Creable - All-in-One Influencer Marketing Platform

Company & Team Introduction

Creable is the largest influencer marketing platform in the world, with over 300 Million contacts in its database. The company was started in 2021 by industry veteran Daniel Koss, a YouTube creator who amassed over 400k subscribers before founding creator management agency Yxterix, where he was CEO and led the management of over 100 creators, totalling over 15 years of experience in the creator economy. Cognizant of the many flaws of influencer marketing: old inaccurate data, too many disparate tools and platforms causing workflows to be slow and ineffective, difficulties tracking campaign results, etc. Koss knew these problems were holding back the industry and set out to build the solution with Creable. The company is keeping their team size small at ~7 people, and they have chosen to build a fully remote team to widen its potential talent pool and create a more balanced team with diverse skills, ideas, and perspectives.

Product Overview

Creable offers a full suite of software-based tools to streamline influencer marketing campaigns more efficiently than ever. The company has a database of over 300 million influencers, giving advertisers a unified view of an influencer’s followings across different media platforms like YouTube, Instagram, and TikTok. All data on the platform is tracked in real-time so your team is always up to date. Creable also has a campaign management platform that makes the creation, management, and coordination of building campaigns; no more switching between 5 different tools. Brands can also contact influencers directly through Creable’s platform and easily share influencer conversations with teammates. Another key feature of Creable is their emphasis on ease of use and affordability, allowing them to capitalize on a self-service product-led growth model that simply isn’t offered by competitors in the industry.

Total Addressable Market

There has been no shortage of coverage on the creator economy’s sheer size, and with millions of new creators coming online each day, the industry is experiencing blistering growth. According to Creable, the influencer marketing platform market is expected to grow rapidly, undergoing a CAGR of approximately 30% through 2029, creating a market opportunity north of 70B annually.

Business Model & The Numbers

Creable monetizes its product using a simple 3 tiered SaaS business model. The “Starter” tier is priced at $125/seat/month and gives access to their massive influencer discovery platform with over 300 million creators in their database, with accurate, high-quality social analytics across different platforms to ensure influencer campaigns are targeted and performant, and the ability to create and save lists of the top influencers for easy access. Creable’s “Professional” tier at $375/seat/month gives you additional features, such as campaign management, to help create, coordinate, and manage different campaigns from one central platform and set access levels for co-workers so the whole team can collaborate effectively. Other features include influencer messaging, which allows brands to reach out to influencers without leaving Creable’s platform, and analytics tracking, which helps marketers better understand the efficacy of their campaigns. The “Enterprise” tier (still in development) at $625/seat/month offers more advanced campaign management features, such as contracting and payments, that Creable is currently building out.

Traction

Creable‘s team took their time developing its platform, as the company was still pre-revenue in 2022 when it raised its seed round. Since then, the company has quickly gained traction, with over 5,000 marketers at over 1,000 companies now using their products. Adoption has come from many different verticals, including software, CPG, and DTC, with industry-leading names like veed.io, Google, Nestle, and Lumen.me, all using Creable to enhance their influencer campaigns.

Competitors

With the massive market opportunity for influencer marketing platforms, competition is fierce. Large competitors to Creable, such as GRIN and Upfluence, have raised enormous amounts of money (GRIN 144M & Upfluence 3.9M), but these platforms come with their flaws. Creable has managed to differentiate itself from the pack by focusing on offering the most comprehensive database of influencers with high data integrity updated in real-time, an easy-to-use self-service platform with no product demos or onboarding needed, and no more stale influencer data; Creable’s platform is built with real-time data tracking. There is also no need for ungodly expensive contracts with year-long minimums; simply choose the plans that best fit your business needs. Here’s more background information on GRIN and Upfluence:

GRIN — Founded in 2014, GRIN is a leading influence marketing platform. In 2021, it raised a massive 110M series B round, valuing it at 910M. GRIN is based in Sacramento, California, with a sizeable team of ~300 employees.

Upfluence — Upfluence is another leading influencer marketing solution. Vivien Garnes founded the company in 2013, and it has grown substantially over the past decade. According to Nathan Latka’s SaaS database, Upfluence hit 11M in revenue from 1000+ customers in 2023. The company is headquartered in NYC, New York and has ~130 employees.

Funding

Creable has raised 2 rounds of funding since the company was started in 2021. First, the company raised a seed round led by the Sequoia Scout Fund in early 2022; the size of the round and valuation were not disclosed. Other notable investors and angels who participated in the raise include firms such as Daydream Ventures and EWOR, as well as big names within the creator economy such as Sebastian Delvaux (Co-Founder, Evolved & Founder & Paragon acq. by Stream Elements), Christer Holloway (Founder, Divido), Savan Kotecha (Songwriter & Producer for artists like Ariana Grande, Justin Bieber). The company raised another low-profile angel round with only one backer, well-networked European investor Maxime Paradis (Founder/MP @ G Ventures & PardiseClub); company valuation and capital raised in the round were not disclosed.