Influencer Marketing

Crafted Vs Mavrck

Crafted vs. Mavrck Comparison
Product Crafted Amplify Mavrck
Industry Focus Food and Beverage, especially with a retail presence Varied Industries
Content Offerings Food-related videos, UGC, recipes, cooking, testimonials, showcases, video ads, product reviews Videos, Photos, Ratings & Reviews, Research Surveys, Blogs
Platform Core Strength Drive-to-retail campaigns for retail conversions, authentic UGC & cooking content, short form content, speed, whitelisting Data Powered Searchable Network of Influencers, Enterprise specific features (like Brand Safety), Long-term, brand-owned macro-influencer relationship management, White label solutions
Influencer Management Software All-in-One Platform for Influencer Management Workflow for Identifying and Managing Influencers
Integrations None currently Integrates with Retail Affiliates, Ratings & Reviews Syndicates, Attribution Platforms, DMPs, e-Commerce, CMS
Creator Negotiation Process Transparent pricing based on expected reach, pre-negotiated rates with creators You will need to negotiate with creators
Hyper-Targeting Capabilities Location filtering of creators Location-based Search Criteria
Content Review Ability to review video drafts and send revision notes Ability to review video drafts and send revision notes, Supports offline reviewing
Product Fulfillment Tools Supports Promo Code for eComm websites, Shipping to Creators, In-Store Pickup & Reimbursement Supports Shipping to Creators
Influencer Search and Discovery Automated outreach to curated influencer network, vetted for food & beverage, cooking content 3M contactable macro & micro-influencers in Searchable Database, Fraud Detection for Followers and Engagement, Audience demographics incl. ethnicity, likes and interests & content performance. Lookalike influencers
Campaign Reporting Performance Tracking and Expected ROI Measurement Performance Tracking and ROI Measurement, Brand lift, Offline Sales lift
Content Licensing Full Usage Rights and Ownership, Accessible through Client Specific Portal Included upon Influencer Opt-In
Channels Supported TikTok, Instagram Reels, YouTube Shorts (coming soon) Instagram, Facebook, Twitter, Pinterest, Youtube, and blogs. Twitch and TikTok not as searchable, but activations possible.
Pricing Structure Monthly software fee, Pay per asset & optional add-on, Performance-Based pricing on CPM basis, pre-negotiated rates Contract basis, 10-20% of brand deals, brand must negotiate rates with creator

In the landscape of influencer marketing solutions, Crafted Amplify and Mavrck offer distinctly different approaches catering to diverse brand needs.

Crafted Amplify focuses in the food and beverage industry, and approaches influencer marketing from a media buying perspective. It stands out for its performance-driven model where influencers are compensated based on their actual reach. This model ensures a fair market rate for influencer performance, aligning the compensation with campaign success. Crafted Amplify's strengths lie in drive-to-retail campaigns for retail conversions and the creation of authentic UGC, especially in cooking content. The platform's transparent pricing, including a monthly software fee and a pay-per-asset model, makes it accessible for brands with various budgets and pre-negotiated rates with the influencer. Crafted Amplify’s geographically diverse influencer network, particularly in location-specific campaigns, are a key advantage. Additionally, it supports promo codes for e-commerce and in-store pickup & reimbursement to the influencer all within its software platform. This requires less involvement from the brand to create quicker video turnaround times in the most efficient manner.

Mavrck, in contrast, offers a broader approach suitable for varied industries. It boasts a data-powered searchable network of influencers and specializes in enterprise-specific features like brand safety and long-term, brand-owned macro-influencer relationship management. Mavrck’s platform integrates with various affiliates, ratings, reviews syndicates, and e-commerce platforms, offering a comprehensive custom solution for influencer campaign management. However, Mavrck places the onus of influencer negotiation on the brands, potentially making the process more time-consuming and leading brands to overpay influencers. Mavrck's influencer search and discovery feature includes a vast database with fraud detection, audience demographics, and performance analytics. The platform also supports offline reviewing and content licensing upon influencer opt-in.

Both platforms offer influencer management software with content review capabilities and performance tracking. However, Mavrck extends its reporting to include brand lift and offline sales lift, appealing to brands seeking in-depth campaign analysis.

In terms of channels supported, Crafted Amplify focuses on TikTok and Instagram Reels, catering to the current trend in short-form video content, while Mavrck supports a wider range of channels, including Instagram, Facebook, Twitter, Pinterest, YouTube, and blogs, offering more extensive coverage.

Crafted Amplify’s pricing structure, which includes a monthly software fee and performance-based pricing, provides flexibility and scalability for brands. In contrast, Mavrck operates on a contract basis, charging 10-20% of brand deals with high retainers, which might be a higher barrier to entry for brands.

In conclusion, Crafted Amplify is the optimal choice for brands in the food and beverage sector looking for specialized, authentic content and performance-based influencer campaigns, especially for drive-to-retail strategies. Its approach to influencer compensation and campaign management makes it particularly suited for brands focused on maximizing ROI in influencer marketing. Mavrck, with its broad industry focus and extensive features, is better suited for larger brands or agencies requiring comprehensive influencer management capabilities across various platforms and detailed campaign analytics.

Nov 14, 2023
Influencer Marketing
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