A report by customer experience data analyst company Emplifi revealed that our government preferred using Instagram to communicate and interact with Singaporeans, compared to other social media platforms.
This certainly isn’t surprising, and we’ll probably see TikTok topping the list next year.
The report analysed the social media usage of 27 statutory agencies and 16 government departments. Here are some interesting findings.
Greater Increase in Content Posted on Instagram
The amount of content posted on Instagram by the government increased by 4.81% in 2022 compared to 2021, which is the highest increase compared to other social media platforms. It is followed by YouTube, Facebook, and, lastly, Twitter.
Along with this increase in the number of uploads is the increase in interaction rate. There was a 17.25% increase in interaction rates on Instagram from 2021, bringing the amount to 2.91 million interactions.
Given that Singapore has 3.61 million Instagram users, about 66.3% of our population, it isn’t surprising that it is quickly becoming a key channel for public interaction, especially with the younger crowd.
The most successful Instagram posts include the defence ministry’s NS55 post, NPark’s #CityInNatureSG post, and Land Transport Authority’s #ThereRailBeMore post. These posts garnered 90,209, 102,054, and 21,058 interactions, respectively.
Declining Importance of Facebook and Twitter
Government ministries and statutory boards posted 27,033 tweets in 2022 but garnered little interaction at a mere 1.42% or 87,016 times.
The government posted the most on Facebook at 15,244 pieces of content. It also had the highest engagement rate on Facebook at 49.48% or 3.04 million interactions.
However, there has been a downward trend in the number of interactions garnered on Facebook compared to 5.37 million interactions in 2021.
Yet another reason why everyone is flocking to Instagram now.
Data also revealed that our statutory boards post four times as much content as our government departments.
Additionally, with the winding down of the COVID-19 pandemic, the Ministry of Health received significantly less attention in 2022. Their rank dropped from first place in 2021 to fifth in 2022, or 2,228,812 interactions, to 296,910 interactions.
It was also revealed that our ministers’ favourite platforms are Instagram and Facebook, with Minister for National Development Desmond Lee being the most frequent poster on Instagram. PM Lee Hsien Loong and Defense Minister Ng Eng Hen rank second and third, respectively.
Meanwhile, PM Lee has the most interactions on social media at a staggering 3,833,595 interactions. He is aptly followed by DPM and Finance Minister Lawrence Wong at 1,771,506 interactions.