Fabulate expands suite with meme tracker, new analytics and compliance checker
Fabulate founders Ben Gunn, Nathan Powell, Toby Kennett and Sachin Singh
Influencer marketing platform Fabulate has upgraded and expanded its suite of in-house developed tools, including a Tiktok monitor that predicts the half-life of a meme.
The Sparq 2.0 suite includes five new apps which the company says were developed using AI extensively.
“About 80% of our platform development has had some sort of AI involvement,” co-founder and product and strategy chief Nathan Powell told Mumbrella.
“That’s why we always make sure that there’s a human in the loop – so there’s nothing that goes through that’s not approved beforehand by a human.”
One of Sparq’s discovery tools in action
The new tools include a compliance checker – for fiddly categories such as health and finance – a natural language and image-based creator search, new analytics tools (Lens) and the Tiktok/Instagram meme monitor (called Echo).
“Effectively what [Echo] does is give you real-time intelligence on conversations that are happening on social,” Powell said.
“It will identify once a certain volume and frequency of conversation is taking place on either TikTok or Instagram. It’ll then say, ‘It sounds like this is becoming a conversation bubble’.
“It can identify when the genesis takes place, and then it can give you a forecast of a half life of how likely that conversation is so that you’ve got a real opportunity to participate it while it’s live and it’s happening.”
Sydney-founded Fabulate is now operating in 12 countries, with a team of more than 70 people and more than 50,000 videos produced through the platform in the past financial year. A team of 23 people working out of India are the development engine room of the start-up.
Co-founder and chief revenue officer Ben Gunn told Mumbrella that Fabulate essentially has four revenue streams.
“We’ve got the platforms that come to us when brands want to do best-in-market influencer marketing. We have the agencies, we have clients direct, and we have media owners.”
Gunn said within agencies, Fabulate works with “four of the five major holdcos”.
Mumbrella was not successful in determining which holdco was the the holdout.
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