Analytics Startup Fohr Card Keeps Score For Fashion Bloggers
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When James Nord was account director at Product of the Year, “I kept getting emails from people who worked at brands, asking which bloggers they should work with. Like, ‘I need five menswear bloggers in Chicago,’ or, ‘I need five personal-style bloggers in San Francisco,'” he recalled. “It felt like it was a really inefficient way to run a marketplace.”
Mr. Nord, a photographer and blogger, thought he had a better means to help brands sift through bloggers to target with advertising, sponsored content and gifting. Along with Holly Stair, a social-media manager, and Rich Tong, Tumblr’s former fashion director, he developed Fohr Card, which aims to bring brands a comprehensive survey of the fashion blogosphere.
Starting at $5,000 for an annual membershiplarger companies and agencies pay morebrands can access Tumblr, Twitter, Instagram, Facebook and Google Analytics stats for more than 1,800 fashion and beauty bloggers. The tool allows users to sort by region, traffic on a particular platform, or category. (Categories include DIY, nail art and menswear.) But most importantly, it eliminates numbers-fudging by exposing typically private Tumblr and Google Analytics figures.
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