Singapore – Singaporeans’ social media app of choice is messaging platform WhatsApp, according to a digital report released by creative agency We Are Social and social media and intelligence firm Meltwater.

Data from the report mainly suggests that WhatsApp takes the top spot in Singapore for both favourite (27.2%) and most used social media platform (74.7%) with local users clocking an average of 978 sessions per month in its Android app.

Notably, the report finds that Singaporeans are spending an average of 2 hours and 14 minutes a day on social media across an average of 6.9 social media platforms each month, with 5.13 million social media user identities in Singapore which equates to 85% of the nation’s population. 

Aside from WhatsApp, Facebook ranked second place as favourite (16.7%) and most used (72.7%) social media platform in Singapore, while TikTok tops the spot for most time spent in the Android app with a total of 33 hours, 23 minutes per month. TikTok was the most downloaded app in Singapore in 2023, followed by messaging app Telegram and Bytedance-owned video editing tool Capcut.

In terms of how they use their social media platforms, the report said that Singaporeans like to stay connected with messaging (97.5%) being the number one type of app or website they visit, followed by social networks (95.8%). Aside from keeping in touch with family and friends (43.4%), filling in spare time (35.5%) and reading the news (32.6%) are the main reasons that more than a third use social media. 

Talking about these findings, James Honda-Pinder, head of strategy at We Are Social Singapore, said, “While Instagram may be the favoured social media app in other markets, in Singapore we see social media users favour platforms that offer focused utility. For connection and increasingly for business communication, WhatsApp is a clear leader.”

“Elsewhere, TikTok continues to its staggering rise, as it becomes a bonafide platform for search and discovery, not just entertainment. In an era of fragmented attention where brands are vying to capture the attention of consumers, TikTok’s platform continues to show strong engagement with average usage amounting to more than 33 hours a month – that’s more than one whole day on the app. It’s a rocketship”, he added.

Singapore – We Are Social and Meltwater has recently released their annual report on social media usage globally, and has noted that amidst a 5-billion strong global users base, users in Southeast Asia proved to one of most active user base, from gaming to social media usage.

According to the report, the average time spent on social media in the Philippines (3 hours, 34 minutes), Indonesia (3 hours, 11 minutes), Malaysia (2 hours, 48 minutes), Thailand (2 hours, 31 minutes) and Vietnam (2 hours, 25 minutes) is above the global average of 2 hours, 23 minutes. Singapore spends 2 hours, 14 minutes on social media.

It is also worth noting that Singapore ranks 10th globally for social media adoption versus total population. The total number of social media identities as a percentage of Singapore’s population is 85%.

Meanwhile, the average number of social media platforms used in the Philippines (8.0), Malaysia (7.9) and Indonesia (7.8) see these nations rank second, third and fourth respectively worldwide. The average in Singapore (6.9) also ranks higher than the worldwide average (6.7). Moreover, the Philippines topped the list globally for the highest percentage of social media users (43.9%) who say they follow influencers or other experts on social media.

Additionally, Indonesia (62.8%), Malaysia (61.5%) and the Philippines (60.0%) ranked second, third and fourth respectively up against other nations globally for the percentage of social media users who visit social media in order to learn about brands and see their content. Thailand (53.7%) and Vietnam (52.5%) were also above the global average (48.9%).

The percentage of internet users from Vietnam (81.2%), Indonesia (80.9%), the Philippines (79.2%) and Malaysia (76.8%) who use social media to research brands and products they’re considering buying is also above the worldwide average (73.9%).

Lastly, Southeast Asians are amongst the top gamers. Indonesia (96.5%) and the Philippines (95.5%) top the list globally of internet users in playing video games on any device. Thailand and Vietnam follow closely behind in the fourth spot globally with 93.2% of internet users playing video games.

From a global perspective, Facebook–which celebrates its 20th birthday on February 4–grew its global ad reach by more than 200 million over the past 12 months, delivering year-on-year growth of 10.5%. LinkedIn, Snapchat, WeChat and Pinterest also have all reported strong user growth year-on-year. 

Meanwhile, digital ad spend grew by 10 percent year-on-year, with almost $720 billion spent on digital ads in 2023. Social ad spend increased by 9.3% to USD $207 billion, and investment in influencer activities increased by 17%. 

Nathan McDonald, co-founder and group chief executive at We Are Social commented: “Social media continues to be a vital part of the way we connect with one another, from building communities to researching purchases and everything in between. TikTok’s continued popularity has changed the way that people behave online – social is not somewhere where a broadcast approach works for brands, and the importance of thinking social first has never been more important.”

He added, “It’s encouraging to see strong growth across multiple social platforms, each offering something different, whether that’s Pinterest for social commerce or Facebook for connecting with communities. For marketers, understanding platform nuances – and how to use social media to connect in culturally relevant ways – will be more crucial than ever.”

Meanwhile, Alexandra Saab Bjertnæs, chief strategy officer at Meltwater, said: “As social media enters its next chapter with five billion-plus users, understanding usage patterns, engagement, and emerging trends is crucial to helping brands find their unique voice amidst all the online chatter.”

She added, “The rise of TikTok, coupled with Instagram’s ‘favorite’ status and the growth of professional networking platforms like LinkedIn, paints a picture of evolving preferences. With so many platform choices, brands need to really understand where their target audience is going for information—and shape compelling narratives that engage them with unparalleled precision and authenticity.”

Amidst a growing competition amongst regional and local e-commerce players in Indonesia, Tokopedia managed to rise from other players during the 12.12 sale period. How did they do it? The Indonesian e-commerce giant tapped Kobo Kanaeru, a virtual YouTuber (VTuber) under the Hololive agency, and Internet personality/music producer Heiakim to produce a one-minute jingle ahead of the sale period.

What resulted was a significant success for Tokopedia, who not only put more focus on the platform in contrast to other players but also caught the attention of both local and international VTuber fans who showed interest in the collaboration through fan engagement endeavours such as fan arts and even meme edits.

For MARKETECH APAC’s first Top Story of the year, we spoke exclusively once again with Jonathan Locanawan, senior lead for social media at Tokopedia to learn more about the brand’s insights on creating authentic campaigns that not only resonated with niche fan groups but also speaking to the diverse Indonesian community.

Always appealing to specific audiences

Setting aside this specific 12.12 campaign featuring Kobo Kanaeru and Heiakim, Tokopedia has long been known to appeal to a wide range of audiences, whether it is Tokopedia posting online of their mascot ‘Toped’ jokingly making a prayer circle to summon their favourite Genshin Impact character or ‘Toped’ attending a popular Indonesian pop culture convention cosplaying as the character Gojo Satoru of the Jujutsu Kaisen series.

When asked how they can juggle many communities to appeal to, Locanawan points directly to better understanding the behaviour of various demographics, researching about the group, and strategising on how to approach them best.

The 12.12 campaign jingle from Tokopedia, co-created by popular Indonesian VTuber Kobo Kanaeru from Hololive and popular music producer Heiakim

“Tokopedia always tries to provide new ways to cater the ever-evolving preferences of Indonesian consumers, one of them is by doing research and understanding the persona of each target audience that we would like to engage with many of our campaigns,” he said.

He added, “After doing enough research, we then tailor and introduce various campaigns, aside from WAR Diskon (the local name of the campaign), to appeal to more specific communities.”

Locanawan then listed a wide array of special campaigns for very specific audiences, ranging from beauty products to fashion, and automotive parts, and even allowing local sellers to sell directly their food and beverage products on the platform.

“There are many other campaigns on Tokopedia that we continuously fine-tune to ensure that the products curated are always aligned with the needs,” he said.

Locanawan also notes the importance of relevancy across platforms but specifies that despite always keeping up to date with their diverse demographic, what is most important for them is to always stay true to their brand ethos: consumer centricity as the guiding star.

“Appealing to the various audiences is how Tokopedia tries to stay relevant. However, we also try to keep our distinctiveness. Amongst the sea of heavy promotions from the entire industry, we always try to come up with something special to really stand out from the crowd yet still maintain the local authenticity, sensibility and voice of ‘Tokopedia’,” he added.

Upholding the ‘focus on consumer’ value

When MARKETECH APAC previously spoke with Locanawan exclusively on the launch of their 12.12 campaign, he said, “Regardless of whatever strategy is used, consumer centricity has always been our guiding star—how we can ensure our consumers can benefit from the products, services and partnerships provided. That is what Tokopedia will always do to keep winning the hearts of Indonesians.”

In this instance, he added, “For example, whatever we do, we always try to put ourselves in the shoes of our user and understand their perspective—what pain points they face, what can help solve those challenges, what they like and don’t like. At Tokopedia, we always ask, is what we are doing relevant to our consumers?”

One of the many fan arts created following the collaboration between Tokopedia and Kobo Kanaeru

Locanawan is right: the Tokopedia 12.12 campaign proved to be a huge success, as it resonated well with its target audiences. Within a week of the jingle’s release, the brand garnered more than 7.5 million impressions across social media platforms (Twitter, TikTok, Instagram Reels, YouTube). It also achieved over 780k engagements, generated more than 5k fan video edits and fan art, and even attracted 1.7k viewers eagerly awaiting the premiere of our one-hour loop video.

“By upholding our ‘Focus on Consumer’ value, this is how we were able to come up with various campaigns that cater to different audiences, from Tokopedia Beauty, Tokopedia Tekno to Tokopedia NYAM! and many more,” he said, about the multiple campaigns they do for various demographics.

Lastly, when asked how Tokopedia can be ‘all over the place’ in launching demographic-specific campaigns without sounding forced, Locanawan had this to say.

“We also never want to stick to only one idea, even if the idea itself sounds comfortable. We always try to see that the only thing constant is change. We see gaps in a problem as opportunities or interesting challenges to overcome, with helping Indonesian consumers as Tokopedia’s end-goal,” he concluded.

Manila, Philippines – Multiple brands in the Philippines have joined in trendjacking the recent ‘KathNiel’ breakup. The trending split involved local celebrities Kathryn Bernardo and Daniel Padilla, who announced the split on November 30, marking the end of their 11-year relationship.

Both of the celebrities have released their separate statements following their breakup, with their network ABS-CBN and its talent agency Star Magic stating that they respect the mutual decision of both parties to part ways. The break-up is a significant update in the Filipino entertainment scene, as the ‘KathNiel’ tandem were one of the most popular on-screen love tandems in the country, aside from other popular ones such as ‘LizQuen’ (Liza Soberano and Enrique Gil) and ‘DonBelle’ (Belle Mariano and Donny Pangilinan).

Following the announcement, multiple brands in the Philippines have jumped to trendjack the issue, with regional e-commerce platform Lazada leading first by uploading a picture of its mascot Lazzie frowning while standing amidst a black void. It is worth noting that Kathryn Bernardo has been active in multiple Lazada campaigns, more specifically during its 11.11 sales periods.

Meanwhile, popular coffee brand Nescafe in the Philippines has also joined the trend, symbolising the split with its ‘Nescafe Creamy White’ product, and stating “We will rise up and move on!”

JobStreet, the online employment company under SEEK, also played along the trend, using the format of how Kathryn Bernardo posted her side of the story. In the JobStreet trendjack, it invited followers that if they feel their long-time employment is not worth it, it’s time to make a switch using their platform.

Popular chocolate brand KitKat, meanwhile, posted a trend-related twist to its slogan of “Have a break, have a KitKat”, with their post saying “Some breaks even we find hard to take”.

Meanwhile, local food chain Shawarma Shack, who had the KathNiel duo as its brand ambassadors for many years now, has clarified to its customers that despite the split, their shawarma offerings will be still “buy one, take one”. Some netizens have also noted that some Shawarma Shack branches have already adopted the change.

Other brands that have joined the trendjack include smartphone brand Realme, motorcycle ride-sharing app Angkas, and mosquito killer insecticide brand Lion-Tiger.

Singapore – With over 40% of consumers making purchases, the latest data from market research company YouGov revealed that Facebook emerged as the top social media platform for online shopping in Singapore.

Among the platforms, TikTok and Instagram are tied next at the same level, each securing an average of 26%, followed by YouTube at 20%. Notably, 40% of the respondents reported not having made any purchases through social media platforms.

In terms of purchase frequency, 52% of Singaporean consumers are classified as occasional buyers, shopping less than once a month, while 36% are frequent buyers, shopping more than once a month. Meanwhile, 11% are not sure about their shopping frequency.

Interestingly, a greater usage among Singaporean millennial buyers was also indicated, compared to Generation Z. In particular, millennials lead as frequent buyers (44%), and Singaporean Generation Z leans towards occasional buying (63%).

Furthermore, Facebook also ranked first as the most frequently used app for purchases, with 74% in favor, followed by TikTok at 58% and YouTube at 51%. On the other hand, the usage distribution shifts slightly among occasional buyers, with 61% using Facebook, 41% favouring Instagram, and 38% opting for TikTok.

Meanwhile, the data also revealed the factors affecting consumers buying via social media. This includes the risk of scams (70%), lack of trust (67%), and unclear return and exchange policies (49%). Many are likely to be hindered by poor customer service (42%), technical issues (36%), and unsuccessful payment methods (31%).

When asked what aspects may improve their social media purchasing experience, greater customer service came out on top (79%), followed by faster and more reliable delivery (74%), and secure payment methods (73%). 62% of shoppers prefer enhanced product search and filtering features.

Lastly, the integration of augmented reality (AR) for virtual product try-ons marks a promising frontier in the evolution of social commerce, with 36% of consumers saying this will enhance their overall shopping experience on social media.

Singapore A new survey from YouGov notes that six out of ten Singaporeans claim to have purchased things through social media sites. Facebook looks to be the most popular social media buying network, with four out of ten users admitting to using it for purchases (40%). 

As a result, a quarter of respondents (26% each) claim to have made purchases via TikTok and Instagram, while a fifth (20%) have done so via YouTube. 

Notably, a substantial 40% of consumers in Singapore state that they have not made any purchases through social media platforms.

A comparison of different age groups reveals interesting differences. Facebook appears as a preferred platform among older generations, particularly with 44% of Generation X users. In comparison, Generation Z has a lower proclivity to use Facebook for purchases, with only 22% using the platform for this reason.

Instead, Generation Z consumers have a stronger preference for TikTok, accounting for 46% of users, exceeding the usage percentages of other generational groups, such as 30% for Millennials and 23% for Generation X. Furthermore, both Generation Z (41%) and Millennials (37%) are more likely to use Instagram for purchases than Generation X (18%).

Consumers in Singapore tend to fall into distinct categories when it comes to buying frequency. The majority, 52%, are classified as occasional customers, meaning they make purchases on social media sites less than once a month. 36%, on the other hand, are classified as frequent purchasers, suggesting that they shop on social media more than once a month. A significant 11% are unsure about their shopping frequency.

Those who have engaged in such transactions may lack the commitment that leads to frequent buying behaviour, according to earlier statistics revealing that 40% of Singaporeans have refrained from making purchases through social media. Millennials are once again the most frequent purchasers, with 44% purchasing on social media more than once a month. In Singapore, however, the Generation Z population prefers occasional purchases, with 63% expressing a preference for this shopping frequency.

Within the category of frequent customers, Facebook is the most popular app for purchases, with 74% preferring it, followed by TikTok (58%), and YouTube (51%). In contrast, among occasional buyers, the distribution of usage shifts slightly, with 61% preferring Facebook, 41% preferring Instagram, and 38% preferring TikTok.

According to the study, the top reasons for prospective consumers to make purchases through social media platforms are cheap price points in comparison to other options and appealing discounts and promotions, both of which register at 52%. Other important factors influencing purchasing’ decisions include 41% convenience, 38% the capacity to analyse products in detail, and 35% the certainty of dependable customer service.

Singapore – As information becomes more accessible and easily digestible online, a new study by Meltwater found out that Singaporeans are becoming more transparent in using social media as a platform for financial discourse. 

One of the key findings revealed that this significant shift prompted users to seek financial advice online while also establishing collective information through community, support and validation. In particular, the term ‘saving money’ yielded around 78% increase in Singapore’s social media mentions from September 2022 to August 2023, compared to a year ago. 

According to the report, buy now pay later methods (BNPL) also became a trending topic online as mentions of BNPL skyrocketed to 169 % during the same period. More specifically, it was noted that BNPL firm Atome received the highest positive sentiments whereas Grab PayLater resulted otherwise. 

Additionally, recent data observed that phrases like “scam victims” have surged to 79% reaching 21,900 mentions online. This resulted in the terms gaining more prominence in discussions about finance and cybersecurity. 

David Hickey, executive director at Meltwater (Asia-Pacific) commented, “Meltwater’s study underscores the shifting landscape of social media conversations surrounding personal finances. Our findings reveal that people are not only seeking financial advice and security but also forming a collective voice to drive change in how they manage their finance.”

“Brands in the financial space have an incredible opportunity to engage with consumers by understanding and participating in these conversations. By actively listening to the concerns and preferences of their audience, companies can offer tailored solutions and build trust in a challenging business environment,” Hickey ended. 

Meanwhile, a growing reliance on financial influencers was perceived  as the impact of social media’s  significance as an essential avenue for financial conversations.

The report has also identified the top finance influencers in Singapore. Amongst them, The Woke Salaryman scored the highest, followed by Genecia Alluora in second place. Michelle Hon, The Simple Sum, and SG Budget Babe were also ranked respectively. 

London A new report by We Are Social notes how there is an uptick of ;social reckoning’ for brands in value-driven online spaces. 

The new report explored how individuals on social media are reevaluating and reshaping their sense of self-worth in the context of increased commercialization and commodification. They are questioning the value of their participation and involvement, their communities, and their creative contributions.

It also showed how the changing perception of value in social media is reflected in trends like creators emphasising knowledge over possessions and the debate over users purchasing verification on X (formerly Twitter). 

According to the argument made, cultural phenomena such as ‘Barbiemania’ in 2023 demonstrate people’s willingness to embrace manufactured hype as long as it creates opportunities for play, creativity, and community. 

The report has identified five trends under the umbrella of “The Social Reckoning,” analysing their possible influence on social media in the upcoming year and providing examples of how brands can use these trends into their marketing plans. 

Speaking about the report, Mobbie Nazir, global chief strategy officer at We Are Social, said,  “Our Think Forward report this year, as the name suggests, shows that a reckoning has come in social spaces. The commercialisation of digital worlds is forcing people to try new ways of creating, absorbing and sharing content. First it was the trend of de-influencing, now users are looking for new forms of self-expression even within a more commoditised landscape.” 

She added, “This new coalition government of capitalism and creativity has an inbuilt space for brands – but also a new and nuanced set of demands. Every brand will be judged: are you making a sponsored ad or are you a patron of the arts? It will be fascinating to see if – and how – brands are able to respond to these deeper measures of relevance and authenticity.” 

Sydney, Australia – Over the past 90 days, more than 800 influencers have taken to Instagram to share where they stand when it comes to the Australian Indigenous Voice referendum, according to AI analytics platform HypeAuditor, who has been analysing how influencers and brands take a stance on social media about the event. 

The past three months have seen 1,773 posts on Instagram about the referendum, shared by a total of 805 influencers, reaching over 4.5 million people. 87.5% of the Instagram posts supported the referendum and only 2.5% were against it. 

Additionally, the report states that 73% of the influencers posting about where they stand when it comes to the Voice to Parliament are nano influencers, with a follower count between 1,000 and 10,000. Common hashtags for posts regarding the referendum are also in favour of it, with the most common being #yes23 in 1,376 posts and #voteyes in 726 posts. 

Alex Frolov, CEO and co-founder of HypeAuditor, said, “The Australian Indigenous Voice referendum will be such a critical point in the country’s history that it is not surprising to see the level of interest it has garnered over social media. While many influencers, brands and organisations might have deliberately chosen to remain silent in this discussion at the beginning, we can clearly see a turning point on social media as voting day approaches and tensions mount.”

“As influencer marketing continues to be a key component of many marketing campaigns across the country, the Voice will no doubt become a criteria brands and marketers will consider when selecting the influencers they want to align themselves with. There is this urge to use their platform to stand up for what they believe in and do what they believe is the right thing, but on the other hand they also run the risk of potentially significantly reducing their future partnership opportunities with brands,” he added.

Singapore – A new report from Emplifi suggests that the airline industry in Asia has seen a dip in social media engagement despite the fact the industry itself seeing a year of growth. More specifically, the airline industry mostly have seen negative social media sentiment in X, formerly known as Twitter.

Across the world, the stress of air travel often leads passengers to seek rapid solutions via social media and X has been a critical source of real-time customer support for airlines. Interestingly, negative sentiment in public comments towards global airline brands on the platform has remained consistent, hovering between 32% and 26% between the peak of the pandemic in 2020 all the way into 2023. 

In Asia, while negative sentiment has remained around the 20% to 30% range for nearly three years, the more notable finding is that positive sentiment on public airline tweets has decreased for the first time since the pandemic. 

While airlines have implemented social care strategies, there has been limited progress in the post-pandemic era. Following the turbulence of COVID-19, 2021 witnessed global airlines achieving their best response rate to user queries, averaging 23% across platforms (Facebook, and Twitter). 

However, the percentage of questions answered on social media platforms has stagnated in 2023. On average, only 25% of public questions asked in the comments on a brand’s post receive responses, leaving a substantial 75% unanswered. 

In terms of most-mentioned airline brands, Air India (185,638 mentions) took the lead for 2023, garnering the highest number of mentions on X thus far while other Asia based airlines followed close behind: Qantas Airline (43,853 mentions), AirAsia (29,603 mentions), and Singapore Airlines (24,714 mentions). 

Zarnaz Arlia, chief marketing officer at Emplifi, said, “While brands recognize the importance of top-tier customer service, staying aligned with rapidly evolving expectations is a challenge. The airline industry, in particular, needs constant refinement of their social care strategy. Our analysis shows there’s room for improvement. By prioritizing customer care on social platforms, airlines not only meet customers where they are but also foster loyalty, encouraging advocacy and, in the end, driving profits.”