Javier Yuste (Valencia, 1991) is the cfounder and CEO of Binfluencer, which faces its fourth year of existence seeking to become a reference in the field of marketing of , thanks to a tool that unites artificial intelligence and machine learning: all with the aim of helping brands find the most suitable influencer for their campaigns on .
To learn a little more about Binfluencer, we have interviewed Javier.
How did the idea of creating Binfluencer come about?
in 2016 Jesus San Roman (COO of Binfluencer) and me We were looking to promote our footwear brand, Vono Italian Flair, and to do so, we decided to carry out an influencer marketing campaign. What was the surprise when we found ourselves with a very poorly structured market, difficult to access and somewhat ambiguous for the advertiser. As always, the idea arose from necessity. Already in 2017 he joined the project Ivan Martin (CTO) to complete the founding team.
At first we thought of creating a showcase where the products promoted by the influencers could be purchased. But the complexity of logistics finally led us to offer a space where brands and agencies could find the person who could best represent their values. This is how Binfluencer was born in 2016, the first all-in-one software of the sector, which includes all the necessary services to carry out influencer marketing advertising campaigns.
Is it a self-developed tool? With what resources have you carried out this development?
Innovation is the soul of our business. we rely on our own technology to facilitate our client’s decision-making, based on objective and contrasted data, all in real time and focused mainly on the digital environment. Thanks to the sum of its own algorithms, artificial intelligence tools and machine learning, we constantly improve our analyzes and predictions. With data in hand, decision making is simplified.
The company has obtained more than 500,000 euros of public funding from organizations such as ENISA and CDTI. In addition, since the beginning, there have been 3 rounds of financing with private investors for a value close to one million euros.
How does it work?
Through a digital platform with the most innovative technology, it is possible identify the best fit influencers from around the world to the commercial interests of each brand between more than 7 million profiles indexed from all over the world (all Instagram and Youtube profiles with more than 5,000 followers).
Our algorithms based on statistical parameters allow determine the rates of this market according to the real level of influence of the chosen person, which guarantees brands full transparency and cost planning. Likewise, the tool offers a complete report of the results achieved with each campaign, making it easier for companies to make decisions.
We use our own constantly updated algorithms and artificial intelligence tools and machine learning to analyze the profiles of each influencer according to a series of parameters that allow us gauge the actual quality of your followers (whether they are real users or bots), their and their frequency of interactions. We check more than 20 variables, including the profiles and interests of their network or their geographical location, and with all these inputs we offer brands a selection of influencers who share their same target and can adequately represent their values to provide the campaign with a high success rate.
You have just incorporated YouTube. Why did you start with Instagram?
Instagram was the social network for influencer marketing par excellence, but due to its growth, it has been expanding to other social networks. Not only to Instagram and Youtube, but to LinkedIn, and Twitter. Depending on the product or service to be advertised, different social networks are offered. If it is very visual, Instagram is preferable. If, for example, it is from a technology sector, the target is more concentrated on YouTube.
What are the main differences between the influencers of one platform and the other? In what cases would you recommend one or the other more?
With the incorporation of YouTube to our platform, we give the advertiser the possibility of making cross-platform campaigns, so it means offering more management options to customers. In addition, brands now have access to more than 1 million profiles of analyzed.
The user profiles in both social networks are different, and having that variety adds a lot of value. In addition to multiplatform, you have to think that it brings diversity of formats and promotions: images, videos, brand mention, exclusive promoted video, etc. The platform offers them a single management tool that facilitates the entire process: from the moment of the briefing and dissemination of the content to the tracking Y reporting end of the campaign.
Youtube is a somewhat more expensive social network than Instagram Regarding collaborations with influencers, therefore, the use of one or the other may also depend on the budget in each case, although the cost will depend on how the campaign in question is divided.
What are your clients like? What kind of campaigns do they carry out? Why do you think they choose you?
Our clients are of very different profiles: any company, regardless of its size and sector, that seeks to promote a brand, product or service through influencer marketing can be a potential Binfluencer client. We currently have more than 50 clients, including well-known brands such as Cabify, Cofidis, Zurich, Merkal Calzados, Jeep, ElTenedor, Sky…
Nowadays, social networks move a large part of consumption habits. For this reason, companies hire public figures who identify with their products or services in order to become prescribers of their brands. They use their own profiles on social networks as a channel to recommend its use among your fans or followers, in order to influence their purchase decision. It is proven that this type of advertising is less intrusive than the conventional one, it moves by affinities and empathy, and obtains better results.
Our clients want to manage the platform autonomously, transparently, knowing in advance what their investment is going to bring them, and this is thanks to the complex technology behind it. In addition, they do not have time to negotiate the fees of the influencers, they want it to be automated, which we are achieving from Binfluencer, to professionalize this sector that was so chaotic and little or not at all systematized. And finally, they want to obtain a complete and easy-to-understand report: everything measurable during the campaign is reflected in it. For all this, they hire Binfluencer.
As a startup, at what point are you in your development? Where do your plans go in the short/medium term?
Our expansion plans are currently focused on Latin America, where we have our own office in Chili and we are in the process of expansion opening Mexico and Colombia. Subsequently, we will continue to open and consolidate the market in the rest of the Latin American countries. We are confident that we can offer brands from all over the world the best ally for their influencer marketing campaigns.
Regarding the product, one of our objectives is to add new social networks, such as Linkedin and, above all, continue to be leaders in applied technology in this sector, and rely on data in order to provide our clients with the information necessary to obtain the best results. We are advancing a lot in this sense and giving more and more data to our clients that they cannot obtain in any other way.
At the business level, our forecasts aim to close 2020 with a turnover of more than 4 million euros.
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What is the main learning that you take away from the entire entrepreneurship process so far?
You must never stop, the key is perseverance and execution. If you stay at home one day because you don’t feel like going to an event, surely you don’t know a potential client, an investor or a partner. Force yourself to be on the move, but yes, make good decisions, because making bad decisions can set you back quite a bit.
What would be your main advice for someone who is thinking of starting a business?
Entrepreneurship is like a roller coaster, there are days when everything seems black but you realize that they are not so bad, and that good mornings also have to be viewed with caution… That they pursue their dream, that they set their goals well and that they are clear that the path It’s hard, but the learning is immense, and it pays off.
Imagine that you could travel in time: What advice would you give to your Self in 2009?
Patience that everything in life comes.
Let’s do a bit of futurology: what headline would you like to read in Marketing4eCommerce in a year?
Binfluencer closes the largest Influencer Marketing campaign with more than 3,000 influencers in a single campaign thanks to its own technology.
And a little more difficult: imagine that we jump forward in time: how do you imagine eCommerce in 2023?
I imagine it with unstoppable growth and that worries the retailers that they will have to reinvent themselves for offering consumers different experiences.
quick quiz
- What is the first social network you open in the day? WhatsApp
- iOS or Android? I started with IOS, switched to Android, and recently back to IOS
- App or website? Web
- In which eCommerce and how long ago did you make your last online purchase? amazon yesterday
- And it was? a gift for my niece
- Last book read? , from my friend Ángel Rielo
- Recommend us a fiction series
- What website have you come across lately that has surprised you for the better? adslzone.net
- What is your favorite thing to do that has nothing to do with digital? Drive the car or motorcycle
- Let’s spin a magic chain: Which acquaintance of yours (from another company) do you think we should interview? Why? Antonio Cantalapiedra from Woonivers, I won’t tell you why, you will find out.
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