Just dropped another slick corporate video? Nice production, zero views.
Meanwhile, that shaky phone video from the new bubble tea shop down the street just blew up on TikTok.
Feels familiar?
Here’s the thing about Singapore – we don’t watch videos like the rest of the world. Our MRT commutes, lunch breaks, and after-work routines shape when and what we watch.
And those glossy global video trends? They often miss the mark here completely.
Here are nine video marketing tips you should follow to dominate your market:
1. Opening Hooks Matter More Than Production Value
Viewers decide within three seconds whether to keep watching. Forget fancy intros. Jump straight into the meat of your content.
A coffee shop showing latte art in action hooks better than a sweeping shot of their storefront.
Local viewers respond to immediate value; show them something interesting right away.
This doesn’t mean poor-quality video, but substance trumps style every time.
Keep your opening punchy, relevant, and worth stopping for.
2. Mobile-First, Always Silent
Most Singaporeans watch videos during their commute or lunch breaks. Design for viewers squeezing content between MRT stops or while queuing for food.
Assume they’re watching without sound.
Add captions that work at arm’s length. Keep text large and readable.
Think vertical format for Instagram Stories and TikTok.
Remember, your beautiful video soundtrack means nothing if nobody hears it.
3. Mix Your Languages Thoughtfully
Picking the right language for your videos isn’t just about reach; it’s about trust.
English works for most audiences, but local language touches can create stronger connections.
A casual mix of English and local phrases often feels more authentic than perfectly scripted content.
Keep your tone natural for your brand and audience.
4. Time Your Content to Local Routines
Effective timing focuses on catching Singaporeans in the right mood.
Early morning? They’re half-awake on the MRT, perfect for quick, light content.
Lunchtime? They’re comparing food options, so hit them with those cooking videos.
Late afternoon slump? That’s when office workers start dreaming about dinner plans and weekend activities.
Know your audience’s daily routine. A hawker showing their dinner prep hits differently at 5 pm than at 9 am.
5. Keep It Real, Keep It Local
Authenticity beats perfection in Singapore’s video space. Show real staff, actual customers, and genuine locations.
Skip the obvious stock footage and staged interactions. Viewers spot fake enthusiasm instantly.
For example, a bubble tea shop showing actual staff making drinks connects better than polished product shots.
Local references and contexts make the content feel relevant. Feature familiar Singapore spots and situations that viewers recognize.
6. Optimize for Platform Habits
Each platform serves different viewing habits. TikTok needs quick, punchy content. YouTube allows longer, detailed videos. Instagram Stories work for casual, daily updates.
Don’t just cross-post the same video everywhere.
Adapt your content length, style, and format to match how Singaporeans use each platform.
Consider making platform-specific versions of your videos.
7. Build in Social Proof
Include real customer experiences in your videos.
Show actual people using your products or services. Feature genuine testimonials, not scripted reviews.
Singapore viewers trust peer experiences more than brand messages.
A gym might show regular members’ workout routines. Or, a restaurant could feature regular customers sharing their favorite dishes.
Let satisfied customers tell your story.
8. Create Series, Not Singles
One-off videos rarely build a following. Create content series that keep viewers coming back.
A weekly cooking tip series. Monthly local area guides. Regular product tutorials.
This gives viewers reasons to subscribe and check back. Plan your series around topics your audience consistently cares about.
Make each episode valuable alone but better as part of the series.
9. Test and Adapt Quickly
Watch how viewers respond to different video styles. Track which content gets rewatched, shared, or commented on.
Note drop-off points in longer videos.
Pay attention to viewer feedback in the comments.
Adapt your approach based on actual viewing data. Singapore viewers will tell you what works—through their actions if not their words.
Final Thoughts
Video success in Singapore comes down to understanding local viewers’ actual habits and preferences.
Skip the fancy production tricks. Focus on content that fits naturally into Singaporeans’ daily lives and viewing patterns.
Need help crafting videos that click with local audiences? Let’s turn your video marketing into something your audience actually wants to watch.
Together, we’ll create content that stops thumbs from scrolling and starts conversations that matter. Get in touch with us today.
