\n<\/p>\n
Tay, however, noted that \u201cmanaging public expectations and addressing occasional criticism requires careful navigation\u201d.<\/p>\n
\u201cSome audiences question whether humorous content is appropriate for law enforcement communications or perceive such efforts as indicating that the police have excessive downtime,\u201d said Tay.<\/p>\n
\u201cThis necessitates consistently demonstrating how our engaging approach directly serves legitimate public communication and safety objectives, rather than being merely entertainment-focused.\u201d<\/p>\n
With STB and the SPF acing the social media game so far, what insights have they picked up along the way? And in a space where trends come and go in the blink of an eye, how do they plan to stay relevant?<\/p>\n
Both agencies agree that Instagram and TikTok have proven to be effective platforms when it comes to engaging audiences.<\/p>\n
\u201cTikTok, for instance, has allowed us to reach younger, digitally native audiences who might not have engaged with more traditional destination marketing, while Instagram continues to be a strong platform for aspirational visual content that inspires travel,\u201d said Koh.<\/p>\n
Tay noted that TikTok’s algorithm rewards creative, trend-based content, \u201cmaking it ideal for adapting popular memes and formats to convey the SPF\u2019s key messages\u201d, while Instagram’s \u201cvisual-first approach\u201d and features like Stories and Reels \u201cprovide versatile formats for both humorous content and more serious educational posts\u201d.<\/p>\n
On staying relevant, Koh reiterated that it was \u201cless about chasing every new platform or trend and more about genuinely understanding how your audiences behave online and what they find valuable\u201d.<\/p>\n
\u201cWhen we took on the ‘Gen Z marketing script’ trend, for instance, it was not because the format was popular, it was because we saw a genuine opportunity to present Singapore’s heritage trades in a way that felt fresh to younger audiences,\u201d she said.<\/p>\n
The combination of a familiar format and an unexpected subject was what made it land, Koh added.<\/p>\n
\u201cWe invest time in monitoring what is resonating not just for us, but across the broader digital landscape, and we are willing to experiment. Some things work, some do not, but both outcomes are valuable, nonetheless.\u201d<\/p>\n
Her advice for other public organisations looking to adopt a lighter tone in their digital communications? Stay authentic to their purpose.<\/p>\n
\u201cRather than focusing on specific trends or formats, organisations would benefit from remaining authentic to their purpose, understanding their audience, and communicating in ways that are relevant to the platform. And do not be afraid to have a point of view,\u201d said Koh.<\/p>\n
\u201cAudiences can tell the difference between a brand that is genuinely participating in a conversation and one that is simply trying to appear relevant.\u201d<\/p>\n<\/div>\n