DIGITAL & SOCIAL MEDIA COMMUNICATION TASK 1: SOCIAL MEDIA ANALYTICS
22/04/2026 - 13/05/2026 (Week 1 - Week 4)
ZHANG QIYU(0384019)
Digital & Social Media Communication
Task 1 : Social Media Analytics
InstructionsBrand Story
Product/Service List
Target Market
4SWOT Analysis
Vision and Mission
Social Media/Marketing Channels
A. Platforms Used
B. Content Analysis
- Types of content:
- Product photos
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Scoop Close-Up
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Ingredient Breakdown
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Festive/Cultural Product
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- Promotions
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Contest
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Event
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Giveaway
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Location
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- Process/Production Content
Strategy : Transparency marketing
Educational Value
- Visual Consistency
- Branding Consistency : logo presence consistent, packaging is recognizable (creates strong brand recall)
- Core colour identity : Yellow (dominant)
- Visual Style : clean product shots, lifestyle/candid shots, graphic/campaign visuals (bright, playful, dessert focused)
- Composition patterns : close-ups, top-down shots, hand-held shots
C. Activity & Consistency
- Posting frequency
Inside Scoop maintains a high and consistent posting frequency, with near-daily uploads across its active platforms including Facebook, Instagram and Threads. However, posting on rednote appears to be less consistent in comparison.
- Seasonal campaigns
Inside Scoop actively aligns its marketing with seasonal events and festive occasions, demonstrating strong awareness of both cultural relevance and current trends. The brand frequently introduces innovative, themed products such as ice cream yee sang for Chinese New Year and trending flavours like Dubai chocolate ice cream. In trends into their offerings, including merchandise like blind box bag charms inspired by popular collectibles and unique creations such as pickleball-themed ice cream cake. They also enhance engagement through smaller-scale promotions such as Children’s Day giveaways.
For engagement analysis, Inside Scoop’s three main platforms Instagram, TikTok and Facebook were examined, as these platforms have the largest follower base and the most consistent activity.
For Instagram, based on recent posts, the average view count is approximately 18.3K views per post, indicating a steady level of reach and audience visibility.
Analysis of recent posts shows that different content types generate varying levels of engagement:
Giveaway Content
Giveaway posts generate the highest level of interaction, particularly in terms of comments.
- Raya Slice Cream Giveaway:
- 2,299 likes
- 5,123 comments
This demonstrates that interactive mechanics (e.g. tagging friends, sharing) significantly increase audience participation and comment volume.
Innovation / Trending Products
Posts featuring innovative or trending products also perform strongly:
- Slice Cream Boxes:
- 5,251 likes
- 40 comments
- 264K views
- Dubai Chocolate Mochi:
- 9,823 likes
- 44 comments
- 296K views
These posts achieve high reach and likes, indicating strong consumer interest in new and trend-driven offerings, although comment engagement is lower compared to giveaways.
Local Flavour/Nostalgia Content
- Tepung Pelita Flavour Ice Cream:
- 27.2K likes
- 78 comments
- 1M views
This post recorded the highest overall engagement, particularly in views, likely due to its strong cultural relevance and nostalgic appeal to Malaysian consumers.
Event/Curiosity Driven Content
- April Fools “Steamed Tofu Ice Cream”:
- 2,136 likes
- 41 comments
- 171K views
This type of content generates engagement through curiosity and discussion, as audiences respond to the novelty and ambiguity of the concept.
Engagement (TikTok)
Inside Scoop’s TikTok performance shows a strong similarity to Instagram, where high-performing content is driven by seasonal relevance, trending products, and culturally familiar flavours.
Seasonal Content
- Ramadan related posts
- Average 1.53M views
- 1.7K - 35K likes
- 100 - 445 comments
- 403 - 5228 saves
Ramadan-related content consistently generates high reach and engagement, indicating that Inside Scoop’s Tiktok content resonates strongly with the Malay/Muslim audience segment.
This aligns with the platform insights:
Innovative/Trending Products
- Pistachio Kunafa Slice Cream Box:
- 19.8K likes
- 228 comments
- 2,144 saves
- ~2M views
- Dubai Chocolate Mochi:
- 27.9K likes
- 242 comments
- 3,000 saves
- 1.5M views
Tending and innovative products generate high engagement across all metrics, particularly likes and saves, indicating strong interest and shareability among users.
Local Flavour / Nostalgia Content
- Tepung Pelita Ice Cream:
- 83.2K likes
- 505 comments
- 4,583 saves
- ~1M+ views
This content achieved the highest engagement overall, especially in likes and comments, showing that locally inspired and nostalgic flavours resonate strongly with Malaysian audiences.
Engagement (Facebook)
Compared to TikTok and Instagram, Inside Scoop’s Facebook platform shows a more consistent but lower overall reach, with less extreme fluctuations in performance across posts.
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| Average 3.6K views |
This suggests that Facebook functions more as a maintenance platform for existing audiences, rather than a high-reach discovery platform like TikTok.
Seasonal / Festive Content
However, certain festive campaigns—particularly Chinese New Year content—significantly outperform regular posts:
- Example posts:
- 51K views
- 45K views
- 1.9M views
These posts show massive spikes in reach, likes, and comments, far exceeding the platform’s average performance.
Audience Insight
The strong performance of Chinese New Year content indicates that:
- Facebook content is likely more aligned with the Chinese audience segment
- Seasonal cultural relevance plays a major role in boosting engagement
This is further supported by the comment section, where:
- Users engage actively in discussion
- Comments reflect cultural familiarity and relevance
- Audience interaction is more conversational compared to other platforms
Brand Alignment
Does the content match the brand personality?
Inside Scoop’s content aligns well with its brand personality as a premium, playful, and locally inspired ice cream brand. High-quality product visuals reinforce a premium image, while creative concepts like trending flavours, experimental products reflects a fun and innovative tone. The use of local ingredients and flavours further strengthens its identity as a Malaysian artisanal brand.
Does it appeal to the target audience?
The content effectively appeals to its target audience of young, urban Malaysian consumers.
- TikTok: Strong engagement with Ramadan and local flavour content suggests appeal to the Malay/Muslim audience
- Facebook: Higher engagement during Chinese New Year indicates relevance to the Chinese community
- Instagram: Aesthetic visuals, giveaways, and trending products attract a broader lifestyle-driven audience
This demonstrates the brand’s ability to engage different audience segments across platforms.
Is the messaging consistent across platforms?
Inside Scoop maintains consistent core messaging across all platforms, focusing on:
- Product innovation
- Local cultural flavours
- Seasonal campaigns
- Fun and engaging brand tone
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