MKT373: Strategic Content Management – TikTok & Instagram Analysis for Singapore Startups

Question 1

Startups face the challenge of growing their brand presence while operating within limited resources. Content strategy plays a crucial role in building audience awareness and engagement, especially across emerging platforms like TikTok and Instagram.

In this assignment, you will act as a junior content strategist for ONE (1) of the following Singapore-based startups:

• Doctor Anywhere
• GetGo
• YouTrip

Please choose ONE (1) brand and complete the following questions:

Analyse the brand’s TikTok activity over the past 30 days. Based on views or engagement, identify:

• The top-performing video
• The lowest-performing video

Develop a structured explanation for the performance variance (You may consider elements such as content topic, format, storytelling techniques, hook, timing, audience relevance, and platform algorithm alignment etc.)

(10 marks)

Question 2

Illustrate two (2) concrete ideas for repurposing the previously identified topperforming TikTok content into other formats or platforms (e.g., Instagram Reels, blog posts, email campaigns etc.). Explain how these new versions can extend content lifecycle and reach different segments.

(10 marks)

Question 3

Startups need strong top-of-funnel (TOFU) content to drive brand discovery and awareness.

Design an Instagram content calendar for Week 1 & 2 of December 2025 and ensure alignment with the startup’s brand identity and audience behaviour, including:

• Publishing dates
• Themes/objectives of each post
• A short description of each content piece (e.g., visual style, format, tone, intended action)
• Suggested content genre (reel, infographic, etc.)

(15 marks)

Question 4

Select one (1) piece of Instagram content from the brand that you believe could be improved for better engagement.

• Apply usability principles to analyze the post.
• Design a revised sample Instagram post, with a rationale describing how each change improves user experience and engagement.

(15 marks)

Section B (30 Marks)

Answer all questions in this section.

Question 5

As a junior content strategist, your next task is to summarise your findings from Q1 to Q4 and prepare a video presentation to the marketing lead (maximum 10 minutes).

Please note that the following aspects will be evaluated for your video presentation:

• Content Relevance: The extent to which the presentation addresses all aspects of the questions.
• Voice Clarity and Pace: Clear articulation and appropriate speed of speech.
• Visual Engagement: Use of body language and eye contact to engage the audience.
• Professionalism: Overall presentation professionalism, including attire and demeanor.
• Audio-Visual Quality: Quality of the video’s sound, lighting, and editing.

(30 marks)

Section C (20 Marks)

Answer all questions in this section.

Question 6

Prepare a set of presentation slides (no more than 10 pages) upon which the video presentation is based (excluding title and thank you page; PDF version).

Please note that the following aspects will be evaluated for your slides:

• Content Relevance: Slides content relevance to the video presentation.
• Visual Appeal: Overall aesthetic appeal and professionalism of slide design.
• Readability: Use of appropriate fonts, colors, and spacing for easy reading.
• Multimedia Elements: Integration of multimedia elements such as relevant images, charts, graphs, and videos to complement the textual content.

(20 marks)

Want Help Structuring Your Answers!!

Native Singaporean Experts

All Subjects Covered

Professional Guidance

Strategic Marketing Assignment Help

Marketing Management Answers: Expert Answers on Above Strategic Marketing Questions

TikTok analysis:

The branch selected for the purpose of analysis is YouTrip Singapore. The top performing video that is selected is ” travel hacks: Save on Foreign Exchange Fees” tip reel. The lowest performing video selected is the video that promotes partnership with a local influencer.

Reason for performance variance

An analysis of both the videos indicates several reasons for difference in their performance. The content topic in particular is significantly different, as the top performing video offers practical value in the form of money saving travel hacks. Along with the content, the story telling Idea offers a bold hook in the top performing video, and its format is fast paced and includes trending sounds. It is highly relevant to the audience of YouTrips main user base i.e. The young travellers, and the algorithm alignment is also perfect in boosting TikTok’s recommendation rate. The influencer post is underperformed mainly because of weak emotional content and there is excessive promotion utilised in it.

Content repurposing

Idea 1: Instagram reels series: Travel smart with YouTrip
The tips in the Tik Tok should be broken down into three part reels with each one highlighting one hack with engaging visuals.
Idea 2: Blog post – five travel money tips from tik Tok that actually work
By utilising a blogger article on YouTrip website, it can be possible to improve the traffic.

Instagram content calendar

The content calendar for 2 weeks should focus on themes like holiday travel preparation, user engagement, brand personality, community feature, educational value and promo awareness. The format appropriate for this content includes infographic for holiday travel preparation, story for user engagement, reel for personality, static post for educational value and reel for promo awareness.

Improving existing Instagram content

The post selected is the promotional Post with static image ” refer a friend and earn S$5″
The usability issues identified are in relation to excessive text used, weak CTA and poor contrast and background. The design should be revised considering a short headline with additional visual cues, a clear CTA like tap to refer and high contrast brand colours. This will help in improving the visual hierarchy, readability and thereby drives user motivation.

Want a Full Worked Out Answer with References?

Submit Your Request Here

Check Samples on Marketing Subject Written By Experts

Study Guide and Resources in Marketing To Assist You With Your Assignment