Micro-influencer platform makes debut in Singapore

Marketing automation platform One9Social has launched Narratrs.com, an on-demand, self-serve platform connecting brands and agencies with the largest Asian community of social media micro-influencers.  The portal is currently home to more than 5,000 micro-influencers.It aims to give brands and agencies a platform which offers a fast, easy and one-stop online resource to create and manage their micro-influencer campaigns at scale.The platform has been operating in beta mode since March this year and has seen brands such as Microsoft, Yahoo, Opel, Neutrogena, Acuvue, Montblanc, Häagen-Dazs, Visa, Guinness and Coach executing local and regional campaigns. Meanwhile, agencies which have come on board include Starcom, Universal McCann, BBDO, UM.Brands and agencies will be able to login to the platform to post campaign briefs. In doing so, the Narratrs’ community of influencers will be notified and can choose to participate in a campaign by creating and distributing creative visual content. The platform itself will then manage campaigns from brief to content management, performance reporting and payment to micro-influencers.Narratrs claims that campaigns statistics have demonstrated that content created and amplified by micro-influencers generated up to 10 times higher engagement ratios than macro-influencers.According to Laurent Verrier, co-founder of One9Social, a recent US$25K campaign on Instagram and Facebook across Singapore and Malaysia generated 374 pieces of photo content, with 3.28 million reach and 75K engagements in 5 days from brief to campaign report.“After many months of hard work, we are delighted to have formally launched Narratrs. While still learning, the many campaigns we ran on the platform demonstrate fantastic operational efficiency gains and solid marketing ROI,” Verrier said.