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[[File:MSNews Logo.jpg|thumb|''MustShareNews company logo. Photo taken from [https://mustsharenews.com/about/ MSNews.]'']]MustShareNews (often styled ''Must Share News'', ''MS News'') is a Singapore-based digital news and media platform targeted primarily at younger readers. It focuses on viral content, social media trends, and local human-interest stories.
[[File:MSNews Logo.jpg|thumb|''MustShareNews company logo. Photo taken from [https://mustsharenews.com/about/ MSN.]'']][https://mustsharenews.com/ MustShareNews] (often styled ''Must Share News'', ''MS News'') is a Singapore-based digital news and media platform targeted primarily at younger readers. It focuses on viral content, social media trends, and local human-interest stories.
==History and background==
==History and mission==
MustShareNews describes itself as being '''100% independently and locally owned''', with no funding or political affiliations that would compromise its declared editorial integrity.<ref name=":0">"[https://mustsharenews.com/about/ MSNews About] " MSNews. n.d. Accessed 15 September.</ref> The site aims to cater to the “social media generation,” especially millennials, by producing content that is shareable and engaging in formats such as videos, memes, infographics, and articles with lighter or “relatable” tones. It launched operations sometime before 2015 (job postings for internships date back to 2015) and has grown in reach via social media channels.<ref name=":0" /><ref>"[https://www.internsg.com/job/mustsharenews-new-media-political-journalist-intern/ MustShareNews – New Media Political Journalist Intern]" ''InternSG''. n.d. Accessed 15 September 2025.</ref><ref name=":1">"[https://ahrefstop.com/websites/mustsharenews.com mustsharenews.com]" ''AhrefsTop.'' n.d. Accessed 15 September 2025.</ref>
MustShareNews was founded in 2014 as part of a broader shift towards independent, online news platforms targeting the millennial and Gen Z demographic in Singapore. The platform emerged as a response to the growing demand for quick, easily digestible news on social media platforms like Facebook, Instagram, and YouTube.<ref name=":0">"[https://mustsharenews.com/about/ MSNews About] " ''MustShareNews.'' n.d. Accessed 15 September 2025.</ref>
==Mission, vision and editorial positioning==
 
They aim to be a trusted source of original, credible, and impactful news content. Their goal is to inform and engage readers with stories that go beyond breaking news, offering fresh angles and deeper coverage. They focus on content that appeals to younger Singaporeans via social media, combining news with lifestyle and human-interest material. They claim to produce “fair, balanced & wholesome content,” avoiding political affiliations. Advertising or sponsored content is used, but MustShareNews says these are declared transparently.<ref name=":0" />
According to its “About Us” page, MustShareNews is “100% independently and locally owned”, states that it has “no political affiliations that undermine our editorial integrity” and claims to operate without external funding.<ref name=":0" /><ref>"[https://www.internsg.com/job/mustsharenews-new-media-political-journalist-intern/ MustShareNews – New Media Political Journalist Intern]" ''InternSG''. n.d. Accessed 15 September 2025.</ref><ref name=":1">"[https://ahrefstop.com/websites/mustsharenews.com mustsharenews.com]" ''AhrefsTop.'' n.d. Accessed 15 September 2025.</ref>
 
==Content format and reach==
==Content format and reach==
Topics covered include trending news, social issues, lifestyle, video content, and local community features. They also produce viral content, e.g. videos that become popular on platforms like TikTok, Facebook, Instagram. They use multiple media formats (articles, infographics, memes, shareable videos) geared to maximizing social engagement. As of 2025, their Instagram and TikTok accounts have 399k and 1.8m followers respectively.<ref>“[https://www.instagram.com/mustsharenews/ @mustsharenews]” ''Instagram.'' n.d. Accessed 9 September 2025.</ref><ref>“[https://www.tiktok.com/@mustsharenews?lang=en MustShareNews]” ''TikTok''. n.d. Accessed 9 September 2025.</ref>
[[File:MSN Polls.jpg|thumb|313x313px|''A poll asking if viewers were more superstitious during the 7th month of the Chinese calendar (Month of the Hungry Ghost). Photo from [https://mustsharenews.com/superstitious-7th-month/ MSN].'']]
MustShareNews covers a wide range of verticals. The site lists its categories as including: Singapore (community, crime, education, environment, finance, general elections, health, housing, politics, social issues, sports, transport) and International. It also has Lifestyle, Entertainment, Branded content, and several “MS Originals” sub‑series such as MS Explains, MS Investigates, MS Mysteries, MS Polls, MS Unsolved.<ref name=":0" />
 
Its editorial tone emphasises accessibility and shareability: its tag line is “news for the social‑media generation” and the “About” page states the mission to “make news relevant for young Singaporean readers through digestible articles, videos, memes, infographics and different kinds of shareable viral content.”<ref name=":0" />
 
MustShareNews is recognized for its emphasis on stories that resonate on social media, such as trending incidents, cultural debates, and human-interest features.<ref>“[https://www.instagram.com/mustsharenews/ @mustsharenews]” ''Instagram.'' n.d. Accessed 9 September 2025.</ref><ref name=":2">“[https://www.facebook.com/mustsharenews/posts/they-compared-singapores-racial-equality-positively-against-malaysiafollow-us-on/1065032615744755/ Mustsharenews.com]” ''Facebook,'' 10 August 2025. Accessed 9 September 2025.</ref> Their content often centers on Singaporean issues, including social dynamics, local events, and public sentiments.<ref name=":2" /><ref>“[https://mustsharenews.com/gang-war-message/ S’pore Police Debunk Widespread Messages On Rumoured Gang War, Case Is Being Probed.]” ''MustShareNews,'' 24 August 2019. Accessed 9 September 2025.</ref> Their use of videos, images, and interactive content to enhance storytelling<ref>“[https://mustsharenews.com/category/videos/ MustShareNews]” ''MustShareNews.'' n.d. Accessed 9 September 2025.</ref><ref>“[https://www.facebook.com/mustsharenews Mustsharenews.com]” ''Facebook.'' n.d. Accessed 9 September 2025.</ref> and articles that often incorporate public reactions, comments, and social media discussions.<ref name=":2" />


According to third-party analytics (Ahrefs), MustShareNews gets the majority of its traffic from Singapore (≈ 86.9%), with smaller proportions from Malaysia and other countries. Monthly traffic figures are in the tens of thousands of visitors, with keywords relating to local Singapore topics being among the top sources.<ref name=":1" />
==Notable coverage==
==Notable coverage==
[[File:MSNews Article.jpg|thumb|''An article by MSNews covering difficulty in finding a partner. Photo from [https://mustsharenews.com/single-singaporeans-partner-marriage/ MSNews.]'']]MustShareNews has become part of the media landscape in Singapore that caters to younger demographics, particularly those who engage via social platforms rather than traditional news outlets. They play a role in bringing awareness to everyday social issues, viral incidents, or human-interest stories that might not feature prominently in mainstream media. The platform’s content often generates high social engagement, which may shape public conversations among younger Singaporeans.
[[File:Hot Wheels Collector MSNEWS.jpg|thumb|''An article about a Hot Wheels collection worth over $10k and his story. Photo from [https://mustsharenews.com/hot-wheels-collector-bjorn/ MSN].'']]
MS News has published stories across a broad spectrum of topics, ranging from social issues and misinformation to human-interest pieces and corporate developments.
 
In August 2025, MS News ran a piece titled “Netizens discuss parts of S’porean culture they feel proud of, cite racial equality & efficiency”, which noted how some Singaporeans participating in a Reddit thread compared Singapore favourably to Malaysia on racial equality. One commenter wrote: “Racism does exist in Singapore, but unlike in Malaysia, it is not entrenched in the system, and we make a genuine effort to look beyond race and religion.”<ref>Oh, Ethan. “[https://mustsharenews.com/singapore-culture-racial-equality/ Netizens discuss parts of S’porean culture they feel proud of, cite racial equality & efficiency]” ''MustShareNews,'' 10 August, 2025. Accessed 21 November 2025.</ref>[[File:MSNews Article.jpg|thumb|''An article by MSNews covering difficulty in finding a partner. Photo from [https://mustsharenews.com/single-singaporeans-partner-marriage/ MSN.]'']]MS News also covered rumours about an alleged “gang war” in Singapore involving groups such as Omega gang and “369” in a 2019 article titled “Fake news about violent Singapore gang targets innocent people”. In the piece, the author flagged how text messages and videos were circulating online about a gang war—while Singapore’s police subsequently confirmed no such incident had occurred.<ref>“[https://mustsharenews.com/singapore-gang-rumours/ Singapore Gang Rumours Affect Innocent Youths; MP Amrin Amin Asks To Stop Fake News]” ''MustShareNews,'' 25 August, 2019. Accessed 21 November 2025.</ref>
 
On 5 April 2023, MS News published “Ask Me Anything With Bjorn Alvarez The Hot Wheels Collector”, an article about a Singapore collector who, according to the piece, had spent around S$10,000–S$15,000 on his toy-car collection.<ref>Yeap, Amanda “[https://mustsharenews.com/hot-wheels-collector-bjorn/ Ask Me Anything With Bjorn Alvarez The Hot Wheels Collector]” ''MustShareNews,'' 5 April, 2023. Accessed 21 November 2025.</ref>


Their reports on wide range of significant stories include:
On 1 September 2025, MS News reported that Mediacorp, Singapore’s major broadcaster, was cutting 93 positions (about 3 % of its workforce) in response to the “rapidly evolving media landscape”. The article, published by MS News, also noted the announcement and provided summary details.<ref>Quek, Bryan. “[https://mustsharenews.com/mediacorp-93-positions/#google_vignette Mediacorp cuts 93 positions amid ‘evolving media landscape’, retrenched staff to receive up to S$250K payout.]” ''MustShareNews,'' 2 September 2025. Accessed 9 September 2025.</ref>
*Social Issues: Discussions on racial equality in Singapore compared to Malaysia<ref>“[https://www.facebook.com/mustsharenews/posts/they-compared-singapores-racial-equality-positively-against-malaysiafollow-us-on/1065032615744755/ Mustsharenews.com]” ''Facebook,'' 10 August 2025. Accessed 9 September 2025.</ref>
 
*Viral Hoaxes: Debunking misinformation, such as the 2019 "Omega and 369 gang war" fake news incident<ref>“[https://mustsharenews.com/gang-war-message/ S’pore Police Debunk Widespread Messages On Rumoured Gang War, Case Is Being Probed.]” ''MustShareNews,'' 24 August 2019. Accessed 9 September 2025.</ref>
=== Contact and submission ===
*Human-Interest Stories: Articles on unique local phenomena, such as a Hot Wheels collector spending S$10,000–S$15,000 on his collection<ref>“[https://www.facebook.com/watch/?ref=embed_video&v=129211616643656 Mustsharenews.com]” ''Facebook,'' 28 March 2023. Accessed 9 September 2025.</ref>
Readers can submit news tips or stories via email at [email protected].<ref name=":0" />
*Hard News: Coverage of corporate developments, such as Mediacorp's retrenchment of 93 staff in September 2025<ref>Quek, Bryan. “[https://mustsharenews.com/mediacorp-93-positions/#google_vignette Mediacorp cuts 93 positions amid ‘evolving media landscape’, retrenched staff to receive up to S$250K payout.]” ''MustShareNews,'' 2 September 2025. Accessed 9 September</ref>
==Parent company and sister brands==
==Parent company and sister brands==
MustShareNews operates under TSL Media Group, which also owns:
MustShareNews is part of the TSL Media Group, which operates a network of digital content brands each oriented toward specific audiences or verticals. These include:
*TheSmartLocal (lifestyle and travel)
 
*Eatbook (food and dining)
* [[TheSmartLocal (TSL) Media Group|TheSmartLocal]]: A lifestyle/travel hub focused on things to do in Singapore and regionally.<ref>"[https://thesmartlocal.com/ TheSmartLocal]" ''TheSmartLocal.'' n.d. Accessed 21 November 2025.</ref>
*ZULA (women's lifestyle)
* [[Eatbook.sg]]: A food-and-dining portal offering reviews, guides, and news about eating in Singapore and neighbouring countries.<ref>"[https://eatbook.sg/ Eatbook]" ''Eatbook.sg.'' n.d. Accessed 21 November 2025.</ref>
*Wiki.sg
* [[ZULA]]: A platform targeting “zillennials” (older Gen Z / younger millennials), with content around lifestyle, female empowerment, culture.<ref>"[https://zula.sg/about/ About]" ''ZULA.'' n.d. Accessed 21 November 2025.</ref>
==Contact and submission==
 
Readers can submit news tips or stories via email at news@mustsharenews.com.
* [[Telegram Collective]]: A network of Telegram channels and content communities who positions itself as “Singapore’s largest TG [Telegram] network” and focuses on reaching younger audiences.<ref>"[https://telegramco.sg/ Telegram Collective]" ''Telegram Collective.'' n.d. Accessed 21 November 2025.</ref>
* [[Uchify]]: Focused on the home & living space, with special attention to topics such as HDB life, interior design, renovation, and the property market.<ref>"[https://uchify.com/ Uchify]" ''Uchify.'' n.d. Accessed 21 November 2025.</ref>
* Off Day Plans: Describes itself with the tagline “Take a break, take an off day.” Its content appears aimed at people looking for ideas on how to spend non-working days: experiences, short trips, lifestyle escapes, activities, and moments of downtime.<ref>"[https://www.instagram.com/offdayplans/ @offdayplans]" ''Instagram.'' n.d. Accessed 21 November 2025.</ref>
* X10: A Singapore-based creator-network and influencer-marketing agency that manages a roster of content creators, KOLs, and digital personalities. It provides end-to-end campaign execution for brands looking to reach audiences through Instagram, TikTok, YouTube and emerging platforms.<ref>"[https://x10.media/ X10]" ''X10.'' n.d. Accessed 21 November 2025.</ref>
 
==References/Citations==
==References/Citations==
{{reflist}}
{{reflist}}
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[[Category:Singapore Brands]]

Latest revision as of 16:33, 21 November 2025

MustShareNews (often styled Must Share News, MS News) is a Singapore-based digital news and media platform targeted primarily at younger readers. It focuses on viral content, social media trends, and local human-interest stories.

MustShareNews company logo. Photo taken from MSN.

History and mission

MustShareNews was founded in 2014 as part of a broader shift towards independent, online news platforms targeting the millennial and Gen Z demographic in Singapore. The platform emerged as a response to the growing demand for quick, easily digestible news on social media platforms like Facebook, Instagram, and YouTube.[1]

According to its “About Us” page, MustShareNews is “100% independently and locally owned”, states that it has “no political affiliations that undermine our editorial integrity” and claims to operate without external funding.[1][2][3]

Content format and reach

 
A poll asking if viewers were more superstitious during the 7th month of the Chinese calendar (Month of the Hungry Ghost). Photo from MSN.

MustShareNews covers a wide range of verticals. The site lists its categories as including: Singapore (community, crime, education, environment, finance, general elections, health, housing, politics, social issues, sports, transport) and International. It also has Lifestyle, Entertainment, Branded content, and several “MS Originals” sub‑series such as MS Explains, MS Investigates, MS Mysteries, MS Polls, MS Unsolved.[1]

Its editorial tone emphasises accessibility and shareability: its tag line is “news for the social‑media generation” and the “About” page states the mission to “make news relevant for young Singaporean readers through digestible articles, videos, memes, infographics and different kinds of shareable viral content.”[1]

MustShareNews is recognized for its emphasis on stories that resonate on social media, such as trending incidents, cultural debates, and human-interest features.[4][5] Their content often centers on Singaporean issues, including social dynamics, local events, and public sentiments.[5][6] Their use of videos, images, and interactive content to enhance storytelling[7][8] and articles that often incorporate public reactions, comments, and social media discussions.[5]

Notable coverage

 
An article about a Hot Wheels collection worth over $10k and his story. Photo from MSN.

MS News has published stories across a broad spectrum of topics, ranging from social issues and misinformation to human-interest pieces and corporate developments.

In August 2025, MS News ran a piece titled “Netizens discuss parts of S’porean culture they feel proud of, cite racial equality & efficiency”, which noted how some Singaporeans participating in a Reddit thread compared Singapore favourably to Malaysia on racial equality. One commenter wrote: “Racism does exist in Singapore, but unlike in Malaysia, it is not entrenched in the system, and we make a genuine effort to look beyond race and religion.”[9]

 
An article by MSNews covering difficulty in finding a partner. Photo from MSN.

MS News also covered rumours about an alleged “gang war” in Singapore involving groups such as Omega gang and “369” in a 2019 article titled “Fake news about violent Singapore gang targets innocent people”. In the piece, the author flagged how text messages and videos were circulating online about a gang war—while Singapore’s police subsequently confirmed no such incident had occurred.[10]

On 5 April 2023, MS News published “Ask Me Anything With Bjorn Alvarez The Hot Wheels Collector”, an article about a Singapore collector who, according to the piece, had spent around S$10,000–S$15,000 on his toy-car collection.[11]

On 1 September 2025, MS News reported that Mediacorp, Singapore’s major broadcaster, was cutting 93 positions (about 3 % of its workforce) in response to the “rapidly evolving media landscape”. The article, published by MS News, also noted the announcement and provided summary details.[12]

Contact and submission

Readers can submit news tips or stories via email at [email protected].[1]

Parent company and sister brands

MustShareNews is part of the TSL Media Group, which operates a network of digital content brands each oriented toward specific audiences or verticals. These include:

  • TheSmartLocal: A lifestyle/travel hub focused on things to do in Singapore and regionally.[13]
  • Eatbook.sg: A food-and-dining portal offering reviews, guides, and news about eating in Singapore and neighbouring countries.[14]
  • ZULA: A platform targeting “zillennials” (older Gen Z / younger millennials), with content around lifestyle, female empowerment, culture.[15]
  • Telegram Collective: A network of Telegram channels and content communities who positions itself as “Singapore’s largest TG [Telegram] network” and focuses on reaching younger audiences.[16]
  • Uchify: Focused on the home & living space, with special attention to topics such as HDB life, interior design, renovation, and the property market.[17]
  • Off Day Plans: Describes itself with the tagline “Take a break, take an off day.” Its content appears aimed at people looking for ideas on how to spend non-working days: experiences, short trips, lifestyle escapes, activities, and moments of downtime.[18]
  • X10: A Singapore-based creator-network and influencer-marketing agency that manages a roster of content creators, KOLs, and digital personalities. It provides end-to-end campaign execution for brands looking to reach audiences through Instagram, TikTok, YouTube and emerging platforms.[19]

References/Citations

  1. ↑ 1.0 1.1 1.2 1.3 1.4 "MSNews About " MustShareNews. n.d. Accessed 15 September 2025.
  2. ↑ "MustShareNews – New Media Political Journalist Intern" InternSG. n.d. Accessed 15 September 2025.
  3. ↑ "mustsharenews.com" AhrefsTop. n.d. Accessed 15 September 2025.
  4. ↑ “@mustsharenews” Instagram. n.d. Accessed 9 September 2025.
  5. ↑ 5.0 5.1 5.2 “Mustsharenews.com” Facebook, 10 August 2025. Accessed 9 September 2025.
  6. ↑ “S’pore Police Debunk Widespread Messages On Rumoured Gang War, Case Is Being Probed.” MustShareNews, 24 August 2019. Accessed 9 September 2025.
  7. ↑ “MustShareNews” MustShareNews. n.d. Accessed 9 September 2025.
  8. ↑ “Mustsharenews.com” Facebook. n.d. Accessed 9 September 2025.
  9. ↑ Oh, Ethan. “Netizens discuss parts of S’porean culture they feel proud of, cite racial equality & efficiency” MustShareNews, 10 August, 2025. Accessed 21 November 2025.
  10. ↑ “Singapore Gang Rumours Affect Innocent Youths; MP Amrin Amin Asks To Stop Fake News” MustShareNews, 25 August, 2019. Accessed 21 November 2025.
  11. ↑ Yeap, Amanda “Ask Me Anything With Bjorn Alvarez The Hot Wheels Collector” MustShareNews, 5 April, 2023. Accessed 21 November 2025.
  12. ↑ Quek, Bryan. “Mediacorp cuts 93 positions amid ‘evolving media landscape’, retrenched staff to receive up to S$250K payout.” MustShareNews, 2 September 2025. Accessed 9 September 2025.
  13. ↑ "TheSmartLocal" TheSmartLocal. n.d. Accessed 21 November 2025.
  14. ↑ "Eatbook" Eatbook.sg. n.d. Accessed 21 November 2025.
  15. ↑ "About" ZULA. n.d. Accessed 21 November 2025.
  16. ↑ "Telegram Collective" Telegram Collective. n.d. Accessed 21 November 2025.
  17. ↑ "Uchify" Uchify. n.d. Accessed 21 November 2025.
  18. ↑ "@offdayplans" Instagram. n.d. Accessed 21 November 2025.
  19. ↑ "X10" X10. n.d. Accessed 21 November 2025.
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