Singaporeans do it almost 24/7, particularly the millennials who are born in the 2000s.
According to a 2016 annual report compiled by social media agency We Are Social, there are 3.6 million active social media users in Singapore. There are 4.65 million internet users.
The top 3 social media platforms used among Singaporeans are Whatsapp (46%), Facebook (43%) and Instagram (18%). In terms of media consumption habits, Singaporeans spent an average of 4 hours 14 minutes on internet via computer or tablet device daily and 1 hour 39 minutes on social media via any mobile device daily.
It is no wonder many service providers, advertisers, public relations agencies are leveraging on the power of social media to promote awareness of their services, products or events among Singaporeans these days.
This probably creates a greater need for influencer marketing, of which it is a form of marketing in which focus is placed on social media personalities who have a substantial number of followers; whereby they can be “tasked” to persuade or convince their followers to buy a product or patronise a service on their social media channels. Globally, it is expected to be a growing industry projected to reach US$5billion (S$6.6million) in 2018.
Depending on their own personalities, these influencers could be into arts, sports, travelling, fashion among others.
Singapore Budget 2018 falls on 19 February.
Based on current economic conditions, Minister of State for Finance, Mr Heng Swee Kiat will be delivering his Budget Statement in Parliament, announcing a number of monetary measures for businesses, and for the ordinary Singaporean on the street.
In an efffort to reach out to younger Singaporeans, the Ministry of Finance (MOF) has engaged over 50 social media influencers to do an Instagram campaign to promote awareness about Budget 2018. In a press report, its spokesman said the social media campaign which lasts a month, is estimated to reach 225,000 instagram users. Its spokesman also said it paid “market rates” to the hired influencers.
Is it a good tactic for MOF to tap on the influencers to generate interest about Budget 2018 in Instagram?
I understand the Government is trying to do an effective outreach to young Singaporeans about budget and financial planning. But personally as a mass communications student and a former public service servant, I do not think influencers are the best people to create the right buzz for government policies.
Firstly, are they the right people with the relevant knowledge? In other words, are they qualified enough to be spreading word about Budget 2018? Seriously speaking, it sounds not convincing if say, one engages a fashion influencer with a performing arts background to spread word about budget/finance. The subject requires some knowledge in economics or a flair in analysing facts and numbers. Get what I mean?
Often, these influencers are perceived to be young people who are very much into branded items, clubbing, luxury lifestyles, looking fashionably trendy etc. For serious topics such as Budget, it will be more appropriate to go for an influencer who exerts a professional image. For example: a somebody whose real profession is an economist?
Secondly, the number of social media posts these influencers make pertaining Budget 2018 may not translate into higher levels of public awareness. Because they can just simply click a “like” because they like the influencer. Will these followers read those crafted messages pertaining Budget 2018? Very likely, no.
There is a high tendency that these messages could “fall on deaf ears”. This is because majority of their followers are of a much younger age group who may not be in tune to government policies. In terms of preferences, they are more likely into fashion, IT games, Starbucks, smartphone games than profound subjects such as GDP, economic forecast, inflation, and politics.
I agree totally with this statement made by Associate Professor Ang Swee Hoon, Business School, NUS in the ST article titled “Can influencers create the right Budget Buzz?” published on Sunday 21 Jan 2018. She said: “If the influencer’s personality is not a (right) fit, then the buzz becomes about the misalignment instead of the Budget process”.
I am aware that this Instagram campaign could be just one of the tactics in MOF’s integrated marketing communications strategy to raise public awareness about Singapore Budget 2018.
However, I’m afraid it could putting taxpayers’ monies to waste..