What is a creator saying about my brand? New tool automates proof of work for influencer marketing industry

Video and audio data analysis solution from IMTB and RippleXn lets marketers get a view of where their brands – and their competitors – are being talked about on social media.

The Influencer Marketing Trade Body (IMTB) has partnered with RippleXn, a social video media listening platform. 

RippleXn enables brands and agencies to track video content, including live streaming, for compliance status in realtime. 

By knowing what’s said, customers gain new insights into their video-based influencer marketing campaigns and greater brand safety. 

“RippleXn’s tech processes video content; the story, what’s said and how it’s said,” offered Adrian Land, co-founder and COO of RippleXn. “There are a million-and-one tools that can tell you how many views your social video campaign got, but until now if you wanted to know what’s said in a video, your team had to physically watch every livestream, VOD or short-form video.” 

RippleXn augments current data analysis tools by processing social video content at scale. Time-consuming tasks like reviewing contractual or #ad declarations are done in the background, enabling teams to focus on bigger, more effective campaigns by understanding what’s contained within the thousands of hours of content being produced for a product launch or by managing more affiliate partners than ever before. 

Brands can use RippleXn to receive proof in real time that the creator undertook the specified work. They can check sponsorship requirements including:

  • What did the creator say? 

  • How many times did they say it? 

  • Did they mention the competitor's name? 

  • Is the content ASA/CMA compliant?

  • It enables agencies to automate proof-of-work, and influencer profile authentication. 

    Preparing for the Online Safety Bill

    For the past two years, RippleXn has been developing new NLP technologies in stealth with a small number of brands, influencer marketing agencies, and in regular consultation with the IMTB.

    Scott Guthrie, Director General, IMTB said: “RippleXn’s technology aligns perfectly with IMTB’s membership and ethos by providing a market-led solution to many of the growth challenges we face as an industry, particularly around the anticipated Online Safety Bill’s forthcoming regulatory changes and the need for greater oversight safety when marketing to younger audiences.” 

    James Beaven, CEO and co-founder, RippleXn, added: “Partnering with the IMTB signifies our resounding support for their goals and commitment to a professional code of conduct. We believe the IMTB will be foundational for growth not only within Influencer Marketing, but the creator economy as a whole.”

    As part of the IMTB partnership, RippleXn will be offering early access to new developments and features to IMTB members, as well as special packages designed to tackle immediate resource and regulatory challenges.

    Launched in October 2021 with six founding members the IMTB now has 18 member organisations: BENlabs, Captiv8, Disrupt, THE FIFTH, Fourth Floor, Good Relations, impact.com, INCA, R&CPMK, Ketchum, Ogilvy, Open Influence, SEEN Connects, Storm, Tagger, TAKUMI, Whalar and What They Said.

    IMTB represents influencer marketing on the Committee of Advertising Practice (CAP) as a member.