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What social media platform do Singaporeans use the most

This platform saw a 1.18% growth in engagement rate in 2021.

Findings from Emplifi’s latest benchmark on the Singapore Government’s performance revealed that Instagram took the crown in the terms of engagement through social media platforms. 

The social media platform saw interactions rise by 12.7% year on year, totaling 1,690,000 interactions. An additional 1.2% in content pieces were also recorded, with a total of 6,210 pieces in 2021. 

Compared to similar platforms. Instagram also had a 1.18% growth in engagement rate and share-of-voice at 70.7%, whilst Facebook, Youtube, and Twitter saw declines in their share-of-voice.

Meanwhile, Twitter had the largest proportion of published content at 53.01% or 30,671 tweets, whilst Facebook, at 30% of content across platforms, had the largest share of interactions at 72.9%, or 5,370,000.

“Social media emerged as a crucial platform to keep people informed and aware during the pandemic. Now, as the world gradually eases restrictions, social channels continue to prove their effectiveness to initiate two-way dialogues”, said Varun Sharma, Vice President, Asia Pacific & Japan, Emplifi.

Over 50 statutory bodies and 16 ministries were covered by the survey.

Top-performing government bodies include the National Environment Agency, Ministry of Health and the Ministry of Education. 

Meanwhile, the National Parks Board, with their #CityInNatureSG gathered the most interactions at 137,605, while the Ministry of Health’s #TestTraceVaccinate had 72,884 interactions or 84.1% of total interactions.

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