. After all, these are freelancers who are booked flexibly for new influencer tasks. In order for this to work smoothly from order to payment, smooth organization is crucial. Support is provided by influencer marketing tools that not only help marketers find suitable influencers, but also coordinate them for upcoming assignments – centrally via a platform.
But which influencer marketing tools are actually available on the market? Who are the providers? What functions do the individual influencer marketing tools offer? And last but not least: What do solutions for influencer coordination cost? We have dealt with these and other questions in our market overview of influencer marketing tools and offer you a detailed comparison of 19 different solutions here.
Influencer Marketing Tools – Market overview categories
As in all our market overviews, we’ve looked at different categories – 9 in total – for influencer marketing tools:
- General information about the software providers
- Languages of the tools’ user interface
- Industry focus of the providers
- Basic information and functions
- Advanced functions of the tools
- Functions for collaboration with content creators
- Legal criteria
- Additional services of the tool providers
- Pricing of the tools
We compared these influencer marketing tools:
USP (according to own statement): „AI-based metrics that help to measure image and the company’s marketing efforts.”
References: Semcore, TimeCamp, Inhouse Creative
USP (according to own statement): „Brandwatch Influence allows you to find the right influencers from more than 30 million creators worldwide, facilitates management in a dedicated CRM, and automates the tracking and reporting of campaign posts for you in real time. Smart dashboards, white-label solutions and workflow functions ensure smooth influencer management.”
References: Henkel, Webedia, The Sociable Society, ABS-CBN
Cision Communications Cloud
USP (according to own statement): „Coverage of all communication work processes in one platform: influencer database, dispatch assistant, monitoring across all media genres and evaluation, e.g. via analysis dashboards.”
References: Kempinksi Hotels, Sonos Motor, Norma Group, Engel & Völkers, Mazda
USP (according to own statement): „We focus on influencers and businesses in the dog industry. This provides a better matching between brand, the owner and of course the dog.”
References: Renske Natuurlijke Diervoeding, SW Pet Products, Johnson Petfoods, Buddy & Lola, Inaba
EQOLOT Business Manager
USP (according to own statement): „Efficiency, Forecast, Service.”
References: Dove, Ferrero, Pinterest, RTL, Peter Mertes
USP (according to own statement): „Biggest most accurate database of influencers, simple to use and easy to become a customer.”
References: Wizard PR; Carolina Rimondi
Influencer Marketing Automation Plattform
USP (according to own statement):“Our automation & AI based tool helps marketing managers to find suitable influencers as easy as never before & to manage them with maximum automation for campaigns and authentic content. Our Intelligent Matching is based on artificial intelligence and finds perfectly matching creators. In addition, we track influencer performance and collect content automatically.”
References: LG Electronics, Nextbike, Thalia, TP-Link, Svenja Walberg
USP (according to own statement): „fully self managed – The completely independent management of social media campaigns”
USP (according to own statement): „All-in-one solution for Influencer Marketing. Largest database of influencers 61M+, NUmber One Fraud Detection, Unique Market Analysis.”
IROIN® Influencer Marketing Suite
USP (according to own statement): „DSGVO compliant, European servers, German support”.
References: Spotify, Social Match, fischerAppelt, etepetete, playmobil
USP (according to own statement):“Direct integration with the customer’s e-commerce system facilitates the inclusion of product samples, which are used in almost every campaign / cooperation. In addition, this integration makes it possible to identify sales that have come about through the cooperation partner (influencer), which enables remuneration models on a commission basis.”
References: Fleurop, Österreichische Post, Butlers, Pumperlgsund, Nur.fit
Linkster Influencer Performance Cloud
USP (according to own statement):“Our USP’s include: 1. Proprietary tracking for the most accurate performance data in real time – with and without code. 2. custom dashboards and analytics for unique insights & optimizations 3. efficient and personalized campaign management for large teams and many collaborations.”
References: Junglück, Beautybears, SNOCKS, Purelei, Mister Spex, KORO, Asambeauty
USP (according to own statement): „Moonio offers a comprehensive set of tools for brands and creators to connect, and all the necessary features to run hassle-free, successful collaborations.”
References: Cheerz, UberEats, Flamingueo, Carl’s Jr.
USP (according to own statement): „It’s an influencer relationship management tool, designed for long-term collaborations and brand ambassadors.”
References: Huawei, Belief, Beast, Circle K, Stockmann
USP (according to own statement): „The easiest way to find and work with right influencers”
References: Reface app, Revive App, Freedom Finance, Hearty App, Delfast.
RTECH by Reachbird
USP (according to own statement): „Reachbird combines influencer marketing expertise with technology. Thanks to our smart influencer marketing technology and a skilled team of experts, we take influencer marketing to a new level for brands and agencies.”
References: Coca-Cola, Sebamed, Sport 200, Biotta, Mövenpick
USP (according to own statement): „Tagger’s mission is to provide marketers with the most accurate and valuable social data through a robust platform that maximizes workflow efficiency.
Simply put, our platform allows brands, agencies, and media companies to plan campaigns, search with purpose, connect with and hire influencers, and report what matters most.”
References: Awin, Amazon, Porsche, Warner Bros
USP (according to own statement): „The largest database of influencer on Instagram, in-depth analytics”
English – default language of the user interface
Many companies work internationally and often have teams around the world that access software. The more international the workforce, the more important it is for companies to offer tools and systems whose user interfaces are available in different languages. This ensures a good and smooth user experience of the tools. We therefore asked the providers which languages their influencer marketing solutions cover.
One key finding: English is standard for almost all software solutions for influencer coordination. 16 out of 19 providers make their tool available with an english language user interface. The extent to which other languages are offered therefore varies greatly depending on the provider. In general, it can be stated: For the most part, the individual tools cover only a few languages per solution.
These basic features should be covered for influencer coordination
What basic functions should influencer tools have? We asked ourselves, among other things, whether AI is used, whether the solutions are multi-client capable so that several influencers for different brands can be coordinated via one tool without any problems, and how the tools’ influencer database is set up. The latter in particular is important for companies that do not yet have the right influencers under contract and are still looking for them. Last but not least, artificial intelligence plays an important role in simplifying the influencer search. But also whether existing cooperation partners are registered on the respective platform of the providers is a key selection criterion.
Our comparison of the various influencer marketing tools shows in terms of AI integration: most software solutions have AI integrated. Multi-client capability is also predominant, so that marketers can coordinate influencers for different brands and their social media strategies via one tool. However, insofar as registration on the provider’s platform is possible, there are sometimes major differences with regard to the coverage of influencers. The situation is similar with the databases of the tools.
Payment models: This is how influencers get paid via the tools
How can marketers actually pay their influencers? What features do the 19 influencer marketing tools offer in terms of payment and billing? That’s what we asked the providers in the payment models category. We distinguished between the payment models cost per click (CPC), cost per lead (CPL), cost per order (CPO) and cost per install (CPI), as well as flat rates and subscriptions. We also differentiated between various payment options – PayPal, credit card, direct debit – and asked whether influencers can be paid directly from the tool.
For example, the latter is only possible with seven out of 19 providers. There are also considerable differences in the payment methods. The same applies to the various remuneration models. Marketers should therefore pay close attention to which options they need here.
Price structure of the providers – this shows how much Influencer Marketing Software costs
When looking at the pricing structure of influencer marketing tools, we asked the providers about their pricing system and looked at what costs are incurred for a software solution. In addition, we look at possible setup costs, the minimum contract period and possible different costs depending on the size of the company. The price models show that the costs depend on different factors in some cases. While two providers offer subscription models, the costs for most tools are calculated according to the number of coordinated influencers, among other factors. Other providers charge according to user or company accounts. The starting price of the monthly costs varies significantly and ranges from 15.99 euros to 1,500 euros.
Conclusion: Define exact requirements for influencer marketing tools
The provider landscape for influencer marketing tools is multifaceted. For you, this means: The more precise the requirements for the functions and conditions of the software are, the better you can filter providers for your purposes. For example, pay particular attention to aspects such as databases, search functions, supported compensation models for your influencers, pricing structure, the influencer channels covered (Facebook, YouTube, Twitter, Instagram, TikTok, etc.) and integration options of the tools.