Popular Pays is an online platform that links brands with influencers that align with their marketing goals.
Although it started as a middle point where brands and influencers could barter posts for products, it has evolved into a full-blown collaboration and content creation platform.
Throughout my career, I’ve seen influencer marketing become a vital part of digital marketing. According to Sprout Social’s 2024 Influencer Marketing report, 49% of consumers make at least one purchase a month because of influencers’ posts.
Several businesses have boosted sales and expanded their market by implementing a successful influencer marketing strategy. If your business currently needs this kind of growth, you might want to consider services like Popular Pays.
But is it right for your brand? Let me help you figure that out.
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How Does Popular Pays Work?
Think of Popular Pays as a bridge between your brand and content creators. The platform has a community of over 100,000 digital marketing influencers, so finding one to match your target demographic is easy. It also has several features and tools to help brands manage influencer relationships, launch and track campaigns, and create content for Instagram, Facebook, Amazon, etc.
You can discover and connect with top influencers while Popular Pays takes care of the legal and admin aspects, helping you focus on what matters.
You can also create and manage campaigns from one workspace on the dashboard. When your creators submit their content, you can review, request edits, or approve them with one click. Once your campaign runs, you can evaluate its effectiveness and measure ROI using the analytics tool.
Plans and Pricing
Popular Pays’ pricing is not stated clearly. You have to book a demo first to see what works for you. However, they have two plan options.
The Pro plan starts at $999.00 per month. It’s a SaaS option that grants you access to two active campaigns, unlimited messages, automated creator contracts, and digital rights for 6 months.
The Enterprise plan is more of a managerial service. Its pricing is customized depending on your needs. The Enterprise plan comes with access to all Pro features, premium add-ons, customizable content rights, and a dedicated customer success manager.
Key Features of Popular Pays
You can access several unique features to make brand and influencer collaboration smoother and more effective with this tool.
Creator Marketplace
Popular Pays has a lot of creators and influencers from which you can choose. With their influencer filter tool, you can streamline your search and discover Popular Pays creators based on their age, location, audience demography, skills, and network.
You’re provided access to detailed information on each influencer, including their social media handles, previous brand collaborations, audience insights, and content samples. These features make it easy for businesses to find influencers that align with their brand values and target audience.
Influencer Management
One of the biggest challenges brands face is managing several influencers at once. Yet Popular Pays’ influencer relationship management tools make this easy.
For instance, they have a thread on the web app that allows you to communicate directly with the influencer(s) you partner with, share ideas, files, and anything else you need to achieve your marketing goals quickly.
The platform allows unlimited collaborations and equips you to track them. An example is the campaign management feature, which allows you to access all the influencers you’re collaborating with from one place.
Content Library and Asset Management
With the Popular Pays content library, you can gather all your final content in one place. The search function helps you find specific assets, and you can filter the results to locate content that the creator has approved. You also have the option to share your content or save it through bulk or single downloads.
What’s more, Popular Pays’ in-platform integrations allow you to publish your assets directly on Instagram, Facebook, Amazon, or Pinterest.
Influencer Analytics and Campaign Reporting
Popular Pays offers several analytics tools to help you track the performance of your campaigns, content, and influencers. These tools monitor content impressions, likes, reach, replies, and comments.
You can access data for individual campaigns or get a holistic view of all your campaigns while tracking the performance of each influencer. These metrics provide insight into what’s working and what isn’t, allowing you to share this feedback with your team and make adjustments as needed.
Pros and Cons of Popular Pays
To properly decide if this solution is worth it, carefully weigh its pros and cons.
Pros of Popular Pays
Easy to Use
The user interface is easy to navigate, and you don’t need extra training or onboarding to figure out how to use it. This is vital, especially for small and medium businesses that can’t afford to hire an agency or in-house team to handle their influencer marketing.
One-on-One Collaboration
Popular Pays has several features that make one-on-one collaboration easy. You can easily ask your partners questions, discuss availability concerns, share creative ideas, and negotiate pricing. You can also share any file format necessary during the collaborating process.
AI-Assisted Campaign Management
While it doesn’t do away with the need for a strong team to oversee your influencer and affiliate marketing projects, PopularPay has AI functions that can greatly enhance your efforts and minimize the busywork that can take your team’s time and attention away from important tasks.
The platform offers several tools that streamline campaign processes and enhance their effectiveness. For instance, BriefAI is a tool that can help you create a campaign brief in just a few minutes.
Creating a campaign brief involves extensive research, drafting, and revisions. However, you can shorten this process by providing BriefAI with information about your budget, objectives, and deliverables.
You can also easily manage other aspects of the campaign process, including influencer discovery, contract management, and compliance with legal requirements.
Effectively Manage Your Team of Creators and Influencers
Popular Pays makes it easy for you to organize and maximize your team of creators.
Imagine having the team of influencers you’re working with within one space and then segmenting them based on their strengths and projects. Brands can also invite off-platform influencers and creators, giving them the chance to have the entire team on one platform.
Detailed Data on Influencer Performance
With this service, you also get detailed information on each influencer’s performance, which is called social health.
The data available here gives you an idea of how well the influencer is performing and whether they have what it takes to help you hit your sales goals. They also give you access to data like impressions to follower ratio and sponsored versus organic posts.
Cons of Popular Pays
Limited Audience Data
Popular Pays provides limited data on influencers’ audiences. The only audience data available is the standard age, gender, and location information. There is no other available data to give you an idea of what your target audience is interacting with.
Unclear Pricing
The pricing structure of Popular Pays is unclear. You would need to book a demo first to confirm the different plan options and price points.
Boost Your Influencer Marketing Strategy With Vivian Agency
Popular Pays makes it easy for businesses to source influencers and bulk produce authentic content. The AI-powered platform handles influencer and creator management’s legal and admin aspects so brands can focus on the creative aspects.
It’s a great solution, but whether it’s right for your brand or not ultimately comes down to what your brand needs.
At Vivian Agency, you can access the expertise you need to build effective influencer marketing campaigns that help you reach your goals. Contact us today if you have questions, or book a call with me for a one-on-one.
