Influencer marketing is quickly becoming the most compelling channel for global brands. It is also the most operationally manual.
Hiring agencies is costly and results are opaque. Managing a group of influencers with one to one relationships is administratively impossible. Forward looking brands are adopting AI solutions to build and scale their influencer-affiliate programmes.
We are excited to be a Day One investor in Tano, the first end to end AI services marketing business built for influencer marketing. Founders Will Caplan and Sagar Shah believe the next decade of marketing will be defined by autonomous agents. They designed Tano agents as a “team of influencer marketers, without the salaries”.
The London-based company helps FMCG brands scale their influencer and affiliate programs by using AI agents to handle the time-consuming, repetitive work behind successful campaigns. The platform automates the role of an influencer agency to ingest a marketing brief and then source, vet, outreach, negotiate, launch and analyse multi-channel campaigns. Check out the team’s launch here.
Tano is easy to use:
1️⃣ Connect your e-commerce store or whatever tools your brand uses
2️⃣ Give some examples of your best performing influencers, or those you like
3️⃣ Tano sources, outreaches and onboards influencers into your programme and gets their content live without you lifting a finger
4️⃣ Tano monitors posts, surfaces top affiliates to build real relationships with, and handles all the reporting
5️⃣ Re-use high-performing creator content for paid ads with our “one-click paid-ads request” feature
With Tano, 1-person marketing teams can now onboard and manage 1,000s of affiliates. Companies are able to turn creator content into paid creative quickly and measurably. They can also track revenue attribution and surface what actually moves the needle.
Since its launch a few months ago, Tano has grown at 70% MoM and brought on incredible talent, including Founder Associate Huw Evans and Paddy Allen.
Tano has also built partnerships with leading FMCG brands including Wild, Skin+Me, IM8, Bloom & Wild and many more.
Laura Donadio, Head of Influencer at Wild, comments:
“The experience has been so successful, we decided to transition our entire affiliate programme to Tano, so the team can focus fully on the paid side.”
Using Tano, 1-person marketing teams can now onboard and manage 1,000s of affiliates. In addition to turning creator content into paid creative quickly and measurably, they can also track revenue attribution and surface what actually brings results.
On why we backed Tano, investor Will Bennett highlights:
Will and Sagar are building a behemoth in Tano – we were delighted to find a top quality team riding this amazing wave as FMCGs brands move billions of spend into influencers. The growth since our first check speaks volumes of the product’s quality and we can’t wait to see Tano scale into the end to end AI CMO.
We are excited to partner with Tano from Day One and lead their round alongside friends at The Players Fund and Operators & Friends.
For more information, check out the website – Tano. They are hiring!