Only Much Louder (OML), a prominent player in the entertainment and creator economy, has announced a significant strategic shift in its influencer marketing arm, Hypothesis. The company is pausing the operations of its standalone SaaS (Software as a Service) platform, Hypothesis, and is instead pivoting to a service-first influencer marketing model. This move, confirmed by industry sources, signals OML’s intent to differentiate itself in a crowded market by integrating its technology deeply into a hands-on service approach.
Hypothesis, OML’s AI-powered influencer marketing platform, has been instrumental in executing over 900 campaigns for major brands including Oppo India, Mondelez, Budweiser, and Tide. It was previously envisioned for global expansion into key international markets by 2025, with plans to be present in Asia-Pacific and Middle Eastern countries. Clients of the SaaS platform have already been informed of this recent decision.
Devarshi Shah, SVP and Business Head – Global Creator Network at Only Much Louder, clarified the strategic pivot: “Hypothesis isn’t shutting down. It’s evolving. In line with evolving market dynamics, we are pivoting Hypothesis to a service-first influencer marketing model. As technology and platform behaviors shift rapidly, we will continue to leverage the same powerful analytics and content intelligence that made our SaaS platform stand out.”
This shift means that OML will move away from offering Hypothesis as a standalone, self-serve SaaS product. Instead, its proprietary technology and analytics will be embedded within its influencer marketing services, allowing for a more integrated and hands-on approach with brand and agency partners. Shah emphasized that this new model will enable OML to “work closely with our brand and agency partners, integrating our tech foundation with strategic insights, creative vision, and hands-on execution.” He highlighted that this approach has already facilitated successful campaigns across 22 countries, driving measurable results for their partners.
The decision to re-engineer its tech offering comes as the influencer marketing industry continues its rapid evolution. With numerous platforms in the market, OML aims to distinguish itself by offering a unique blend of cutting-edge technology and human-led strategic execution. While the standalone SaaS platform is being paused, OML’s commitment to “performance-led, data-driven influencer marketing remains stronger than ever.” Reports also suggest that some tech staff from Hypothesis have begun exploring new opportunities, indicating the scale of this internal restructuring.
This pivot underscores OML’s adaptability and determination to remain at the forefront of the creator economy by continuously refining its approach to deliver effective influencer marketing solutions for brands worldwide.
Key Highlights:
- OML is pausing its standalone SaaS platform, Hypothesis, and pivoting to a service-first influencer marketing model.
- This strategic shift involves embedding Hypothesis’s AI-powered analytics and technology into OML’s hands-on influencer marketing services rather than offering it as a self-serve product.
- The move aims to differentiate OML in the competitive influencer marketing landscape by providing a more integrated approach that combines technology with strategic insights and execution.
- OML asserts that this evolution will strengthen its commitment to performance-led, data-driven influencer marketing for brands, having already executed over 900 campaigns for major clients.