Humanz, a marketing platform for content creators and brands, has entered the U.S. market, the company announced Thursday.
Launched in Israel in 2017, Humanz has gained strong traction in global markets including Europe, Latin America, South Africa and the Middle East. Today, Humanz works with over 300,000 content creators, powers over 15 million creator collaborations, and contributes to nearly $500 million in revenue.
As influencer marketing spend becomes a significant part of the broader marketing landscape, now estimated to be a $250 billion industry, Humanz’s expansion into the US signals a growing demand for marketing tools designed for content creators.
Image credit:Humanz
Humanz is a platform where brands can create and publish campaigns, and influencers can submit bids and apply to participate. Brands can access a talent discovery hub, management suite, and campaign builder to understand the return on investment (ROI) of their campaigns in real time. Influencers can see content performance data, audience insights, conversion rates, and discover potential collaborators. Companies can communicate directly with creators through the platform.
Notably, Humanz also offers a separate product for talent managers.
“We realized that a lot of influencers are managed through agencies, so it makes a lot of sense for[talent managers]to have a dedicated platform where they can manage their entire roster in a smart and efficient way and see the value in being able to get the same insights as well,” Humanz US CEO Roee Zelcer told TechCrunch. “All three players sit in one space and can communicate openly with each other and everyone is transparent. This gives everyone a level playing field.”
Humanz uses AI to analyze social media profiles, generate detailed influencer profiles, and predict conversion rates for every creator based on past campaigns, Zelser explained. So, if a brand wants to find influencers for a niche product, Humanz’s predictive models can predict conversion rates.
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“It’s that (AI) technology that has made us the market leader,” Zelser said.
Image credit:Humanz
Humanz quietly launched its service in the US earlier this year. Currently, approximately 3,000 influencers in the United States are registered on the platform, and approximately 20 brands have registered, including Google, Group M, L’Oréal, McDonald’s, Nestlé, Omnicom, P&G, Unilever, and Zara.
The platform has since released new features designed for creators. For example, Humanz has improved its campaign search feed and added filters to help users find flat-rate and affiliate-only campaigns.
This feature was developed based on feedback from Valeria Lipovetsky, the company’s new chief creator officer. Valeria Lipovetsky is responsible for providing insights based on her experience as a creator. Lipovetsky hosts the podcast “Not Alone” and has more than 6.5 million followers on Facebook, Instagram, TikTok, and YouTube.
She also helped conceptualize an upcoming feature that ensures users get paid three days after a brand deal is closed and the required content is uploaded.
“We’ll get paid within three days, which means we’ll take the risk and then invoice the brand, but we’ll pay the influencer out of pocket within three business days,” Zelser said.
Humanz plans to release this tool in the coming months. It will first be available in the US before being rolled out globally. The company plans to partner with multiple financial companies to enhance this capability.
Image credit:Humanz
The platform is free for anyone to join, and Humanz takes a 10% commission on the amount brands pay to influencers on the platform. For example, if a brand negotiates to pay 10 influencers a total of $10,000, they will also have to pay $1,000 in fees to the platform.
Humanz has raised $17 million in funding to date, with support from investors including Yuval Tal, founder of payments company Payoneer. The company plans to raise a Series B funding round to support expansion in the US
