Pattern launches 'Pattern Creators' to bolster Aussie brands

Pattern has announced the release of a new platform named 'Pattern Creators', aimed at assisting Australian brands in reaching new audiences through ambassador-led marketing. The tool, powered by proprietary software called 'Current', aims to enhance brand equity and create engaging user-generated content.

Pattern Creators seeks to streamline all facets of creator marketing, from the recruitment of ambassadors to product seeding and content approvals, as well as campaign management and revenue tracking. In 2024, social media serves as a significant source of product information for consumers, with roughly 36% of Australians using their social networks for this purpose.

"Today's consumers have a highly tuned radar for inauthenticity. They seek genuine and credible voices. Influencers bring a level of relatability and trust that is unparalleled, making them a critical component in any modern marketing strategy. Pattern Creators helps to bridge the gap between consumer trust and brand engagement. By leveraging authentic ambassador connections, brands can grow awareness and their customer base," said Merline McGregor, General Manager of Pattern Australia.

There has been a noticeable trend among brands to partner with micro-influencers for product promotion. About 67% of Australian brands intended to increase their influencer budgets starting in 2023. Additionally, 61% of these brands planned to renew partnerships with influencers, highlighting the importance of cultivating a consistent team of creators instead of constantly seeking new affiliates without ongoing relationships.

"In a world where social media platforms like TikTok and Instagram thrive on authentic user-generated content over highly polished branded content, Pattern Creators enables brands to seamlessly engage with existing and potential customers on a deeper level. It does this by generating robust AI-driven ambassador prospect lists with a few simple prompts, allowing brands to identify influencers who can genuinely and effectively tell a brand's story," McGregor commented.

Pattern Creators offers brands the ability to centralise their influencer management functions. These include the recruitment and seeding of products, contracting, reporting, content approvals, and communications. This model aims to let brands scale their ambassador programs more efficiently, lowering the typical time and effort involved in finding and managing bespoke influencer talent and content production.

One of the challenges noted in ambassador marketing is measuring its true impact. Pattern Creators seeks to address this by allowing brands to establish direct relationships with ambassadors. This enables the negotiation of varied commission models, the use of promo codes, and monitoring of affiliate links, thus providing clear insights into how influencer endorsements translate into product sales.

"Traditional influencer management platforms typically rely on a pool of existing ambassadors shared amongst all brands. What sets Pattern Creators apart is that we recruit unique creators specifically for each brand we work with," explained McGregor. "We also ensure that the brand themselves directly own the relationship with these ambassadors. This approach results in unique and authentic partnerships, leading to quality content production that reflects the individual needs and identity of each brand."

McGregor concluded, "Brand leaders understand that scaling a community of creators is incredibly challenging. Our platform supports brands to navigate these complexities much more effectively. By developing strong ambassador programs, this solution sets brands up for success in the next frontier of social media marketing."