How These 2 S’porean Millennials Constructed A Biz Amid COVID-19 By Tapping On The TikTok Pattern

How These 2 S’porean Millennials Built A Biz Amid COVID-19

“TikTok is the app for Gen Z,” stated Cassi Yang, Company Lead of Hepmil Creators’ Community (HCN).

She cited that Singapore has greater than 1.5 million lively customers on TikTok and greater than half (55 per cent) of them are Gen Z.

“If manufacturers need to goal Gen Z or younger millennial customers for his or her services or products, promoting on TikTok will certainly assist to catch their consideration,” she added.

This is the reason Hepmil Media Group — the father or mother firm of SGAG — began this new enterprise, which is a TikTok-first content material arm.

Main the expansion of HCN is Cassi, who has been with SGAG since 2015 and beforehand managed its Innovation & Advertising division.  

Working intently alongside her is Kylie Sng, who’s the Creator Growth & Analytics Lead of HCN. She was beforehand tasked to look into SGAG’s content material insights as a knowledge analyst, earlier than she switched roles to be a analysis and insights analyst to construct SGAG’s analysis arm in 2020.

The 2 millennials — aged 28 and 25 respectively — have been the very first two staff of HCN.

They shared that the concept of HCN was conceived in late 2019 along with Karl Mak, who’s the co-founder of Hepmil Media Group. The preliminary intention behind it was to faucet on unbiased creators to develop past the SGAG ecosystem.

He wished to share the content material creation experience that they’ve honed over the previous 5 to 6 years to groom a brand new technology of creators, and zeroed in on TikTokers to assist them monetise their content material.

Basically, the goal of HCN is to make sure that creators who have been already signed to the community may make a livelihood out of their content material. Notably for a market just like the Philippines, TikTok content material has grown to turn into some creators’ main supply of earnings.

Since inception, HCN has developed from merely making branded content material with TikTok creators to being a digital creator company. At present, HCN has greater than tripled in dimension and grew right into a ten-strong crew.

Using On The TikTok Wave Throughout Circuit Breaker

HCN was established in March 2020, proper when COVID-19 began hitting Singapore.

In the course of the circuit breaker interval, they noticed that the recognition of TikTok surged by way of the roof.

Following this TikTok increase, many manufacturers began shifting their budgets from out-of-home (OOH) promoting to social media and digital content material to higher attain their customers.

“We leveraged that second to teach our shoppers about promoting on TikTok and in addition made an effort to ‘personal’ the Gen Z house by being consultants in promoting to (this phase),” stated Cassi.

Recounting the early days, she additional shared that the majority of their shoppers that they bagged initially have been SGAG shoppers who have been to listen to in regards to the new providing beneath Hepmil.

Most of them have been trying to goal the Gen Z viewers, however have been apprehensive in direction of TikTok as a result of information about security and privateness issues. That was positively a wrestle for us initially — getting advertisers to imagine within the app and its energy to achieve and have interaction the Gen Z.

Additionally, a lot of our creators have been younger and up-and-coming, and the manufacturers weren’t conversant in these new creators as most of them have been solely current on TikTok and never the opposite (social media) platforms like Fb and Instagram.

– Cassi Yang, Company Lead of Hepmil Creators’ Community
Cassi Yang (left) and Kylie Sng (proper) / Picture Credit score: Hepmil Creators’ Community

With or with out COVID-19, Kylie confused that their mission was at all times about how they will develop and empower the subsequent technology of creators.

The truth is, HCN was already signing TikTok creators within the area previous to the lockdown and sharing with them the imaginative and prescient of the way it can assist them develop and monetise their content material.

Not like advertisers, Kylie stated that it was comparatively straightforward to persuade the primary batch of creators to enroll. She reasoned that a lot of them signed on with the community due to the credibility Hepmil’s content material enterprise had constructed over time.

“The information that we have been creators ourselves at SGAG, MGAG and PGAG, gave assurance to the creators to know that we might be capable of assume from their perspective,” she stated.

It’s A Win-Win For Each Content material Creators And Manufacturers

Kylie famous that each creators and types have a lack of knowledge on how the opposite occasion capabilities as a result of they’ve very totally different objectives.

“Creators are involved with how one can present worth to their viewers by way of nice content material, whereas manufacturers are involved with how one can persuade the audience that their model can present worth,” she defined.

That is the place HCN is available in to bridge the hole between the 2.

They match creators to manufacturers who share the identical audience, after which educate each events on the very best practices of partaking one another in order that each can obtain the frequent purpose of delivering worth to their viewers.

Kylie additional describes HCN as a platform that serves as a “launchpad” for content material creators to carve out a potential profession.

hepmil creators workshopHCN’s creator workshop on ‘How To Discover Your Area of interest’ / Picture Credit score: Hepmil Creators’ Community

It gives new content material creators with mentorship and sources to help them in getting ready high quality proposals and content material for manufacturers. Since creators that they interact with are at totally different development levels, HCN makes it a degree to tailor their coaching and improvement programmes to cater to them.

The community additionally faucets on its in-house manufacturing, in addition to its inventive and strategic crew, to broaden the attain of the creators’ content material and channels.

Beginning out as a content material creator is usually a fairly intimidating and lonely path because it’s nonetheless comparatively unconventional — we all know that as a result of that was the journey for SGAG.

For creators with HCN, they don’t should undergo the identical college of laborious knocks that SGAG did to get to the place it’s. The trail to creating a dwelling out of doing what they love may be accelerated by way of HCN.

– Kylie Sng, Creator Growth & Analytics Lead of Hepmil Creators’ Community
Maddy Breteche LoMaddy Breteche Lo / Picture Credit score: Hepmil Creators’ Community, screenshot of @poisonmochi’s TikTok profile

For example, they signed on a creator named Maddy Breteche Lo (@poisonmochi) throughout circuit breaker after an important working expertise together with her. She finally interviewed and joined SGAG’s inventive crew full-time as a solid member.

“HCN’s mission is to develop and empower the subsequent technology of creators in Asia — with the ability to create sustainable careers for our creators could be very fulfilling for us,” stated Cassi.

Scoring Large-Title Purchasers Like McDonald’s, Samsung, Amongst Others

As a testomony to TikTok’s recognition, the followership of HCN’s creators grew exponentially over a number of months.

For example, tech and pictures creator Arian Teo’s follower rely on TikTok has shot as much as 1.three million at the moment regardless of beginning his account solely throughout circuit breaker.

HCN presently has over 50 creators throughout six totally different classes in Singapore. These creators have a mixed six million followers, racking up 90 million month-to-month views.

Large-name Singaporean personalities equivalent to Xiao Ming (@sgagxiaoming), Lee Yik Keat (@yk), and Soh Pei Shi (@speishi) are additionally a part of the community.

Though many manufacturers took a while to speak in confidence to the concept of experimenting on TikTok, they noticed that manufacturers usually return to strive new concepts and codecs on the app after working with HCN creators.

A marketing campaign finished with Sentosa that was launched final October was their most memorable marketing campaign so far as a result of it was one in all their first campaigns that proved that they have been in a position to work past comedy.

sentosa safe management measure tiktokHCN creators overlaying the Sentosa marketing campaign / Screenshots from @poisonmochi, @arianteo, @sgag_sg by way of TikTok

“For the marketing campaign, we obtained a wide range of creators with totally different content material niches equivalent to pictures, life-style and comedy to take their very own spin on the temporary, whereas incorporating Sentosa’s seaside reservation system of their storyline,” stated Cassi.

To high it off, the marketing campaign carried out effectively, with over two million views and over 240,000 engagements mixed.

Up to now, HCN has labored on over 50 campaigns with numerous manufacturers, together with notable ones like McDonald’s, Lazada, foodpanda, Samsung and Singtel, simply to call a number of.

Cassi additionally revealed that they’re beginning to see an enhance in blue-chip manufacturers who’re eager to present TikTok a try to work with their creators to launch campaigns.

Future Plans Of HCN

hepmil creators' networkCreators on the newest HCN creator workshop held at Hepmil’s workplace / Picture Credit score: Hepmil Creators’ Community

Up to now, HCN has seen robust success in its launches throughout Singapore, Malaysia and the Philippines. Transferring ahead, they’re additionally trying to broaden into Indonesia.

Our mission is to empower the subsequent technology of creators, so we plan to develop our group throughout these international locations. (We wish to) information them in not solely monetisation, however channel development.

– Cassi Yang, Company Lead of Hepmil Creators’ Community

Past TikTok, HCN has additionally established a partnership with US-based tech community Bent Pixels to launch YouTube Reserved Media in Southeast Asia, notably specializing in e-sports and gaming stock.

This enables entrepreneurs to additionally create YouTube promoting property in collaboration with in style comedy, leisure and gaming creators who’re working with HCN and Bent Pixels.

To search out out extra about how HCN creators can assist develop entertaining and high quality content material for model campaigns, you possibly can try their web site right here.

This text was written in collaboration with Hepmil Media Group.

Featured Picture Credit score: Hepmil Creators’ Community

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