Activate authentic influencers from micro to macro levels to reach loyal audience.
What is influencer marketing in Singapore?
An influencer is someone who has established credibility in a specific industry. A person who has the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with their audience. Their pre-existing presence in a specific market makes them a useful launching pad for brands in search of credibility.
The influencer industry in Singapore, started in the mid-2000s and has since become an established and mature marketing tool. It’s not uncommon for influencers to literally “grow up” and “grow old” online, and transit across different genres to complement their life stages (Abidin 2015b). Influencer marketing works because of this large amount of trust that an influencer has built up with their following, with recommendations from them serving as a form of social proof to your brand’s potential customers.
Why should I work with influencers in Singapore?
The established and long-lasting impact of the influencer industry in Singapore has seen influencers constitute to a big part of youth culture and online media and feature frequently in the mainstream news (Abidin 2016c). The impact of influencers in Singapore goes beyond the Instagram feed and can be an effective and direct way to reach your target audience across multiple platforms.
With the Singaporean government championing for the country to become a smart nation by 2024, consumers and brands are going digital. With an estimated 4.6Million (February 2020) active social media users in Singapore, and approximately 73% depending on social media for information on which they base their purchasing decisions, influencer marketing is something that cannot be missed off your digital marketing strategy.
The ability and ease for social media users to interact with each other and engage with their favorite influencers make it an extremely effective strategy for attracting a larger, more targeted audience.
How does our process of influencer marketing service work?
Step 1: Activation
We begin by gathering an in-depth understanding of your brand, and its vision and the message you want to convey. Utilizing this information, we collaborate to curate a story that is best suited to your brand, whilst catering to your target audiences’ interests and behaviors, as well as the industry you aim to target in Singapore.
Step 2: Identification
When partnering with an influencer in Singapore, we ensure we fully understand our client’s needs and objectives. Based on this information, we can select the most relevant influencer. Understanding that different influencers are suitable for different parts of the customer sales journey is critical. Alongside our partnership with Meltwater, and existing database of over 500 million influencer profiles, DBL manually identifies influencers specific to your objectives, your target audience and to the story curated in the activation process.
We place emphasis on due diligence when planning for influence selection to guarantee the influencer resonates with your brand’s vision and ideations. Moral reputation and character are extremely important in Singapore and this should be reflected in the influencer you partner with.
Step 3: Negotiation
A good social media agency knows that influencers need something more than just financial return. They need influence. Influencers are content creators and a brand themselves who want to gain exposure and increase their reputation in an industry. At DBL we work together with influencers to build a win-win partnership to boost both brands and create long-term partnerships.
Step 4: Management
Our Singapore influencer marketing team works closely to co-create content that is relevant for the brand and consistent and authentic with the influencer’s channel. We manage the full journey for you, from contracting to execution and reporting. We support all influencers from start to finish, in crafting the messaging and creative angle to reach your target audience and drive results.
Step 5: Measurement
One of the most important parts of an influencer marketing campaign is analyzing the results. Our team understands the importance of making sense of your data to evaluate the success of your campaign and ROI (return on investment). The reporting process starts from objective definition to performance tracking and finally measuring ROI. With our technology partner Meltwater, we are able to provide an independent metric: “estimated media value” for all of our campaigns.
Check out our Singapore market insight articles
We now also partner with Meltwater to leverage their unique social influencer tool to identify, activate, manage and monitor KOLs.
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Combining our influencer marketing technology with a team of experts, DBL will take your brand’s influencer campaign to the next stage.
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