Influenxio Raises $2M to Scale Microinfluencer Marketing Platform

The Rise of Microinfluencers and Influenxio's New Funding

Microinfluencers are increasingly becoming a valuable asset for marketers. Despite potentially having follower counts as low as one thousand, these influencers often specialize in niche content and are perceived as more authentic and relatable by their audiences, according to Allan Ko.

Ko is the founder and chief executive officer of Influenxio, a Taipei-based startup. The company facilitates connections between brands and Instagram microinfluencers through its online platform.

Influenxio Secures $2 Million in Pre-Series A Funding

Influenxio recently announced the successful closure of a $2 million pre-Series A funding round. This investment was led by DCM Ventures and will support the company’s growth initiatives.

Alongside this new funding, Influenxio is also introducing a new subscription plan designed to better serve its customer base.

Company History and Current Operations

Established in 2018, Influenxio has now accumulated over $3 million in total funding, including initial investment from SparkLabs Taipei.

Currently, the platform operates in both Taiwan and Japan. It boasts databases containing 100,000 and 250,000 Instagram creators, respectively.

To date, over 6,000 brands have registered on Influenxio, utilizing the platform to execute more than 1,000 marketing campaigns.

Future Plans: Expansion and Product Development

The newly acquired funding will be allocated towards both hiring new talent and enhancing the platform’s product development.

A key objective for Influenxio is to validate the effectiveness of its novel subscription model, as stated by Ko in an interview with TechCrunch.

The company also intends to expand its presence within the Japanese market and explore opportunities for international expansion.

Data-Driven Optimization of Campaigns

Influenxio leverages data analysis to continually refine its algorithms. The platform analyzes historical campaign data, performance metrics, and client feedback.

Because the entire campaign lifecycle – from influencer discovery to payment processing – is managed within Influenxio, the company can gather comprehensive data for technological improvements, Ko explained.

Influencer Earnings and Brand Focus

Influencers participating in campaigns typically earn between $35 and $40 USD per engagement.

The majority of brands utilizing Influenxio concentrate on sectors such as food (including restaurants), fashion, beauty, and lifestyle services.

Founder's Background and Vision

Prior to founding Influenxio, Ko amassed 15 years of experience in the digital marketing industry. He held positions at Yahoo! and Microsoft, and later led Google’s online partnerships group for Hong Kong and Taiwan.

His aim was to establish a startup that would synthesize his extensive knowledge of digital marketing and make it accessible to a wider range of businesses.

Successful Campaigns and Notable Clients

Large brands have successfully used Influenxio to rapidly deploy marketing initiatives for events like Mother’s Day and Christmas.

For instance, a Taiwanese advertiser leveraged Influenxio to engage nearly 200 influencers within a single week, requesting product testing and subsequent social media posts.

Prominent clients of Influenxio include Shiseido, Shopee, iHerb, and KKBox.

Focus on Small and Medium-Sized Businesses

While serving larger brands, the majority – approximately 80% to 90% – of Influenxio’s clientele consists of small- to medium-sized businesses (SMBs).

These SMBs typically implement multiple campaigns over time to cultivate brand recognition, collaborating with a select group of influencers each month.

Introducing the New Subscription Plan

Influenxio’s new subscription plan, priced at under $100 USD monthly, is specifically tailored to the needs of these SMBs. It is initially launching in Taiwan, with plans for subsequent rollout to other markets.

“In the first year after launching, we observed that small businesses desired expert guidance and advice,” Ko stated. Recognizing that many lack dedicated marketing personnel, the subscription plan automatically connects them with relevant influencers and provides performance analytics.

Competition in the Microinfluencer Economy

Influenxio is part of a growing landscape of startups capitalizing on the “microinfluencer economy.” Other key players in this space include AspireIQ, Upfluence, and Grin.

Influenxio’s Differentiators

Ko emphasizes that Influenxio’s primary distinction lies in its dedication to serving small businesses and functioning as a comprehensive, one-stop marketplace for influencer campaigns.

“The platform’s core principle is simplicity and ease of use,” he added. “We’ve invested significant effort in refining the execution and details to streamline the process for advertisers. Similarly, we strive to enhance convenience for influencers, particularly regarding payment methods.”