Apr 3, 2019
On today's show, I welcome Timothy Armoo, the 24-year-old CEO and
co-founder of Fanbytes, a mobile video
advertising platform helping brands like Warner, Apple Music and Sony reach teams through Snapchat
and TikTok influencers.
Fanbytes' campaigns have seen then featured in Forbes, Huffington Post and The
Times, to name but a few, with Forbes describing them as
'rewriting the rules of social for generation z'.
Fanbytes is Tim's third company, having
started his first company at just 14 and selling his second company
at just 17.
So, a big challenge for any marketing team for a
brand is reaching and engaging with their target audience. More
challenging still, is trying to figure out who is that
Fanbytes, with its exceptional understanding
of generation z, tells brands who they should be marketing to and
how they should be doing it.
is the platform of choice,
along with TikTok
, through which search
Fanbytes distributes its client's videos
ensuring maximum engagement through targeting the right people
at the right time.
So, the idea for Fanbytes came to Tim in his
cousin's bedroom. He noticed he was always buying lots of new
hats and trainers and wondered what motivated him to buy them. His
cousin said that YouTube personalities were his inspiration and
that's where the idea for Fanbytes came from. They're a
company that helps brands to collaborate with influencers, such as
those on YouTube
Tim wanted to build a new advertising offering for
the 21st century that will help brands to collaborate with online
stars and personalities
A big part of what they do is data, so they built
an algorithm that will enable them to measure the influence of the
influencers, to see who was perfect for each brand's campaign.
More importantly still, they used it to match influencers
With data being at the heart of everything they do,
the strength of the data set up within their USP, and with other
similar players in the market, they needed to differentiate
themselves. So, they've done that with their real-time data
analytics platform which enables them to measure their campaigns in
a way that nobody else can.
So, I really enjoyed going up to London meeting Tim
at Fanbytes HQ. I found him incredibly knowledgeable, very
charismatic and I think you, the #Screwitjustdoit listener, will
find this a really interesting and really relevant chat, especially
if you are looking to market and to do business with millennials.
We talked about many, many things including opportunities in
underserved markets. We talked about opportunities which live in
university, or outside university education, opportunities outside
of people being inherently lazy and businesses being inherently
I think that you're really going to enjoy this one,
"So I'm going to say something which might offend some people
but I think it's just real talk. At Fanbytes we help brands to
distribute their videos on social, so brands come to us because
they're trying to reach and engage communities, specifically on
Snapchat, Instagram or TickTock and we build these communities and
these influencer networks for us to be able to reach an audience in
a very specific targeted way. We work with the Kardashians, for
example, they come to us to help them promote their show... like
it's the Kardashians, that's pretty interesting.
The thing is, most brands are lazy. In fact, most people, in
general, are lazy. People are inherently lazy. "Can you take that
piece of content and use the exact same thing on Facebook,
Instagram, Snapchat, Twitter, Pinterest, Twitch, Tumblr and
TickTock"...like yeah OK, cool. But, if you can essentially change
that, that's where you can build something of significant
All these numbers are just banded about. I think recently I
saw someone describe themselves as a 'nano-influencer' with 0 to
2,000 followers, like, Jesus Christ.
is essentially like an online
Argos, like an online catalogue. I think the mediums may increase
but the fundamentals of marketing still stay the same.
I am not ashamed to say I started solely with the purpose
of making money. I was a 17-year-old living in a council estate and
I had just really started to discover the power of the internet. To
me, this is my way out of being poor."