How to Make An Explainer Video for A Singapore Market

Explainer videos are one of the most powerful tools for conveying your brand’s story, products, or services to your audience. But when targeting a specific market like Singapore, understanding local nuances and preferences is crucial. Singapore’s unique cultural diversity, tech-savvy consumers, and appreciation for high-quality content make it a highly valuable market, but also one that demands thoughtful execution.

This guide will walk you through how to create an effective explainer video tailored for the Singapore market. From identifying your audience to choosing the right tone of voice, we’ll cover every step to help your brand stand out and connect with your target audience.

Why Explainer Videos Work in Singapore

High Digital Engagement

Singapore boasts one of the highest internet penetration rates in the world. Over 92% of Singaporeans are active internet users, and video content is one of the most consumed forms of media. Platforms like YouTube, Facebook, and Instagram are especially popular, providing a perfect stage for explainer videos to shine.

Short Attention Spans Require Precision

Singaporeans, like many other global audiences, have short attention spans when it comes to consuming content online. You need to grab their attention within seconds and convey your message succinctly. Explainer videos excel at this by delivering clear, impactful messages quickly and effectively.

Multi-Cultural Sensitivity Is Key

Singapore is a melting pot of cultures, with English, Mandarin, Malay, and Tamil being the four official languages. An effective explainer video Singapore must reflect this diverse cultural fabric, ensuring inclusivity in both visuals and messaging.

Steps to Create an Explainer Video for Singapore

Step 1: Understand Your Target Audience

Before jumping into the production process, take the time to define and understand your target audience.

Ask yourself:

• Who am I speaking to? (Age group, job roles, lifestyle preferences)
• What are their pain points or needs?
• Where do they typically watch videos? (YouTube, Instagram, TikTok?)

For example, if you’re appealing to tech-savvy millennials, your explainer video might prioritize slick animations and a conversational tone. On the other hand, if you’re targeting working professionals, a polished, formal approach might resonate better.

Step 2: Write a Compelling Script

The foundation of any great explainer video is a clear and engaging script. Your script should convey the problem, the solution (your product or service), and a call to action (CTA) in a simple flow.

Best practices for scripts in Singapore:

• Keep it short. Aim for 90 seconds or less.
• Use plain English, but localize with words or phrases familiar to a Singaporean audience. For example, use terms like “lah” or “kiasu” sparingly for a relatable and casual touch, but ensure they align with your audience’s expectations.
• Be direct and avoid unnecessary jargon.

Example Script Flow:

1. Hook (5 seconds): “Struggling to find the best Hainanese chicken rice near you? We can help!”
2. Problem (20 seconds): Highlight the inconvenience or pain point your target customer faces.
3. Solution (40 seconds): Introduce your product/service and explain how it solves the problem.
4. CTA (10 seconds): End with a strong and clear action step like “Download our app today for free!”

Step 3: Design Simple Yet Impactful Visuals

Your visuals are as important as your script. For the Singapore market, focus on creating high-quality, professional, and culturally relevant visuals.

Tips for effective visuals:

• Use clean, modern animations that reflect Singapore’s appreciation for high design standards.
• Incorporate local landmarks or symbols if possible (e.g., Marina Bay Sands, the Merlion).
• If using live footage, ensure your actors represent the multi-ethnic diversity of the region. This will make your audience feel included and connected.

Step 4: Choose the Right Voiceover and Music

Your video’s tone of voice and background music will play a massive role in setting the mood and creating an emotional connection with your audience.

Voiceover Considerations:

• Stick to English but ensure the accent is neutral, as Singaporeans are used to hearing various global accents. Avoid overly thick foreign accents as they might hinder comprehension.
• For bilingual campaigns, consider subtitles in Mandarin, Malay, or Tamil to increase accessibility.

Music Tips:

• Use uplifting or dynamic music to keep the energy of your video high.
• If your audience skews younger or trendier, incorporate popular music styles like EDM or lo-fi beats.

Step 5: Optimize for Mobile Viewing and Social Sharing

Most Singaporeans consume video content on their smartphones, so optimizing your explainer video for mobile viewing is essential.

Tips for mobile-first design:

• Use vertical or square video formats that look great on platforms like Instagram and TikTok.
• Include captions or subtitles since many people watch videos on mute while scrolling.
• Keep your file size optimized for fast loading speeds.

Step 6: Distribute Your Video Strategically

Creating an explainer video is only half the battle. You need to ensure it reaches as many relevant viewers as possible.

Distribution strategies:

• YouTube and Facebook Ads: Both platforms allow hyper-targeting by location, age, and interests.
• Instagram and TikTok Reels: Perfect for visually stunning, bite-sized videos.
• E-newsletters: Send your explainer video directly to your email subscribers for maximum visibility.

Consider partnering with influencers too. Singaporeans are heavily influenced by local content creators, especially in niches like F&B, fitness, and tech.

Common Mistakes to Avoid

• Overloading with Information: Resist the urge to cram too much detail into your video. Focus on one core message.
• Ignoring Local Sensitivities: Ensure your script, visuals, and messaging are culturally appropriate and non-offensive.
• Neglecting Calls to ActionNeglecting Calls to Action: Always include a clear, compelling CTA that tells your audience what to do next.

Best Practices for Creating Localized Content

• Understand the Local Culture: Take the time to research and understand cultural nuances, customs, and preferences of your target audience in that specific region.
• Collaborate with Local Influencers: Partnering with influential figures from the local community can help you reach a wider audience and add authenticity to your content.
• Use Localization Tools: Utilize translation services and localization tools to ensure accuracy in language and cultural references.
• Tailor Your Content for Each PlatformTailor Your Content for Each Platform: Different platforms have different audiences, so make sure to adapt your content accordingly. For example, short-form videos may be more popular on Instagram while longer videos may do better on YouTube.
• Engage and Interact with Your Audience: Encourage comments, respond to questions, and participate in discussions related to your content. This will show your audience that you value their input and can help build a loyal following.
• Utilize SEO Strategies: Optimize your content for search engines by using keywords, meta descriptions, and backlinks. This can help increase visibility and attract more viewers.
• Collaborate with Other Content Creators: Partnering with other creators in your niche can not only bring fresh ideas to your content but also introduce you to new audiences.
• Stay Consistent and AuthenticStay Consistent and Authentic: Consistency is key when it comes to building an audience. Make sure to post regularly and stay authentic in your content. Your audience will appreciate the genuine connection.
• Engage with Your Audience: Responding to comments, asking for feedback, and running polls or Q&A sessions can help you engage with your audience and build a sense of community.
• Promote on Social Media: Don’t underestimate the power of social media in promoting your content. Share your content on various platforms to reach a wider audience.
• Experiment with Different Formats: Don’t limit yourself to just one type of content. Try out different formats such as videos, infographics, or podcasts to keep things fresh and appeal to different types of viewers.

Take the Next Step

Creating an explainer video tailored to the Singapore market might seem complex, but the rewards are worth it. A well-crafted video can elevate your brand, engage your audience, and drive conversions like never before.

Not sure where to start? We can help! Reach out to our team for a custom video strategy that captivates the Singaporean audience and grows your business. Together, we’ll bring your vision to life.