Advertising on TheSmartLocal
At TheSmartLocal, we utilise a four channel new media approach to help advertisers get the maximum mileage out of their campaigns.
Step 1: Our creatives work closely with clients to conceptualise engaging, positive content for brands. We believe in making the extra effort to create content that is genuine and helpful to our readers.
Step 2: This content will then be disseminated through blog posts, Facebook posts and Instagram posts. For bigger campaigns, we also provide another distribution channel - video marketing.
In the pictures below, you'll see how the content we create travels to reach a large audience across these different channels.
Channel 1: TheSmartLocal Website (Reach: 1 Million+ Hits Monthly)
TheSmartLocal is Singapore's leading travel and lifestyle portal. According to public available data from traffic estimator SimilarWeb, we are ranked the #1 blog in Singapore based on website traffic. You can view the full rankings of all the top blogs in Singapore here. We have linked our Google Analytics directly to SimilarWeb, so you can see our real-time verified statistics. We specialise in creating engaging content with clever angles that gets social media buzzing and people talking.
The picture above is our latest Google Analytic traffic statistics for April 2015. TheSmartLocal typically averages 800,000 unique visitors each month with 54% of our readers being regular, returning readers. For comparison, the biggest online magazines / portals typically get just 100k visits monthly on their website - about 10% of our traffic. 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)
Every story we cover will be posted on our Facebook page. Our Facebook has a high engagement and organic reach, averaging over 500k a week, or 2 million+ a month. Demographics on our Facebook are similar to our website. As of April 2015, we have 56k+ Facebook fans for our Singapore page and 11k Facebook fans for our Malaysian page.
What this means is our website and Facebook channels alone easily reach over 2 million Singaporeans every month. In addition, we ensure every advertorial hits it's target guaranteed views - if it doesn't hit its target organically, we will sponsor the posts on Facebook at our own cost.
Channel 3: Instagram (19,000+ Followers)
We also have a instagram following of 19,000 - one of the highest in Singapore for a non-individual account. It's hard to get a big following on Instagram for publishers, but we've managed to do so. When a company advertises with us, we create interesting and original media on our Instagram to reach more people over yet another channel. Play the video above to get an idea of the standard of media we create.
Additionally, two of our full time employees are Influencers on Instagram - giving you access to an additional 70k followers if you need more social media influence. This has an extra cost.
A Powerful Three Channel Approach
When used together, this three channel approach to online advertising has the potential to give advertisers tremendous exposure as you will see in the case studies below. You get strong visibility on three channels - our TSL website, our Facebook page and our Instagram.
The exposure you will get will vary on the story and nature of your business. We work best on travel, food and lifestyle stories and when given full editorial and creative control.
Channel 4: Video Marketing (Optional) (100k Channel Views Monthly)
We also create beautiful media that opens up the avenue of video marketing. Here's a video from the "Discover Indonesia" campaign we did for Changi Airport Group. 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.
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 92% of our readers are between 18-44 with slightly more female readership (60%). Our biggest group is aged 25-34, making up a hefty 42% of our reader base.
How to Advertise with TheSmartLocal
Our readership numbers are among the highest in Singapore online media. A single good post can hit 200k-500k views alone, which is more than the monthly circulation of every magazine in Singapore. Yet we charge a fraction of the pricing on print media and we create more engaging content, as proven by our traffic statistics. We take the best elements of blogging (personal/relatable) and journalism (professional, high quality) and apply these qualities to our writing.
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 three main types of advertising
- Sponsored Posts
- Branded Content
TheSmartLocal Editorial Campaigns
For agencies and companies looking for mass coverage, we do much more than providing dry media buyouts. We create exciting media that make readers sit up, be impressed and remember your brand name. We get people talking about your brand. It's like hiring a creative agency without the associated high costs. We do much more than the basic 'sponsored post'. We find interesting angles to create articles that can even shift perception and associate positivity with your brand.
Check out how well this giveaway contest for Panasonic Singapore did in just 48 hours!
Here are two interesting posts 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.
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 copywriting services, social media management and 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 60,000 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.
Content Syndication Amplification - Our content is syndicated on Yahoo Singapore and Singtel's Newsloop to reach even more eyeballs.
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.
Direct Sources to the Screenshots above:
- The aftermath of the Kin Kin review and our original review that started it.
- Our original article shared by minister K Shanmugam that we gave Yahoo permission to republish.
- Our original 52 things to do in Singapore article that we gave AsiaOne permission to republish. It turned out to be their portal's (relax.com.sg) most read article of all time.
- See an endless stream of positive feedback from a "TheSmartLocal" Twitter search.
Past Clients and Collaborations
We have had the privilege of working with many MNC companies, large businesses, agencies and home-grown local companies.