SINGAPORE — With Singaporeans spending over one third of their day online[1], the digital space is where consumers are seeking information and entertainment first. And during the pandemic, 77% of consumers[2] in Singapore said that they spent more time on the social media platforms that they were already using, with TikTok seeing the highest growth in adoption.
SGAG, one of Singapore’s leading digital content producers and platforms for Millennials and Gen Zs, and TrendWatching, a global trend firm scanning the world for consumer trends, insights, and business ideas, have released a report “Navigating Social Media in a Post-Pandemic World” aimed at helping advertisers, brand marketers and agency professionals uncover new content and engagement trends fit for a new digital landscape.
The study was gleaned from a quantitative study involving more than 600 Singapore-based respondents aged between 15 – 45 years old from SGAG’s in-house research panel, as well as qualitative insights from HEPMIL Creators’ Network. This was supported by TrendWatching’s insights and data, which helped to identify the key social media and content strategy trends.
The report outlines 5 key trends that marketers should take into consideration as they plan for the year ahead in engaging a growing online audience, especially on social media platforms:
Meeta Doshi, Research Lead for SGAG Research said, “The digital landscape is no stranger to change. It’s important for brands to understand the new opportunities presented, understand nuances amongst different online audiences, and explore ways where they can better engage them. We hope that the report can help advertisers and marketers better understand how they can better create engaging content fit for an evolved online audience through insights from our highly engaged community, as well as see the need to create more relatable and entertaining content formats.”
Thomas Klaffke, Head of Research at TrendWatching said, “COVID-19 has led to the biggest transformation of our digital social lives. New platforms, formats, mechanism, creators, behaviours, expectations, and plenty of new, meaningful opportunities for brands to tap into.
From cultivating community through creative challenges; developing virtual experiences as the new social currency; helping burned out consumers take time to enjoy what matters or supporting young adults with their transition to adulthood during a period of disruption, brands can play a huge part in consumers’ digital social lives by engaging them in ways that meaningfully address their current needs and expectations. By showing the trends that truly matter, we hope that the whitepaper will help brands and marketers to find opportunities in this transformed digitized world.”
In addition, SGAG has announced the establishment of SGAG Research in 2021 aimed to provide audience insights from across its platforms for brands and agencies. The arm taps on a community of more than 2,000 Millennials and Gen Zs from the SGAG platform, also known as SGANG, to provide quantitative and qualitative insights.
Interested clients can look forward to tapping on SGAG Research for the following services:
- Mini Polls which are short, 5-question surveys polling our community that enable brands quick insights from audiences
- Brand Lift Surveys to understand campaign impact and effectiveness on SGAG. This is currently available for existing advertisers.
- Brand / Category Deep Dive to derive in-depth insights on consumer behaviour patterns, especially among Millennials and Gen Zs.
“Navigating Social Media in a Post-Pandemic World” can be downloaded here.
