More consolidation is coming to the influencer marketing industry. The firm gen.video, which has worked alongside brands like HP and Nike on creator-driven solutions, has acquired the social media marketing app Bounty.
Bounty, launched in 2021, automates matchmaking between creators and brands. Users purchase items from the app’s partners and show them in videos. Those creators then receive payouts based on the viewership their sponsored videos receive. The idea is to cater to small creators who may otherwise struggle to net brand partnerships.
The Bounty community will be an asset for gen.video partners, who will be able to leverage the app’s community of UGC creators. Gen.video already has nearly a decade of experience in the creator economy, and the Bounty acquisition expands its network while giving it access to new revenue opportunities. RockWater Industries served as a sell-side advisor to Bounty ahead of the transaction.
To bring its resources together, gen.video is launching a platform called partnrUP, which is described on its website
as “your go-to creator content platform.” In a statement, gen.video CEO Jessica Thorpe said that partnrUP will make creator marketing “more accessible” through mobile-friendly design, ecommerce integrations, and AI-driven freatures.“With Bounty, we’ll be able to provide access to more creators and expand the ways brands incentivize and compensate them for the content they make,” Thorpe added.
The Bounty acquisition comes on the heels of several other major transactions in the influencer marketing space. Publicis recently paid $500 million to acquire influencer marketing company Influential. On the management side of the creator economy, Wasserman‘s creator division got a boost through the acquisition of Long Haul Management.
Brands that are interested in entering that space already have plenty of matchmaking services they can turn to. gen.video’s own acquisition will allow it to stand out in a crowded field while adding to its wealth of creator economy experience.
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