Instagram the most engaging platform for Singapore Government: Report

In 2021, Singapore’s 50 statutory bodies and 16 ministries successfully leveraged leading social media channels, such as Facebook, Twitter, Instagram and YouTube, to engage with Singapore citizens and residents on a wide range of topics that included vaccination, environment, and social and political conversations, according to unified customer experience platform Emplifi’s “Singapore Government Performance Benchmark – 2021 Year in Review” report.

Why it matters

With 99% of Singapore residents having at least one active social media account, the channels play a crucial role in driving engagement and actions, with the mix of social channels to drive public action and engagement setting a good case study for marketers.

Key insights

• Twitter accounted for the largest proportion of published content at 53.01% or 30,671 tweets in 2021 but interactions were just 2.16%, or 158,737 interactions.
• Facebook, which made up over 30% of content across platforms, received the largest share of interactions at 72.9%, or 5.37 million interactions.
• Interactions on Instagram rose by 12.7% in comparison to 2020, totalling 1.69 million interactions, achieved through an increase in content pieces from 5,409 in 2020 to 6,219 in 2021.
• Instagram was the platform with the highest engagement rate (1.18%) and share-of-voice (70.7%), while Facebook, YouTube and Twitter saw declines in their share-of-voice.
• The majority of interactions on Instagram highlights the opportunity for government bodies to tap into the platform to engage its ever-growing millennial and Gen Z audience.
• The most engaging campaigns were National Parks Board (NPB) #CityInNatureSG, Gov.sg #IGotMyShot, MOH COVID-19 Vaccination and Gov.sg TestTraceVaccinate.

Quote

“Social media emerged as a crucial platform to keep people informed and aware during the pandemic. Now, as the world gradually eases restrictions, social channels continue to prove their effectiveness to initiate two-way dialogues.” – Varun Sharma, vice president, Asia Pacific & Japan, Emplifi.