Influencer marketing platform Click Analytic recently launched a new user-generated content (UGC) marketplace. 

This platform addresses the growing demand for more authentic, reusable content from smaller influencers.

Paul Boulet, the company’s founder, positions this launch as a response to shifting market needs and a solution to the fragmented influencer and UGC spaces.

“What we saw in the past year is a bit of the evolution of influencer marketing,” Paul says. “Many of our clients were also looking for smaller influencers they could purchase content from and reuse across their channels.”

By integrating the UGC marketplace with its existing influencer platform, Click Analytic is betting on a one-stop solution that could streamline content acquisition, creator management, and brand campaign execution.

Paul notes, “Usually, you have an influencer platform and a UGC marketplace. We saw that many of our clients were paying for two platforms rather than one and thought, ‘Why not combine them into one tool to find influencers, work with influencers, and find UGC creators?’”

The platform offers multiple ways for brands to engage with creators. Brands can make their projects public, allowing creators to apply, or they can privately invite specific creators to collaborate. Additionally, brands can generate a URL link for their projects, enabling them to reach out to creators outside the platform.

Paul points out the platform’s focus on facilitating payments and administrative tasks. 

“When you need to pay multiple UGC creators or influencers, you need to receive all the invoices and pay them separately,” he explains. 

Click Analytic’s solution allows brands to secure payments upfront, with funds released to creators upon content approval.

With 1,000 creators already on board and access to a vast database of 300 million more, Click Analytic is poised to tackle one of the industry’s biggest challenges: scaling UGC production efficiently. 

Connecting Brands with Top Creators

Paul explains how the UGC marketplace works: “When a brand will post content, a client, they will tell us, ‘Okay, we need this specific type of creators. Can you help us?’ So, we will usually contact creators within our network who are in that niche and bring them to the platform.”

The company also proactively seeks out talent. “Every week, our team identifies top-growing creators using our database of influencers and contacts them to bring them on the platform,” Paul explains. Additionally, creators can sign up organically, with each profile vetted for quality.

The platform offers robust filtering options to help brands tap into the vast pool of creators. “The brands can filter in three ways. One is the location, the second is the content the UGC creators want to create [beauty, fashion, etc.], and the third is the price,” Paul says.

Quality control is paramount. “For us, it’s all about the vetting process of creators. We must ensure the creators we onboard are high quality,” Paul points out. The platform also empowers creators with unique tools, including a brand search feature and the ability to create digital portfolios.

Monetization and Data Insights

The UGC marketplace employs a dual revenue model, combining subscription fees with transaction-based charges. 

“Every brand wants to post a project on our marketplace,” Paul explains. “They need to have, at a minimum, our starter smart plan, which is at a minimum of $150 per month.” This subscription grants brands unlimited access to post projects and connects with creators.

In addition to the subscription, Click Analytic takes a 10% fee on each payment processed through the platform. Paul notes, “The fees are on the brand side… the creators get the full amount.”

The platform also provides valuable data insights to both brands and creators. 

“We provide first-party data,” Paul says. “The influencers directly connect their social media, and we extract the data directly from their profile.” This information includes audience demographics, engagement metrics, and content performance analysis.

For brands, this data aids in creator selection and campaign optimization. Creators benefit from insights into their audience growth and content effectiveness. 

“It’s a bit of basic level data, but still in-depth around the audience and the type of content they do,” Paul elaborates.

Addressing Creator Challenges and Scaling Content Production

Paul identifies the core issue UGC creators face today: “finding more contracts.”

To address this, Click Analytic has developed a suite of tools. “We build the search tool to help them identify any brands outside our network,” Paul explains. The platform also helps creators build comprehensive profiles, increasing their visibility to potential clients.

Beyond individual tools, Click Analytic is fostering a community. “We created a channel with creators and added all of our creators to it,” Paul says. This community serves as a hub for project notifications and educational resources.

The founder sees UGC as increasingly crucial for brands. 

“Using UGC, they reduce the cost of acquisition by 60% compared to like professional photos,” he notes, citing a client’s experience. However, scalability remains a challenge.

To tackle this, Click Analytic offers a dual approach. “You can access our closed network – thousands of creators on our platform. But if you need more, you have the other side of the platform, where we have 300 million creators,” Paul reveals.

Growing Pains and Gains

Paul advises brands new to UGC to focus on creator selection and creative freedom. “You have to find the right creators who will create high-quality content in your niche,” he says. 

However, the industry vet notes that sometimes, “the ones with slightly raw content tend to perform better.”

As the platform grows, Paul acknowledges the need for continuous improvement. “It’s a beta version now. So it’s improving the platform to make it faster, bringing more and more creators in different niches, different countries,” he explains. 

The company is also working to educate traditional influencer marketing clients about the value of UGC.

Paul identifies usage rights as a critical issue in the UGC space. “What’s the usage with one content? If you buy one video, can you use it everywhere forever?” he questions, stressing the need for clearer contracts and partnerships to avoid potential disputes.

Future Developments and New Services

Click Analytic aims to become “the first operational system for UGC and influencer marketing into one.” 

Upcoming features include enhanced networking capabilities for brands to communicate with multiple creators simultaneously.

The company is also launching a consulting service to help brands enter the UGC market. “We can help brands secure influencers for our marketplace. So, if brands don’t want to do the work, they want hands-free collaboration. We can create UGC for them with our network,” Paul explains.