Humanz, a marketing platform for content creators and brands, has entered the U.S. market, the company announced on Thursday.
Founded in Israel in 2017, Humanz has gained significant traction in global markets, including Europe, Latin America, South Africa and the Middle East. Currently, Humanz connects with over 300,000 content creators, facilitating over 15 million creator collaborations and contributing to nearly $500 million in revenue.
With spending on influencer marketing now a big chunk of the overall marketing sector, now estimated to be a $250 billion industry, Humanz's US expansion shows there's growing demand for marketing tools designed for content creators.
Image credit: Humanz
Humanz is a platform where brands can create and publish campaigns, and influencers can bid and apply to participate. Brands have access to a talent discovery hub, management suite, campaign builder, and real-time insights into their campaigns' return on investment (ROI). Influencers can see content performance data, audience insights, conversion rates, as well as find potential collaborators. Companies can communicate directly with creators through the platform.
Notably, Humanz also offers a separate product aimed at talent managers.
“We realized that a lot of influencers are managed through agencies, so [talent managers] “They also see value in a purpose-built platform that allows them to smartly and efficiently manage their entire workforce and get the same insights,” Roee Zelcer, US CEO of Humanz, told TechCrunch. “The three companies can sit in the same space and communicate openly and transparently with each other. It creates a level playing field for everyone.”
Zelcer explained that Humanz uses AI to analyze social media profiles, generate detailed influencer profiles, and predict conversion rates for every creator based on their past campaigns. So if a brand wants to find an influencer for a niche product, Humanz's predictive model can forecast that conversion rate.
“We have become a market leader because [AI] Technology,” Zelcer said.
Image credit: Humanz
Humanz quietly launched in the US earlier this year and currently has around 3,000 influencers on the platform in the US, representing around 20 brands, including Google, GroupM, L'Oreal, McDonald's, Nestle, Omnicom, P&G, Unilever and Zara.
The platform has since released new features designed for creators. For example, Humanz revamped its campaign search feed and added filters to help users find flat-fee and affiliate-only campaigns.
The feature was developed based on feedback from the company's new Chief Creator Officer, Valeria Lipovetsky, who is responsible for providing insights based on her own experiences as a creator. Lipovetsky is host of the “Not Alone” podcast and has more than 6.5 million followers across Facebook, Instagram, TikTok and YouTube.
She also helped conceptualize an upcoming feature that will allow users to sign brand deals and get paid within three days of uploading the desired content.
“We guarantee payment within three days, which means we take the risk and bill the brand, but we'll pay the influencer out of our own pocket within three business days,” Zelser said.
Humanz plans to release the tool in the coming months, first in the US and then globally, and the company plans to partner with multiple financial companies to power the feature.
Image credit: Humanz
The platform is free for anyone to join, and Humanz takes a 10% commission on what brands pay influencers on the platform. For example, if a brand negotiates to pay 10 influencers a total of $10,000, they will also have to pay $1,000 in commission to the platform.
Humanz has raised $17 million to date, backed by investors including Yuval Tal, founder of payments company Payoneer, and is planning to raise Series B funding to support its expansion in the United States.