Cheetah Mobile, the Chinese mobile Internet company, is partnering with influencer discovery platform Hypr to boost music influencer marketing campaigns.
Hypr already has access to millions of influencers through the Musical.ly platform, a social media platform for music lovers. Musical.ly now has 300 million app users. It was sold in a $1 billion deal recently.
Meanwhile, Cheetah has over 3.81 billion mobile installs through its security and utility apps.
Through the partnership, the companies are hoping to launch a new avenue for advertisers and brands to reach out to influencers across the social network as well as on platforms such as Live.me and other Asian networks.
Cheetah Mobile’s US team will be utilizing Hypr’s tech tools to help US brands and marketers discover and connect with influencers in China.
Gil Eyal, CEO of Hypr, explained:
“Musical.ly is the one platform our clients ask us about the most. No other platform can provide this level of targeted access to a Gen Z audience. Working with Cheetah Mobile exposed us to a level of professionalism and expertise we haven’t seen before. We are excited to continue providing our clients with access to meaningful influencer audience data through some of the hottest marketing channels in the world.”
Advertisers and brands will be able to discover influencers in just a few seconds. Once they have found their match, they can connect with suitable influencers. The Cheetah Mobile team will be activating campaigns across the Musical.ly platform, and other Cheetah-owned apps and properties.
At the same time, Hypr will facilitate the identification of influencers through demographic data, including gender, location and age.
“After evaluating numerous influencer audience analytics platforms, we’ve discovered that Hypr’s technology is unequivocally the best solution we’ve seen within the influencer marketing space,” added Arther Wu, head of global brand sales at Cheetah Mobile. “We’re thrilled to be partnering with Hypr and tremendously excited about entering the US market with a local partner that’s the market leader in its category.”
Cheetah Mobile has previously been working with Hypr to boost its campaign transparency.