Founding partner, Nohoa Arcanjo explains that she created a layer of
analysis that has more to do with engagement and type of diversity
Today there is no longer a brand campaign that does not consider working with influencer marketing. I need to talk to the community. Not to mention that the public has changed, you can’t do advertising, media and film. People don’t want to be interrupted. The speech of Nohoa Arcanjo, founding partner of Creators LLC, an influencer marketing platform launched in 2019 that connects brands and influencers. Today, it has six thousand registered creators.
Accelerated by Google, the rapid growth of the startup (315% in 2022, compared to 2021) follows the pace of advancement of influencer marketing. According to Adobe’s Future of Creativity study, done in 2022, the number of creators has increased by more than 165 million in the last two years, reaching a total of 303 million creators globally. Influencer Marketing Hub estimates that the content creator market is worth approximately $104 billion.
The platform initially received investment from Flagcx, an independent network of creative services, and has already gone through several acceleration programs from Google for Startups.
Nohoa says that Google’s acceleration process involves several programs, both technology focused on the cloud, where we are allocating our machine learning to improve the curation of content creators, as well as leadership and culture to leave solid foundations for a company to grow from a scalable way.
At the end of 2020, Creators also received an investment from Google via the Black Founders Fund, a fund that invests in companies founded and led by black people. We were one of the first three startups in Latin America to receive this investment. It is a very important initiative, because it slightly expands access to this technological market, which is very elitist, surrounded by privileges. Sometimes I feel like the elephant in the room, she says.
Focused on the enterprise segment, Creators earned BRL 20 million in 2022 and intends to double that result this year. The startup offers services such as curation and strategy. Nohoa says that one of Creators’ differentials is to bring ethnic and social focus.
We have a form for the customer to answer, where the strategy comes from. With this information, our team does a mapping with tags on the platform. It has tags for many things, not only numerical, but also ethnic and social, because we believe that this is our differential, explains she, who was a marketing executive for five years at Pandora and joined her husband, publicist Rodrigo Allgayer , of which he is a partner, to launch Creators.
Read the full story in the June 5 issue
