Hello there, welcome to a Merry Media article!
Now, let’s get straight to the point, you either work for or own a business. Having established our company for more than 10 years, we are able to understand the ins and outs of what you would expect from us as your social media marketing agency.
First and foremost, potential clients and customers heavily depend on social media as a way of finding out and learning more about companies, regardless of the industry of your company. Even if you feel that you belong to a niche sector, if your competitors have a social media account, it’s time to take that leap of faith and get one for yourselves. Or if you are lucky enough that none of your competitors have any social media accounts, take it as a sign from the heavens and get ahead of the other companies in your industry by letting Merry Media establish a social media presence for you, way before anybody else does.
The very nature of social media is to have people engage with you, and thus, it is a great tool for any company to employ.
Is it really that different? Yes, just like it would be in any other country, there are nuances, tidbits and “inside jokes” present in specific regions. The same marketing campaign may not do well in multiple countries, but may only work for a select few. The nuanced approach that you would get from hiring a local social media marketing company is definitely a great consideration for any company wanting to establish a local company or branch. We are fully aware of the local culture (and subcultures), preferences and the popular digital landscape.
Using our knowledge and experience of over a decade, we have come to the conclusion that there are four practices to keep in mind when wanting to establish a strong social media standing in Singapore.
This is definitely an important practice to emphasise first. Living in Singapore you must be used to brushing shoulders with people from different, diverse and multicultural backgrounds – different ethnicities, languages and with different customs. At Merry Media, as we create your content and curate your feed, we make sure to be culturally sensitive and inclusive.
In order to be inclusive, we ensure that the message of your post resonates with the Singaporean audiences by incorporating other local languages, colloquial expressions and festival greetings. This understanding of the intricacies of Singapore’s cultures and subcultures will help to build a strong foundation for establishing a genuine connection with your potential customers of Singapore.
Social media marketing success in Singapore hinges on embracing and respecting the diverse cultural tapestry that defines the nation. With a rich mix of ethnicities—Chinese, Malay, Indian, and others—brands must approach content creation with cultural sensitivity. Incorporating local languages, such as English, Mandarin, Malay, and Tamil, into social media content demonstrates an understanding of the varied linguistic landscape. Furthermore, aligning marketing messages with local customs and traditions fosters a sense of inclusivity and resonates more deeply with the Singaporean audience. Successful campaigns go beyond a one-size-fits-all approach, recognizing and celebrating the cultural mosaic that makes up Singapore.
Next on the list is engaging a classic marketing technique along with a more modern marketing approach.
Visual content has always been the most engaging of marketing strategies, and this is especially true for social media platforms. Nothing beats the pull off pictures, a picture is worth more than a thousand words, and that rings even more true for the notoriously short attention span of the social media-savvy population.
This is a big reason why Singaporeans have a large and active presence on visual-centric social media platforms such as Instagram. This is the reason why many brands invest high budgets on high-quality images and videos to showcase their products or services.
In addition to this it is important to at least consider collaborating with local influencers, also known in the marketing industry as Key Opinion Leaders (KOLs). What defines a KOL? A strong following is definitely the main requirement. In addition to that, Merry Media studies a KOL’s profile to determine if they can provide authentic endorsements for a specific client’s product or service; will the KOL’s usual audience be likely to buy our client’s product or engage our client’s services.
If the KOL doesn’t get their followers interested in purchasing your product or services, that is not a loss. This is because KOLs can be a way to increase the credibility and authenticity of your brand. Over time, as the content on your social media page increases, KOLs’ endorsements will help with increased engagement, leading to a potential client purchasing your products or services.
The use of Singapore-based KOLs work well in marketing strategy because Singaporeans value the opinions of other Singaporeans, and this rings more true when they are hearing the opinions of a Singaporean who has an established public personality who genuinely and successfully connects with their audience. The use of these KOLs helps brands to enter specific social media communities’ radar, increasing the pool of potential customers.
Exceptional customer service is the backbone of any business, but this is especially true for successful brand’s social media platforms in Singapore. This is because Singaporeans love to complain – a hard truth to swallow but true nonetheless – and the first person they do that to is to customer service personnel.
If your business’ customer service is prompt and effective when dealing with any customer’s criticism, this gives a good impression to Singaporean customers about your brand.
Social media platforms have become increasingly popular channels for customers to send more than just complaints, but for inquiries and other feedback as well. It is important to keep an eye on these queries by addressing the queries in a timely and helpful manner. A constant, responsive social media presence builds trust and loyalty among Singaporeans.
In addition, brands that are known to respond and address their customer’s queries make a name for themselves and stand out from the crowded social media landscape. This is because sometimes potential customers are looking for more than a product or service, they want the whole experience; the whole package. This is why any customer’s interaction with a brand’s customer service is incredibly important, because as good as your product or service can be, a customer’s engagement with your customer service is what leaves a lasting impression.
Nowadays, we are spoilt for choice when it comes to social media platforms; there are obvious favourites depending on the age demographic you are targeting in Singapore. Instagram and Twitter are widely used by most age ranges, but specifically young adults (millenials and elder Gen-Z) while Facebook is great for targeting people who are older. TikTok has also become one of the biggest social media platforms of our time but is definitely mostly used by Gen-Zs and the up and coming, Gen-Alphas.
In order to determine which social media platforms to use think to yourself: who is my audience? Which social media platform would they spend most of their time on?
These questions are the best and simplest way to help guide your social media strategy accordingly.
However, by choosing different platforms, you also need to keep in mind that you need to tailor content specific to each social media platform as well as your audience. In other words, the same content on TikTok can definitely seem out of place or, even worse, be ineffective and not have the intended engagement on Facebook.
Additionally, timing plays an important role in being seen by your target audience or other potential customers. Posting during Singapore’s peak hours can enhance your content’s visibility and engagement. This along with the details mentioned above, can maximise a business’ social media presence and help them stay at the forefront of Singaporean digital discourse.
Remember that these “best” practices should be adapted based on your specific industry, target audience, and marketing goals. Continue to regularly analyse the performance of your social media campaigns using analytics tools to refine and optimise your strategy for the Singaporean market.
As great as it would be to have a one size fits all marketing strategy, we are sorry to say that is not how Social Media Marketing works.
This is why it is important to engage an experienced media agency that can help ease up your burden! Merry Media has been in the industry for over a decade, working with clients from different industries and acquiring knowledge as we provide the solutions our clients need. So, what are you waiting for, contact us now!
At Merry Media we also offer services other than Social Media Marketing; Events Management, Event Planning, dinner and dance emcees and video production services. We believe that all of these services intertwine with each other to provide a well-rounded, holistic experience for our clients.