Influence This: Webfluential

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Webfluential
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Rachel Brinton Matthews
Dec 10, 2019
“Authentic”, “Mobile Shot”, “UGC” – these are customer requests heard time and again at Getty Images. Add to this a vital need for regionally relevant imagery and you have a search conundrum that requires a truly special pool of image makers to solve. Enter Webfluential and their strong influencer community with an audience reach of 1.6 billion. Webfluential’s content creators are at the forefront of visual trends across social media and technology.

Webfluential’s platform launched in 2013 in response to the developing power of the “Influencer”. Recognizing the potential for this new breed of content creators, the Webfluential founders set about creating a platform that would give individual creators the tools to “create for cash”. Their foresight paid off and they now list Barclays, Coca Cola, Nokia, and Shell as just some of the international brands their creators have worked with.
As the need for regionally relevant content continues to grow and more customers are looking for imagery produced by local creators, our partnership with Webfluential offers an exciting solution.
The Webfluential community is truly global, with large pockets of "top talent" in a number of emerging markets. As the need for regionally relevant content continues to grow and more customers are looking for imagery produced by local creators, our partnership with Webfluential offers an exciting solution. Utilizing the sophisticated database and internal algorithms at Webfluential, bespoke creator groups based in regions with more content needs can be created. Our inaugural group, based in East, West, and South Africa features talented individuals all of whom have high impression and relevancy rates across their social channels. From the uber‑cool styles of Siyabonga Mkhasibe to the storytelling sweetness of Phenyo Oaitse, the Webfluential creators each have a unique voice and approach to photography. In partnership with Getty Images, they are creating new visuals to repicture the millennial experience in their regions.
The Webfluential algorithms are a thing of organizational beauty, but they are only one part of the content creation process. Once a group has been formed, the team at Webfluential works directly with the creators on a name, location and style basis. At Getty Images, we value these relationships with our content creators because they lead to better photographs and happier creators.

This is just the start of our partnership with Webfluential – more regions will be explored, more talent unearthed, and fresh imagery created.
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