Writing for online channels
You have probably heard of Timbre+ by now. The brand new hipster hawker centre by the Timbre group has dominated almost every form of media for the past few weeks. That’s great news not only because you’ll get to see all that glorious food, but you’ll also get to see how media outlets are disseminating this news on different channels.
Print Media – The Straits Times
Let’s take a look at the grand daddy of print media in Singapore – The Straits Times. In general, the writing style for The Straits Times is authoritative and simple. Sentences are clear and brisk, and paragraphs are used liberally to pace readers.
The very factual down to earth take on the content can come off as a little cold, but it does the job of informing readers well. The simple and accessible language also makes the content appeal to the wide range of audiences the paper caters to. It’s especially important for a national newspaper that communicates to so many different demographics.
The photos used are also interesting. They were taken by an in-house photographer which cements the authority of the piece by providing evidence of their presence.
Lifestyle – The Honeycombers
On the lighter side of things, the writing style at popular lifestyle site Honeycombers exhibits a flamboyant and referential nature. The target audience seems to a slightly older and more affluent crowd as evidenced by their focus on travel and parenting.
The language certainly reflects that with cosmopolitan references like “posse”, a fairly uncommon word in Singapore or in most countries. The language is often casual with an almost rhythmic feel to it, evoking emotions rather than the very factual article published by The Straits Times. It certainly appeals more strongly to their niche audience, although it is not likely to be accessible to as wide an audience as The Straits Times.
Blog – Miss Tam Chiak
Right off the bat, you’ll realise that the content on Miss Tam Chiak’s blog is extremely image-focused. The photography is impressive and is far above the ones in previous examples. While the text provides useful information, it’s also very simple in its language.
Social Media Platforms
For many brands, social media writing still remains a mystery. Short attention spans, competition for attention from brands and other users on the platform require brands to stand out. To do so, unique styles of writing and visuals are used to deliver maximum impact.
Instagram – SGfoodonfoot
A visual platform like Instagram demands high quality visuals above all else. The text is really secondary on the platform, but sgfoodonfoot’s approach is a very personal one. The text offers an authoritative opinion on the subject, and supports the visuals by giving each component of the dish more character.
Facebook – Timbre+
This curated post on Timbreplus’s Facebook page has gotten quite a few engagements since it was posted. As you can see, the tone of the text is really casual, as if they were speaking to a friend. While many companies may tread lightly on being too casual, that’s not the way to go on social media.
You should be communicating to your target audience in a way they identify with. Not in a way you think your brand should come off to them. Doing so is essentially speaking a different language and you’ll stand out in a bad way.