Splay

Splay emerged in the digital media landscape, establishing itself as a significant player in the influencer marketing sector, particularly within the Nordic and DACH regions. Founded in 2013 by Vigor Sörman, the company was conceptualized to bridge the gap between brands and the burgeoning world of online content creators. Sörman, with a background as a television producer, identified the shifting dynamics of media consumption and foresaw the rising influence of YouTube personalities. This foresight was instrumental in shaping Splay's core business.

The firm operates as a digital media house, specializing in the development, production, and distribution of digital strategies centered around influencer collaborations. Its primary business involves connecting brands with a vast network of more than 1,000 prominent online figures, enabling targeted audience engagement on platforms like YouTube and Instagram. The business model revolves around creating and executing influencer marketing campaigns, thereby generating revenue by acting as the intermediary and strategic partner for brands seeking to penetrate the digital space. In 2015, a significant milestone was reached when media company MTG (Modern Times Group) acquired a majority stake in Splay, a move that validated its business model and provided substantial resources for expansion. This acquisition eventually led to Splay being integrated into MTG's digital video network, MTGx, and later becoming part of WeAreCube, another entity within the same corporate family, which marked a new chapter for the brand.

Splay's service portfolio extends beyond simple matchmaking. The company provides comprehensive support to brands, aiming to transform them into self-sufficient media houses through robust content and distribution strategies. A notable product launch was GOsnap, a self-service tool designed to streamline the creation of social media campaigns. This platform allows brands to independently set up campaigns with top Instagram influencers in the Nordic market through a simplified five-step process, effectively democratizing access to influential digital stars. The company's reach is substantial, boasting a network that collectively garners hundreds of millions of views monthly and has accumulated billions of lifetime views on YouTube, complemented by a massive follower base on Instagram, underscoring its deep market penetration.

Keywords: influencer marketing, digital media house, content strategy, YouTube marketing, Instagram campaigns, Nordic market, DACH market, brand partnerships, GOsnap, social media advertising