Secret Lives of Singaporeans issue #33: Taylored content

SECRET LIVES OF SINGAPOREANS: TAYLORED CONTENT

Issue #33 – Week commencing 26 June 2023

Authored with pride by Hakim AK and Glenda Tan

Secret Lives of Singaporeans is an ongoing collection of marketer-friendly briefs on the fascinating people of the little red dot, by planners and PR consultants from the big red agency. It’s not “thought leadership”, it’s “inspiration to DO”.

Each issue comprises

• One thing people in Singapore are talking about

• One thing people in Singapore are searching for

• One thing that’s in the news in Singapore

One thing people in Singapore are talking about:

NATIONAL STADIUM GIG GUIDES

Image Credits: Unsplash

Gear up, it’s gig time.

With the announcement of two megatours arriving in Singapore over the next twelve months, users across social media have created a whole ecosystem dedicated to surviving the mega-gig experience.

Ever wondered to preview the views from every section of the National Stadium? Check. Pro tips to surviving the coming Taylor Swift Ticket Wars? Check.

Media outlets have also joined in the fun, like this Time Out listicle curating tips from TikTok. Others have created original content, like Mothership’s guide to every way you can get tickets for the Eras Tour.

Singaporeans all know the word: Kiasu (adj.) the fear of losing

This content caters well to Singaporeans’ desire to get the most bang for their buck. And with organic research moving to social, brands need to keep up (or collaborate!) with creators who are adapting to meet needs like these. Think content like:

• Concert-specific hacks involving your products; or

• Spotlighting users in your communities who have contributed to this pool of knowledge.

One thing people in Singapore are searching for:

UOB CARDS (TAYLOR’S VERSION)

Image Credits: Unsplash

Searches for “UOB Credit Card” have doubled since the announcement of an exclusive Taylor Swift tour ticket presale for UOB cardholders.

And Singaporeans haven’t just been searching privately on Google. Some have even cast their net into the wild on social media, posting stories seeking UOB cardholders to help them snag the pre-sale tickets.

But despite a handful of alternatives to avoiding the Taylor Swift Ticket Wars, such as Klook and Marina Bay Sands packages, UOB cards have monopolised the public imagination as the simplest way to get ahead of the queue.

UOB’s partnership with Taylor Swift is a great example of getting ahead of demand, and a reminder that communications isn’t the only lever marketers can pull. But considering how MBS and Klook’s partnerships haven’t resulted in the same rush of interest, making this connection is only half the battle.

To maximise your mileage from a partnership, consider:

• Your brand’s relevance to the purchase decision (i.e. tickets are often bought online with a credit card – a perfect fit!)

• The way you can add value to that process (i.e. credit cards don’t require an additional purchase).

• The risk: how well you can deliver on that promised value (i.e. will the pre-sale go off without a hitch?)

One thing in the news in Singapore:

MOTHERSHIP RISES TO #1

Image Credits: Pexels

Last week, a Reuters study revealed that Mothership is the most-used online news source in Singapore. For the first time, 48% of Singaporeans surveyed indicated they used Mothership at least once a week – ahead of CNA at 46% and The Straits Times at 42%.

And at 84%, online sources are the primary way that Singaporeans access news, nearly double that of the top offline touchpoint, TV, at 44%.

However, this isn’t an indication of growing trust for Mothership’s content. Mainstream media sources still scored well above it, with 75% of respondents expressing trust for CNA as compared to 52% for Mothership.

This gradual decoupling of news consumption from trust could be a sign that the role of news is shifting for Singaporeans: from information to entertainment.

Some implications for marketing and PR teams:

• When speaking to a mass audience, your branded content’s accessibility and style matters just as much as its message.

• Know your trade-offs: a partner with more reach may come with less trust, and vice versa. Depending on your brand and objectives, one may matter more than the other.

• Tailor your message to each publication’s audience: the same message will need to speak differently to “serious” and “casual” news-reading audiences.