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Hone, an online-marketing startup that equips company websites with a suite of “shareable” content, is launched this week.
The Los Angeles startup outfits publishers, including blogs and news sites, with user quizzes, surveys, and polls in an effort to emulate the viral-content model made popular by sites like BuzzFeed, which has played an astronomical role in the development of low-cost marketing on social media.
“For an interactive platform, the web has become, primarily, a one-way communication vehicle, while it offers so much more, especially with social media and mobile devices,” said Hone founder and CEO Andrew Heckler. “We saw the opportunity to combine some of the effectiveness of Instagram, BuzzFeed and Facebook, among others’ content creation, and add a layer of true interactivity for content creators, brands and publishers.”
Hone’s client base (which, the startup’s site notes, includes such commercial heavyweights as Pepsi, MasterCard, and People Magazine) has created hundreds of quizzes, polls, and surveys, each of which is referred to as a “Hone,” in an attempt to attract millennials, who are accustomed to daily social-media use. As a result, Heckler purports that, on average in the first quarter of 2015, "our clients have experienced an engagement rate of 86 percent; completion rate of 81 percent; 12 percent for social sharing; and 16 percent for retakes."
To complement its efforts to integrate content and advertising, the company also offers clients an analytics platform.
“Every day we’re learning new and exciting ways to implement Hone created content across mobile, social and online," Heckler said. "We’re focused on our engagement rate to gather valuable, honest, usable insights to help publishers and brands serve their audiences with content they actually want."
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