Mediacorp unveils SocialHub to connect marketers directly with influencers

Singapore's national media network Mediacorp has launched a platform that connects marketers and media agencies with Singapore's social media talents. Called Mediacorp SocialHub, the platform will allow marketers and media agencies to reach out to credible and relevant local influencers directly.

Furthermore, marketers will be able to filter their search by industry, platform, and type of content they require for their campaigns. The platform will also provide the projected reach of each influencer based on historical data, as well as instant live statistics on the campaign's collective reach and reach from each influencer's profile. 

Christopher Isaiah Fun, team lead at Mediacorp SocialHub, told MARKETING-INTERACTIVE that the platform is free to use for all. Instead, the platform gets its revenue through its social media strategists and analysts whom marketers can engage should they require assistance in organising and executing social media campaigns. At the same time, the platform also receives 15% of influencers and influencer agencies' earnings. 

Fun added that the platform will be extensively marketed across all Mediacorp platforms until end November, along with other marketing initiatives. According to Fun, some initiatives in the pipeline include an Executive Insights webinar series which will launch on 2 November 2021. The webinar series will kick off with Neha Bhasin, director of brand communications at ZALORA, who will share how social media marketing has helped the business grow. Mediacorp also plans to host a webinar with 99% SME - a movement to encourage the nation to shop with SMEs - on how local SMEs can utilise the platform to market their brands.

Fun also said that it hopes to expand Mediacorp SocialHub's offerings to other Southeast Asian markets in the future, starting with Malaysia and Indonesia.

At the time of launch, Mediacorp SocialHub has over 290 influencers and content creators from Mediacorp talents, agencies such as The Celebrity Agency, Bloomr.SG, Fly Entertainment and Starsnest, as well as independent influencers. 

Parminder Singh, Mediacorp’s chief commercial and digital officer, said that in today’s crowded media landscape, social conversations are an effective way to spotlight your marketing messages and brands are increasingly turning to social influencers to humanise and amplify these conversations. "However, it’s not always easy for brands to find the right influencers. Mediacorp SocialHub is a single-point solution to help brands connect with relevant influencers who reflect their brands’ attributes and reach the right target audience. Further, it helps them create, execute and track the performance of their influencer campaigns. All this in a simple yet sophisticated interface with ease of use for all users and advanced tools for professional marketers. We invite all businesses to join Mediacorp SocialHub to discover a new way to connect, create and drive influencer-driven conversations," he added.

Just last month, Mediacorp partnered with brand uplift analytics provider Brand Metrics to offer its clients brand uplift studies, to deliver more comprehensive and value-added advertising solutions. The studies will be powered by the latter, and allow advertisers to gain deeper insights into their digital marketing campaigns and the impact these have on their brands. The studies will allow advertisers to measure the impact of a digital campaign, covering key metrics such as awareness, consideration, preference and action intent. This technology can be used regardless of campaign size and cost, and allows results to be compared against those of other campaigns in Singapore, as well as other markets. 

This initiative builds on the media network’s preceding efforts to offer a comprehensive set of transmedia solutions available to marketers in Singapore; such as the introduction of the blended cost-per-view model in 2018, the restructuring of its advertising rates in 2019, and the launch of advertising platform Mediacorp AdDirect in February this year. 

Join our Digital Marketing Asia conference happening from 9 November 2021 - 25 November 2021 to learn about the upcoming trends and technologies in the world of digital. Check out the agenda here. 

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