What is Fohr?
Fohr, the world’s first influencer marketing company, is run by James Nord who started the company when he was 27 years old. The turning point was Tumblr. He was doing photography, and he ended up being one of the most followed photographers on the platform.
Fohr is a self-serve platform that allows you to connect with influencers whose following ranges from 5k-100k+. As a brand, the company allows you to find influencers, get verified analytics, and find out if they have fake followers. In general, the company provides as much information for you as possible so that you are not skeptical about being bamboozled out of money.
Fohr tells you detailed demographic information about their followers. Like, where they are from and how much money they make. Fohr also lets you pull reports and do competitor research. But it also finds stats on a specific hashtag, brand name, or interest. You can make lists of influencers and export those to a .csv or beautiful PDF and can even calculate the EMV (Earned Media Value) of the coverage your brand receives from influencers.
Interviewed last year, Nord was asked why he started the company:
“I wanted to build a technology platform and company to flatten the playing field of influencers. A few agencies at the time represented the big influencers; every brand I talked to, no one seemed thrilled about working with them. There was a gatekeeper mentality of overcharging. Only a handful of people were given opportunities. I thought it could be about not who you knew, but what you did, content you created, connection with your audience, and how big your corner of the Internet was. The space could become more egalitarian and fair. We created technology that didn’t exist in the space, to prevent fraud and drive brands’ performance. There was no way to tell if an influencer bought followers before our Follower Help tool launched a few years ago.“
It makes sense why Nord felt the need to start a company like Fohr with the influence many brands are witnessing to which content creators are finally being respected. It is a company that is committed to legitimizing the relationship between content creators and brands.
Fohr launched a new platform called Ambassador Management Platform. This allows both the brand and the content creator to form a real relationship. This is where “these companies pay Fohr to set up custom careers-style pages for them, where online creators can apply to work with brands,” said Taylor Lorenz, who had covered internet culture in Los Angeles before joining The New York Times.
As of right now, brands such as Sephora and American Eagle are using AMP to seek out talent and I’m confident they won’t be the only ones with the impact Fohr has already had in the influencer market industry.
To learn more about Fohr, please visit their website.
Featured image: Kelly Sikkema