Over the last decade, social media has skyrocketed in importance with over 3.4 billion people actively using social media and counting – that’s 45% of the world’s population. Inevitably, there is a trend where people seek out influencers in social media to help make decisions.
Brands love social media influencers because they can create trends and encourage their followers to buy the products they promote.
Partipost, the fastest growing influencer marketing platform in Asia has successfully connected brands with nano influencers (everyday people with a minimum of 200 followers) and larger influencers through various campaigns accessed by their app.
Partipost predominantly finds the best mix of audiences that fits the image of a brand. With a transnational database of close to one million influencers, they can quickly activate a large number of influencers to help brands achieve their marketing objectives and KPIs.
Many brand owners often run marketing campaigns across traditional media, like newspapers or radio, to generate mass appeal but these come at a high cost. With influencer marketing, brands are able to not only achieve mass appeal but are able to drive conversion with the right strategy in place. The cost of activating nano influencers is also generally cheaper than running campaigns on traditional media.
Inspired by the behaviour of consumers’ love for sharing on social media, Founder and CEO Jonathan Eg started Partipost in 2016. This crowd influencer marketing platform rewards influencers across all tiers, ranging from those with hundreds to millions of followers, for the content that they created.
Everyday people as influencers was an untapped market, and what better way for brands to share about their products/services but through their customers who love their brand.
Partipost is in five countries now (Singapore, Indonesia, Taiwan, Philippines and Malaysia), and will be continuing its expansion across Asia with plans to launch in Hong Kong, Vietnam, and Thailand in the next 18 months.
When asked about the revenue streams which has led Partipost to achieve many global clients, Jonathan said: “Partipost’s core business is to allow brands to run influencer marketing campaigns at scale and with speed. We leverage nano influencers to help brands achieve their marketing KPIs. With our network of over 800,000 influencers across Asia, brands are able to activate influencers across the various tiers, where each tier of influencer would help achieve a specific marketing objective.
Partipost has a mobile app that’s user facing. We call our users Partiposters. Partiposters are able to browse through campaigns and join the ones that interest them and that they are also eligible for. From briefs to submissions and revisions, it’s all done through the app.
On the brand’s side, there’s an all-in-one dashboard that allows brands to review the submissions easily in one centralized location before sending out the approvals. The dashboard also helps to track the progress of the campaign making it a breeze for brands to run large scale campaigns, such as activating over a thousand influencers at a go. From campaign launch to campaign payout, it’s all taken care of within the platform. Therefore, helping brands save time and resources to focus on other priorities.
In a digital, dynamic global world, influencers are seen to be more effective as compared to traditional means of creating reach.
Consumers in this digital age are more vocal about what they want to see and what they want brands to do in order to gain their support and eyeballs. It’s no longer a one-sided approach.
Leveraging on influencers allows brands to reach their potential customers through a third-party perspective. A perspective that has already gained trust and credibility with his/her audience. And the product/service shared would be of high relevance to them. The digital age also allowed for brands to cross borders with little barriers as compared to doing traditional TVC or OOH ads,” Jonathan said.
To date, the company has been working with brands in the mass consumer sectors such as FMCG, F&B, and Lifestyle to name a few.
In relation to MSMEs, the fact that Partipost leverages on nano influencers makes influencer marketing more affordable and accessible. Traditionally the investment for one macro influencer could activate 50 nano influencers for a campaign. On top of that, Partipost also has packages that are crafted for SMEs.
To Jonathan, influencer is just a term. The essence of what Partipost allows the users to do is to leverage their influence among family and friends and earn by sharing about the brands they love.
“The challenge that we encountered and I believe it’s something that we’re still actively doing is to educate brands on the benefits of using nano influencers and what kind of objectives nano influencers help them achieve,” said Jonathan.
Some influencer marketing campaigns that Partipost ran were SSF Home’s Hari Raya campaign where over 1,000 nano influencers shared an Instagram video by the brand on their personal Instagram Stories. As a result, it garnered more than 200,000 engagements with an average engagement rate of over 9%. The Hurix’s Salap Pala Plus TikTok video campaign which activated 40 nano influencers drove a total of 10,000 in engagement with an average engagement rate of over 10% and a campaign with Taylor’s University’s Merdeka Film which leveraged on nano influencers. That campaign garnered 44,000 engagements and 244 new, authentic, Instagram followers.