Influence and Scaling

Notus: Identifying Influential Voices Online

The assertion that “Our Notus algorithm identified you as the most impactful journalist for our audience” sparked immediate curiosity. As a writer, a degree of self-regard is common, and this statement, received via email, prompted two key questions: was it merely a tactic to secure coverage of their funding, and how was my name even considered?

Understanding Notus's Approach

I subsequently spoke with Yuliya Bel, co-founder of Notus, a nascent company focused on assisting businesses in pinpointing the most effective journalists and influencers for collaboration. This is achieved through a comprehensive analysis of the social web.

Marketing professionals frequently discuss earned growth – the organic exposure companies receive through external sources, such as podcast mentions or media coverage. Bel and her co-founder, Tyler Storm, aim to enhance a company’s ability to connect with its target demographic via these external channels.

The Fundraising Strategy

Bel explained that for their funding announcement, Notus initially defined the desired outcome: to attract data engineers and designers for potential recruitment. The company then identified startups demonstrating success in network building and media engagement.

Finally, they focused on identifying reporters with the greatest impact and relevance to those specific audiences. While the precise metrics for “impact” and “relevance” remain undisclosed, it appears Twitter activity – how individuals publicly discuss and interact with topics – is a significant factor. The company intends to expand its analysis to other platforms in the future.

My inclusion on their list stemmed from my role as co-host of Equity, a podcast dedicated to tech and startup news.

How the Algorithm Works

The specifics of Notus’s algorithm are proprietary. However, Bel revealed that it analyzes audience interactions – retweets, mentions, likes, and replies – on Twitter to identify trending voices. This data is then presented as a curated list for brands to explore and refine.

Currently in private beta, Notus has processed 182 million Tweets and 129 million interactions to generate its insights.

Expanding Reach Through Strategic Connections

One of Notus’s partners, a prominent figure in tech and venture capital, is leveraging the platform to broaden their reach to new demographics. “They begin by identifying a company or individual already resonating with their desired audience, then utilize Notus to analyze that audience and pinpoint the creators and voices they engage with,” Bel clarified.

Beyond Follower Counts

Notus doesn’t solely prioritize individuals with large follower counts. The startup also seeks to amplify those “who may not have the largest audience, but are passionately advocating for the product.”

Bel emphasized the importance of empowering these enthusiastic users by providing exclusive access, such as early looks at company developments or VIP experiences.

The Challenge of Demonstrating Value

A key long-term challenge for Notus will be proving tangible results. Bel acknowledged that “brands can’t create a cult-like following by simply purchasing advertisements.”

However, can they achieve this by investing in a platform like Notus that identifies valuable connections? The debate centers on whether genuine influence must be organic, or if data-driven insights can accelerate and amplify it.

Investment and Future Outlook

Notus has secured $1.25 million in funding, led by Alexis Ohanian’s 776, with additional participation from angel investors associated with Glossier and Tesla.

Ohanian highlighted the necessity of software in navigating the fragmented landscape of online influence, stating, “As the internet unbundled media, influence fragmented, so Notus is the only way a brand can understand, reach and grow their audience.”

This underscores the growing recognition of the need for sophisticated tools to identify and engage with influential voices in the digital sphere.