You know how brands partner with bloggers to create editorial content and capitalize on their influence? And how those brands pay bloggers so they can make a living?
Fohr Card, a new start up founded by former Tumblr fashion director Rich Tong, Holly Stair and James Nord (all of whom met through Tumblr), aims to streamline that process for bloggers and brands alike. In fact, it’s basically what Tong tried to do at Tumblr, except it seems to be more logistically sound and not on Tumblr (so he can’t get fired for it).
Fohr Card allows bloggers to be discovered by brands, providing them with a platform on which to present all of their follower counts across various social media platforms (Twitter, Tumblr, etc.) and traffic stats in real time, as well as any other relevant information about their work.
But not just anyone gets approved.
“Each blogger’s Fohr Card is reviewed by our team to ensure quality, original content, prior to being approved and ranked (by follower counts and traffic) within our directory of creative blogs,” Stair explained. As far as what types of blog, Stair et al are focusing on fashion, lifestyle, beauty, and photography. Notable bloggers already on Fohr Card include Jessica Stein of Tuula Vintage, Tricia Gosingtian of Tricia Will Go Places, John Jannuzzi of Textbook, Lawrence Schlossman of How to Talk to Girls at Parties and Scott Lipps of Pop Lipps. Bloggers who are less established than the aforementioned will featured in Fohr Card’s editorial content, which includes a blog and a newsletter.
Brands can then pay to subscribe monthly or annually and discover influential bloggers (this feature won’t be available until next month, as Fohr Card is still in Beta). “Our goal is to provide brands with the tools they need to better identify content creators and bloggers they’d like to work with,” said Stair. They’re still in the process of developing a pricing model for subscriptions.
The idea for Fohr card came about while Stair, whose background is in PR and community management, was working with Tong on Tumblr’s fashion week initiatives. They discovered Nord, a photographer, on Tumblr, and helped him get work. “We were fortunate enough to be able to connect him with a handful of people, leading him to work on a series of terrific projects,” said Stair. “We found James to be a really inspirational case for the kind of person we not only wanted to help, but enjoyed helping; someone who created beautiful, original content and just needed an opportunity to work with a reputable brand to really showcase his work. In teaming up, the three of us wanted to create a way to scale this experience and help other talented individuals like James be discovered.”
Stair said they’ve been “blown away” by the interest in Fohr Card from bloggers and brands alike. Brands, not surprisingly, like that it facilitates a process that would otherwise require quite a bit of time and research. “Finding new talent, vetting established bloggers and reporting on numbers is something community managers are spending countless hours on, and Fohr Card helps make this process much more efficient,” Stair added.
Stair and her team will continue to update Fohr Card with new features as they see fit. “Over time, our focus will always be on building a service that truly fosters relationships between brands and bloggers,” she explained. “If we can continue to grow and maintain this focus, I personally think we’ll be in a great position.”