Instagram Still Singapore's Public Sector Preferred Platform - Emplifi

KUALA LUMPUR, Aug 21 (Bernama) -- Emplifi, a customer engagement platform, in its latest report analyses how 42 statutory boards, and 16 ministries are using Facebook, X, Instagram, and YouTube to connect with Singaporeans on key issues like healthcare, education, and national defence.

The ‘Singapore Government Social Media Report, first half (H1) 2024’ revealed that statutory boards are significantly more active than ministries, producing triple the content.

Both groups saw increased engagement compared to the previous year, with statutory boards and ministries experiencing 6.6 per cent and 13.4 per cent growth, respectively. However, overall content creation dropped by 42.5 per cent from H1 2023, with X experiencing the largest decline (from 13,751 to 2,956 posts).

Despite this decrease, interactions grew by seven per cent, reaching over 3.5 million in H1 2024 compared with around 3.3 million in H1 2023, while Instagram reigned supreme as the most engaging platform, capturing 61.4 per cent of interactions, outperforming Facebook's 36.5 per cent.

Emplifi Senior Vice President and General Manager for EMEA and APJ, Varun Sharma said social media is the heartbeat of modern communication and it is no longer just a platform but a critical channel for building trust, transparency, and engagement.

“This report delves deep into the Singapore government's digital footprint, we provide insights into the government's social media strategy by analysing key metrics and understanding public sentiment to see how well it is engaging citizens.

“The key takeaway is that Instagram continues to be a dominant force in Singapore's social media landscape, boasting a substantial user base, particularly among young demographics,” he said in a statement.

Meanwhile, Singapore Army’s hashtag #AnythingButRegular campaign was the standout performer on social media during H1 2024, generating 331,224 interactions across Facebook, Instagram, and YouTube. Instagram proved to be the driving force behind the campaign's success, contributing to 72.67 per cent of total interactions.

Singaporean ministers are utilising social media to build stronger relationships with citizens, comprising nearly 90 per cent of their content, while in terms of audience engagement, Prime Minister Lawrence Wong boasted the highest interactions with 66.53 per cent of engagement attributable to Instagram.

Emplifi analysed social media performance across Singapore’s public sector, reviewing over 200 social media profiles across Facebook, Instagram, X, and YouTube on content, engagement, and sentiment, between Jan 1 to June 30, 2024.

-- BERNAMA