Fanbytes recently announced that Kamani Capital, founders of fashion companies boohoo.com, PrettyLittleThing and Nasty Gal invested in the marketing company that focuses on reaching millennials through influencer marketing campaigns.
Fanbytes provides tools and services which help brands reach audiences on Snapchat, TikTok and Instagram. Using its influencer platform, brands are able to plan their influencer campaigns and grow their social presence.
Founded in 2014 by CEO Timothy Armoo, the company now has a team of 30 members of staff operating from London, Mexico, the US, Australia, New Zealand and Canada.
“We focus on Gen Z audiences because we realize that they are a unique audience which brands struggle to reach,” Armoo told Business of Apps.
“They are the first generation who are born with social in their DNA so understanding how to tap into them is hugely valuable as if you get it right, they will be your brand ambassadors. Additionally, with a company with an average age of 22, we’re a company who understand this audience better than most which leads to a strategic advantage.”
In addition to its influencer marketing platform, Fanbytes also plans to launch a talent business to represent TikTok influencers.
Armoo adds that its CTRs average 5% for its campaigns. “All three of the co-founders are technical people and so by approaching this with data we’re able to be very good at targeting. We have deep integrations with all app tracking partners like Appsflyer, Adjust and Tenjin as a consequence of our data approach,” he adds.
Fanbytes plans to use some of the funding to invest more heavily into its technology and integrate more deeply with social media platforms.
“I think we’re reaching the space where influencers are simply seen as media owners and as a consequence should be treated like so,” Armoo added.
“When you had Zoella and PewDiePie leading the influencer charge, there was a special point made about celebrities and their haloed influence. I don’t believe this to be the case anymore. The marketers who win are those who see influencers as highly targeted digital billboards and as a consequence place a higher premium on the content as opposed to just simple product placement.”