Hypetap launches agency creative offering as it looks to work with wider-range of brands
Influencer marketing platform Hypetap has launched a creative services offering that aims to support its users throughout the entire process as the platform eyes future growth in Asia.
The offering, which manages the creative process between brands, agencies and influencers, was invite-only for select agencies and brands as part of a six-month trial, explained Hypetap co-founder, Detch Singh.
“Prior to this the managed services was invitation only. We’re opening this up to people outside our existing agency partners and offering it as a service to all the brands and agencies in the country,” he said.
“It’s being able to offer it to a broader part of the market that we weren’t accessing. It’s also a prelude to our ambitions outside of Australia.”
The invite-only model enabled Hypetap to “get serious proof of concept” before launching more widely, with the ambition to be able to use it to grow more in Asia.
“The main purpose behind the invitation-only model was to get serious proof of concept to say we can get great results for our clients and now it’s about opening that up,” Singh said.
“We’ve already been working with a few brands in Singapore and Indonesia and we’re looking to that region in the next six months or so quite seriously.”
Singh will focus on Asia in the next six months
The creative service will support platform users throughout the influencer marketing process by first ensuring briefs submitted by agencies and brands lead to engaging content by matching agencies or brands with the right influencer.
Following that, Hypetap’s creative service handles all the moving parts of a campaign from negotiation to media scheduling to reporting and capturing influencer insights and aggregating campaign performance.
“We manage the creative process and also the entire campaign management, end-to-end,” Singh said.
The agency creative offering complements the free platform offering which allows brands to write their own briefs, find their own networks and manage the process themselves via the platform.
Singh said the agency creative offering was created due to demand from agencies and brands who “really needed set KPIs before they committed to a campaign”.
“The difficulty of just having a platform offering is that a lot of brands have budget to allocate to influencer marketing but it’s difficult to know what kind of results you’ll get,” he said.
“With an agency offering you get a lot more certainty in the kinds of KPIs we’re going to deliver before we undertake a campaign on behalf of the client.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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