Social Media and Content marketing is not only the foray of brands. Even government ministries have recognized the need to connect with their audiences and deliver meaningful content. It has been an indispensable instrument to help build trust and transparency between government units and citizens.
However, in today's fast-paced digital landscape, with non-linear consumer journeys, capturing the attention and interest of the audience can prove to be an arduous task, particularly in Singapore, where a mere 16 Ministries compete for the attention of a small island audience.
On average, Ministries utilize 4 different social media channels to engage with Singaporeans. Facebook and Instagram are social media staples, while Messenger services are the largest breakout social media and currently, only GOV.SG utilizes TikTok.
While other social media platforms saw users spending less and less time on their android apps each month, TikTok experienced the opposite. According to Wearesocial 2022, the average time spent on TikTok by Singaporeans skyrocketed by 74%. Now, users clock in close to 16.3 hours on the app each month.
Additionally, content strategies were largely the same and fairly undifferentiated, relying heavily on featuring people, frontliners and interesting facts about the ministries. This lack of a clear, distinguished content strategy can have negative effects on overall awareness of the programs the ministry supports.
GrowthOps conducted a review and found a few surveys for one Ministry in particular and found that awareness and literacy of the full scope of their remit were quite low - only 5% of respondents knew the full scope.
Nevertheless, with the right approach, the ministries can create content that stands out and engages the citizens. Below are some tips for creating influential and compelling content:
1. While it may appear trite, it remains paramount to understand your audience.
What makes your audience move? What keeps them awake at night? What annoys them? What inspires them?
Understanding your audience is crucial to creating content that resonates. This involves identifying their jobs, pains, and gains, as well as the environment and culture that drives them.
Gather data and recognize patterns and similarities. This will help you identify themes and craft the message.
2. Forge profound connections by appealing to emotions
A good content mix informs and prompts consumers to take action, but a great content strategy also fulfills a person’s desire to empathise and embrace human emotion. People desire to feel, and brands that can evoke emotions have a higher chance of being remembered.
According to GWI, there is a 14% drop in the number of global consumers who say finding information is an important reason for using the internet since Q3 2018. It’s becoming more entertainment-based and less functional.
But this also serves as an opportunity for the Ministries. By provoking emotions, the likelihood of select components of an event being remembered increases.
3. Tell stories in new ways
Although 99% of life may be mundane, that is where connections happen. By tapping into what seems ordinary, you can make your content relevant. However, to make it interesting, you need to present it in a creative way that inspires wonder in the ordinary. Infuse an element of surprise, incorporate a subtle nuance and add a touch of originality.
We created a sample content that taps into the power of nostalgia:
4. For the people means a more human tone
This can also help to improve the overall perception of government and reduce cynicism or distrust towards public institutions.
In addition, a friendly and familiar tone can make social media content more appealing and accessible to a wider audience. It can help to break down complex information into more digestible pieces and make it easier for people to engage with and understand.
@lawrencewongst Reply to @feohnna Not ready for a band jam but here’s a tune to share - not sure if many students know of Eric Clapton though. Happy June school holidays! Hope students and parents enjoy some quality time together #sgtiktok #guitartiktok #fyp
♬ original sound - Lawrence Wong - Lawrence Wong
@lawrencewongst Two years ago, we implemented the Circuit Breaker in Singapore to curb high Covid-19 cases. We are in a much stronger position now. We wouldn’t have come this far if not for all of you! Let's continue to stay united and press on together. #fyp #circuitbreaker #covid #pov
♬ original sound - Lawrence Wong - Lawrence Wong
5. Harness the Power of Community
The future is user-generated, and it’s powerful. Tapping into and building communities can significantly drive engagement which is a gold mine for feedback and sentiments.
The individual stories they share also give you a perspective on how you can creatively explore more themes and identify trends that are worth exploring.
Ultimately, the community allows you to stay on track and stay connected by sharing your voice in the discussion. By using social media communities to provide regular updates and engage in two-way communication with citizens, Ministries can demonstrate their commitment to openness and accountability, and foster a sense of community and collaboration.
Overall, Singaporeans expect the Ministries to be efficient, effective, and responsive to their needs, even in the digital space. If done strategically and creatively, social media can be a powerful tool to reflect how the Ministries are listening to the citizens and are working in their best interests.
