Our current product suite at Phyllo covers APIs under Identity (profile and reputation data), Engagement (content performance data), and Income (financial data). Together, they offer you the infrastructure to read data across multiple creator platforms and build use cases for a host of industries including influencer marketing, creator tools, creator fintech, Web3, and more.
The Missing Piece in the Puzzle: Publishing
After several rounds of customer research, we realized that there’s still one building block that’s missing in our suite of creator-focussed products. The missing piece is the ability to post content directly from your apps on to the original creator platforms. This need is most pronounced in SaaS companies catering to creators. Here are a few use case examples that we encountered in our conversations with prospects:
- A travel aggregator that wants lifestyle influencers to use its platform for creating customized offerings and directly posting them on to relevant social channels
- A social media management tool for creators that wants to natively support publishing content on social platforms without relying on third-party integrations
- A creator SaaS platform that wants to allow its users to publish promotional content for their courses, podcasts and storefronts on to distribution platforms
These and several other conversations reaffirmed the idea in our mind that giving creators the flexibility to publish content directly from your apps on to social platforms is the next logical step in Phyllo’s journey. Therefore, the ultimate focus of our new Publish APIs will be to provide developers an API-first approach to add content publishing capabilities within their applications.
Challenges with Content Publishing and Our Approach
Content publishing to social platforms involves numerous hassles such as:
- Managing permissions and tokens
- Managing platform content type (posts, images, videos, stories, reels) restrictions while publishing
- Dealing with complex error handling mechanisms during the process of content posting
- Handling and storage of content before publishing
- Reading content data once it gets posted and tracking its engagement
Phyllo’s Publish APIs will abstract all these layers to essentially make content publishing across all platforms as simple as the flow illustrated below.
When Can You Start Using Our Publish APIs?
Phyllo’s Publish APIs will be available in private beta by late December. We intend to start with support for TikTok and will expand coverage rapidly in the coming weeks. You can check out an overview of Publish APIs in our API docs along with the associated API references.
Keep an eye on this space as we release more details about the Publish API, its pricing, the platforms it will integrate with by 2022/early 2023, the supported data attributes, webhooks, and more. To get early access to the Publish API and for more details on its functionality, schedule a call with our team.