How this start-up is winning Singapore's Halal market with Instagram

With Instagram, Fluff Bakery is winning the hearts of both Muslims and non-Muslims consumers alike, reports Tech in Asia

In Singapore, only 14.3% of 5.5 million are Muslims. But despite the small Halal market, it did not deter Singaporean entrepreneur Miss Nursyazanna Syaira from striking out on her own. Fluff Bakery is a Halal bakery business and that uses the best of Instagram to win the hearts of both Muslims and non-Muslims consumers alike.
 

 

Instagram as a marketing platform

When starting out, Syaira decided to use Instagram instead of Facebook or a website. But using the social media site was just a tool. Personalised content is king. “I realised that I really needed to be myself, even on my business social media accounts. This allows the customers to understand and connect with the people behind the business.”

Other useful digital marketing techniques used

• Use of Hashtags. Fluff has a hashtag #fluffbakery that customers use when they post pictures of their bakes.
• Visuals are really important as they catch the user’s attention, which will then prompt them to read the caption. This may push users to visit the bakery. 
• Description is important too. Imagine a really boring caption- “HAZELNUT BROWNIE- $4”, compared to “THIS ONE GUYS. CHOPPED TOASTED HAZELNUTS. GOOEY FUDGY LUSCIOUS DARK CHOCOLATE. IMAGINE THAT MELTING IN YOUR MOUTH. YOU’RE WELCOME.” It makes a world of difference.

The products in various photo shots. Image via Tech in Asia

Muslim consumers are discerning customers. “Being Muslim, I understood the frustration of the lack of Halal bakes in the market. A Muslim consumer is first and foremost concerned about whether the food is halal compliant. There are many Muslims who are adventurous in trying new flavours and are willing to pay a premium for exciting new desserts previously unavailable in the Halal market.”
 

This is an excerpt from Tech in Asia. You can read the full article here.