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Plaqad launches new platform to let brands run data-driven marketing campaigns with ease

Plaqad, a marketing and public relations software startup, has launched a marketing platform that lets brands advance an affordable, data-driven campaign from start to finish.

The platform, which automates the entire campaign workflow, gives users the ability to find and hire talent and service providers, launch a campaign, track and measure campaign performance and process vendor payments—all in one place.

Plaqad launched its initial offering, SocialCred, a free influencer and social media ranking tool, in June. Established in 2017 within BlackHouse Media (BHM), a Lagos-based PR firm, Plaqad was built to connect brands and individuals to bloggers, news websites, publishers and social influencers.

Today, Plaqad, strengthened by a community of over 15,000 influencers, creators and publishers, has successfully placed over 25,000 pieces of content on social and web platforms across four continents. It has paid out over $1 million on hundreds of campaigns to members, in effect helping its program members monetize their content, platform and influence.

Amplifying Your Brand’s Message
Plaqad houses two broad products: PlaqadM, an online freelance marketplace that connects brands to thousands of freelance service providers, and PlaqadIQ, a robust set of social media tracking and analytics tools, to measure and optimize the performance and impact campaigns.

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“Our platform gives every individual and brand a voice in the marketplace by opening up access to quality talent and tools and automating the entire process of executing PR and marketing campaigns,” said Plaqad CEO Gbenga Sogbaike. “Plaqad levels the playing field, giving SMBs the ability to connect to quality service providers regardless of budget, while also tracking their campaigns real-time all in one place.”

Brands and agencies still grapple with challenges relating to limited access to quality talent, poor attribution, opaque agency and influencer practices and a largely cumbersome and slow engagement process. By providing brands, agencies and individuals with the tools and resources they need to effectively engage their desired audience in a seamless and measurable way, Plaqad is helping to address some of these issues.

Plaqad’s history is rooted in innovation, from being the first to create a content trading social network for bloggers, news websites, publishers and social influencers (micro-bloggers), to launching Africa’s first Influencer Compensation Report.

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“We are driven by innovation and it is reflected in the solutions we bring to the market,” said Ayeni. “With Plaqad, our goal is to build the most convenient and efficient community-led marketing platform. We want to build communities that give people the power to directly collaborate and exchange value on multiple levels, and ultimately give everyone—organizations and individuals—the power to make their voices heard, without barriers.”

Ranking Influence
SocialCred is Plaqad’s response to the mushrooming issue of influencer fraud and fake news. Its algorithm measures real influence and minimizes influencer fraud by downplaying traditional metrics like follower count, reach and impressions, focusing instead on engagement rate, audience sentiments (positive, neutral or negative), content quality and the creators’ ratio of original to shared posts within a 30-day window.

Beyond the fun factor, SocialCred’s badges serve an important function, helping brands assess and select influencers based on their influence quotient across Instagram, Twitter and YouTube. The platform makes it easier for brands to find genuine influencers who can drive real actions.
It also helps influencers to get better—and acquire bigger and better badges—by offering tips and tools to boost their visibility and social credibility.

The Plaqad platform, including PlaqadM and Plaqad IQ, will be in full release beginning today. From November 30 through December 15, Plaqad is offering brands, agencies and individuals the opportunity to test drive the game-changing platform at no cost.

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Milcah Lukhanyu
Milcah Lukhanyu
I cover tech news across Africa. Drop me an email at [email protected]

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