About Bryan Choo


My name is Bryan Choo and I enjoy creating content that gets shared. This also means I know how to get your brand the attention of Singaporeans, the same ones who tend to be more engrossed with their phones than the person they’re dining with.

I dislike sites that misuse content to get traffic. “OMG. I’ll drink my urine if you disagree that this” is a headline that will give you a laugh, not long-term value or brand equity. I believe the best content is positive and able to provide value to both readers and brands. TSL was founded in an era where sites like TheRealSingapore thrived. Part of our mission was to create positive content to offset online animosity, which was at an all-time high. So our success was partly accidental. Because it was only later that I realised brands liked this and that’s why they reached out to us. That and the traffic we had.

Each month, more than 3 million Singaporeans consume content on our websites. Some people think virality is an accident. I think it’s a science that isn’t fully understood yet. Digital marketing is not just about optimising Facebook boosting parameters. It’s knowing that good content is able to travel far organically. Any content that has to be boosted just to gain some visibility is content with room for improvement.

In this blog, I’ll share digital marketing insights I’ve learnt building websites over and over again. At first I failed a lot. Then I stopped failing so much and then I figured out a formula that could be replicated. There’s certain knowledge you’ll only gain through creating sites first-hand yourself. That’s why it’s hard for agencies and ‘traditional marketers’ to grasp digital marketing. Many have the best intentions but they’ve never done it themselves, or they may still be in the ‘learning’ phase trying to figure out what works on digital media.

TheSmartLocal is an anomaly in the start-up scene as we completely bootstrapped our way to our current position. Most people are surprised when I tell them I spent $0 dollars growing our brand. They ask me what my secret sauce was. In this blog, I’ll share some of that sauce with you. When time permits!

You can contact me at bryan.choo@thesmartlocal.com for consultation, guest speaking invitations or advertising opportunities.

Events I’ve spoken at

TSL Entrepreneurial Interviews

Gaming Interviews

In my earlier life I was a competitive gamer and four time national champion in the world’s most popular real-time strategy games. I flew across the globe representing Singapore in WCG, the ‘Olympics’ of gaming from the age of 16.

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