What We Built This Year: How Paladin Improved Influencer Marketing During a Pandemic

What a year it has been!

Even while locked down and at home, the team here at Paladin continued to deliver exciting features that our customers in the influencer marketing space will love. We’ve highlighted some of our biggest releases in 2020 below. Enjoy!

New Platform: TikTok

Paladin added TikTok to our growing list of supported social media platforms! TikTok’s branded content volume has grown tremendously this year, and we made sure to stay on top of the trend.

Track TikTok influencers and their posts

 

You can now onboard TikTok influencers, track their campaign posts and data, and give them access to their own influencer dashboard. Speaking of which…


Influencer Dashboard on Steroids

We wanted influencers to have a regular destination of their own with a 360 view of their campaign offers and campaigns in progress.

Influencers can view and manage their campaigns and deliverables

Now influencers can view their rate cards, contracts, campaign deliverables, performance data, and payment history from anywhere.


Content Submission and Approval

Content must often be reviewed and approved by clients before it can be published, so we’ve made it easy to manage that process! Influencers can now submit their branded content for approval via the Influencer Dashboard.

Influencers can submit content for approval and review feedback before publishing

Once submitted, posts can be reviewed and shared directly with clients for an extra set of eyes. After reviewing, you can request content edits before publishing, or simply approve it.


Instagram IGTV Post Tracking

As Instagram continues releasing new content formats, we’re here to help you track them. Our influencer campaigns tool now captures IGTV posts so that you can report on these without the hassle of tracking down the influencer for screenshots.

Track campaign data from IGTV posts on Instagram

We include the IGTV posts and their metrics in campaign reports. You can export their data, or share with clients via a live link.


Payments at a Glance

Our robust influencer payments tool has a new and improved new summary view, highlighting the most important insights for each round of payments.

Granular payment reporting is easier than ever

It’s now easier than ever to see the total revenue broken down by source and influencer group, as well as understand your total amount payable to influencers.


Business API

To make it even easier to manage your data collected by Paladin, you can now pull your influencers’ information, payments data, and campaigns data directly via API. This is great if you want to add such data to additional systems in your organization.

As if that wasn’t cool enough, you can also add information to your Paladin dashboard via API, such as creating new campaigns or adding new influencers that you work with. This is perfect for keeping record changes across systems aligned.


And much, much more.

We won’t get into the weeds, but we dropped a ton of other cool stuff worth mentioning, including:

  • Never miss a task with our new Home view calendar
  • Send influencer campaign offers en masse
  • Identify an influencer’s prior sponsored posts
  • Custom fields for campaign reports
  • Custom rate types for creator rate cards
  • Simplified settings
  • VAT calculations and credit notes
  • Unique YouTube revenue shares for owned and operated accounts
  • Robust payment history and carry over balance logs

And (literally) thousands of other improvements, big and small.


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    TikTok vs. Instagram Reels – Short Form Video Features Compared

    Earlier this month, Instagram launched reels, a new feature that allows users to upload short-form looping videos to the popular social platform. Reels are clearly designed to compete with TikTok, but how do the two actually compare? We decided to take a closer look and review them side by side.

    Discovery

    TikTok has an organized Discover tab that features trending hashtags and challenges, making it easy for users to find interesting videos. While watching a video, users can scroll down to see the next one in the same category.

    Reels are found in Instagram’s Explore tab. In order to view publicly available reels, users must click the reel at the top of the screen and then scroll through each video one by one, without any clear categorization.

    In addition to the discovery section, Instagram reels are shared with followers in the Home feed if the uploader chose to share the reel to the profile grid. TikTok’s Home section also displays videos from a user’s followers and includes a “For You” tab with algorithmically suggested videos.

    Viewing

    Data available to viewers is more or less the same on both platforms. In addition to the video and its metadata, users can like, comment, or share the video and follow the account.

    Recording

    TikTok videos can be up to 60 seconds long, while reels are limited to 15 seconds. Both apps offer similar features to users when recording a video, including filters, video speed control, effects, sounds, and a timer. Reels also allow users to align the camera with a previous clip before recording. While both apps give access to a sound library, TikTok has a more organized library with clear sections like ‘memes,’ ‘dance,’ and  ‘playlists,’ making it easier for users to participate in current challenges or popular dance routines on TikTok.

    Video clips can be recorded on the spot or uploaded from the user’s device. TikTok lets users upload multiple clips at once while reels is limited to selecting a single video clip at a time. TikTok also has a library of templates that can be used to quickly put together a professional-looking video.

    Editing

    When it comes to video editing, TikTok has the upper hand. The editing features for Instagram reels are similar to those available for stories: users can add stickers, gifs, drawings, or text on top of the content. It’s not possible to edit the video clips themselves at this point, though Instagram may add support for this in the future.

    TikTok offers the same editing features as Instagram and more. On TikTok, users can also edit the raw video and add sounds, visual and voice effects, and transitions between clips.

    Analytics

    Finally, TikTok offers creators much more in-depth reporting on content performance than Instagram reels. In addition to the publicly available analytics like views and engagements, TikTok also shares several private video metrics with creators, including reach, watchtime, traffic sources, and audience territories.

    Instagram, on the other hand, does not share any deeper insights for reels yet, though it’s likely they will add support for impressions, reach, and actions for reels given they already report on these metrics for timeline posts and stories to users with Creator or Business accounts.

    Conclusion

    All things considered, TikTok certainly provides a better experience for both content creators and viewers today. They have stronger content creation tools, discovery, and reporting. But don’t count reels out! Instagram has proven time and again that it’s a fierce competitor, and the scale of its 1B+ user base, combined with TikTok’s regulatory challenges and political distractions offer Instagram a chance to iterate on the recent launch and improve reels over time.

    What do you think? Let us know if you prefer TikTok or Instagram reels and what you predict for the future of the short-form video space in the comments below!

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