Sorry, Influencers: Klout Perks are Dead


If you have been working for years to turn your Klout score into something truly epic, we have bad news.

The service, which is a sometimes-lampooned way to assign a numerical rating to just how popular you are across various social networks, has decided to kill off one of the big reasons why a person might use it—Klout Perks. These little rewards, given to those who reach a certain level of popularity (or a combination of other attributes), are no longer going to be Klout's focus.

We're not quite sure what Lithium Technologies, which acquired Klout in 2014 for a reported $200 million, is going to be doing instead to entice users to keep up with Klout. Eric Channing Brown, Lithium's vice president of communications, told TechCrunch that "Klout's real strengths lie in its algorithm and wealth of social data. Perks is not core to this, and so we have decided to invest more in other areas of Klout's data assets and on further integrating Klout into the Lithium product portfolio."

That said, the elimination of Klout Perks is more of a wind-down than an abrupt stop. According to TechCrunch, Lithium is planning to honor any current Klout Perk arrangements. Additionally, some ongoing Klout Perk campaigns will continue. However, the entire Perks team at Klout headquarters has reportedly been laid off, and there are no more sales teams or account managers associated with the service.

According to Brown, Klout will continue to work on building out "personalized experiences" for customers of particular brands, instead of just throwing out random rewards for people based on how high of a Klout score they might have.

And some even see the elimination of Klout Perks as a good thing—a move that will allow the company to focus on creating more meaningful relationships between influencers and brands.

"What's most exciting to me is working to build a future where the social web is taken so seriously by businesses that they seek competitive advantage in finding and efficiently engaging with the very best minds in their market online," wrote Marshall Kirkpatrick, CEO of Little Bird, in a blog post. "Sometimes sending people stuff, but a lot of times not. Rest in Peace Klout Perks, you were an important first step in making influencer data actionable."

[By David Murphy] [Read More] [Image from Flipboard]

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