Why Jones Road pays customers to post TikToks about its products

In a video posted on May 2 to her TikTookay account, Addie Neri raved to her followers about Jones Road Beauty’s What the Foundation tinted moisture balm. “I might be posting about this each single day,” she informed her followers. “Love it much more than I did yesterday!”Neri’s TikTookay bio describes her as a newlywed and a canine mother, her pursuits: magnificence, trend, household. By the app’s magnificence influencer requirements, Neri’s 16.1K follower rely is relatively modest. Yet she was ready to make upward of $560 with that video. Another, in response to an notorious evaluate of the identical product by magnificence influencer Meredith Duxbury, has earned Neri simply over $1,300. In whole, Neri says, she’s made greater than $3,000 posting about Jones Road products, all by Bounty, an app that enables buyers to monetize critiques and proposals on TikTookay. 
@addingtoneri
Reply to @thhhmmhh please please evaluate it once more!!! @jonesroadbeauty #jonesroadbeauty #whatthefoundation
♬ authentic sound – Addie Neri
In the age of social media advertising and marketing, authenticity is essential. And for some manufacturers, meaning stepping away from the now-ubiquitous paid influencer partnerships and a flip to one thing somewhat completely different: incentivizing—and in some circumstances—flat-out paying customers for critiques and proposals on social media. “A whole lot of influencer content material . . . can really feel very scripted. It can really feel such as you don’t know who to belief,” says Cody Plofker, Jones Road chief advertising and marketing officer. “Consumers are in all probability getting extra skeptical of influencers.” The magnificence model based by movie star make-up artist Bobbi Brown, Plofker says, would relatively see its actual customers speaking about the products they love—and have really bought. To that finish, it has provided retailer credit score and present playing cards to customers for posting critiques by way of e-mail campaigns. Most notably, nonetheless, Jones Road is considered one of 16 manufacturers taking part in Bounty’s closed beta program. The app primarily permits verified customers to earn cash by posting on TikTookay about the products they’ve bought. “This is a habits that plenty of customers already do; they already share their purchases,” says Bounty founder and CEO Abraham Wolke. Upon checkout, customers who’ve bought products from taking part manufacturers like Jones Road get a suggestion to join Bounty. When they post about the products on TikTookay, they’ll earn $1 per each 100 views their content material receives. The value per view goes down as views go up, in accordance to Wolke, however customers can earn much more money if a model opts to promote their movies. Brands pay Bounty a month-to-month charge—cash that, Wolke says, might need sometimes gone to advert platforms on Facebook or TikTookay—from which the app then pays creators. Wolke says the charge varies however can begin as little as $49. “They set a goal month-to-month finances,” he says. “We scale our service based mostly on how a lot manufacturers pay us, however we are able to’t make any ensures [as to] how a lot of their finances might be spent, they usually can license content material delivered by the platform at will for extra value, which relies on how a lot content material customers are submitting to Bounty that the model would really like to license for advertisements or different advertising and marketing efforts.”Wolke sees the app as disrupting and “democratizing” the influencer economic system. “Usually, solely influencers {and professional} creators have been ready to obtain any kind of compensation,” he explains. “We’re giving paying customers the power to be rewarded if their content material is utilized by the model and helps the model develop.” It’s value noting that Bounty doesn’t instruct customers to tag or determine their posts as paid, so it’s unclear to customers of TikTookay whether or not posters have been paid for his or her product movies. The Federal Trade Commission requires influencers to determine paid endorsements as such. But Bounty argues it doesn’t pay TikTokers to create content material. “Oftentimes creators post a number of movies about a model and neither they nor Bounty is aware of upfront which video they’re going to submit for compensation from Bounty as a result of they’ll normally wait and submit one of the best one,” Wolke explains. He factors out that TikTookay doesn’t enable customers to edit the captions on their movies, so there’s no method for customers to return and determine the posts for which they’ve been paid. But Bounty, which Wolke describes as “nonetheless ironing out the kinks” on this beta part, not too long ago carried out an replace requiring all movies submitted for cost to embody the hashtag #bounty.   The query stays: If viewers know that creators are even probably incomes cash for his or her critiques, will they lose religion in them as they’ve with different sponsored content material? Bounty does exert what Wolke calls “some editorial management” over what content material can earn cash; it discourages adverse critiques on its FAQ web page for creators, for instance. But Wolke insists that critiques mentioning professionals and cons are honest recreation. For manufacturers like Jones Road, the profit is twofold, in accordance to Plofker. “We strive to do issues scrappy,” he says. “We’re a brand new model so we’re attempting to be not solely genuine, however economical. Influencers do typically cost loads and you actually don’t know whether or not a post goes to carry out properly or not. The cool factor about Bounty is that the customers receives a commission on a CPM foundation. So it sort of limits the draw back for the manufacturers, however it additionally sort of incentivizes the customers to make good content material.”In the 2 months since Jones Road joined Bounty, Plofker says the model has seen a number of hundred TikToks about its products. “I’d say about three or 4 of them have gotten over 1,000,000 views. And these have been nice to get the phrase on the market and get folks sharing the product and utilizing the product and exposing their buddies to [the brand].” 

https://www.fastcompany.com/90756003/jones-road-paying-customers-tiktok-bounty-marketing