TRIBE: "influencers provide marketers with dexterity and choice. It's highly advantageous in the world of speed and personalisation"

TRIBE: "influencers provide marketers with dexterity and choice. It's highly advantageous in the world of speed and personalisation"

Influencer marketing outfits are rising thick and fast as the space continues to rapidly evolve, and it's reached a point where companies don't stand out by just existing in the industry. 

TRIBE is one platform doing just that - and doing it rather well. It helps companies create branded content at multiple scales, as well as offering campaign management for influencers and brands alike.

The company was founded in 2014 by Australian TV and radio presenter Jules Lund. TRIBE now has a presence across four continents with offices in Sydney, Melbourne, London and New York.

Back in May, TRIBE announced that retired Unilever CMO Keith Weed had chosen to invest in the company, the first move Weed made after departing Unilever. 

Weed is a staunch advocate of transparency and regulations within the influencer marketing realm and his attention to TRIBE specifically puts the platform at the forefront of the space right now. 

We spoke with TRIBE CEO Anthony Svirskis to get an insight into how the company works to set itself apart, and market itself as a trusted, standout beacon in a space that is becoming increasingly saturated by companies all trying to do the same thing. What is TRIBE and what services do you offer?

Anthony Svirskis: TRIBE is a marketplace that connects brands and social media influencers. Brands access our platform to undertake scaled influencer marketing campaigns with far more ease than working with influencers one by one. Or they can simply tap into our influencer network to produce high quality-branded content for their advertising needs on any medium or platform.

What excites you about the influencer marketing space?

When done correctly, it’s a very powerful media. Over the years, influencers have built audiences around a particular passion or vertical and their audience follow them for inspiration and advice. When authentic messages are delivered to these engaged audiences, they’re far more impactful.

What do you think are the biggest trends in the influencer space right now?

Micro-influencers are certainly becoming a more powerful sub-segment within the category. There will always be a place for top tier influencers, but with the spotlight on influencer disasters like Fyre Festival, brands are looking for more authentic brand advocacy.

TRIBE has created over 650,000 pieces of content for brands across the globe

Recently, Keith Weed chose to invest in TRIBE. How has Weed’s input affected the company?

Well firstly it’s an extremely positive vote of confidence for the business, and all of our staff, investors and clients recognise that. He truly understands and sees the value our platform brings to marketers. While he acknowledges the power of our platform through the lens of influencer marketing, he sees even more potential for the platform through the access to branded content at scale and how cost-effective this is compared to alternatives.

Influencer Marketing platforms are popping up faster than the industry is growing. What sets TRIBE apart from the tribe?

Yes, it’s a signal of the industry’s growing popularity, yet our approach is pretty unique. Firstly, we are a pay-per-use marketplace, so brands use us on a campaign by campaign basis rather than an annual license fee. We find this is far better suited to how our customers want to spend their money.

Secondly, we deliver content upfront from our influencers. So when a brand launches a campaign, they not only get influencers opting in to participate, but those influencers have produced the content from the start, which means a brand can quickly make a decision about the influencer and their content.

It's fair to say that influencer marketing doesn't always get a good rep. What would you say to businesses and brands that are wary of the space or those that have been put off by bad tales?

The industry is rapidly getting on top of fraud, which is extremely positive. However, it is vital that brands still feel comfortable about who they work with, both from the agencies or platform they chose, and the eventual influencers. I would also point to the differences in influencer marketing done with celebrities and those campaigns that are done by influencers who are authentic customers of the product they are promoting.

When authentic messages are delivered to these engaged audiences, they’re far more impactful.
Anthony Svirskis

How do you think the entertainment industry has changed with the rise of influencers?

It’s shifted. Celebrities still hold a lot of power, and will always work well for marquee brands and global campaigns, however influencers provide marketers with more dexterity and choice. They can cater to more niche audiences, smaller brands or shorter-term activities. It’s highly advantageous in the world of speed and personalisation.

How do you think the advertising industry has changed with the rise of influencers?

It’s simply a new channel. It doesn’t necessarily directly replace other channels, but works alongside them. Over the last decade we’ve seen digital overtake television, which is the result of technological advancement and audience attention. Thus it’s logical to think new channels will continue to emerge and find their place in the media mix, just as influencer marketing is doing.

Is there a particular influencer campaign or case study you’ve run that you’re personally proud of, and what was the result?

We’ve done some great work all over the world. Where we really get excited is executing at scale and moving the needle. We’ve recently run large scale campaigns for brands like TikTok and Logitech in the UK where our platform has enabled these brands to manage hundreds of influencers posting content and call to actions that drove direct uplift in their key metrics.

What are the company’s plans for the next 12 months?

The US market. As an Australian founded business, the size and scale of the US opportunity still amazes me. For the next 12 months, we will be capitalising on this market and expanding both our influencer and brand base.


Danielle Partis is editor of and former editor of She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.