Winning the Halal market with Instagram and personalised marketing

In Singapore, only 14.3% of 5.5 million are Muslims. But despite the small Halal market, it did not deter Singaporean entrepreneur Miss Nursyazanna Syaira from striking it out on her own Halal bakery business and using the best of Instagram to win the hearts of both Muslims and non-Muslims consumers alike.

Display of a cupcake flavour at Fluff

Instagram as the marketing platform

When starting out, Syaira decided to use Instagram instead of Facebook or a website. She explains, “We have decided that social media is the best way for us to market ourselves when we realise almost everyone is on social media now and it would be easier for them to have us on their feed, rather than making the effort to have to go to our website. This is not to say we will not have a website in the future. It is purely a matter of necessity, as being a start-up, we try to do things with intent, and those that will be easy for us to facilitate.”

Fluff Bakery has an impressive 63k followers without paid advertising

Power of personalised Instagram

But using Instagram was just a tool. Personalised content is king. “I realised that I really needed to be myself, even on my business social media accounts. This means the tone of the captions, introducing the staff on social media and essentially being personable and and letting my personality shine on Fluff Bakery’s social media,” says Syaira. “This allows the customers to understand and connect with the people behind the business, the people in the kitchen and that makes them connect more with us, instead of being just another business account on social media. We posted regular updates, we made silly videos, showing them the human side of the business whilst still disseminating the information that needed to get to our customers. We also post reviews and photos from customers regularly and customers feel very happy to be featured and appreciated.”

Featuring the baking team as a personalised form to customers

Other useful digital marketing techniques used

1. Use of Hashtags. Fluff has a hashtag #fluffbakery that customers use when they post pictures of their bakes. When people post their pictures and use that hashtag, their friends on their social media tend to click on that hashtag and they can see other pictures that customers post and that might further peak their interest and then they follow us to check us out.

1. Visuals are really important. Good visuals catches the user’s attention, then they will then bother to read the caption and then that might push them to come down and visit. Fluff take pictures that are visually appealing, and work with different angles of the bakes. They use the natural light by the window for a beautiful picture. Other methods are having close ups, side views and cross section pictures of the bakes so that the pictures do not look the same all the time.