In­flu­encer mar­ket­ing plat­form Af­fa­ble nabs $1m

Singapore Business Review - - STARTUPS -

Sin­ga­pore-based in­flu­encer mar­ket­ing plat­form Af­fa­ble has raised $1m (US$747,000) in seed fund­ing round in­volv­ing the par­tic­i­pa­tion of De­ca­corn Cap­i­tal and Sgin­no­vate.

Founded in Oc­to­ber 2017 as a Saas plat­form for in­flu­encer mar­ket­ing, Af­fa­ble con­nects brands and mar­ket­ing agen­cies with mi­cro-in­flu­encers that can add fur­ther value to their cam­paign. It pro­vides tools for brands and agen­cies for in­flu­encer dis­cov­ery, cam­paign man­age­ment, con­tent vet­ting, and ROI mea­sure­ment us­ing state-of-the-art ma­chine learn­ing tech­nolo­gies.

“Af­fa­ble is build­ing a self-ser­vice plat­form where a mar­keter will be able to find, en­gage and mea­sure any in­flu­encer they work with glob­ally. We pro­vide this as a sub­scrip­tion plat­form to cus­tomers who find in­flu­encers on our plat­form us­ing search pa­ram­e­ters rel­e­vant to the au­di­ence they want to reach,” said CEO and co-founder Nis­arg Shah.

Cus­tomers can view de­tailed de­mo­graphic and psy­cho­graphic in­sights about the fol­low­ers and in­for­ma­tion about com­pet­ing brands that the in­flu­encer might have col­lab­o­rated with in the past. Cus­tomers can also an­a­lyse the per­for­mance of the in­flu­encer posts through the Af­fa­ble plat­form and if they are reach­ing the tar­get au­di­ence.

One-stop shop for in­flu­encer mar­ket­ing

“We launched early in or­der to avoid de­vel­op­ing fea­tures that cus­tomers do not want. This re­sulted in the cus­tomers al­ways de­mand­ing more fea­tures which was a good prob­lem to have,” Shah added.

The startup was in­cu­bated by En­tre­pre­neur First, who in turn pitched in for the startup’s lat­est fund­ing round along with BANSEA and a host of other an­gel in­vestors in­clud­ing se­nior ex­ec­u­tives from Mi­crosoft and Google. Af­fa­ble’s fund­ing round also marked the first par­tic­i­pa­tion of Sgin­no­vate in fund­ing promis­ing firms through its Startup SG Eq­uity Scheme.

The startup plans to use the fund­ing to sup­port prod­uct devel­op­ment by hir­ing en­gi­neers to scale their tech­nol­ogy and fuel their ex­pan­sion plans to key mar­kets across South­east Asia over the next 18 months.

But the dream has al­ways been larger than that as Af­fa­ble aims to be a house­hold name.“to­day, there ex­ists Google Ad­words for search ads and face­book ad net­work for spon­sored ads. Five years from now, Af­fa­ble wants to be that one-stop plat­form for word-of-mouth mar­ket­ing through in­flu­encers, for any com­pany size, any­where in the world.”

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