Listen to this articleDigital platform Social Native aims to connect brands with content creators and enables them access to authentic low-cost content. Social Native’s platform uses artificial intelligence and machine learning technologies to identify the world’s top content creators and invites them to create branded social media campaigns. Below is our interview with David Shadpour, CEO & Co-Founder of Social Native:
Q: Why is now the time for a technology solution like Social Native?
A: Technology limitations of the early advertising space required a one-size-fits-all advertising strategy. With today’s advancements in technology, both in access to content and data on individual consumers, we can reimagine how content is created and how media is distributed.
Imagine a world where no two people receive the same ad experience. A world where a female who loves surfing, gets an ad of a female surfing, drinking a Coca-Cola and a father who loves building, gets an ad of a father in a workshop, drinking a Coca-Cola.
Social Native creates personalized content on demand, that’s cost efficient and high quality, and paired with a world of data to help inform media buying decisions.
Q: What is unique about your business?
A: Over the past three years, online content consumption grew by 713%. At the same time, 2.5 billion people across the globe now carry high-resolution cameras in their pockets. Is it safe to assume a percentage of mobile users are naturally more talented than others at creating content?
Social Native evaluated billions of people and identified the top content creators in the world. The company then identified 396 human touch points required in the creative development process and automated them, enabling the creation of massive amounts of highly personalized, quality creative content.
Social Native injected technology into the creative process to create high quality, high performing content on demand.
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Q: What are your key differentiators?
A: People – we’ve recruited industry experts Jeff Ragovin, Co-Founder of Buddy Media, acquired by Salesforce for $745M & Eytan Elbaz, Co-Creator of AdSense, acquired by Google for $102M to help grow and lead the business. Additionally, Social Native grew from 5 employees at the start of 2016 to 30 at the end of the year.
Partners – Social Native became the youngest company accepted into the Facebook and Instagram Marketing Partner programs for Content Creation. We also secured strategic partnerships with Salesforce, Amobee and Ampush early on.
Customers – Some of the experiences Social Native has created for brands like Walgreens, Coca-Cola and Polaroid include creating over 700 images in 24 hours, creating 500 short-form videos in 72 hours and increasing performance of paid ads by 4x.
Technology – We believe in a technology first approach – always searching for the most effective and efficient way to get the job done.
Q: You’ve recently announced $8 Million Seed funding round; could you tell us something more?
A: This is an exciting time for Social Native. We’ve hit an inflection point. We’ve proved market fit. We’ve hired a phenomenal core team. We’ve partnered with the best. Now it’s time to hit the acceleration.
The funding will enable us to double down on our investment into the Content Optimization Engine and further the company’s mission of using technology to reimagine the creative industry.
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Q: Can you tell us how exactly you create high performing branded content for your customers?
A: Artificial intelligence and machine learning technology has become core to Social Native’s ability to predict which creators and content will reap the highest performance for each unique branded content initiative. We’re able to improve and optimize content being created on our platform in real-time based on historic performance, while ensuring that only the most relevant and highest caliber of creators are invited to participate in our campaigns.
Q: Who are the primary clients of Social Native?
A: Social Native is industry agnostic – all companies with a product/service to sell we can create content for. However, we currently have the deepest penetration in CPG, Retail, Fashion, Food & Beverage, Entertainment and Auto.
Q: What are your plans for the future?
A: We believe in a future where every consumer has a personalized and relevant online experience. We’re going to do our part by providing brands with high volumes of authentic and custom content for each consumer segment.
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