EnTribe, a software platform that crowdsources fan photos and videos for marketing and recruiting departments, announced it has secured $3.3 Million in seed funding. The fundraise includes the backing of Michael Marks, Founding Managing Partner at Celesta Capital and former interim-CEO of Tesla.
EnTribe’s Founder and CEO, Adam Dornbusch, believes this funding validates his product vision. Dornbusch founded EnTribe in 2017 when he recognized consumers had a desire to hear more real-life stories and truth in marketing, but this desire wasn’t being met because marketers lacked the technology to encourage customers to share their experiences. These stories are known as User Generated-Content (UGC) in the marketing profession, and Dornbusch is convinced that customer and employee stories are essential to creating heartfelt marketing and hiring experiences in today’s content-saturated world.
The reason UGC isn’t more widespread, Dornbusch found, was that too much of the encouragement to create fan content is still left up to marketing managers. As late as 2018, no tools on the corporate software market automated the proactive guidance and rewarding it takes to compel brands’ communities to create content focused on their products. Existing UGC solutions mostly scraped social media for low-quality, sporadically posted photos.
Dornbusch founded EnTribe to fill that gap. The company’s goal is to make customer-centric marketing more accessible to brands beyond traditional content powerhouses like Red Bull and GoPro.“UGC has always been difficult for brands to implement efficiently. It requires vetting creators, verifying content ownership, acquiring legal rights, and the list goes on,” said Dornbusch. “Most importantly, creators often require coaching before they can produce marketing-ready creative, and this coaching process has been historically missing from UGC programs. Through my previous work building some of the earliest UGC programs for Current TV and then one of the largest branded UGC programs at GoPro, it became clear that brands that are serious about customer-centric marketing must first build an efficient, technology driven process to acquire customer content to feed their marketing campaigns. EnTribe alleviates all of these existing inefficiencies, delivering a highly automated experience.”
More brands are expected to turn to UGC to connect with their communities in the coming years. Recent reports show that more than half (58%) of social media users have no intention of buying products from influencers. Out-of-home and near-office advertising’s reach has shrunk as commuters work from home. Meanwhile, multiple privacy changes during the past year cratered marketers’ ability to match digital advertising and email marketing messages to consumers’ behavioral history.In the future world of marketing, access to customer content may be the key to a brand’s ability to connect with its customers.
EnTribe is one of the first SaaS platforms designed to turn brands’ customer bases into brand ambassadors. Customer content makes for exciting marketing, which translates into higher sales. Learn how to build your Tribe at www.entribe.com.