You are reading Capitalise on the Chinese New Year frenzy with Search and Youtube under Insights

Capitalise on the Chinese New Year frenzy with Search and Youtube.

5 mins read

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Takeaways from this article

Many Singaporeans head online for CNY inspiration and entertainment
Discover 3 online search behaviours of Singaporeans during this festive period
How to use SEM and Youtube marketing to boost your business

Chinese New Year is without doubt one of the most important celebrations of the Chinese calendar, and a time for over 75% of Singaporeans to bond with their loved ones.

Traditions such as the reunion dinner gathering, wearing new clothes, giving ‘Ang Bao’ and visiting open houses are an annual affair. Not surprisingly, about 65% of Singaporeans turn to the web in search of inspiration and entertainment, with online interest gaining momentum 5 weeks before Chinese New Year and peaking during the week itself1.

It’s a known fact that during festive seasons, most users look to Search and Youtube to make purchase decisions, do brand comparisons, search for beauty and food tutorials and learn about traditions1.

Here are 3 online search behaviours of Singaporeans during Chinese New Year1:

Engage in SEM and capitalise on Youtube to boost your business

Search Engine Marketing (SEM)

SEM is a great way for you to capture the attention of Singaporeans who are on ‘hunt mode’ during the Chinese New Year period. Here are a few tips on how to run a successful SEM campaign and improve your website’s visibility in search engines:

1. Know Your Target Audience

43% of marketers say that personalisation increased conversions. Thus it’s important to create personalised offers based on data such as geographic location, devices they use, day of week and time of day they’re active, what they want and what they’re looking for2.

2. Perform Keyword Research

Before you can choose your keywords, it is important to do some keyword research for Chinese New Year. Google recommends that brands create content around topics related to family, friends and food, all of which resonates well with the Chinese community3.

3. Understand Keyword Grouping

All successful SEM campaigns have these 5 elements; campaigns, ad groups, keywords, text and landing pages. Keywords should be specific to the ad group it belongs to, even if the two campaigns are about similar products for your business2.

4. Work On Your Ad Copy

Personalise your ad copy according to your target audience. It’s important to always include your Unique Selling Proposition (USP); it’ll attract the relevant visitors and repel the irrelevant ones2.

Youtube Ads and Content

With over 5 billion Youtube videos being watched every day, video has become a critical component of a company’s digital marketing strategy. It is important to channel some advertising spend on Youtube in order to gain visibility from your target audience. Here are some tips on how to create a successful Youtube campaign:

1. Select Your Ad Format

There are 2 types of ads you may like to consider; Instream Ads and Discovery Ads. Instream Ads are those that appear as part of a video (as skippable & non-skippable video ads). While Discovery Ads appear next to related Youtube videos, as part of Youtube search results4.

Next, consider what your main goal is. If it’s to raise brand awareness with an engaging video ad, you can run a Trueview in-stream or discovery ad. If you’re looking to be more targeted and gain leads to your website, you may use sponsored cards4.

2. Know Your Youtube Targeting Options

Youtube allows you to target your ads with greater control and flexibility through demographic targeting, affinity audiences (target people interested in a certain topic) and custom affinity audiences4.

3. Create Compelling Human Content

For the Chinese New Year period take the opportunity to tell meaningful stories centred around themes such as reconnecting, traditions, family values and friendship. Warm, welcoming stories can help consumers relate and feel good about your brand.

Secure additional funding to boost your SEM and Youtube campaigns

The average cost of reaching 100,000 viewers on Youtube is $20,0005. Securing a business loan can provide your business with additional funding so you can engage in SEM and Youtube campaigns, and subsequently maximise your efforts this Chinese New Year season.

Data collected by marketing-interactive.com shows how Singaporeans approach CNY shopping and how the final transactions are concluded1.

65%

start with online searches

90%

conclude with offline retail transactions
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