By The Javious Team

Company perspective: method and playbook for effective marketing

YouTube’s new policy targeting low-quality AI content took effect globally in July 2025. It is already changing the digital landscape in Singapore. With almost everyone using social media and YouTube ranking among the most popular platforms, marketers need to adjust their strategies.

Why this matters for Singapore

Singaporean viewers are highly discerning. They quickly notice inauthentic or repetitive content. People use multiple platforms daily, which means content needs to be tailored for each environment. Trust is also critical. Concerns about misinformation make transparency essential. Video-first consumption dominates attention, both in short-form and long-form formats. Brands that fail to engage authentically risk losing viewers.

Policy changes explained

YouTube now demonetizes AI content that adds little value. This includes AI voice-overs without original analysis or local context. Repetitive compilations and formulaic slideshows that lack human insight are also affected. To succeed, content must include meaningful commentary, cultural nuance, or creative flair. AI can still be used as a tool, but human perspective is key.

Impacts on Singapore marketers

Revenue shifts are likely. Low-effort AI channels may face demonetization. At the same time, high-quality content may earn higher ad rates as spam decreases. Brand safety also becomes more important. Marketers must vet creators carefully to protect reputation. Human-centric content, such as local user-generated videos or collaborations with creators, builds stronger trust with audiences.

Singapore-specific strategies

1. Fuse AI with local flavor. AI can help with efficiency, such as drafting scripts or adding subtitles. But it should be paired with local language or context. For example, Singlish phrases, neighborhood references, or live reactions to local food add authenticity. A food channel could use AI for subtitles while showing creators tasting hawker dishes in real time.

2. Leverage the local platform ecosystem. Promote YouTube videos through WhatsApp, which is widely used in Singapore, and TikTok. Short-form hooks can tease content using trending local audio clips. Hyper-local storytelling also works well. Focus on food, humor, and community events, which are key parts of digital culture here. Blend AI-generated graphics with real footage of Singapore life, such as festivals or HDB scenes.

3. Diversify revenue streams. Use YouTube Shopping for e-commerce tie-ins with platforms like Lazada or Shopee. Partner with authentic micro-influencers rather than faceless channels. Audiences trust human creators more than fully AI-driven content.

Navigating Singapore’s regulations

Singapore encourages trustworthy AI through flexible guidelines. Content creators should clearly disclose synthetic material. Brands should prioritize fairness and accountability. Aligning with IMDA’s guidelines helps maintain credibility and avoids regulatory issues.

Moving forward

To succeed in Singapore, marketers need cultural authenticity over generic AI content. Hybrid creativity works best, where AI supports humans instead of replacing them. Platform agility is also important. Combining YouTube with WhatsApp and TikTok ensures content reaches audiences where they spend time.

Key takeaway

YouTube’s policy forces marketers to focus on quality. In Singapore’s competitive environment, locally rooted, human-first content will thrive. Low-effort AI content will struggle. Brands that blend AI with cultural relevance and human insight are more likely to succeed.

Reference:
YouTube’s AI guidelines
IMDA’s Model AI Governance Framework