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The Publisher, Influencers With An Edge

Here are reasons the voice of the publisher is truly powerful.

Photo by Charisse Kenion on Unsplash

By Madeleine Mak

The publisher is no longer just an editorial brand. With the rise of social media and ad blockers, publishers have embraced our new digital era by moving beyond traditional advertising and developing strong online identities. Today, titles such as The Smart Local or Elle are creative powerhouses. With additional capabilities as inhouse content studios and talent management agencies, the publisher brings significant value to a brand collaboration. 

Boasting over 650 million monthly views, entertainment publisher SGAG’s Hepmil Creators’ Network (HCN) uses quality branded content to engage with over 88 million users across South East Asia. Lifestyle publisher, The Woke Salaryman, similarly generates substantial traffic using snackable Instagram infographics. Aimed at educating audiences on smart financial planning, the account has an impressive average engagement rate of 6.72% with over 201,000 followers.

Still not convinced? Here are three more reasons the voice of the publisher is truly powerful.

Brand Safety a Priority

Publishers are perceived experts on niche topics. To maintain this, brand safety for partners is essential. Vetting is required when forming creator networks, ensuring talents align with a publishers’ values. Uniquely, publishers also amass audience insights when monitoring site traffic and branded content programs. With in-depth performance data such as, viewer metrics, sizes and sentiments, brands and advertisers can be assured that ad spend will effectively reach target audiences. 

Context Like No Other

Audiences turn to publishers with a topic of interest in mind. This is unlike Instagram or TikTok that is driven by discoverability. With multiple subsections, titles like TIME and Rappler can harness this unique contextuality to capture both mass and niche user demographics simultaneously.  

Apart from sponsoring branded content, amplification is another strategy that taps into this strength. With INCA, GroupM’s influencer and content marketing solution, health-food brand Quaker Oats gained usage rights of bespoke social content by food publisher Pepper.ph. Across a premium publisher network whitelisted to target the brand’s key audiences, Pepper,ph’s social post was seamlessly converted into a native ad. Using innovative content distribution, an incremental 34 thousand clicks and 2.3 million impressions was achieved for Quaker. 

High-Quality Content

Inhouse content studios have led publishers to develop original and high-quality branded creative. On YouTube, single episodes of First We Feast’s ‘Hot Ones’ and Complex’s ‘Sneaker Shopping with Joe La Puma’ garner millions of views on average by putting unconventional spins on cultural trends. Audio is another channel being explored. Locally, Our Grandfather’s Story released its women’s health-focused podcast entitled, Something Private. These popular content programs serve as another innovative and high impact medium for brands to effectively engage with a publisher’s audience. 

Curious on how best to harness the value of these powerful content partners? INCA identifies the publisher as the to-go for brands seeking to enhance credibility, educate audiences, and manage crises. Take a look at the following graph to see how this can complement influencer marketing strategies!  

The rise of digital has elevated the voice of the publisher. When paired with relevant marketing objectives, the power of the publisher should not be underestimated!

Madeleine Mak is the APAC Client Development Executive at INCA

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