Fabulate Upgrades SparQ Influencer Marketing Suite

In Australia, influencer marketing platform Fabulate has announced new and upgraded tools including Echo, which predicts the half-life of a TikTok meme; natural language query analytics tool Lens; and social presence and competitive positioning solution Scout. The tools are available in twelve APAC markets.

Fabulate was launched in Sydney, and now operates in twelve countries, with a team of more than 70 people, including 23 in India, focused on development. SparQ is intended to help clients run more effective influencer marketing campaigns, and to provide them with the data and insights to measure and optimise them.

Sparq 2.0 suite includes five new apps, in whose development AI has played a large part, according to co-founder, Chief Product and Strategy Officer Nathan Powell, quoted on the marketing news site mumbrella.com.au . In addition to Lens and Echo, the new tools include Quality Control, a compliance checker for strict categories such as health and finance; and a natural language and image-based creator search.

'Effectively what [Echo] does is give you real-time intelligence on conversations that are happening on social,' Powell told Mumbrella. '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.'

SparQ 2.0 draws from data on 320 million creative profiles across Instagram, TikTok and YouTube. Quoted on lbbonline.com, Fabulate co-founder and CEO Toby Kennett said, 'This isn't just an upgrade, it's a redefinition of how brands run creator campaigns. With SparQ 2.0, we're delivering end-to-end intelligence, from creator selection to campaign wrap-up, with AI integrated at every step. We built this to solve real problems, such as approval bottlenecks, data fragmentation and compliance stress. Now marketers can move fast, stay safe, and scale with confidence.'

The firm is online at www.fabulate.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.