A look at what content goes viral in Singapore

Public domain from Pixabay.com

As marketers or startup founders, we read content for insights that could help us in our work. When we find something useful, we share it with our friends or social media followers. We leverage on content curation as a traffic acquisition strategy through our social media pages.

However, what if the content we are sharing or writing simply doesn’t get any engagement or traction with our followers? Here are some pointers:

1. Travel-related content works well.

In the past one month, one of the most shared content in Singapore, according to content marketing research tool Parrot, is this article by TripZilla: 10 Countries Filipinos Probably Didn’t Know They Can Travel To Without Visa. The article garnered almost 100,000 total Facebook likes, shares, and comments.

Most Shared Articles In Singapore – September 19th to October 19th

Some other stories that did well earlier this week include: SIA to restart non stop flights to US (10k+ Facebook Shares), Star Wars themed plane heading to Changi Airport (7k+ Facebook shares), Singapore ranked 5th in travel freedom (15K Facebook shares), all of which suggest travel-related content are fast picking up as we reach the end of the year, where everyone starts clearing leave for a holiday.

2. Sensational topics do well.

Examples of articles that excelled according to Parrot include, “Beware of dementia”, “Man takes to Facebook to accuse Changi Airport”, “The Government should start hiring ex-offenders themselves.” These are topics that invoke emotions. See full list of articles here.

3. Informational posts riding the news wave do well.

Informational posts such as critical government announcements, new policy changes, new information regarding current issues (haze updates) typically get tons of traffic and can get a lot of shares from your readers and followers, if and only if you are one of the fastest to share and amplify the content through your social media channels.

4. Articles shared mid-week get more shares.

According to Parrot, most of the viral articles are published during mid week (Tuesday or Wednesday). This seems to suggest that readers are more engaged during mid-week and would actively share articles, contributing to their virality.

So if you are constantly monitoring various media publications in Singapore and hunting for great content to share or produce, hopefully these pointers will help you choose the most engaging content.

About Parrot