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Zyper, the London-based marketing platform that connects brands with their ‘superfans’, has raised $6.5 million in Series A funding. The new round, which brings Zyper’s total funding to date to $8.5 million, is led by Talis Capital, with participation from Forerunner Ventures and Y Combinator.
Founded by Amber Atherton, Zyper has built a platform that lets companies identify their top fans, and therefore advocates, on various social media. It then invites these communities of fans to join advocacy campaigns where user-generated ‘ad’ content is seeded in return for various rewards and experiences.
Approach - Influencer - Marketing - People - Followings
It’s a more granular and long-tail approach than so-called influencer marketing that targets people with much larger social followings. Atherton has long-argued that traditional influencer marketing often results in poor engagement. Instead, Zyper’s tech identifies a brand’s top 1% organic fans, typically seeing each Zyper brand community consist of around 500-1,000 advocates.
To identify superfans for each respective brand Zyper works with, the startup employs computer vision and natural language processing technology. Atherton tells me that...
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