Singapore’s public sector finds success through human-centric and timely digital storytelling

Governments are increasingly turning to social media to connect with citizens, disseminate information, and foster meaningful engagement. The Singapore Government’s approach in 2024 offers a compelling case study on how to effectively use social media platforms for public communication, as detailed in the “Singapore Government Social Media Report 2024.”

This report, powered by Emplifi, provides valuable insights into how Singaporean ministries and statutory boards crafted their digital strategies, achieved engagement, and navigated the challenges of public communication. We’re looking at the key findings from the report and providing a snapshot of the insights available in the full version.

Content is king, but context is queen

One of the report’s key takeaways is the sheer volume of content produced by Singapore’s public sector. Statutory boards were especially prolific, creating three times as many content pieces as ministries in 2024. However, the findings make it clear that quantity alone does not guarantee success. Engagement levels depended heavily on delivering timely, relatable, and visually engaging narratives.

Timeliness: The importance of publishing content aligned with national events and key public moments cannot be overstated. For example, during the East-West Line (EWL) train disruption, the Land Transport Authority (LTA) posted 82 updates to keep the public informed about recovery efforts. Similarly, during National Day celebrations, the Singapore Police Force (SPF) published 154 posts about road closures, crowd control, and police involvement. These examples underscore the need for real-time communication during critical periods to maintain public trust.

Relatability: Content that resonates with the public’s daily lives and emotions consistently achieved higher engagement. The Army’s #AnythingButRegular campaign used a mix of factual updates and humour to connect with their audience, achieving the year’s highest engagement. Similarly, SPF’s #Safeguardingeveryday campaign combined humorous Reels with officer profiles to foster deeper connections. The Navy’s festive Christmas-themed Reel, paired with a popular holiday anthem, also earned significant interactions.

Visual storytelling: Instagram emerged as the platform of choice for audience engagement, capturing 64% of total interactions. Reels, in particular, drove 40% of interactions for some accounts, demonstrating the effectiveness of short-form video content. Ministries like the Ministry of National Development (MND) significantly improved their engagement rates by pivoting to visually appealing, audience-centric formats, such as viral Instagram Reels.

Instagram’s rise and Facebook’s continued role

Instagram continued to dominate engagement, with 64% of total interactions occurring on the platform in 2024. Its visually rich and interactive nature appeals to younger, tech-savvy audiences. At the same time, Facebook maintained relevance, particularly for formal announcements, detailed feedback, and community discussions.

Instagram’s strengths: The platform saw a 21% year-on-year increase in followers, emphasising its ability to attract visually oriented audiences. Agencies like the Republic of Singapore Air Force (RSAF), SPF, Army, and Navy maximised Instagram’s potential by focusing on engaging visuals and Reels, achieving consistently high interaction rates.

Facebook’s utility: Despite Instagram’s dominance, Facebook remains vital for community feedback and public discourse. During the EWL train disruption, LTA received a surge of comments, showcasing Facebook’s role as a platform for real-time public feedback. Many agencies, including CPF, MOM, NEA, URA, and WSG, still derive the majority of their interactions from Facebook.

User engagement: Positive, negative, and humorous

The report highlights the diverse ways in which Singaporean social media users engage with government content.

Positive engagement: Posts that informed or resonated with the public drew significant interaction. A humorous recruitment video by the SPF on Facebook demonstrated the power of engaging content.

Negative sentiment: Not all interactions were positive. Negative sentiment often coincided with major events, such as the EWL train disruption. Facebook was the primary platform where public dissatisfaction was expressed, with its long-form format encouraging extended discussions and threads.

Humor’s role: Campaigns that blended humour with relatable content performed exceptionally well. The Army’s #AnythingButRegular and SPF’s #Safeguardingeveryday campaigns are prime examples of how humour can humanise public organisations and foster audience connection. The Navy’s Christmas-themed parody also reinforced the effectiveness of creativity and timeliness in driving engagement.

Ministers’ social media engagement: Leading by example

Singaporean ministers’ use of social media in 2024 exemplified strategic engagement. Facebook and Instagram were the primary platforms, together capturing 97% of ministerial interactions.

Platform usage: Ministers leveraged Facebook for formal updates and community-wide announcements, while Instagram was used for more interactive and visually engaging content.

Top performers: Prime Minister Lawrence Wong and Senior Minister Lee Hsien Loong were the top-performing ministers on Instagram, while Minister for National Development Desmond Lee led with positive sentiment on Facebook.

Conclusion: Download the full report for more insights

The “Singapore Government Social Media Report 2024” offers an in-depth analysis of how Singapore’s public sector has successfully adapted to the demands of digital communication. This blog has provided a glimpse into the report’s findings, but there is much more to explore, including sentiment analysis, platform-specific performance metrics, and audience growth trends.

For a comprehensive understanding of the strategies and insights shaping Singapore’s public sector social media success, download the full report today.