Influencer Marketing · Influencer discovery and campaign platform
Social Grid: an influencer discovery platform built on audience fit
Social Grid helps brands find creators by who their audience is rather than how many followers they have. We built the platform in 7 weeks. Shortlisting creators for a campaign brief dropped from 3 weeks to 2 hours, and brands selecting on audience fit saw campaign ROI rise 58%.
- Client
- Social Grid
- Industry
- Influencer Marketing
- Built
- Web app
- Timeframe
- 7 weeks
What changed
- 3 weeks to 2 hoursto shortlist creators for a campaign brief
- 2.4M profilesof creators indexed with performance history
- 58% higher ROIon campaigns for brands selecting on audience fit rather than follower count
- 19% flaggedof the profiles brands had shortlisted manually were fraudulent or inflated accounts
- 3,100 campaignsrun through the platform
- 7 weeksfrom start to finished build
Results as reported for this build after launch.
The challenge
Brands had no clear way to judge creator performance or find creators who matched campaign goals, because discovery tools were scattered and offered little real performance data.
Brands were picking influencers by follower count, the metric that predicts almost nothing and is the simplest to fake. Campaigns reached big crowds with no interest in the product, and the whole category picked up a reputation for not working.
Research was slow and manual. A marketing team could spend most of three weeks with a spreadsheet, engagement screenshots and endless scrolling, and still end up with a shortlist built mostly on gut feel.
Our client had worked campaigns from both sides and knew the real question was audience makeup, not audience size. A creator with forty thousand engaged followers in the right demographic beats one with a million spread around the world, yet brands had no practical way to tell them apart before spending.
What we built
We built a data-driven discovery platform where brands filter creators, review content performance and start partnerships in one place.
Search runs on audience attributes, so a brief describes who needs to be reached and the platform returns creators whose audiences match.
Audience-first creator profiles
Profiles show audience demographics, geography, interest categories and engagement quality, plus performance across past campaigns.
Authenticity scoring
Follower spikes, engagement pods and comment patterns typical of bought engagement are flagged, removing the nineteen percent of bad profiles brands used to shortlist.
Audience-based discovery
Brands search by the audience they need to reach rather than by creator attributes.
Briefs, negotiation and contracts
Campaign briefs set deliverables and usage rights, and negotiation and contracting happen inside the platform.
Content approval and live tracking
Content is approved before posting, and performance is tracked live against campaign goals.
Comparative reporting
Reports compare creators within the same campaign.
Screens and design system
The result
The 58% ROI lift came almost entirely from changing how creators are chosen. Spend and creative stayed the same; only the creators changed, picked on who their audience really is.
The authenticity data had a side effect our client did not expect. Brands now use it to audit creators they already work with, and several long-standing partnerships have ended because of it.
