Launching Dovetale 2.0

We deployed Dovetale in 2017 and since then we’ve learned a lot. We’ve worked closely with some of the worlds leading industry professionals, built a profitable business, and grown to support over 650 marketing teams around the globe. Today, we are rolling out a brand new Dovetale — a platform that is built no longer just for influencer marketing, but a system to manage all external marketing related creative relationships. We thought long and hard about the future of influencer marketing and still feel like this term doesn’t fully encompass the scope of these creative relationships. We are therefore not using this term to describe our software solution moving forward.

Here’s what we are:

• We are “Google” for a new generation of publishers. Where Google indexes publisher pages across the web, Dovetale indexes publisher pages (creative freelancers) on social media.
• We are an affordable solution. Many companies that offer influencer marketing solutions start their pricing at multiple thousands of dollars per month on a minimum 1 year contract. Dovetale starts at $99/mo and companies can pay month-to-month. Many influencer companies are over capitalized and their customers eventually pay for it. At Dovetale, we aim to provide scalable software solutions to our customers and believe that all companies working with social media creatives should have affordable access to top tier software.
• We are transparent about our pricing and don’t make it up on the spot. Many of our customers complain about non-transparent pricing in this industry. On Dovetale, customers know exactly what they are signing up to because it’s on our homepage.

Here’s what we are not:

• We are not an agency. Many influencer platforms are trying to replace agencies by building technology and becoming a tech-enabled agency. We are super powering agencies and want to bring more business to them.

The New Platform Explained

The way to think about Dovetale is in the same way you think about Google/ Instagram/YouTube/Twitter and Google Sheets. Most companies use Google, Instagram, YouTube etc to find new celebrities/ influencers/ creators to work with. Then they build a CRM workflow on Google Sheets that looks something like this:

There are serious drawbacks to this workflow: social data becomes stale over time, duplicate rows cause workflow to become disorganized and confusing. This is especially true as programs expand.

Prospecting

It’s much harder to find influencers due to the lack of audience data and search filters available on Google/ IG/ YT. We had to reimagine Dovetale search from the ground up. Discover allows you to filter and search across thousands of tags like Mom or fashion, you can search for keywords, hashtags, locations, mentions and more. You can narrow down results using over 100 unique audience filters. Today we index over 250 million accounts that are searchable for our customers — the biggest of its kind in the world.

Dovetale Discover

Management

The problem with Google sheets is that data such as followers, engagement etc. is not updated automatically and furthermore you can’t easily connect these sheets to other parts of your marketing strategy.

When we built the new Dovetale we wanted to let you connect your Shopify store, your gift card provider, FedEx tracking codes, UTM provider, Gmail, PayPal and more to your process so that everything can be automated. Our customers used to spend hundreds of hours managing their workflows inside of Google Sheets. Our automated Lists have been built to save them significant amounts of time and money.

Our new Lists feature replaces Google Sheets with a custom created connected database dedicated to your marketing workflow. We understand that each company has a slightly different creator/ influencer strategy and want to solve for as many as we could. Here are several workflows that companies have created in the past:

• CRM workflow with emailing and status updates like “Reached Out” or “Paid”
• Sending and tracking gift cards to content creators for promotional purposes
• Affiliate code & revenue tracking via Shopify stores
• Tracking packages through Fedex and DHL to influencers to ensure they get product on time
• Tracking payments to influencers/ creators via PayPal for campaigns/ content

The future of “influencer marketing”

Influencer marketing will continue to be a term used by the media and the inexperienced, however for the more seasoned marketers/ advertisers they will start to think about this strategy more broadly. Companies like Revolve are thinking about this marketing channel correctly and it shows. 70 percent of current overall sales at revolve.com are driven by creators who promote products at Revolve to earn affiliate commissions. And based on projections that Revolve was on track to surpass $1 billion in retail sales [in 2017], that means that content creators could be responsible for up to $700 million of [2017]’s revenue.

We think that every consumer brand in the world will have a creator focused strategy and Dovetale will be the database solution to enables this. Interested in learning more? Please check out our new homepage and get in touch with us! We’re looking forward to hearing from you.