Source: Tracy, Josephine T., Chelsea Teng, and Royce Lee Instagram account.


Ministry of Finance paid over 50 influencers to promote Budget 2018

Ministry of Finance (MOF) has paid for over 50 social media "influencers" to post on Instagram to promote the Budget process in an effort to reach out to younger Singaporeans.

Responding to Today Online queries, MOF spokesperson said, "Given the significance of the Budget to all Singaporeans, MOF taps… a mix of communications channels and platforms. With many Singaporeans obtaining information through online channels, especially younger audiences, MOF also publishes material on social media, and partners other parties to share relevant content."

The government hopes to reach 225,000 Instagram users for this campaign, therefore, around 50 individuals were engaged via influencer marketing agency StarNgage.

The agency stated on its website that it can connect clients with a network of over 600,000 YouTube and Instagram “influencers” in Asia, Europe, Americas and Australia.

The “influencers” for MOF’s current campaign — each boasting a following of between 2,000 to 30,000 Instagram users — are each expected to put up one Instagram post relevant to the Budget and share a link to MOF’s website on the Budget on their Instagram profile pages.

The performance of the campaign is measured by the number of followers each influencer has, and the number of “likes” and comments each post garners.

StarNgage’s chief community officer Terrence Ngu said that by providing information in a more relatable format through the influencers, the campaign aims to drive awareness of Budget 2018, as well as strengthen feedback and engagement in this year’s Budget process.

The influencers will receive a "token remuneration". However, Mr Ngu declined to disclose figures and all the influencers also declined to comment on the matter.

The ministry worked with StarNgage in a similar campaign following the Utilities-Save rebates announced last year to help HDB households offset their utility bills. The posts are marked with the hashtags like #MOFxStarNgage and #MOFSGxStarNgage.

According to the Straits Times (ST), StarNgage contacted the influencers over the past few weeks to ask if they were interested in participating in the campaign and the information about the Budget were sent by e-mail.

In the last year's budget, MOF had also approached a smaller pool of social media influencers to generate some buzz for various platforms that could be used to provide feedback.

MOF spokesperson said, "This is an effective way to engage with youth participants."

Nanyang Technological University’s Wee Kim Wee School of Communication and Information, Assistant Professor Liew Kai Khiun, told Today that the posts help the Government reach out to an audience that may otherwise not be concerned about the Budget. However, he marked that they provide "only superficial awareness that feedback channels exist".

He said, "These influencers are also not known for their expertise in the areas of finance and economics. The fact that their posts are sponsored also leads us to question their sincerity. That said, the authorities had also tapped social media activists like mrbrown (blogger Lee Kin Mun) for past campaigns, but that may have been more effective because of people like him are more mature and genuinely publicly-conscious."

While, Marketing professor from the National University of Singapore, Ang Swee Hoon, stated that the campaign reflects the ministry’s effort in "keeping up with the times".

He said, "The Budget often seems to be a very serious topic that appeals more to the cerebral crowd. Thus the MOF is using Instagram to reach out to the masses, especially the younger generation. And rightly so, as Singaporeans should know more about financial planning for themselves and the nation."

Head of the communications programme at the Singapore University of Social Sciences, Dr Brian Lee, told the Straits Times that the ministry’s media strategy to reach younger people is a savvy one, though social media has its limitations.

He said that if it’s about awareness, it will be effective. However, it may not promote understanding or changes in attitude or behaviour."

He then said that this may explain the low comment rate, adding, "But to generate awareness is a good start. Younger Singaporeans will have their way to search for pertinent information once they are aware of the issue."

The posts of the influencers regarding the matter can easily be found by clicking the hashtags.

They have around 1,300 to 35,000 followers on Instagram.

As we can see below, some posted pictures of themselves at the listening posts while others share photos of their daily lives with captions about how the Budget relates to them.

All of the posts are tagged as sponsored posts.

Guess what I'm looking at so intently on my mobile? It’s the Budget 2018 website. Budget is on 19 Feb this year! The Budget which is prepared for Singaporeans, is a plan to position Singapore for a better future. It shows the Government's current financial year's revised revenue and expenditure projections, and also includes the upcoming financial year's planned Government revenue and expenditure. If you check out the Budget website (http://bit.ly/blurhoney Link is in my bio!) you'll be able to find out how the government has already been helping our people and also supporting our businesses. You can also find out more interesting fun facts about the Budget on the website. #SGBudget2018, #MOFSG,  #sponsored, #MOFxStarNgage

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Before we penned down our signatures to seal our union for #KenTingWeds, there was a lot of planning done to make sure we worked within our budget and planned our finances well for our future together. 💸 Similarly, the Singapore government has to plan the #SGBudget ahead to help us Singaporeans and support our businesses in the next Financial Year, and our President will pen down her signature as assent for the enactment of the Supply Bill. 🖋 If you didn’t know, the #SGBudget2018 is a strategic financial plan to position Singapore & Singaporeans; and you can actually voice your thoughts & needs to help the Government plan this! 💡 Read more on the Budget 2018 at http://bit.ly/kaitinghearts 📲 #sp #MOFSG #ministryoffinance #MOFxStarNgage

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With inflationary pressure in mind, we all know that the cost of living is constantly rising. Hence, it’s vital that we ensure our resources are spent as wisely and fairly as possible. However, how do we manage our income and expenditure to keep a balanced budget? . You and me can now play our part in setting the Singapore Budget 2018 to enhance Singapore's fiscal environment. The Budget is a financial strategic plan on managing the nation's fund to ensure that there is enough to go around for all singaporeans, with some left for rainy day and a portion invested for the future. Careful allocation of limited resources would provide support to the elderly, lower income families and healthcare needs and at the same time, maintain sufficient savings for long-term goals. Access the Budget 2018 website via the link in my profile (http://bit.ly/msjotan) to know more and contribute your views and suggestions on how the Budget can better serve Singaporeans before it is set early next year. . #SGBudget2018 #MOFSG #sponsored #MOFxStarNgage #igersdaily #ootdsg #lifestyleblogger #exploresingapore

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It's the beginning of the year and it's important to plan our budget and finances especially now that we're married. Just like us, the Ministry of Finance plans a budget every year for our country's defence, education and many other matters in order for us to have a safe and secure future with our loved one. They welcome us to give our feedback on businesses, new opportunities and how we can support each other in preparation for Budget 2018. Date: 9 Jan 2018, Tues Time: 11.30pm to 2pm Venue: Covered area close to multi purpose hall at Tanjong Pagar Complex. If you've missed this listening point, you can visit the last listening point on 12 Jan 2018. You can also give your feedback through the REACH Budget 2018 by 12 Jan 2018. ➡️www.reach.gov.sg/budget2018 (link in bio). #SGBudget2018 #MOFSG #REACHSingapore #sponsored #MOFSGxStarNgage

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In preparation for Budget 2018, REACH has organised Pre-Budget 2018 Listening Points across Singapore. These Listening Points are easily accessible, open booths for Singaporeans to give their views in person 🙋🏻‍♂️ Do join me at today’s Listening Point from now till 2.00pm at the covered area close to the Multi-Purpose Hall at Tanjong Pagar Complex - loving the heritage feels and free ice cream heh 😂 Alternatively, you may visit the last Listening Point on this Friday 12 January, at SMU (near Koufu Foodcourt), from 11.30am to 2pm. You may also provide your feedback via the REACH Budget 2018 microsite, www.reach.gov.sg/budget2018 (check out the link in my bio) until 12th Jan. Go on to let your voice be heard :)) #royceshares #sponsored #sgbudget2018 #mofsg #reachsingapore #mofsgxstarngage

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It’s the start of the Year and I’m sure you have lots of plans for the year of 2018. Let’s also help the Ministry of Finance with your suggestions and opinions in preparation for Budget 2018. . Head down to the Pre-Budget Listening Points that REACH has organised across various parts of Singapore. Individuals, households, and businesses are welcome to provide feedback on issues such as how our businesses can compete, how our people can seize new opportunities, how we care for and support one another, and how we plan for future needs. . You can join me at the Venue provided below; . Date: 09 Jan 18 (Tuesday) Time: 11.30am - 2.00pm Venue: Covered area close to the Multi-Purpose Hall at Tanjong Pagar Complex (1 Tanjong Pagar Plaza, Singapore 082001) . Date; 12th Jan (Friday) Time: 11.30am - 2.00pm Venue: Singapore Management University, near Kou Fu Foodcourt . You may also give your feedback via the REACH Budget 2018 microsite (www.reach.gov.sg/budget2018 - link in my bio) and that the last day to give feedback is on 12 Jan 2018. . For more information: http://www.mof.gov.sg/news-reader/articleid/1946/parentId/59/year/ 2017 See you there!! . #SGBudget2018 #MOFSG #REACHSingapore #sponsored #MOFSGxStarNgage #thatsdarling #darlingmovement #darlingweekend #pursuepretty #petitejoys #flashesofdelight #thehappynow #nothingisordinary #livethelittlethings #welltravelled #morningslikethese #mytinyatlas #calledtobecreative #livecolorfully #sg #singapore

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Join me at the listening point at the Multi-Purpose Hall at Tanjong Pagar Complex from now ‪till 2pm‬, where you can seize the opportunity to give your feedbacks and suggestion to Ministry of Finance in preparation for Budget 2018. These Pre-Budget 2018 Listening Points are located at convenient locations across Singapore to make it easily accessible for Singaporeans to give their views in person! If you can't make it for today, you can visit the last listening point ‪on 12 Jan 2018 at‬ Singapore Management University, near Kou Fu Foodcourt, ‪11.30am - 2.00pm‬. You can also give your feedback through the REACH Budget 2018 by ‪12 Jan 2018‬ (Link in my bio). #SGBudget2018, #MOFSG, #REACHSingapore #sponsored, #MOFSGxStarNgage

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I remember seeing our Finance Minister speak confidently yearly about our nation, and how the policies could be beneficial in shaping Singapore in the news bulletin. Despite coming from different walks of life, I’m sure we have something to say because we all want to be bonded by a common goal - to build a fair and more inclusive Singapore. . And for those that don’t know, Singapore budget is basically about how government plans its revenue and spending for citizens for the coming year. In preparation for Budget 2018, Individuals, households and businesses are all welcome to provide feedback on issues as to how our businesses can compete, how we can seize new opportunities, and how we can care and support on another . During the feedback period, Pre-Budget 2018 Listening points are conveniently located across Singapore to make it easy for anyone to give their views in person. As for myself, I will be heading down on Tuesday, 9 January 2018 to one of the listening points at Tanjong Pagar Complex, covered area (close to the Multi Purpose Hall) at 11.30am to give my own feedback with regards to my opinion on citizen’s policies and what I’ll be looking forward to as a fresh graduate in the working society! The booth is open till 2pm. . Don’t worry if you are unable to make it on that day, as you can visit the last listing point on Friday 12 January, at my school, Singapore Management University (SMU)! It will be near Koufu Foodcourt and will be happening from 11.30am to 2pm. Alternatively, you could give your feedback via REACH Budget 2018 website by clicking on my link on my instagram bio. The closing date is 2 Jan. Come join me in playing a part to let our voice to be heard for the future of Singapore! #SGBudget2018, #MOFSG, #REACHSingapore #sponsored, #MOFSGxStarNgage

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Currently at one of the Pre-Budget 2018 Listening Points organised by REACH. As a mum-to-be who is planning to look after my baby full-time, I'm here to propose for Budget 2018 to include more support for stay-home mums. . If you also have something to propose, join me today (until 2pm) at Tanjong Pagar Complex or at the next Listening Point on 12 Jan 2018 (Friday) at SMU to give your suggestion in person. . Next (and also the last) Listening Point: Date: 12 Jan 2018 (Friday) Time: 11.30am to 2pm Venue: Singapore Management University, near Kou Fu Foodcourt (70 Stamford Road, Singapore 178901) . Alternatively, you can also share your views regarding Budget 2018 online via www.reach.gov.sg/budget2018 (clickable link in my bio!) Closing Date: 12 Jan 2018. . #SGBudget2018 #MOFSG #REACHSingapore #sponsored #MOFSGxStarNgage #missteatimecollabs

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|• Let's hear your thoughts! Hey..hey..hey... Join me for the Listening Points now if you're nearby around Tanjong Pagar to give your opinions, thoughts or views in person for a better Singapore. The booth is organised by REACH for Pre-Budget 2018 Listening Points and conveniently located. So see Y'all there!! Here’re the details: Date: 09 Jan 18 (Tuesday) Time: 11.30am - 2.00pm Venue: Covered area close to the Multi-Purpose Hall at Tanjong Pagar Complex (1 Tanjong Pagar Plaza, Singapore 082001) If you guys won't be able to attend today, don't worry as there'll be a last Listening Point on 12 Jan, Friday, 11.30am - 2.00pm at Singapore Management University, near Kou Fu Foodcourt (70 Stamford Road, Singapore 178901). If you are not in town, just type your feedback via REACH Budget 2018 microsite:  www.reach.gov.sg/budget2018 (or just click the link in my bio) •| #SGBudget2018 #MOFSG  #REACHSingapore #sponsored  #MOFSGxStarNgage #ListeningPoint #YourFeedbackMatters #FonAdverts

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Hello! I'm currently at MOF's Listening Point @ Tanjong Pagar. The Ministry of Finance is seeking views and suggestions from Singaporeans in preparation for Budget 2018. Individuals, households, and businesses are welcome to provide feedback on issues such as how our businesses can compete, how our people can seize new opportunities, how we care for and support one another, and how we plan for future needs . These Listening Points are easily accessible, open booths for Singaporeans to give their views in person . Here are the details of the Listening Point that I'm at right now: . Date: 09 Jan 18 (Tuesday) Time: 11.30am - 2.00pm Venue: Covered area close to the Multi-Purpose Hall at Tanjong Pagar Complex (1 Tanjong Pagar Plaza, Singapore 082001) . You can give your feedback via the REACH Budget 2018 microsite (www.reach.gov.sg/budget2018) and the last day to give feedback is on 12 Jan 2018. A unique link will be provided . Also, do note that the LAST Listening point is this Friday! Remember to come by if you haven't 🙂 . Date: 12 Jan 18 (Friday) Time: 11.30am - 2.00pm Venue: Singapore Management University, near Kou Fu Foodcourt (70 Stamford Road, Singapore 178901) . #SGBudget2018, #MOFSG, #REACHSingapore #sponsored, #MOFSGxStarNgage . For more information: http://www.mof.gov.sg/news-reader/articleid/1946/parentId/59/year/2017 . You can go to my bio link to submit your feedback too!

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Ready to share your thoughts on the Singapore Budget 2018? REACH has organised Pre-Budget 2018 Listening Points across Singapore which are easily accessible! There will be booths for you to give your views in person. Come join me today from 11.30am-2pm at Multi-purpose Hall, Tanjong Pagar Complex 1. If you’re unable to make it, there will be one last listening point on 12 Jan 18 (Friday)- details below. Time: 11.30am - 2.00pm Venue: Singapore Management University, near Kou Fu Foodcourt (70 Stamford Road, Singapore 178901) Alternately, you can also visit the REACH Budget 2018 microsite (link on my bio). Feel free to leave some of your thoughts by 12th January. • • • • • #SGBudget2018 #MOFSG #REACHSingapore #sponsored #BellexMOFSG #learntobudget #sgnow

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《Be a good listener. Your ears will never get you in trouble.》 Listening and being receptive to new ideas will lead you to new heights.  Now as Singapore's Budget 2018 is approaching, The Ministry of Finance is seeking views and suggestions from Singaporeans to provide feedback on issues such as how our businesses can compete, how our people can seize new opportunities, how we care for and support one another, and how we plan for future needs. Want to know more on how you can give your feedback?  There will be 2 listening points for you to walk-in to: Date: 09 Jan 18 (Tuesday) Time: 11.30am - 2.00pm Venue: Covered area close to the Multi-Purpose Hall at Tanjong Pagar Complex (1 Tanjong Pagar Plaza, Singapore 082001) Date: 12 Jan 18 (Friday) Time: 11.30am - 2.00pm Venue: Singapore Management University, near Kou Fu Foodcourt (70 Stamford Road, Singapore 178901) From now till 12 Jan 2018, you can also give your feedback via the REACH Budget 2018 microsite (link in bio) #SGBudget2018, #MOFSG, #REACHSingapore #sponsored, #MOFSGxStarNgage . . . . . . . . . . #clozette #portrat #hydenco

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It's time to put on your thinking cap guys, and start reminiscing about not only what we've achieved over the years but also ponder on what can be improved. Just like for ourselves, the government is also thinking hard about how to we can all improve our future. We can now do our part by providing our personal views on how well we felt the past year has went and our aspirations for Singapore in the future! . Every year the Ministry of Finance seeks views and suggestions from Singaporeans in preparation for the Budget. Individuals, households, and businesses are welcomed to provide feedback on issues such as how our businesses can compete, how our people can seize new opportunities, how we care for and support one another, and how we can also plan for our future needs. . During the feedback period, REACH has organised Pre-Budget 2018 Listening Points across Singapore. These Listening Points are easily accessible, open booths for Singaporeans to give their views in person. . Date: 09 Jan 18 (Tuesday) Time: 11.30am - 2.00pm Venue: Covered area close to the Multi-Purpose Hall at Tanjong Pagar Complex (1 Tanjong Pagar Plaza, Singapore 082001) --------------------------------------------------- . Date: 12 Jan 18 (Friday) Time: 11.30am - 2.00pm Venue: Singapore Management University, near Kou Fu Foodcourt (70 Stamford Road, Singapore 178901) . Alternatively, you can give your feedback via the REACH Budget 2018 microsite (www.reach.gov.sg/budget2018).The last day to give feedback is on 12 Jan 2018. . #SGBudget2018 #MOFSG #REACHSingapore #sponsored #MOFSGxStarNgage

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Time to stop sitting down & start giving your feedback on #SGBudget2018. During this feedback period, there are Listening Points which are locations accessible for Singaporeans to give their views in person. Date: 09 Jan 18 (Tuesday) Time: 11.30am - 2.00pm Venue: Covered area close to the Multi-Purpose Hall at Tanjong Pagar Complex (1 Tanjong Pagar Plaza, Singapore 082001) Date: 12 Jan 18 (Friday) Time: 11.30am - 2.00pm Venue: Singapore Management University, near Kou Fu Foodcourt (70 Stamford Road, Singapore 178901) Alternatively, you may give your feedback on http://www.reach.gov.sg/budget2018 (Link in bio) For more information, head over to http://www.mof.gov.sg/news-reader/articleid/1946/parentId/59/year/2017 to find out more. #amandaADVERTs #sp #MOFSG #REACHSingapore #sponsored #MOFSGxStarNgage

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Have you heard about Budget 2018? . . The Ministry of Finance is currently seeking our views on how businesses and individuals can work together for a better future! So hurry and head down to one of their Listening Points (: . Date: 09 Jan 18 (Tuesday) Time: 11.30am - 2.00pm Venue: Covered area close to the Multi-Purpose Hall at Tanjong Pagar Complex (1 Tanjong Pagar Plaza, Singapore 082001) . Date: 12 Jan 18 (Friday) Time: 11.30am - 2.00pm Venue: Singapore Management University, near Kou Fu Foodcourt (70 Stamford Road, Singapore 178901) . Alternatively, you can also give your feedback via REACH Budget 2018 www.reach.gov.sg/budget2018 by 12 Jan. . #SGBudget2018, #MOFSG, #REACHSingapore #sponsored, #MOFSGxStarNgage #Singapore #govsg #budget #budgetsingapore

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This entry was posted in Current Affairs.
This entry was posted in Current Affairs.