It’s a social media app that blends TikTok-esque user videos, mobile gaming and donations to charitable causes. Robert Weiss, a TV producer-turned-executive-turned digital entrepreneur, calls it Ro…
, and he’s spent the past three years fine-tuning the app experience that he has dubbbed “gamified giving.” Backed by $10 million in seed funding, Roar Social is set to launch beta form later this year on Apple’s App Store.
Roar Social asserts that it will never take any cut of the donations facilitated by its platform. The company’s plan is to monetize its user base through advertising and brand partnerships. Instead of “likes” or heart symbols, Roar Social users will bestow “gives.” Roar Social is based in West Hollywood and has about 50 employees in total. The initial seed round of funding came from a mix of wealthy individuals, serial-investor types, family offices and “a bunch of people of private equity whose firms normally don’t get involved at this stage have personally invested money in Roar,” Weiss said.
Weiss emphasized that the early reception to the Roar Social from the advertising community has been strong. The company is in early conversations with Target and Starbucks to become partners with the platform. Among Roar Social’s goals is to tap into Corporate Social Responsibility marketing budgets down the road, when advertising is more directly integrated into the platform.
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