Draft:Upfluence
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Upfluence is a privately held software-as-a-service (SaaS) company that develops tools for identifying, recruiting, managing and paying social-media content creators on behalf of consumer brands and advertising agencies. Founded in Lyon, France, in 2013, the company later established its global commercial headquarters in New York City while retaining product-development operations in France.[1]
History
[edit]Upfluence was founded in Lyon in 2013 by Kevin Creusy, Vivien Garnès, Alexis Montagne and Yann Metz-Pasquier, who had previously collaborated on search-engine-optimisation and content-marketing projects.[1]
After five years of bootstrapped growth, the firm raised its first external capital in September 2018, securing US $3.6 million in a Series A round led by ISAI and French Partners, funding that French technology outlet Maddyness reported would finance “nearly eighty” new hires split between Lyon engineering and a strengthened U.S. sales operation.[2] During the same period, the company opened a Manhattan office and began marketing its software to North-American e-commerce brands, a strategy that culminated in relocating its commercial headquarters to New York City. Trade-press coverage has since grouped Upfluence among the principal players in the influencer-marketing platform market; a 2024 TechCrunch feature, for instance, cited Upfluence alongside CreatorIQ when profiling emerging competitor Modash.[3]
A 2019 Adweek investigation into TikTok’s early U.S. expansion referenced an internal campaign brief prepared by Upfluence that outlined incentives for recruiting creators from rival platforms.[4]
Platform
[edit]Upfluence;s cloud platform indexes social-network data across Instagram, TikTok, YouTube, Facebook, Twitter, Twitch and personal blogs.[1]
In 2021, Upfluence introduced Live Capture, a feature that scans a merchant’s own shopper and newsletter databases in real time to surface customers who already possess social followings.[1]
Research
[edit]Academic literature often cites Upfluence as a representative tool in influencer-marketing research; a 2024 article in Cogent Business & Management listed the platform among those “critical for identifying the right influencers.”[5] Industry surveys likewise rely on Upfluence data: a 2021 Business Insider analysis drawing on figures compiled with Influencer Marketing Hub reported that 62 percent of marketers planned to increase their influencer budgets that year.[6]
References
[edit]- ^ a b c d Dita, Hanin (9 August 2021). "Influencer marketing app Upfluence stands out with live capture feature". ContentGrip.
- ^ Russell, Geraldine (3 September 2018). "Upfluence lève 3,6 millions de dollars et recrute près de 80 personnes". Maddyness (in French).
- ^ Heim, Anna (30 October 2024). "Modash is flipping the influencer-marketing script by connecting brands with the long tail of creators". TechCrunch.
- ^ Wodinsky, Shoshana (20 November 2019). "An Inside Look Into How TikTok Could Attempt to Win Over Influencers". Adweek.
- ^ Sarkis, Nada; Jabbour Al Maalouf, Nada; El Lakiss, Ramy (2024). "Examining influencer marketing: the roles of para-social relationships, unpaid collaborations, and trustworthiness in shaping consumer buying behavior". Cogent Business & Management. 11 (1). doi:10.1080/23311975.2024.2419501.
- ^ "Influencer marketing stats: How creators have impacted businesses in 2021". Business Insider. 17 May 2021. Retrieved 15 May 2025.