Sidesuite: The Idea

March 10th, 2020
Written by Axel Whalen


Marketing Backstory

I had been running an online store with a friend for two years; we were doing 90% of our marketing with three platforms: Facebook, Instagram, and Google. We were following everyone else by paying for reach based their algorithms. I’ll admit, it was good; it was the most effective form of marketing I knew of. I could see the effects of it as a consumer myself. The least I could say, I was happy to continue doing it.

Creator Reach Out

It wasn’t until somebody on Instagram reached out to us with a proposition. They wanted to partner with us on an ad. They were going to post our photo, and our caption to their account for a set price. We bit, and the ad was explosive. We saw our followers grow; I was delighted.

Influencer Marketing

The world of influence marketing wasn’t a new idea, but it was new to us. Like most of us, I hated the word influencer. It took something we all had, and put it into a small group working on social media. Let me be clear, I have respect for the people within the group, it’s the word I disliked so much. We all have the potential to change people’s minds. I thought we should all have the opportunity to do it.

Search for a Solution

How can our company do more of this type of marketing? There were a number of influencer platforms on the market, but not one of them spoke to me. When I went to their site, I didn’t understand their product, and they were all charging fees. It wasn’t what I was looking for.

An Open Marketplace

The ideal way to connect creators with brands is an open marketplace similar to AirBnb, Fiverr, and Uber. I could build that; it was time to get to work.