Malaysia's Influasia, the company behind online publications World of Buzz, Noodou, and Lobak Merah, has acquired digital publishing platform, In Real Life (IRL).
In Real Life, a digital publication focused on sharing "real-life" stories by Malaysians, was founded in 2018 by Rachel Tan, who previously worked at Oxwhite and Shopee Malaysia.
While terms of the acquisition deal were not disclosed, Tan mentioned that Influasia has fully absorbed her ownership, and that she will be appointed as the consultative partner for Influasia.
Moving forward, Influasia plans to grow their digital media influence through strategic acquisitions of niche platforms to cater to different audience groups across SouthEast Asia.
Influasia will also grow IRL's presence across the various social channels such as Facebook, YouTube and TikTok, and increase the frequency of its content coupled with a more aggressive advertising spend.
"We are looking to target reader demographics of all age and interest segments to capture the mass attention in all verticals, and being able to appeal to any marketers digitally for any brand or campaign goals", mentioned Chris Khristie, co-founder of Influasia.
