NO MASK NEEDED ON PUBLIC TRANSPORT

As Singapore steps down from COVID-19 restrictions, mask-wearing is no longer mandatory on public transport from 13 Feb. The new guideline was announced by multiministry taskforce co-chair Gan Kim Yong in a news conference held on 9 Feb.

Following the announcement, online news websites such as Mothership and SGAG took to their social channels to reshare the news in lighthearted and entertaining lo -fi memes and videos. This made the formal announcement more authentic and relatable to Singaporeans.

This really isn’t about masks at all. It’s about the rising trend of social media users preferring lo-fi content over conventional polished pieces.

Lo-fi content also delivers higher ROIs with lower budgets and shorter lead times. Beauty brands’ lo-fi videos enjoy an effectiveness rate of 164.5% compared to 32.6% for hi-fi videos*.

There’s a great opportunity for brands to explore how lo-fi content can play into their content mix. Brands can also consider working with content creators and leverage their unique style of communication to resonate more authentically with their audiences.