Influencer Marketing, while a great source of content, has traditionally failed as a performance marketing channel.

Low organic reach, abundance of fake followers and bots, and the inability to target content to specific audiences and measure results have rendered Influencer Marketing unreliable for performance-driven marketers.

With today's consumers increasingly turned off by repetitive brand ads, how can brands incorporate Influencer Marketing as an effective and scalable media channel?

Working closely with a handful of top consumer brands, we set out to uncover what makes a consumer do something meaningful as a result of social endorsements.

As a result, we discovered three remarkable insights. First, an unfamiliar influencer can still influence a user if the content is relatable and informative. Second, users trust content coming from an influencer more than if the same content were repurposed on a brand account. Third, showing a user multiple content by different influencers in one campaign significantly increases brand lift and purchase intent.

From our learnings, we built Lumanu. Lumanu is the first solution to take the creative storytelling of influencers and amplify it programmatically to audiences built from a data co-op across influencers and advertisers.