Fabulate has launched SparQ, a new product that aims to give marketers the on-demand ability to better protect their brand across social platforms and transform the creator space using video-led AI tools.
SparQ, currently in beta, offers a suite of AI-powered tools that empowers marketers and their agencies to scan thousands of hours of content across TikTok, Instagram, and YouTube in an automated and efficient fashion.
“We believe this will be a game changer for brands wanting to work in the influencer space,” said Ben Gunn, chief revenue officer of Fabulate, said.
“Seventy-six per cent of brands recognise brand safety as a concern in influencer marketing*. We believe SparQ will be a powerful tool – available to everyone – that can save brands and agencies thousands of hours of human labour and unlock millions of dollars of spend into the creator space.”
Fabulate co-founders Ben Gunn, Nathan Powell, Toby Kennett and Sachin Singh.
The Australian influencer marketing platform’s new product’s main offerings include Brand Safe – a brand safety feature able to scan content for high-risk or explicit content that may put the brand at risk, and Brand Advocate – a brand advocacy feature that empowers marketers to find the right authentic voices in both paid and organic social media.
SparQ’s offering also include’s Audience Overlap – a follower overlap analysis allowing marketers to analyse the unique audience reach of 100 creators in a single search.
Fabulate chief product and strategy officer Nathan Powell called the product “Salesforce for influencers”. He said the new SparQ AI tools were a recognition of the growing marketer focus on brand safety in the creator economy space and the immense load of manual hours that vetting videos can take on agencies and in-house social teams.
Powell also noted that SparQ would help brands to ensure the accuracy of their brand assessments. “We all know the creator space has been exploding in recent years, but these tools are designed to unlock that to a new level,” said Powell.
“We know from our clients that simply reviewing the content of 10 video-led creators for one campaign could easily take a fulltime staff member an entire week – SparQ will not only reduce the time it takes to review content, it will also improve the accuracy of that process.
“Brands have been looking to unlock greater spending in this space, but the roadblocks have been around ensuring the creators they work with are brand safe and true advocates for their products. All while ensuring they reach a sizable audience in the target demographic. SparQ overcomes these problems and will be something of interest to all brands operating in the creator space.
“The SparQ suite of products uses AI technology to address these key concerns of marketers working in the influencer space. We’ve all heard the horror stories of brands hiring creators who don’t really align with their brand. SparQ helps ensure the creators you work with are authentic and suitable for your brand.”
Gunn added the market had been calling out for these products. He said: “so often you hear about brands or their agencies spending hundreds of hours reviewing a creator’s content. SparQ offers the chance to transform that and for our tools to help flag content that the brand might want to review.
“Similarly our brand advocacy and audience overlap tools help brands in other key areas such as finding true advocates of their products and measuring the audience to ensure they have the right audience reach and that they aren’t hitting the same audience repeatedly.”