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21 May 2019

PressLogic: Eye on AI content & ads

Founded in 2016, the fast-growing technology startup has accumulated over 8.5 million Facebook and Instagram followers and over 700 million monthly content impressions on its social media accounts and websites. Last year, PressLogic has secured US$10m Series A+ funding from China photo-editing software developer Meitu.

Big data and AI technology do not only serve as bedrock in the company’s content marketing services and data analytics technology, but also resonate with the company’s motto of “continually evolving”, Edward Chow, the founder and chief technology officer at PressLogic said.

The Hong Kong-based PressLogic was invited on the agenda at this year’s Hong Kong Cloud Expo show, at the Big Data World Theatres. A range of topics from  AI and AI model, machine-learning will be discussed.

With the help of MediaLens, the company’s self-developed data-driven analytic technology, popular feeds, news, comments and related keywords could be sourced and analysed in order to suggest specific contents that are likely to go viral for the specific interest community.

Such software is combined with machine-learning capabilities for optimising return-on-investment (ROI) performance in various social media.

“We trust data because it can speak clearly and is objective and reliable,” said Mr. Chow.

Among the exceptional coverage in all the lifestyle contents it provides, the company specifically eyes on the female community. “Providing female-lifestyle content is what we are good at doing, and we aim to expand and excel our strengths on that to overseas market,” Mr. Chow added.

The company’s female-orientated content, “PressLogic - GirlStyle女生日常”, was first established to target female users in Hong Kong and has since seen its followers grow to over 1.2 million in less than three years. The format was taken to overseas, with its corresponding Indian platform thrives to reach 1 million followers in just seven months.

By taking on more female users, the company can ride on the shift of traditional advertising to digital marketing that companies are expected to allocate more of their marketing spending on online platforms, particularly for women brands which have been heavily relied on marketing and advertising.

Most marketers spend about 5%–15% of their company’s annual income on marketing, while about 42% of which is spent on online platforms, the figure is expected to grow to 45% by 2020, according to reports from Forrester and eMarketer.

PressLogic also provides contents related to travelling and lifestyle, business and finance, men lifestyle, parenting, cooking food & health, cats and Korean Star Interest.

STAY CLOSER

To further optimise its data-driven analytics software, PressLogic is building its user-generated content (UGC) community as part of its overseas expansion.

The UGC mobile app operates under the brand of BeautyBee, which allow users to record and share their everyday feelings and comments within their connections. The platform provides a range of trendy information to facilitate users to meet like-minded peers and stay close at times.

Taking a step further, the app will emerge into a blockchain version this August to facilitate female users to connect into a wider community.

“We are open-minded on business decisions. We do not mind spending money and effort to test out new things,” Mr. Chow said. “Our long-term mission is to set an innovative benchmark for the media industry in the hope that all the participants on our platform would get motivated and rewarded for their content contributions,” he added.

Backed by MediaLens, the platform is designed to keep improving itself to achieve and maintain high-degree of accuracy. “We expect that [the system] could predict results even more close to reality and work out faster and faster,” Mr. Chow added.

Besides Hong Kong, PressLogic has made presences in South Korea, India, Malaysia, Taiwan and Singapore with more than 180 employees. The company intends to expand not only geographically but also into new sectors such as e-commerce.

“In this ever-changing world, the world does not wait and so we have to always be adaptive and look for innovative ways to get the jobs done efficiently and effectively,” Mr. Chow said.

With such vision at heart, the company tackled through cultural differences and worked the business into domestic markets by hiring local employees to serve their clients. Local languages are essential, but the company also never stops to understand different cultural contexts.

“We listen, communicate, understand and tailor-made decisions to build a sense of belonging for our users towards their communities on the platform. We practice candor and try to be fair to all,” Mr. Chow said.

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