From Adweek · Rebecca Stewart · · 1m 40s
How Benefit found a creator with 10,000 followers
A startup called Plot reads inside short-form videos, and it is changing who counts as an influencer.
In brief
A startup called Plot reads inside short-form videos, and it is changing who counts as an influencer. Follower count is a bad proxy for reach. The people selling your product may never have tagged you. Originally reported by Adweek.
The untagged superfan
Samara Boulter never tagged Benefit Cosmetics. Its Cookie Highlighter just sat on her dresser in nearly every GRWM video she filmed for 6.2 million followers.
32 million views, invisible
Boulter mentioned Benefit seven times in three months, pulling more than 32 million views. Benefit only learned about it through Plot, then added her to its gifting list.
“Those seven times have earned over 32 million views”
AI that watches, not reads
Plot, founded in 2022 by ex-Apple social lead Megan Duong, analyzes audio, visuals and captions inside short videos. Text-based listening tools miss all of it.
Search by what people do
Its new Creator Intelligence tool takes plain-language prompts: creators who use a product in a GRWM, are into K-pop, read books. None of it has to be in a bio.
The boyfriend campaign
For POREfessional Degunker, Benefit asked Plot to find the boyfriends and dads of makeup creators to film pore close-ups. Sales beat forecast by 198%.
Crowded field, real fear
CreatorIQ, Modash and Kuli chase the same buyers. And 65% of brands are raising creator budgets while 59% of multinationals worry about brand safety.
“It's just not something that a human can do”
All for the cost of a hat
Laura Payton films 16th-century GRWM videos and had under 10,000 followers when Plot surfaced her. Benefit made her a pink Renaissance hat and got 13 million views.
“Sometimes the people with the smallest following have the biggest views”
The big picture
Follower count is a bad proxy for reach. The people selling your product may never have tagged you.
