October 13-15, 2026<\/span>\n\t\t\t\t\t\t\t<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\nDevotion works with brands on tasks such as analyzing influencers\u2019 posts and captions to ensure they are within company guidelines; it helps brands decide which posts to share and boost; and it can provide a brand fit score indicating how well a creator aligns with the brand\u2019s ethos. It also helps brands pay creators, which would be difficult to manage if the responsibility lay solely with humans, Kroopf said.\u00a0<\/p>\n
\u201cIt\u2019s all about high-scale creator ecosystems,\u201d Tellez, the company\u2019s creative director, said. \u201cA new type of creator community that drives more scale, lower CPMs [cost per millage], [and] more algorithmic impact.\u201d\u00a0<\/p>\n
Tellez said Devotion spent much of last year in beta mode and has already amassed more than 10 clients and reached seven figures in revenue. Aside from emerging from stealth, the company also announced it raised $4 million in a round led by Basecase and Will Ventures.\u00a0<\/p>\n
\u201cWe\u2019re leveraging technology to open up what we think is a new opportunity, where there hasn\u2019t been a lot of attention paid from the space thus far, because it just wasn\u2019t feasible,\u201d Kroopf said, adding that previously, it wasn\u2019t cost-effective for a brand to dedicate so much money and resources to building a platform like this for themselves.<\/p>\n
\u201cIn 2019, when I started Parade, there was no real kind of software that allowed you to really engage ambassadors [influencers] at scale,\u201d Tellez said. Back then, she and her team built technology that helped them track and execute gifting, engagement, and payment, and build an end-to-end pipeline to manage their relationships with creators. \u201cThat was a dramatic drive of our growth,\u201d she continued, noting that many other founders came to her during that time asking how they, too, could replicate influencer engagement.\u00a0<\/p>\n
At the same time, she said she realized that the algorithm had changed, really in an effort led by TikTok. Though Devotion was her idea, she brought on Kroopf to help her understand how to engage with this new algorithm. Five years ago, for example, she said, a creator could make a post, and it would reach about 20% of their audience; today, that number is closer to 2%.\u00a0<\/p>\n
\u201cThe feed is no longer determined based on your social graph or your follower count,\u201d she said. \u201cIt\u2019s much more determined on the performance of the content and the algorithm and driven by your interests and other content, similar content you have interacted with.\u201d\u00a0<\/p>\n
The result is a brave new world: A nurse in Ohio has the same algorithmic potential as a macro-creator, Tellez said. \u201cWe\u2019re entering into a new paradigm where influence has been democratized.\u201d\u00a0<\/p>\n
As a result, brands need to operate like content networks and work with hundreds, no, thousands of influencers a month if they want to create content that can drive scale, Tellez said.\u00a0<\/p>\n
Devotion works on behalf of brands to build a bespoke content engagement strategy to better understand which influencers to tap and how to foster that community over time.\u00a0<\/p>\n
There are other creator economy agencies similar to this, like Pearpop. Tellez said Devotion\u2019s fresh capital will be used to hire more engineers and brand operators to build out more of the company\u2019s tech stack.\u00a0<\/p>\n
There are plans to build more AI agents soon, though nothing can be announced yet, they said. Overall, Tellez said she thinks brands are still looking for authentic ways to connect with real people, working with people from across the spectrum (not just the most famous) to get brand messaging across.\u00a0<\/p>\n
\u201cWe are already seeing the consensus shift towards our vision for scaled creator ecosystems for even the world\u2019s largest and traditionally most risk-averse brands,\u201d Tellez said. \u201cThey don\u2019t want to get caught behind the algorithm. At the same time, we\u2019re deepening our AI systems so we can manage thousands of creators with precision \u2014 without sacrificing taste or intimacy.\u201d<\/p>\n<\/div>\n
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