Malay-language newspaper Berita Harian (BH) has launched a young audience platform that presents the news on social media in a relatable and engaging way.
The new platform, OMGxBH, features short-form content as well as in-depth Malay-centric and youth-related discussions on how to transition into adulthood.
It employs a variety of storytelling formats, such as images, infographics, and videos on Instagram, TikTok, and YouTube to better engage Malay readers between the ages of 21 and 34.
At the official launch of OMGxBH on Aug 30 at LaSalle College of the Arts, Berita Harian Editor Nazry Mokhtar said the initiative is a response to the results of a readers’ survey by the newspaper in 2023. The young Malay respondents wanted news delivered in attention-grabbing ways and more lifestyle content.
Speaking to the youth, Mr Nazry said, "OMGxBH is not just a social media brand — it’s about building a community. We want to create a space where young Malays like you can connect, engage, and grow. We want it to be a community where your voice is heard and your interests highlighted. And at BH, we go to great lengths to create content that resonates with our readers and audiences.”
Since its soft launch in December 2023, the platform has gained 37,000 followers on its social media pages on Instagram, TikTok, and YouTube, more than double the initial target of 16,500, said Mr Nazry.
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Work with OMGxBH OMGxBH is open to working with advertisers who are keen to tap into the young audience platform. Activate the OMG! Social Video Package to produce 1 video of up to 3 minutes. The video will be based on the info provided by the client, to be agreed upon by the editorial team. The video package also includes one post each on OMG’s Instagram, TikTok, and YouTube channels as well as Social Cards across the SPH Media News network. |
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READ MORE Introducing OMG!: Redefining news engagement for the youth Berita Harian launches the BH X OMG Jauhari Series to engage the youth |
Content that matters to the youth
BH said OMGxBH’s content is guided by analyses of social media data that measure the performance of various posts and is presented in Malay and English to appeal to audiences in Singapore and the region.
A segment called Spotlight features candid interviews with inspiring personalities that champion social causes, as well as local Malay leaders such as former president Halimah Yacob and former Bank of Singapore chief executive Bahren Shaari.
A popular post on translations of Gen Z lingo at the workplace has racked up more than 1.3 million views on TikTok. A chat with Madam Halimah has been viewed more than half a million times in total on TikTok and Instagram.
In May, the platform started a series of monthly dialogue sessions, called the OMGxBH Jauhari Series where participants can seek advice from guest speakers, and share their aspirations.
The guests have included Madam Halimah and other past recipients of BH’s Achiever of the Year award, such as Mr Shahrin Abdol Salam, SingPost’s chief executive officer for its Singapore business.
At the launch, Senior Minister of State for Defence and Manpower Zaqy Mohamad noted that consuming news through social media has become the norm for younger Singaporeans, and he applauded BH for its efforts to offer new content to grow its audience.
“Based on BH data, more than 80% of OMG's audience are aged between 21-34 years old. These are the audience that may not read the traditional print media but BH is able to reach out to them through such platforms,’’ he added.
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