New platform helps brands boost word-of-mouth marketing

Partipost Philippines

Posted at Oct 28 2022 04:32 PM | Updated as of Oct 28 2022 05:02 PM

Brands may amplify their campaigns with the help of influencers, a crowd marketing and commerce platform. Photo source: Pexels
Brands may amplify their campaigns with the help of influencers, a crowd marketing and commerce platform. Photo source: Pexels

Brands may now amplify their influencer marketing efforts by making their campaigns accessible and open to everyday consumers through this new Singapore-based platform, Partipost App.

Partipost Philippines helps drive authentic word-of-mouth marketing by matching brands to influencers with the highest brand affinity. With data insights collected through its in-app polls and user behaviors, the platform's data-centric framework crowdsources influencers with follower sizes ranging from a hundred to millions of followers.

Partipost said that they were able to acquire significant growth in their first year of operations in the Philippines, which led renowned brands such as Mega Tuna, Viu Philippines, Hong Kong MX, DiskarTech by RCBC, and other FMCG companies to use Partipost as a way to connect with everyday people who are their regular customers.

Creator economy 'here to stay'

Filipino content creators are maximizing digital space in Instagram, TikTok, YouTube, and other leading platforms to relay their message. Their content usually ranges from sharing a slice of their everyday lives to making comedic skits to reviewing products, making them seen and relatable to thousands or millions of followers online.

With this, top brands are riding the booming creator economy.

Brand marketers are currently investing up to a third (33%) of their marketing budget in influencer marketing, according to the 2022 Southeast Asia influencer marketing report commissioned by Partipost.

This is driven by the 'on-demand' and 'always-on', which help drive 24/7 sales conversions encumbered by limitations of traditional retail hours.

"With the ever-increasing social media penetration rate in Asia today, we believe that the creator economy will be here to stay," Joyce Ng, partner at iGlobe, said. "Brands need to explore different marketing tools to break through the content clutter in this ultra-connected digital age. Partipost has disrupted the traditional idea of marketing by creating a robust crowd influencer ecosystem and efficient workflow for influencers and brands." 

Brand marketers and affiliate sales organizations are expected to allocate more budget to partner influencers. 

Partipost said early mover brands in the influencer marketing space are now reaping long-term dividends via building their social media presence through influencers.

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Furthermore, consumers are turning towards social media not just for product and service research, but also for new product discoveries. 

Based on the report findings, 87% of the respondents spent at least two hours on social media daily, with 46% spending more than five hours a day scrolling through their social media platforms. 

30% of respondents also said that they favored a review-type of content. As the tech-savvy generation gains purchasing power, Partipost said it is inevitable that brands must leverage on influencer marketing to reach their future customers.

 The rise of 'nano influencers' 

An everyday person with up to 5,000 followers can help bring success to a top brand's project. Photo source: Pexels
An everyday person with up to 5,000 followers can help bring success to a top brand's project. Photo source: Pexels

A nano influencer is an everyday person whose influence lies in their circle of family and friends. Partipost said  nano influencers usually have a follower count of up to 5,000, and have an average Instagram engagement rate of 7% to 10%, compared to an average 2% engagement rate of an influencer with more than a million followers.

The platform also added that those with less than 2,000 followers may sometimes achieve up to 20% engagement rate because of the close, personal relationship they have with their followers.

When it comes to buying decisions, nano influencers have the highest impact at 46%, according to a survey conducted by Partipost.

This everyday person takes the majority of the pie, as compared to celebrities (20.6%), macro influencers (17.7%), and micro influencers (15.7%).

This means, brands will have a high likelihood of achieving critical success for a campaign and increased believability of the content produced. Brands are jumping on the bandwagon as they are likely to get brand awareness with the relatively low cost of employing nano influencers compared to a one-time big influencer.

Expansion across Asia 

Partipost's founding team. L-R Benyamin Ramli, Jonathan Eg, Tony Jen. Photo source: Partipost
Partipost's founding team. L-R Benyamin Ramli, Jonathan Eg, Tony Jen. Photo source: Partipost

Partipost has also announced that it has secured an investment of over USD$7 million to continue its expansion across Asia.

The fresh funds will be used to accelerate the development of Partipost's new product suite to support the increased business needs of their multi-market commercial clientele as mask mandates slowly retire across the Asian markets.

The oversubscribed round is led by iGlobe Partners, with participation from Temasek's Pavilion Capital, Taiwan Mobile, Cathay Venture, and Quest Ventures. With this fundraising round completed, iGlobe Partners' Joyce Ng will be joining Partipost's board as a director.

This geographic range of investors in this round reflects the accelerating growth in the influencer marketing industry in Asia, which is poised to hit $24 billion by 2024, according to a report by Statista.

"As the lead investor for this financing round, we are impressed with Jonathan and his team and are excited to journey with them to take them to the next level," said iGlobe's Joyce Ng.

"This is our third cheque in support of Partipost," said Jeffrey Seah, partner at Quest Ventures Asia Fund. "In addition to garnering an increased share of the advertising and marketing budget pies, Partipost has increasingly been retained by marketing clients to develop product sampling & research campaigns in traditional trade distribution channels. Alongside the shift in mindsets and habits of end customers, brand marketers are now looking for captive funnels to capture a COVID generation of WFH consumers inundated with choice."

"Despite the macroeconomic challenges, we have been able to complete this fundraising round," said Jonathan Eg, founder and CEO of Paripost. "A lot of the credit has to go not only to our investors, but also our team members across the region for their dedication, perseverance, and belief in the future of Partipost. We want to be a platform for all brands to use and all influencers to use, and we are definitely getting closer to that vision."

For questions or partnership inquiries, click here or message Partipost on Instagram .

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