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Detch Singh


Meet Detch who runs Hypetap: a super fun and creative, data-led influencer marketing and content company for major global brands.

Think of a brand you love. It could be in health, tech, fashion, food, beauty... got one?

Coles, Woolworths, Cadbury, Swisse, Medibank, Sunglass Hut, Pepsi Max are just some of the brands who have worked with Hypetap. The company started in 2013 and they now have ~20 employees. Impressed yet?

We were super excited to find out more about Detch Singh, the brains behind the brand:

"My partner at the time had a popular social media account and was being sent a lot of 'gifts' from PR agencies in the hope that she would post about them on social media. The problem was, she didn't want to post about any of the products she was being sent. We wanted to create a platform that matched brands with influencers.

We realised pretty quickly that the social channels for these content creators were media channels in their own right. We also realised that marketing campaigns of this nature were incredibly complex and it needed serious firepower around creative, data and execution. That's what drove us to become an agency driven by technology.

To this day, our software engineering team is still 50% of our headcount."

What is your favourite thing about what you do?

We love putting together marketing solutions for our clients which solve real business challenges. Nothing pleases me more than seeing a program that we put together that has achieved serious business outcomes for a client.

What's your superpower?

The way we enrich data, to make better recommendations, that lead to great outcomes.

What's next for Hypetap?

We're blessed to be growing a lot faster than the influencer marketing category itself. Our focus for the last few years has been to get the plumbing right and be obsessive about the solutions we put together for clients. Now that we have got that right, the next step for us it to aggressively grow market share in the region without compromising the quality of our solutions.

We think small business owners are superheroes.

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