Nuffnang

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Nuffnang
Industry Influencer Marketing
Founded Malaysia, 2006
Founder Cheo Ming Shen, Timothy Tiah
Headquarters Malaysia, Singapore, Australia, Philippines, China, Thailand, UK
Number of employees
1 Million Bloggers estimated
Website www.nuffnang.com

Nuffnang is a blog advertising company. It was founded in 2006 and has offices in Singapore, Kuala Lumpur, Melbourne, Manila, Beijing, Bangkok and London.

Nuffnang was founded by Timothy Tiah and Cheo Ming Shen who came up with the idea of monetising through the use of bloggers during their student years. The founders raised $65,000 and started Nuffnang with 20 bloggers using its advertisement platform. After three days, 300 bloggers joined the Nuffnang network and after 30 days, 3000 bloggers were with Nuffnang. By 2010, Nuffnang claimed that they were generating $10 million in annual revenue.[1]

Nuffnang is managed under Netccentric Pte Ltd where the company is also running ChurpChurp (a social influencer network), Jipaban (an e-commerce site), Ripplewerkz (a web design studio) and NuffnangX (a mobile blog reader). As a whole, the group has over 160 staff across the countries they are situated in.

Business model[edit]

Nuffnang is an advertising platform which uses a revenue share model and acts as the middleman between advertisers and bloggers. This is based on the blogger's popularity, readership and hits which are tracked by the web analytics of their blogs. Nuffnang sign up bloggers and plan out an integrated social media advertising campaign. When there is an advertiser that wants to put up a specific ad, the advertiser will pay Nuffnang who will then pay bloggers based on the number of visitors.[2][3][4]

Advertisements[edit]

Advertisements range from advertorials (including banner advertisements) to reviews, and money is paid according to the number of page views or clicks on ads. Nuffnang uses their database of influencers who are active on Facebook, Twitter and online forums to go into these platforms and advertise there.[5] Money earned from blogging is taxable and Nuffnang bloggers are required to declare their earnings.

The earnings of bloggers varies according to the type of advertising campaigns they opt for. The different campaigns are:

  1. Metered CPM (MCPM) Campaign. Advertisers buy a number of unique visitors of the blog for a set period and bloggers will be paid once their blog fully served the number of unique visitors that the advertisers bought.
  2. Cost Per Click (CPC) Campaign. Bloggers earn by the number of clicks generated by their unique visitors on the ad unit running the CPC campaign.
  3. Cost Per Mile (CPM) Campaign. What bloggers earn depends on the number of unique visitors they had in the week that the ad campaign is served.

Nuffnang has its own Nuffnang Analytics to track the geographic sources of the visitors of their blogger's blog. It also has a keyword monitoring tool that can be used to see the keywords used before landing to various blogs. However, it can only display the top 10 keywords used.

Offerings[edit]

Nuffnang Insights[edit]

Nuffnang also started ‘Nuffnang Insights’. It is an access point where advertisers can obtain information such as blogger profiles, blog statistics, reader profiles and past engagements. Nuffnang Insights also includes a ‘Movers and Shakers’ section, where advertisers are able to compare bloggers who have the biggest increases and decreases in traffic at a glance. It also provides statistics on the bloggers’ other social media platforms such as Facebook, Twitter and Instagram.[6]

Bloggerati[edit]

Launched in 2014, Bloggerati is a blogger agency division that works with their existing pool of top Malaysian bloggers to increase professionalism and translate offline engagements to more opportunities for both Nuffnang's bloggers and clients. Its objective is also to seek out successful brand partnerships for their influencers, manage their media relations, offering personalities professional development and to enhance the individualities through these opportunities.[7] Bloggerati manages 22 bloggers with combined monthly blog reach and social media fans of more than 7.8million as of September 2014.[8]

Problems[edit]

There have been issues on whether bloggers actually earn much from these Nuffnang advertisements which has eventually led to influencers leaving Nuffnang.[9] Also, the administration fee of S$1 on payments during 2007 created some unhappiness among bloggers due to the way it was imposed. There were no announcements about it and bloggers only discovered it when they went to make withdrawals from their Nuffnang accounts.[10]

Moreover, in 2012, registered Philippines Nuffnangers are said to have received job offers from a certain platehead email domain where they believed that the spam emails came from Nuffnang database. Nuffnang Philippines has since clarified and confirmed that their database has been compromised and information such as the name, emails and URLs of the advertisers have been stolen.[11]

Controversies[edit]

In August 2014, slimming brand Slim Couture threatened to take legal actions against Nuffnang over a post written by veteran blogger Xiaxue where she criticised the brand that she was supposed to endorse. Xiaxue wrote a negative review about the treatment of cupping therapy by Slim Couture being painful and ineffective and posted pictures of herself covered in bruises. As such, Slim Couture has threatened to sue Nuffnang for being unprofessional and publishing untrue facts about the treatment. The post made by Xiaxue was deleted after 30minutes - 1hour after she posted.[12]

On 23 December 2014, Nuffnang blogger Xiaxue posted "The Big Gushcloud Expose" [13] on her blog that exposed many of Gushcloud's unethical practices and it went viral quickly. Many said that Xiaxue had vested interest in posting that article since Xiaxue has a stake in Nuffnang and Gushcloud was a rival of Nuffnang.[14] However, the founder of Nuffnang has clarified to the public that Nuffnang does not exercise editorial control on their bloggers post and hence, did not instigate or encourage this post.[15]

References[edit]