May 07 2021
Social media is a great platform to keep up with friends and to find long-lost relatives and old-time friends. It has the power to reconnect people across the world. With its wide reach, it also became a useful tool for businesses to reach out to their target audience. From a simple medium to communicate and reunite with other individuals, social media has evolved into an extensive and more advanced marketplace. Let’s dig deeper on how social media marketing started, get to know the different social media marketing sites that users are into nowadays, and learn how it can help your brand penetrate a different set of target audience.
Table Of Contents
- Evolution Of Social Media Throughout the Years
- Social Media Marketing In Singapore
2. Part 1: Facebook As A Social Media Marketing (SMM) Platform
- Key Features of Facebook
- Facebook as an SMM Tool
- Facebook Business Page: How it Can Help Market Your Brand
- Tips for Optimising Your Facebook Business Page
Part 2: Instagram As A Social Media Marketing (SMM) Platform
- Instagram Features
Part 3: YouTube As A Social Media Marketing (SMM) Platform
- YouTube: The Number One Video Sharing Platform
- The Benefits Of YouTube For Social Media Marketing
Part 4: Other Social Media Marketing Platforms
Part 5: How Can Social Media Marketing Help Your Brand
- Benefits of SMM
Evolution Of Social Media Throughout The Years
Before, social media was used as an avenue for users to share their personal stories and events, and some posted their opinions online. However, this trend was short-lived.
According to the GlobalWebIndex, one of the reasons for social media usage nowadays is “to stay up-to-date with news and current events”. It is the second most reason on the overall results closing in on the topmost reason which is to keep in touch with their friends.
Meanwhile, content sharing dropped significantly, falling on the bottom ten of the list. This just proves that users are now more interested in consuming timely and entertaining content.
Another significant evolution in social media is that it became an outlet for businesses to market their products and services. This happened because social media allows users to have access to information on the latest news and events.
Users get to know about not just political and social issues, but also business news too. It helps businesses to get their brand known to a large audience, thus the advent of social media marketing was born.
Social Media Marketing In Singapore
In Singapore, the leading metric used for measuring the performance of campaigns of most brands is social media monitoring. The result is of no surprise when most people use digital channels to connect with one another. In fact, there are over 4.96 million active social media users nationwide. This number is considered high given that the total population of Singapore is 5.8 million.
Before, businesses would make use of market share data and information from media outlets to map out their marketing campaigns. Now, social media management is used to boost brand awareness and improve customer service. This is possible because most platforms such as Facebook, Instagram and Twitter have features that allow consumers to send messages and inquiries to businesses in an instant. With this, business owners can now respond as soon as possible to their requests, thus promoting customer engagement.
Part 1: Facebook as a Social Media Marketing (SMM) Platform
Despite many social media sites that existed way back in 1999, Facebook remained the most popular social network worldwide. According to Sprout, there are approximately 2.79 billion people worldwide who use Facebook.
The reason for the continued success of Facebook is its timely entry into the market. Broadband internet became widely available and accessible, and consumers became more diverse.
Moreover, the concept of social media was already introduced to users beforehand. Such platforms include MySpace, Friendster, and Live Journal. The idea was not new to them, making it easier for them to adapt to the nuances of using another social media platform which is Facebook.
Thanks to various engineers who continued to develop new features that improve user experience, Facebook is constantly evolving to provide users with enhanced features.
Here are some of the popular Facebook features:
Facebook photos are considered one of the most popular features in this social media platform, because not only can it be used to share a user’s photo, but they can also tag their friends. This feature is an innovative method that helps connect people online.
Interactive Online Chat
Facebook Messenger presents an interactive online chat that allows users to message each other for free. One of Facebook’s best features is that it has emoticons and stickers that make conversations more fun and engaging.
Moreover, you can now interlink messaging systems from Facebook and Instagram for seamless communication with customers on both platforms. You could also use video rooms on Facebook and Instagram chats to invite people and converse with one another.
Most influencers, artists, public figures, businesses, and organisations in Singapore use Facebook Pages as part of their digital marketing efforts because it can help gather “fans” and followers to boost their online presence.
Facebook Live presents opportunities for businesses to interact with their followers in an instant. It uses real-time videos and comments that help businesses better understand the needs and wants of their customers.
Facebook released Stories in 2017, and it remains to be one of the most widely used Facebook features today. It is similar to Instagram Stories, and it lets people post images or videos that will disappear after 24 hours.
Over 500 million people use Facebook Stories daily. Marketers could use Facebook Stories to share quality content and engage with a broad audience.
In 2020, Facebook Inc. released Shops for Facebook and Instagram. It is an online shopping feature that allows users to showcase and promote their products on Facebook and Instagram. If you decide to use Facebook for Business, consider utilising Facebook Shops to connect with countless online shoppers on Facebook.
Thanks to Facebook Marketplace, social media users can sell their products right in the very heart of Facebook. Here, you can discover and purchase tons of products, both second-hand and brand new, from various Facebook users. Facebook Marketplace also lets you advertise your items to reach more people.
Facebook As An SMM Tool
The continuous rise in the number of Facebook users opened opportunities for businesses to reach out to their potential customers. In fact, the number of small businesses using Facebook has reached 90 million in the US alone. While in Singapore, there are over 4.8 million Facebook users in 2020.
Because of the availability of Facebook Pages, Facebook became an avenue for businesses to showcase and promote their products and services. Plus, it has analytics that allow them to track and monitor the effectiveness of their Facebook strategies.
Facebook Business Page: How It Can Help Market Your Brand
Creating a Facebook Business Page is one of the most effective ways to connect with customers. It allows you to post content that is useful and entertaining to your followers. You can even find out the effectiveness of your campaigns using a tool called “Facebook Insights”. It enables you to understand your consumers better because it displays statistics and reports that show the performance of your posts and ads.
Moreover, their Facebook Page can also be used as a medium to humanize your brand. You can do this through one-on-one conversations on Messenger. Actively responding in chat makes the experience for users more personal and interactive.
Lastly, it helps establish a community for customers to voice opinions and suggestions about the products and services. It is easier to gain loyal customers and attract new ones if you build a growing online community.
Tips For Optimising Your Facebook Business Page
Having a business page alone cannot guarantee the success of your Facebook marketing campaign in Singapore. There should be a comprehensive plan to be done to make it work. How to do it? The answer lies in the top three tips below:
Gaining Facebook Likes And Fans
Although the easy way to gain likes and followers is to buy them, you should avoid it. You will only be wasting lots of money. There would be no hint of interaction on your page because the likes you bought are from dummy or inactive accounts. Users who would visit your page might question the disparity in your posts and the number of your page likes.
There is a correct method to gather fans and likes. First, create engaging and entertaining content. Brainstorm with your team and think of videos, photos, infographics that can pique the interest of your target consumers.
Second, always respond to their inquiries as soon as possible until you earn the “very responsive to messages” badge. Consumers might consider engaging with your brand if they saw this badge.
Third, optimise the “About” section of your Facebook and fill it with searchable information. Remember, don’t use too many keywords to make the description look natural.
Finally, promote your page on your website. There is a Page Plugin feature on Facebook that you can use to embed in your website. Afterwards, it will show an ”iframe” code that lets users see your latest posts.
Using Effective Facebook Posts
Unsure what kind of content you should feed to your users? Here are some of the effective Facebook posts that can help you gain likes and fans:
A. Post Videos
Use videos to tell the story of how you came up with your brand. It is said to give a high ROI for most businesses. Just ensure that the first 5 to 10 seconds are visually compelling because Facebook previews only the first few seconds of the video.
Also, it would be great to add an SRT file format to put some subtitles on the video. Facebook usually automatically plays videos without sounds unless the user turns it on. Having subtitles can help users digest your content, even though they are just scrolling on their feeds.
B. Use Facebook Virtual Reality
Since the mobile penetration rate in Singapore has reached over 148.2% in 2020, it is a great idea to create content compatible with mobile devices. One way to do it is to post a 350-degree video through Facebook 360. It allows users to tilt and turn a video that offers an interactive experience that makes them feel like they are actually in the venue.
C.Use Facebook Instant Articles
Aside from linking blog posts on your page, you can also make use of Facebook Instant Articles. It allows users to view text or photo-based content to be viewed directly on Facebook. This is very convenient for users because they won’t have to leave the website anymore whenever they want to see the full content. It also helps decrease the frustratingly slow loading time on their phones.
Using Facebook Insights and Analytics
One of the crucial steps in Facebook management is to analyse your performance through Facebook Insights. It is a tool that presents measurable results, so it would be easier to find if a post is effective.
There is a graph to be shown in the “Likes” and “Reach” tabs. Look out for the spike in the chart because it indicates that the content posted at that time generated a large number of likes and engagement. You can use this information to create a comprehensive content calendar.
Part 2: Other Social Media Marketing Platforms
The wisest move that Instagram (IG) made was when it used Twitter’s hashtag feature to another level. The hashtag culture can help boost brand awareness because it allows users to view results that are relevant and related to specific hashtags.
Moreover, business posts are not restricted on Instagram, unlike Facebook. With over 2.5 million Instagram users in 2021, your business has a great opportunity to connect with a broad audience.
Check out these Instagram features that can boost your social media marketing strategy in Singapore:
1. Instagram Live Video
Similar to Facebook Live, you can upload live videos on Instagram to showcase real-time video content. Live videos are excellent for establishing transparency and honesty, as users can comment on your live videos in real time. You could use this opportunity to engage with your Instagram followers.
2. Shoppable Posts
For online businesses, Instagram’s Shoppable feature is perfect for displaying a collection of products on your profile. It makes it easier for users to buy products online because they won’t have to leave an Instagram post once they’ve chosen to purchase an item.
3. Repost Feature
Whenever a user tags a brand’s instagram handle in their stories, the said brand can reshare it for their followers to view the post. You could also download a third-party repost app for Instagram for a broader range of features, including archiving Instagram photos and videos.
IGTV is like an app within Instagram itself. It lets users upload hour-long videos, similar to TV shows or short movies. For content creators who love creating videos, IGTV is the perfect platform for you.
Instagram and Facebook Stories are almost the same. They share similar features, but Instagram Stories offer unique settings, such as Boomerang, Rewind, stickers, and other personalised options. Some Instagram filters even include the ability to play games and quizzes.
When it comes to social media shopping, Instagram is an excellent platform. Same with Facebook, Instagram boasts online shopping features, including Shoppable posts. You can make an Instagram post “Shoppable”, so followers can click on it to make a purchase.
Also, Instagram’s user base consists of young adults. For instance, people ages 25 to 34 make 33% of the entire Instagram user base worldwide in 2021. That means a lot of young people, from young teenagers to adults, are joining Instagram. You could interact with a younger audience by using Instagram to raise brand awareness.
Part 3: YouTube As A Social Media Marketing (SMM) Platform
The shift from static content to videos in SMM has made YouTube one of the front liners in the social media scene. It ranked as the second most used social network with over 2 billion active users worldwide.
YouTube: The Number One Video Sharing Platform
There are at least 1 billion hours of Youtube content viewed in a day. Using the right social media management strategy and with the help of “YouTubers” or influencers, you can utilise it as an effective SMM platform.
Businesses can make use of the concept of Trending Videos on Youtube to gain exposure. If their video becomes viral, their channel will appear on the trending page for 24 hours. With this, almost all YouTube users could catch a glimpse of trending videos. Thus, there is a high chance for it to get more likes and views.
The Benefits Of YouTube For Social Media Marketing
YouTube can benefit your business in many ways:
- Grow an audience of loyal fans, viewers, and subscribers
- Your YouTube videos can rank high on Google
- YouTube videos usually have a high conversion rate
- YouTube has an advertising platform that runs through Google Ads
Managing your YouTube channel may take a lot of effort. You will need to understand your target audience, analyse your competitors, and optimise your video transcriptions. Doing all of these should make your YouTube channel more accessible to a wide range of users, especially on Google.
Nonetheless, your hard work could pay off in the long run. 88.7% of internet users aged 16 to 64 use YouTube. That means you can engage with hundreds, thousands, or even millions of people simply by creating a YouTube channel and uploading quality video content consistently.
88.7% of internet users aged 16 to 64 use YouTube. (Source: DataReportal)
Your social media marketing efforts on YouTube can result in higher SEO rankings, as long as you optimise your videos’ keywords, title tags, and meta descriptions. Use relevant keywords when writing descriptions and titles so your YouTube videos can gain traction and rank higher on Google.
Part 4: Other Social Media Marketing Platforms
WhatsApp is placed third in the most popular social networks in the world that it is used in almost a hundred countries, including Singapore. What makes it a great SMM is that it has a business app that can be used to create a professional business profile, as well as promote customer engagement and interaction.
One of the reasons that make Whatsapp a useful social media platform for business is that most Singaporeans are using it often. In 2018, there are over 4 million mobile users active in Singapore that said that WhatsApp is their most-used messaging app. The recent change in consumer behaviour contributed to the success of this app.
Instead of consuming content, users are now more active in messaging with each other through WhatsApp. This shift gave birth to a “conversational commerce” in which it allows businesses to develop a much more personal communication towards their consumers.
Although the ranking of LinkedIn is not as high as the other mentioned social networking sites, it is still considered as one of the most powerful SMM platforms because it is designed to build networks and connections. Also, it can be used to reach out to clients, as well as, make connections with influential brands to boost credibility. These are three LinkedIn features that businesses must focus on:
1. LinkedIn Showcase Pages
It allows them to highlight their specific products and services. It can also be used for introducing new brands and taglines under the company.
2. LinkedIn Groups
It is used to create networks outside a business owner’s current circle or industry. Its highlight feature is that it has a discussion section that allows them to feature their Company Page on LinkedIn.
3. LinkedIn Ads
It helps their ads reach the right prospects and B2B leads because of its in-depth targeting features. An ad can be filtered to reach specific demographics.
Twitter is currently ranked 12th in the list of the most popular global social networks, according to Statista. The greatest advantage of using Twitter is that it focuses on customer interaction more than product promotion. It helps small businesses to get to know more of their customers and how to better serve them. Establishing an online presence using it can also help them monitor their competitors. Here are some of the useful tools of Twitter for Business:
It is a tool that has customisable columns for organising notifications, tracking hashtags and scheduling tweets.
It works almost the same as TweetDeck in which it can be used to manage tweets and view campaign results. Unlike in TweetDeck, it uses tabs instead of columns so it is more organised.
3. Twitter Amplify
It allows one to share videos beyond the current followers of a specific brand. It only delivers the ad to specific targets to make it more effective.
Part 5: How Can Social Media Marketing Help Your Brand
Benefits of SMM
Social media management is a must for businesses out there. There are over 3.48 billion active social media users worldwide so businesses in Singapore would be missing out on a lot of opportunities if they haven’t ventured into it yet. This includes brand positioning, improved SEO, social competitive analysis, and many more. Here’s how it can help your brand:
Boost Brand Awareness
The large pool of users in social media gives opportunities for businesses to boost their brand awareness. It enables them to build networks and connections to expand their reach. Social networks do not just include consumers, but also other businesses of the same line of business. With this, it can strengthen B2B relationships that can be beneficial for improving your products and services.
Improved Search Engine Rankings
Although the metrics of Facebook, Instagram, Twitter and other social media sites do not affect Google’s search engine rankings, it can still indirectly improve your SEO efforts. The followers and fans you eventually gain in your social media accounts can help increase the traffic on your website because they will most likely click through the links that you include in your post.
Better Customer Service
The messenger apps of some social media sites such as Facebook and WhatsApp can be used to improve customer service. This is because it allows you to reply quickly to the questions and inquiries of your customers. Plus, it is enticing for consumers to get in touch easily with a business because they can be accommodated right away. Most importantly, it is also good for customers who cannot find the right time to call, as they can reply during their preferred time.
Attract Young Audience
In Singapore, there are currently 45.6% of users aged 18- 24 years who are using social media. This age group is considered as the largest proportion of the entire population of Singaporeans using social media. So, imagine the number of young people that you can convince to patronise your products and services.
In this digital age, businesses should take more effort into their social media marketing strategies. These will help them build an established online presence that can help in getting their brand recognised.
But of course, in order for it to be successful, there needs to be an expert in SEO and digital marketing who would work in the background. So, consider hiring a digital marketing agency that can do social media management work for you.
Learn more about the ins and outs of social media marketing in Singapore with the help of experts from a digital marketing agency, OOm! Contact us now at 6391 0930.