Collective Bias expands service amid record growth

Bentonville-based Collective Bias continues to expand its services in shopper media, posting a 100% annual growth rate in its business last year, according to CEO Bill Sussman.

"Our company was founded on the idea that brands and retailers can work together with social influencers to produce engaging content that delights shoppers and transforms the buying experience," Sussman said. "We are thrilled to be able to offer programs that increase our community reach and empower our members to create the unique and engaging stories that brands and retailers need to impact sales."

High on the list for retailers and suppliers alike are connecting with the growing Latina shopping base. Collective Bias is launching ColectivaLatina, a new community of bloggers within the Collective Bias Social Fabric, that are focused on producing content with the Hispanic shopper in mind.

The company said this niche network will allow advertisers to reach the general market influencers in addition to the key Hispanic target. The ColectivaLatina online community is comprised of several hundred Hispanic shopper experts with a combined reach of more than 12 million viewers, according to the release. Through the creation of content with cultural relevance, Sussman said ColectivaLatina brings new opportunities for brands to connect directly with a community that seeks social content for inspiration and to drive their purchase decisions.

Also on tap for Collective Bias’ bloggers is a new web-based university — SoFabU — that provides curriculum and online resources such as plug-in installation, monetization and working with brands. These classes are free and available to of the company’s bloggers, which are collectively referred to the Social Fabric.

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Lastly, Collective Bias announced it will host a dozen Twitter parties in the next two months which are detailed on its SoFabChats page. These social media conversations can help brands seek key insights into consumer attitudes and sentiment.


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Growth for who?

If Collective Bias is growing so much, then why will it not pay its bloggers? Try talking to some of the people who host the Twitter parties, post the photos, do the Tweets, post photos on Instagram, etc. Collective Bias keeps recruiting more and more bloggers, but lags severely behind on paying bloggers.