Tribe Review: the Influencer App for Micro Influencers

Influencer marketplaces are a great tool for influencers that are struggling to connect with brands. However, many of them are geared towards influencers with large audiences, rather than micro influencers. This is one of the biggest differentiators between the Tribe app and many other influencer marketplaces.

The app was founded in 2014 by Jules Lund, an Australian television and radio host who, according to Tribe, says he “fell in love with the power of social media after helping build the most engaged Facebook brand page in Australia.” This is when he decided to create an influencer marketplace that could help brands build their influencer marketing campaigns with real customers instead of celebrity influencers.

Tribe is aimed towards “micro-influencers”, who typically have less than 300,000 followers on their social media streams. The app’s goal is to connect influencers to brands, which it does successfully.

Brands are increasingly flocking towards micro-influencers instead of super-influencers, or social media “celebrities”, which makes apps like Tribe a real asset. This is largely because micro-influencers are less expensive to establish partnerships with, and their social media accounts also have a certain authenticity that many super influencers lack.

Tribe has a huge presence in Australia and is growing in popularity in the UK and United States. The company has since pegged itself as the fastest growing influencer marketing app in the world, and now has a community of over 47,000 influencers and almost 10,000 brand campaigns.  

In short, brands post their campaign briefs on Tribe’s platform, and micro-influencers (of any niche) submit their own creative branded content to the brands. The brands can then select from the influencers’ submissions that they like, and pay them for their content. Tribe is mainly geared toward Instagram influencers and is available as an IOS or Android app. 

Below we will explore how Tribe works for both influencers and brands, its benefits, and its disadvantages. 

How does it work for influencers?

Firstly, influencers can only register to Tribe if they have upwards of 3,000 genuine Instagram followers. The key word here is genuine. Tribe puts all new influencers through a vetting process to safeguard brands from influencers with fake Instagram followers and engagement.

Once approved, influencers can start searching for brand campaigns that sound interesting to them. The app has close to 10,000 campaigns for them to choose from, featuring large brands like Land Rover, Reese, Dove, Ikea, and Domino’s.

Following this, influencers set a price for their content, and can then submit it to brands for their review. Brands then select the content they love from dozens of submissions on the app.

Below is an example of what influencers’ content submissions look like in a brand’s inbox:

Image: Tribe

Tribe is a great influencer app for content creators who liek to use multiple mediums to creatively express themselves and the brands they represent. For example, Tribe supports a huge variety of creative formats that influencers can use for brand campaigns, including:

  • Boomerangs
  • Photos
  • Illustrations
  • Drone footage
  • Long form video
  • Instagram stories

*Note: Brands on Tribe will only pay influencers for the content that they want. Therefore, influencers should be wary that brands are under no obligation to compensate them for their content.

If your content is approved by the brand, then you can post it to your social media account, or the brand will license your content for their own use. You can then collect payment directly in the Tribe app.

Payment

When it comes to payment, Tribe says this is partially based them off of the number of followers an influencer has on their social media account. Below, you can see the the approximate payouts influencers can receive, based on the number of followers they have.

Image: Tribe

How does it work for brands?

To get started on Tribe, brands simply need to write a brief, which will provide the criteria for influencers that wish to submit content for their campaigns. The briefs can describe the product they want to promote, who their audience is, what kind of influencer they’re looking for, what sort of content they need, and any other helpful information to guide influencers as they create branded content. Once brands have submitted their briefs, they just need to wait for the submissions to roll in.

Brands can choose to post two types of campaigns to the Tribe app: influencer marketing campaigns and content campaigns. Influencer marketing campaigns will be shared with influencers’ followers on their social media account, whereas content campaigns will not be posted to the influencer’s socials, but can be licensed for use to share on the brand’s advertising channels.

Image: Business2community

As we explored Tribe, it became abundantly clear that brands hold most of the power in the influencer-brand relationship. For example, as a brand, if you don’t like the content that influencers submit to your brand, then you’re under no obligation to purchase it. 

Our thoughts on Tribe

What we love about the app

One of the biggest benefits of using Tribe is that it makes collaborations with large brands more accessible to regular people. However, it’s important to note that Tribe is not meant for building longterm brand and influencer partnerships. Rather, most influencers use the platform to make a bit of pocket money from one-off collaborations.

Tribe also allows influencers to be really creative. As we mentioned above, influencers can use a variety of creative mediums for their content, including boomerangs, drone footage, illustrations, and more.

Moreover, Brands often struggle to identify influencers that have fake followers. With their comprehensive vetting process, Tribe helps brands address this issue. The app uses AVS technology to prevent influencers with fake engagement and followers from submitting content for campaigns. In many ways, Tribe acts as a “middleman” between the influencer and brand, which is a huge advantage to brands.

Finally, where Tribe really shines is in the service it provides to brands. Not only does the app help to connect brands to micro-influencers, but it also allows the companies to build their influencer marketing campaigns for a fraction of the cost. Micro-influencers are much less expensive to hire for sponsorships than celebrity influencers. Not to mention, they also tend to have a more authentic persona and have better engagement among their followers.  

What we don’t love about the app

As we discussed previously, one of Tribe’s selling points to brands is that they only need to pay for the branded content that they love. This is great for the brands that use Tribe to search for influencers for their next campaign. Albeit, it seems that influencers get the short end of the stick.

Firstly, Tribe encourages influencers to purchase brands’ products as it can help them create better content for their campaign submissions. However, given that influencers often don’t get paid for the content they submit, it doesn’t sound like a good deal for them.

In fact, judging by the app’s reviews on iTunes and Google Play, it appears that many influencers think the Tribe App is a bit of a sham. One user wrote the following review:

“Not supportive to influencers at all
Influencers are expected to pay for items the brand wants to be advertised and then they don’t even accept your submissions so you never get paid and they don’t even tell you why. Brands should be required to be more specific on what kind of influencer they are looking for and also what their budget is. You end up wasting a lot of time and money making posts that never get accepted and They don’t provide any feedback to you. There is no way to communicate with the brand. You are completely separated from them. It’s a total scam to get you to buy stuff from their brands!!!”

Secondly, there doesn’t seem to be many guidelines for brands when it comes to writing briefs. Setting more appropriate and detailed guidelines would be a huge help for influencers. It would help them optimize their content and increase their approval rates. 

Overall, Tribe appears to be useful to influencers that want to make a bit of cash on the side. It’s less suitable for those who want to make a career out of their social media accounts and influencers want to build long-term relationships with brands. 

Nevertheless, Tribe is a pretty well-rounded influencer marketplace for brands. It’s an easy platform to get started with, and allows brands to find their perfect influencers for a relatively small cost. 

Author: Daniella K.

Daniella is a marketing professional who specializes in business development and advertising sales. She has helped with the growth of several companies by curating original content, leading brand development initiatives, and driving business objectives.