Roundabout
Roundabout is an Italian platform for running micro-influencer campaigns across more than 100 sector niches on Instagram, TikTok and YouTube, letting brands and agencies find creators, price a campaign upfront, brief and track it.
What is Roundabout?
Roundabout is a micro-influencer marketing platform published by Roundabout s.r.l., an Italian company based in Turin. It exists to do two things for brands and communication agencies: find creators across more than 100 sector niches with verified performance data, and activate them in promotional campaigns while the client keeps control of the whole process.
The creator pool is deliberately narrow in kind and broad in reach. Roundabout specialises in micro and middle influencers on Instagram, TikTok and YouTube, with creators available in Italy, France, Germany, the United Kingdom, Spain, the Netherlands, Switzerland, the United States, Portugal, Ireland, Greece, Denmark, Sweden, Finland, Poland and Belgium. Profiles are validated through Instagram's official API, so the platform surfaces only creators with verified insight data, a safe engagement rate and no fake followers. New profiles are analysed weekly, and a free dedicated scouting service covers requests the filters cannot reach. On Instagram, creators are banded by size: Medium at 10k to 40k followers, Pro at 40k to 100k, Middle at 100k to 300k and Macro above 300k.
The workflow runs in four stages: find, calculate, write, then activate and track. What distinguishes the second stage is that pricing is settled before anything starts. Influencer fees are fixed per creator level, calculated on market averages and refreshed each year, so a Budget Calculator can return a firm all-inclusive figure from either a budget ceiling or a target volume of content. There is no subscription: the platform cost is folded into the campaign budget, and you pay only for campaigns you activate.
Beyond straight advertising, Roundabout sells owned content production, where the client keeps the assets, and an AEO add-on aimed at making a brand visible to AI answer engines such as ChatGPT, Gemini and Perplexity as well as recommendation algorithms. The company claims over 20,000 community members, 21 countries represented and more than 50 million interactions generated. It runs on the web and on an iOS app; the Google Play listing linked from the site is dead.
What it does
- Filter more than 100 niche topics and over 60 topic filters grouped into eight macro-categories to shortlist creators
- Widen a shortlist with AI-generated lookalike profiles when the filters are not enough
- Price a campaign in the Budget Calculator and download the quote as a PDF before committing
- Write a brief from scratch or from a sector template, then invite the creators you picked
- Approve content before publication and schedule posts on an integrated calendar
- Track campaign KPIs in real time from Instagram and download a detailed PDF report
- Manage product shipments, or hand creators a voucher code to order from your own store
When to use Roundabout / When not to
A quick filter to help you decide if Roundabout is the right fit.
When to use Roundabout
- Small and mid-sized consumer brands, especially D2C and e-commerce, that want targeted micro-influencers without hiring an agency
- Communication and marketing agencies, which the platform serves with a white-label mode on request and an annual partner programme offering a discount or cashback
- Marketers hunting narrow niches: the site indexes creators down to categories such as gluten intolerance, colour analysis, second-hand and mixology
- Retailers and hospitality operators running city-level activations, since every creator is profiled by their city of residence
- Teams that need owned content (IGC and UGC) produced by creators without any publication on the creator's own channels
When not to use Roundabout
- Anyone looking for a talent agency: the FAQ states plainly that Roundabout does not represent creators, it only enables you to engage them
- Brands planning gifting or seeding campaigns, since Roundabout only brokers paid collaborations with a fixed monetary fee per creator
- One-off activations with a single creator, because campaigns require a minimum of four influencers
- Developers wanting to plug influencer data into their own stack, as there is no public API and no developer documentation anywhere on the site
- Brands whose audience lives on X, Twitch, LinkedIn or Pinterest, since the creator pool covers Instagram, TikTok and YouTube only
How to use Roundabout
A typical end-to-end flow, from setup to results.
- Sign up free on the platform with an email address and password; no credit card is asked for
- Filter creator lists by niche topic, KPIs, geography and audience demographics, then save the ones you like into favourite lists
- Widen the shortlist with AI lookalike profiles, or request the free dedicated scouting service if a niche is hard to reach
- Open the Budget Calculator and start either from a budget ceiling or from the number of contents and creators you want
- Download the resulting quote as a PDF: it carries the creator and content counts, a results forecast, sample on-target creators and a strategy suggestion
- Fill in the brief with your storytelling, shipping arrangements and deadlines, starting from scratch or from a sector template
- Pick first and second choices before inviting, so a replacement is ready if a creator turns out to be unavailable
- Pay on activation, then follow product shipments and approve each piece of content before it goes live
- Schedule publications on the integrated calendar and follow KPIs in real time from the campaign dashboard
- Download the final PDF report and bulk-download the content for reuse on your own channels
Pros & Cons
Pros
- The price is known and fixed before you start, because influencer fees are set per creator level from market averages and refreshed annually
- No subscription and no onboarding fee: the platform cost sits inside the campaign budget you already agreed to
- Creator vetting is done upfront through Instagram's official API, filtering out fake followers and unsafe engagement rates before you see a profile
- Niche granularity is unusually fine, with more than 100 topics reaching well past the obvious categories
- Local targeting works city by city, small towns included, because every creator carries their city of residence
- Contracts and creator payments are handled by Roundabout, and a twelve-month organic usage licence is included in the price
- Strategic support and dedicated scouting are provided free rather than billed as consulting
Cons
- The entry ticket is high: the cheapest priced tier is EUR 3,086 plus VAT for a one-month campaign, and campaigns need at least four influencers
- Payment falls due in full on activation, with instalments offered only above EUR 40,000 or on annual commitments, and unused 6 or 12-month credits are not refunded
- There is no public API and no developer documentation, so the data cannot be pulled into an in-house stack
- Security and data-processing documentation is thin: no DPA, no published subprocessor list, no certification claimed and no hosting location disclosed
- The site markets AI prominently yet says nothing about whether customer data is used to train models
- The Google Play link shown on two pages of the site returns a 404, so the Android listing no longer exists
- The site is Italian-first: the English section covers fewer pages, the detailed FAQ and the AEO page exist only in Italian, and product screenshots on English pages still carry Italian captions
Pricing & Plans
A permanent free plan is available at EUR 0 with no time limit and no credit card, covering creator list previews, AI lookalike profiles, insight data, the Budget Calculator, the KPI calculator and brief creation. The lowest priced tier is EUR 3,086 plus VAT for a one-month campaign. The pricing page also advertises a unit entry point of EUR 143 for one post and five stories, although campaigns require a minimum of four influencers. Campaign prices are all-inclusive, covering influencer fees, the Roundabout fee, a twelve-month organic licence, support, scouting and KPI reporting; product costs, shipping and advertising licences are excluded.
- influencer list previews across 60+ validated niches
- AI lookalike profiles
- insight data
- Budget Calculator
- KPI calculator
- downloadable budget and KPI quote
- brief creation and chat support
- 54 contents and 9 micro-influencers
- forecast +170K reach
- +190K impressions
- +14K interactions. Adds influencer insights analysis
- all sorting filters
- brief creation and support
- campaign management
- internal chat
- 252 contents and 42 micro-influencers
- forecast +850K reach
- +940K impressions
- +67K interactions. Adds campaign report download
- 252 micro-influencers
- forecast +4.7M reach
- +5.1M impressions
- +400K interactions. Adds bulk content download plus chat and mail support
- partner discount or cashback
- access to partner content
- multiple campaigns across different clients and priority support
Data, GDPR & hosting
A consolidated view of how Roundabout handles your data.
GDPR overview
Roundabout is established in Italy, so the GDPR applies directly and no Article 27 representative is required or named. The privacy notice is issued expressly under Article 13 of Regulation (EU) 2016/679, identifies the controller, states the purposes and legal bases, and sets retention periods. Data subject rights are listed and exercisable: access, rectification, erasure, restriction of processing and portability in a structured, machine-readable format, by email with a digital copy of a valid identity document. Complaints may be brought to the Italian supervisory authority. Note one drafting oddity: the text describes that authority as represented by a named individual who is in fact a Roundabout co-founder, which should not be read as designating a data protection officer. No security certification is claimed and no trust page exists on the site.
Who owns the data?
Roundabout Srl, registered at Corso Castelfidardo 30/a in Turin, is named in the privacy notice as the data controller. Influencer data is acquired from the social accounts a creator chooses to synchronise, with consent given at the moment of the synchronisation request, and covers items such as follower counts, photos and published posts. Brands register with an email address and password, then synchronise social accounts too. Aggregate data may be passed to the brands using the platform, and to consultants, service providers and affiliated companies, who act as processors. On the content side, the campaign price includes a twelve-month organic usage licence for the client; advertising licences are sold separately.
Reuse rights
The privacy notice states a single declared purpose: enabling the services you have requested. Influencer data is profiled to qualify creators in particular niches, which is the precondition for taking part in campaigns. Beyond that, Roundabout says it may use the account email to send experience and feature messages, and periodic newsletters with commercial information about similar services, relying on legitimate interest; you may object at any time through the instructions in each message or by writing to the published address. Technical cookies run without consent, analytics and interest-based cookies only with it, and consent can be withdrawn through browser settings. On the reuse question that matters most for an AI directory, the site is silent: across every page collected, there is no statement at all about whether customer data feeds AI model training, neither a commitment nor a denial. The only AI claim made is about search, through the lookalike creator profiles used to widen a shortlist.
Data retention & training
Hosting summary
The site discloses nothing about where data is hosted. No country, no region, no data centre, no cloud provider and no mention of transfers outside the European Union appear anywhere across the pages collected, and no standard contractual clauses are cited. What can be established is jurisdictional rather than technical: the data controller, Roundabout Srl, is established in Italy and processes personal data under Article 13 of the GDPR, which places the processing within the European framework regardless of where the servers sit. The only technical signal observable from outside is that the domain resolves to a Cloudflare anycast address, which identifies a content delivery network edge and says nothing about where the underlying data is stored. Buyers with a data residency requirement should treat this as an open question and put it to the vendor directly, since there is no published answer to point to.
Things to keep in mind
Risks and trade-offs to weigh before adopting Roundabout.
- The campaign KPIs attached to each pricing tier are forecasts drawn from average past performance, not guarantees; the site says so plainly, and it is easy to read those reach and interaction figures as commitments
- Usage data is kept for 10 years and 6 months after the contract ends, which is a long tail for records covering campaign participation, compensation and published content
- Security posture is undocumented: no DPA, no subprocessor list, no certification and no hosting jurisdiction disclosed, which will stall any formal vendor review
- Nothing on the site addresses whether customer data trains AI models, so a buyer relying on the AI positioning has no written position to point to
- The privacy notice contains a drafting error naming a Roundabout co-founder as representing the Italian supervisory authority, which could mislead a reader into thinking a data protection officer has been designated
- Unused influencer credits on 6 or 12-month commitments expire without refund, so a slow quarter turns straight into lost budget
- Handing brief, approval and reporting to one platform is convenient, but it concentrates your creator relationships and performance history in a place you do not control and cannot export through an API
Setup & Integrations
Technical difficulty
Very low. There is nothing to install: Roundabout runs as a web platform with a companion iOS app, and a brand signs up with an email address and password, no credit card required. The one prerequisite is synchronising at least one social account. The platform is explicitly self-service, brief templates are provided for teams unsure where to start, and free strategic support covers scouting, brief writing and planning at every step. No technical skill and no integration work are needed, since there is no API to connect. A public Help Center is available online.
Deployment
Apps stores
Integrations
Supported languages
Behind Roundabout
Fundraising
Social
Resources
All the official URLs gathered for verification and reference.
Alternatives
Tools that compete with or complement Roundabout.
Frequently asked questions
Is signing up to Roundabout free?
Does Roundabout charge a subscription?
What does a campaign actually cost?
Which social networks and content formats are covered?
Where are the creators located?
Can I approve content before it goes live?
Can I reuse the content on my own channels?
Is there an API for developers?
Is my data used to train AI models?
How long is my data kept?
Should you pick Roundabout?
Roundabout is a vertical tool that knows exactly what it is: influencer marketing in narrow niches, not a general marketing suite. Its two real strengths follow from that focus. Pricing is settled before anything begins, because influencer fees are fixed per creator level rather than negotiated, so the Budget Calculator returns a firm all-inclusive figure and the quote does not move afterwards. And creator vetting happens upstream, through Instagram's official API, so the shortlist you browse has already had fake followers and unsafe engagement rates filtered out. Add the operational load Roundabout takes on itself, contracts and creator payments included, and the proposition for a small marketing team is coherent.
The reservations are equally clear. The entry ticket is real: the cheapest priced tier is EUR 3,086 plus VAT for a single month, campaigns need at least four influencers, and payment falls due in full on activation. More importantly for a tool that puts AI in its own headline, the documentation around data is thin. There is no DPA, no published subprocessor list, no certification claimed, no hosting location disclosed, and complete silence on whether customer data is used to train models. The privacy notice is a proper Article 13 notice with real rights attached, so this is not carelessness about the GDPR itself; it is simply an absence of the security and processing artefacts a buyer with a procurement checklist will ask for.
One last practical point: the site is Italian-first. The English section is genuine but thinner, the detailed FAQ and the AEO page exist only in Italian, and some product screenshots still carry Italian captions. For an Italian or Southern European brand this hardly matters. For a team working entirely in English, it is worth knowing before the first demo.
- Choosing a selection results in a full page refresh.
- Opens in a new window.