Institutions in Singapore are making a killing with Gen Z marketing

The Ministry’s Director of Communications and Engagement, Ms. Lo Soo Hsing, says, “We hope that with a humorous and light-hearted approach to our content, MOM will appear approachable and relatable, creating a strong connection with our audience.”

These intergenerational TikTok videos have been enjoyed by many Gen Z Singaporeans.

Alicia Sim, 23, says: “Sometimes these famous names make young people feel serious and a little intimidating. A whole generation of us is just starting to work. Here you can tell that these famous brands are trying to rejuvenate their image. It’s like, “Oh, brands are really listening to us.” It is fresh, gives authenticity.”

A Nanyang Technological University student interning at a public relations agency adds: “Slang is almost like a code. It breaks the ice. If you can understand my code, I’m more likely to trust you. I feel younger audiences appreciate it more. It feels more friendly than a formal dump session. It’s a two-way relationship.”

Digital marketing experts say a helpful cross-generational marketing meme is easing some of the perceived generational tension embodied in the Internet catchphrase “OK boomer” of recent years. A derogatory phrase that suggests that there is no point in arguing with elderly people who do not know what they are talking about, it is widely used to ridicule attitudes towards the elderly.

Associate Professor Jisoo Kim, who teaches digital communications and integrated media students at the Singapore Institute of Technology, describes this new generational exchange where “Gen Z writes the marketing script” as an “engaging and friendly” dynamic. This is in contrast to the denigration of young people as fragile “snowflakes” and countering accusations of being a “good boomer” in some online videos.

According to her, the use of TikTok memes is also cheaper for companies and organizations.

“From a cost perspective, compared to using influencers for social media strategies, using current trends is more effective.”

However, she cautions that trending, a popular digital marketing technique used to harness the power of popular topics, events or hashtags on social media, can backfire.

“Using trends like the ‘very considerate, very modest’ meme just to be associated with Gen Z may not lead to consistency in organizations’ social media strategies,” she says, adding that different age groups have different expectations. and Internet needs. .

For now, Mr. Yeo, NGS’s latest TikTok sensation, is enjoying this immersion in youth.

A visitor experience ambassador for the museum says: “Words that I use regularly, like ‘light’ and ‘cook’, have a different meaning to me. They were quite confusing and unexpected because they had a different meaning to Gen Z. I still don’t know why something nice is called “fire”, but it’s interesting.

“The response has been positive and encouraging, although I didn’t expect the video to go viral. Visitors’ requests to take pictures with me were polite and respectful.”

Now, when people ask him if he was in the NGS TikTok video, he says “no limit.” It means “for real” or “no lie” in Gen Z parlance.