Hello Community,
Exciting news! Today we’re announcing that Brandwatch is growing its product offering through the acquisition of Paladin, a complete influencer marketing platform. 
What does Paladin bring to Brandwatch?
Paladin brings the full breadth of influencer marketing workflows, from engaging creators and/or brands on behalf of interested parties, to establishing administrative or executional campaign workflows, to actually paying creators in-platform. This is combined with campaign measurement and reporting, right alongside all the social media data and scheduling functionality available in the wider Brandwatch social suite.
Paladin’s data and functionality includes:
- 26 million influencer profiles
- Complete campaign management functionality
- Advanced campaign reporting
- Automated payment processing
How will this impact me?
Paladin’s solutions will enter our social suite as an add-on, so you’ll have the option to choose which functionalities your organization needs the most. There’ll be no disruption to other services as we embed Paladin’s functionality into our suite.
Why the creator/influencer economy?
The influencer marketing industry has grown by more than 40% each year over the last five years. Tens-of-millions of creators are monetizing their content while cultivating audiences by simply generating content they like and find interesting. There has never been a better time to financially gain from creating content you’re passionate about.
We also know that 67% of brands today measure the ROI of their influencer campaigns, and we’ve seen many requests from Brandwatch customers to enable influencer marketing workflows in our platform.
These facts combined signal that the time for influencer marketing is now, and we want to make it easy for brands and influencers to find and work with each other.
I have more questions!
You’re in the right place! If you have questions, concerns, reactions or excitement to share - please feel welcomed to comment below. I’ll liaise with our internal team members to answer your queries.
You can also find more information on Paladin, and our thinking behind this acquisition, in Brandwatch CEO Ulrik Bo Larsen’s blog post here.