Advertise on TheSmartLocal
Get in touch with us for our latest media kit by emailing [email protected]
TheSmartLocal is Singapore's leading lifestyle portal, reaching over 3 million Singaporeans each month. According to data from traffic estimator SimilarWeb, we are the #1 lifestyle site in Singapore based on website traffic.
At TSL, we utilise a five channel approach to help advertisers get cross-channel coverage on all major channels in Singapore. Too often, digital advertising is only done on one channel, reaching just a fragment of the digital market. With a holistic approach, advertisers can get their messaging shared across all the major channels in Singapore. This is our five channel approach
- TSL website (Content Marketing)
- Facebook page (Social Media Marketing)
- Instagram (Influencer Marketing)
- YouTube (Video Marketing)
- In Phamplets, malls, TV, cinema (Outdoor Advertising)
Yes, after the digital push, clients can also use our content as media assets for outdoor advertising, like the video above displayed at JCube.
Step 1: Our content strategists work closely with clients to conceptualise interesting content to market your message. Advertising doesn't mean you have to produce bad content - nobody wants to see hard-sell explicit advertising. We specialise in creating engaging content that gets social media buzzing and people talking. Here's an example of such a branded content article we did for Casio. Those who say organic reach is dead are doing it wrong. All the engagement below is organic.
Yes, it is an advertorial - but that doesn't matter. Look at the positive feelings readers will associate with your brand. This is what can be achieved with good content.
Step 2: This content will then be disseminated to over 300,000 followers through blog posts, Facebook, Twitter and Instagram. For bigger campaigns, we also provide another distribution channel - video marketing through our YouTube channel. Here are the different digital channels we have.
Channel 1: TSL Website Reach - 1.1M Unique Visitors Monthly
We have linked our Google Analytics directly to SimilarWeb, so you can see our real-time verified statistics. Before advertising with any site, all marketers should practise due diligence and use this site to measure the traffic of potential partners.
TheSmartLocal averages 1,100,000 unique visitors each month with 65% of our readers being regular, returning readers. For comparison, big local online magazines / portals typically get 200k visits monthly. Just input your favourite website into SimilarWeb.com to get a good estimate of a website's traffic.
Channel 2: Facebook (Reach: 2 Million+ Organic Monthly)
Brands today struggle to get 5% of their fans reached on their organic posts. I am not sure how we got 9 million people reached a week above but I am not complaining. Anyway, the point is our Facebook reach is insane. Our stories go regularly go viral in Singapore and beyond. Here's a viral social media campaign we executed for Paragon.
Every story we cover will be amplified on our Facebook page to over 260,000+ followers. Demographics on our Facebook are similar to our website. In addition, we ensure every advertorial hits its target guaranteed views - if it doesn't do so organically, we will boost the posts on Facebook at our own cost, guaranteeing your story is seen by a mass audience.
We have also introduced advertising options through Facebook videos and Facebook Live. We do the filming and distribution and you're allowed to retain the video as an asset for your own social media promotion too. Here's the organic stats of one of our FB videos.
Here's a FB Live video we did for National Gallery Singapore
Channel 3: Instagram Reach (50,000+ Followers)
We have a instagram following of over 50,000 - one of the highest in Singapore for a non-individual account. When a company advertises with us, we create interesting and original media on our Instagram to reach more people on yet another channel. Play the video above to get an idea of the standard of media we create.
Additionally, we'll take care of the arrangements for additional Influencers if you'd like more 'influencer' coverage - but this comes at an extra cost.
Channel 4: Video Marketing (Optional) (1.5 mil+ Channel Views Monthly)
We also create beautiful media that opens up the avenue of video marketing to our 100,000+ YouTube subscribers. Here's a video from the "Discover Indonesia" campaign we did for Changi Airport. We promoted 5 Indonesian destinations to Singaporeans through compelling editorial content, video travelogues and social media. The campaign received over 2 million views in total across the 4 channels after the first two months.
The next year, Changi Airport Group engaged us again to create a 4 part series which also performed well, and our videos were played in Golden Village cinemas.
Our videos also shown across shopping malls and buildings as part of their content strategy. Malls / buildings just want good content to show on their screens. Here is another advertorial video we did for a client, NTUC.
TheSmartLocal readers are made up of Singaporeans looking for ideas on what to do in and out of Singapore. We cover the best activities, travel ideas, hotels, restaurants and so on and promote good finds and promotions to Singaporeans.
These are our demographic figures over a large sample size. 85% of our traffic is from Singapore and 80% of our readers are between 18-35 with slightly more female readership (60%). Our biggest group is aged 25-34 - the young working adults. This makes up a hefty 42% of our reader base.
You can request our full media kit by sending an email to [email protected]
How to Advertise with TheSmartLocal
A single viral post of ours can exceed 100k views, which is more than the monthly circulation of most magazines and more than the readership of most websites in Singapore. Yet we charge a fraction of the pricing on print media and our results are measurable. You'll also get a detailed report of your campaign, down to the minutes an average reader spent reading the article. The best part? Unlike traditional media where the time-frame of your advertising is limited, these posts created by us last FOREVER on the internet.
We have four main types of advertising
- Sponsored Posts
- Branded Content
- Facebook Videos
- YouTube Videos
TheSmartLocal Editorial Campaigns
For smaller companies and new advertisers, we recommend trying out our basic sponsored post first, like that oness we created for Old Chang Kee and Gong Cha Singapore that performed well and more importantly made consumers think more about the Aunties/attendants they interact with at Kiosks. This comes with a TSL post and Facebook and Instagram shares.
Drop us an email at [email protected] to get started.
For agencies and companies looking for mass coverage - we create exciting media that make readers sit up, be impressed and remember your brand name. We get people talking about your brand. A front page feature, series of editorial campaigns, videos and social medial coverage can be scheduled to give your brand exposure over an extended time period in a discounted package. We also provide other digital services but it's our traffic and reach that you ultimately want to utilise.
Amplification Of Content Through Social Media
Social Media Amplification - Our content is shared to over 200,000 of our followers on facebook, twitter, instagram, pinterest and gplus. We have written some of the most viral posts in Singapore history. The screenshot above was part of a series of articles commissioned for the #SG50 campaign.
Some of our reviews have been highly influential - a positive review went viral and caused so much hype for the restaurant that all the local newspapers covered the queues it was getting. Our advertising translates into real-world results.
Past Clients and Collaborations
We have had the privilege of working with many MNC companies, large businesses, agencies and home-grown local companies.
We also have a long collection of testimonials that can be seen upon request. Should you wish to receive our latest media kit, have a look at previous case studies or have any further questions, feel free to call our office or send an email to [email protected].
And if you want to learn more about digital marketing in Singapore, check out my digital marketing blog.