Creator Marketing Firm Pearpop Unveils PAIR, a New AI-Powered Review System for Brands

On September 25, 2024, Pearpop, a creator marketing company that facilitates brand collaboration with social media creators, launched PAIR, an AI-powered creator review platform. Influencer marketing has significantly evolved over the past decade, with 27 million paid social media creators in the U.S. alone, according to the Keller Advisory Group. As a result, creator marketing companies must implement robust technology and infrastructure to provide scalable solutions for brands.

PAIR aims to streamline the process of identifying optimal creator-brand pairings by enhancing the creator vetting process. While current market solutions primarily focus on brand safety, Pearpop’s platform adheres to stringent safety standards while also identifying creators uniquely suited to specific brands, thereby maximizing the ROI of creator programs.

Previously, the vetting process relied on subjective judgments. In contrast, PAIR utilizes a proprietary combination of first-party and third-party data to objectively assess and display ideal creator partnerships for any brand. Brands can select from various criteria, including follower count, engagement rate, age, location, content genre, audience profile, and more, to define their ideal creator partners.

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This AI-driven platform enables brands to efficiently evaluate a larger pool of creators, resulting in more reliable and effective pairings than any other existing solution. Following the initial vetting, Pearpop’s Creator Management team conducts a comprehensive review to ensure shortlisted creators meet high standards in production quality, brand safety, and tonality, while avoiding category conflicts and problematic content.

“Pearpop’s unique technology and approach to connecting creators with Microsoft has significantly impacted our business,” said Marie-Laure De Veyt, Microsoft’s Senior Influencer and Innovation Marketing Lead. “They’ve amplified our investment, making each dollar more effective, which directly contributes to our marketing success. The launch of PAIR will enhance these results.”

Earlier this year, Microsoft utilized Pearpop to analyze thousands of creators based on diverse criteria, resulting in a data-driven shortlist of 60 qualified creators. After a thorough human review, the team identified 29 creators best suited for its Microsoft 365 and Surface campaign, achieving 142 million impressions and over 1.4 million direct clicks to retail, at a highly efficient cost of $0.70 per click. The introduction of PAIR is expected to further improve these outcomes.

“PAIR signifies a pivotal shift in creator marketing—our industry’s ‘Moneyball Moment,’” stated Cole Mason, Pearpop Co-Founder and CEO. “This platform provides unparalleled data intelligence, granting marketers greater insight, control, and confidence in making optimal creator pairings.”

Beyond large-scale social media campaigns, Pearpop offers:

• Affiliate Marketing Programs: The Pearpop Affiliate Portal enables brands to manage creator affiliates at scale, integrating with platforms such as TikTok Seller Center.
• Integrated Paid Media: The proprietary “Boost Mode” feature allows brands to convert authentic creator content into high-performing paid advertisements effortlessly.
• Evergreen Creator Rosters: Brands can build and manage scalable rosters of creator talent for ongoing collaboration and community engagement.
• Social Media Management: Pearpop Social Studio collaborates with brands to enhance organic growth through creator partnerships.

Since its launch in October 2020, Pearpop has rapidly grown, expanding over 500% since Spring 2023, and earning partnerships with prominent brands including Microsoft, Amazon, and Netflix. The platform features one of the largest communities of diverse creators, with over 225,000 members, where 71% of earnings are distributed to rising creators with under 1 million followers. Notable investors include Guy Oseary, Ashton Kutcher, and Mark Cuban. Pearpop’s mission is to empower creators to earn a living doing what they love, unlocking the value of every social media user globally.