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No one, it seems, has come up with a good way to harness all the videos, photos and tweets that budding creators post every day on YouTube, or the Facebook media juggernaut, or its smaller Snap-pier rivals.
Stepping into the breach is Social Native, a company with a fresh $8 million in financing and a well-pedigreed executive team that’s hoping to give brands a way to use social images and messaging as a more effective advertising channel.It’s not a new idea, but it’s one that was able to draw in SoftBank Capital to finance the company’s planned investment in an algorithmically based tool that identifies prolific social media users whose content meets certain standards.
“Early on, we human audited creators to understand content quality & eventually built an AI algorithm to better understand & predict content quality,” wrote Bhaji Illuminati, the company’s chief marketing officer, in an email. “Over time, creators are vetted via participation in the marketplace, as content is rated & repurposed by brands as creator value increases.”...
Marketers, keep an eye on Social Native.