Trust and Transparency Drive Sylo's Significant Platform Updates

NEW YORK, Feb. 26, 2019 /PRNewswire/ -- Sylo, the leading provider of third-party measurement, brand safety, and insights for the influencer marketing industry, today unveils sweeping innovations to its multi-user dashboard.

Within the last few months, the Influencer Marketing industry has made a coordinated effort to reaffirm trust in the medium and standards that are expected within a maturing industry. The headlines in the past year have focused on fake followers and bots, shifting the attention from measuring campaign performance to fraud. 

Fixating on bots and fake followers deflect from the real challenges partners face—the need for mutual transparency, trust, and accuracy of campaign measurement and performance.

In addition, Social networks, from legislative pressure have taken a series of steps to reign in the data it provides through its APIs and punished companies that fail to comply with its terms of service. We predict the networks will continue to tighten their control over how account information is obtained and used, rendering it nearly impossible to collect data without gaining the end user's consent and authentication. Ultimately, we view this change as a critical, fundamental step in improving data quality, accuracy, and integrity. Without consensual access to a creator's metrics via Instagam's private API for example, we'll continue to see over-reported metrics, inaccurate performance results, and a misrepresentation of benchmarks.

With Sylo's improved Tracking product, marketers save hours spent sifting through the torrent of self-reported data, screenshots, and continual analysis of outdated reports. Now, marketers will gain access to unbiased, real-time, automated campaign, and creator performance data, which inches them closer to attribution. From viewing individual posts and post-performance to overall campaign efficacy, Sylo's dashboard and insights help marketers determine the efficiency of their spend as well as gain critical insights into future investments and budget allocations—all from data obtained only through a creator's authorization.

As the industry evolves, brands and agencies will shift their focus from an ambiguous, omnipresent amount of bots within a creator's audience, to a more nuanced analysis and understanding of the effective metrics a creator delivers to meet their partner's goals and objectives.

“With the increase in brand investment, and popularity of ‘Influencer’ as a media tactic, there needs to be more rigor behind the vetting and analysis of performance from influencer activation.  The idea of 3rd party verification for influencers follow-bases is newer territory but agencies and brands need to push for these standards in the space to provide better automation of brand safe and verified inventory,” said Amanda L. Grant, Managing Partner, Head of Social US, GroupM/mPlatform.

Harnessing Sylo's Pulse product, brands and agencies now have the means to monitor and analyze the health of a creator's channel and potential inorganic performance based on audience growth, engagement, and behavior. Alerting creators, brands, and account managers of any potentially fraudulent abnormalities in growth, engagement, or inorganic promotions; Delivering confidence to invest in healthy audiences and creators with consistently effective performance.

The above being critical to both sides to ease the tension of unwarranted data collection, the value of the inventory, and fees based on the influence of a creator's impact.

The industry has an opportunity to reduce the pressure on creators to engage in inorganic performance and follower activity, by partnering with them to create a climate of mutual transparency, standards, and consensual data collection. Sylo strives to be at the forefront of unbiased data disclosure, trust, and integrity.

About Sylo
Sylo is a third-party measurement and analytics source for social marketing, providing brand safety, data transparency, and actionable insights. To learn more, visit www.meetsylo.com.

Media Contact: Erick Schwab, [email protected]

SOURCE Sylo

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