According to social media listening tool Socialbakers, NTUC Income took the lead amongst the ‘Most Loved Singaporean Brands’ with more than 140,000 "love" reactions in 2018. Unilever Careers came in at second place, with less than half of NTUC Income’s "love" reactions at 71,000 reactions.
Despite having the most number of interactions on posts at more than three million interactions, FlyScoot only bagged the 7th spot with around 19,000 "love" reactions. So, what are some winning formulas?
Socialbakers JAPAC vice-president Charles Tidswell said it is the highly visual and relevant content that gets all the love on social, ranging from the eye-catching images and giveaways posted by Income Insurance, to the human touch highlighted by Unilever Careers in Singapore.
The type of content that gets the most "love" reactions on Facebook is the content that provokes emotion.
"It's no surprise that entertainment platforms like Viu and Netflix are also tapping in to the visual nature of their content to get "love" reactions on their content. As online content streaming platforms, social is the most important channel for them to reach and engage their customers.”
Socialbakers' data shows that brands are more love on social media in 2018 as compared to the previous year - a positive sign that brands are posting more content that is driving this Facebook reaction. The key to success, according to Tidswell, is to have a clear understanding of the audience and what kind of content resonates with them.
Tidswell added, "Having this information up front will enable the brand to develop content that will engage their audience and provoke interactions. When it comes to the kind of content that gets the 'love' reactions, it tends to be posts that pull on the heart strings, such a meaningful causes, pets, impressive landscapes and, of course, freebies. I would recommend marketers experiment to find out what their audience really loves, while staying relevant and true to their brand."