Singapore – Nearly two-thirds (61.5%) of Southeast Asia’s population are active on social media, accounting for 10.2% of the world’s social media identities, according to a report by We Are Social and Meltwater.

The report highlights Southeast Asia’s strong affinity for social media, with users in every country exceeding the global average of 6.83 platforms. On average, Filipinos use 8.36 platforms, followed by Malaysians (8.12), Indonesians (7.93), Singaporeans (7.24), and users in both Vietnam and Thailand (7.11).

Delving deeper, Filipinos spend an average of 3 hours and 32 minutes on social media daily—over an hour more than the global average. They also have a strong affinity for influencers and vlog content, with 44.9% following influencers on social media and nearly half (48.3%) watching vlogs or influencer videos weekly.

Meanwhile, in Indonesia, social media accounts for nearly half (42.6%) of the country’s total online activity. Two-thirds of Indonesian users actively search for brands on social media, while 82.1% use it for brand research.

Indonesians are also among the world’s most engaged TikTok users, spending close to two full days per month (44 hours and 54 minutes) on the app. Malaysia follows closely, with users averaging 42 hours and 44 minutes on TikTok each month.

Thailand ranks as YouTube’s second most engaged market, with users spending an impressive 42 hours and 14 minutes on the platform—far exceeding the global average of 27 hours and 10 minutes. Meanwhile, Singapore stands out as a top market for Reddit, with users spending 3 hours and 56 minutes on the platform each month and accessing it an average of 116.9 times.

Notably, over a third of the region also relies on social media as a source of news.

Anton Reyniers, head of strategy at We Are Social Singapore, commented, “Southeast Asia is home to some of the most active and engaged social media users in the world. With users across the region spending their time across more than seven platforms – above the global average – and more than half using social media for brand research, it’s integral for marketers to ensure they have a carefully considered strategy to capture their audience’s attention across each platform.”

“This latest report highlights the nuances across different demographics in the social and broader digital ecosystem to help marketers make informed decisions in their plans for 2025 and beyond,” he added.

The report names YouTube as the most used social platform at the start of 2025, with a user base 16% larger than WhatsApp. Instagram leads as the world’s favourite platform, with 16.6% of users pledging loyalty, followed by WhatsApp (16%) and Facebook (13.1%).

Meanwhile, TikTok’s Android users are spending almost 35 hours per month on the app, with time spent increasing by nearly two hours from August to November 2024. In terms of growth, Threads has 320 million monthly active users, with over 100 million active daily users, while Bluesky, with more than 30 million registered users, still has fewer than 25 million monthly active users.

Meltwater and We Are Social further highlight the growing importance of social media for marketers, as half of adult users now visit platforms to learn more about brands—a trend that’s steadily rising. Instagram leads in brand research, with 62.3% of users using it for this purpose, followed by Facebook (52.5%) and TikTok (51.5%). Additionally, 22% of social media users follow influencers, a figure that rises to 30.8% among women aged 16 to 24.

In 2024, global ad spend reached US$1.1t, a 7.3% increase from 2023, with digital channels now accounting for 72.7% of this investment. Online ad spend surpassed US$790 billion, growing 10.3% year-on-year. Social media ad spend rose to $243 billion, up 15%, while global influencer marketing spend increased 14%, reaching $35 billion.

“With digital ad spend exceeding $790 billion in 2024 and social media ad spend growing more than 15% within that, it’s clear that businesses are investing more than ever in capturing consumer attention. Along with this growing investment comes the growing need to prove ROI and show results based on marketing campaigns. With user behaviour on social platforms continuing to shift, teams need data to inform decisions about what platforms to prioritise and create strategies for,” said Alexandra Bjertnæs, chief strategy officer at Meltwater.

The report also highlighted ChatGPT’s growth, with its mobile app averaging over a quarter of a billion monthly active users from September to November 2024. It ranked as one of the world’s most downloaded apps, placing eighth globally. Additionally, ChatGPT.com saw 310 million unique visitors, generating 3.5 billion visits during the same period.

Toby Southgate, global group CEO at We Are Social, said, “Social is where brands can win or lose – it’s central to brand discovery, consumer engagement, and commerce. At the same time, AI is revolutionising how we search, create, and interact, while influencers continue to shape content trends and consumer behaviours.”

“The opportunities for marketers to drive meaningful engagement have never been broader, but the complexity of digital and social media – evident in our 630+ page report – means there’s no single route to success. To create effective work, brands need to understand the cultural nuances of the online world and create ideas worth talking about. Those who do will make an impact,” he added.

Australia – Droves of Australians say social media has seduced them to spend, according to new research by Finder, a comparison site. Said survey of 1,009 respondents revealed 2 in 5 (40%) have bought something online after seeing it on social media – equivalent to 8.4 million people.

The average social media shopper spent $420 over the past year, adding up to $3.5 billion nationally. Moreover, social media has driven Aussies to purchase everything from clothing (25%), to beauty products (16%), electronics (15%), and accessories (12%).

Meanwhile, Facebook (61%), Instagram (52%), and TikTok (40%), are the top social media players when it comes to influencing Aussies to buy something.

It comes as no surprise that digital natives Gen Z were the most likely to have been influenced by these ads. More than 2 in 3 (68%) admit to buying an item they saw on social media, followed by more than half (52%) of millennials and 29% of Gen X.

Baby boomers were the least likely to be influenced – only 15% had bought something after seeing it on social media. Of those who were plied by their socials to splash out, the average Gen X spent $400 in the last year, compared to Gen Z ($293). While men (36%) were less likely to buy from social media than women (44%), they spent almost double ($553) that of women ($322).

Rebecca Pike, money expert at Finder, said social media platforms are increasingly shaping how people choose to spend their money.

“With advanced algorithms and data-driven strategies, advertisements are now more personalised than ever before. Have you ever mentioned a product in conversation and then immediately seen an ad for it the next time you opened your phone? By analysing users’ behaviours, interests, and online activity, these platforms seamlessly present tailored content that aligns with individual preferences,” she said.

She also said that it’s important to balance “treat yourself” culture with financial well-being.

“There’s absolutely nothing wrong with indulging in small luxuries every now and then – after all, treating yourself can be a great way to boost morale. But these splurges should come with a sense of balance and awareness, especially in today’s climate,” she stated.

Pike further added, “Ask yourself whether you can truly afford the item, and whether you will feel good about the decision later. That clothing or gadget might feel irresistible at the moment, but a pattern of these purchases can add up quickly and create financial strain in the long-run.”

She encouraged Australians to be mindful of scams when purchasing items through social media.

“Scammers often exploit social media platforms by creating fake advertisements or accounts to deceive unsuspecting consumers. It’s more important than ever to verify the authenticity of sellers, review feedback or ratings, and be cautious of deals that appear too good to be true,” Pike concluded.

Indonesia – The Indonesian government, through its communications minister, has revealed plans to introduce a regulation setting a minimum age for social media use, aiming to enhance child protection in the digital space.

According to The Jakarta Post, the Communications and Digital Ministry is drafting a regulation to impose age restrictions on social media use. However, Minister Meutya Hafid has not disclosed the specific age limit being considered for Indonesia. 

The report also highlighted that Minister Meutya’s remarks about the age restriction followed her discussion of the plan with President Prabowo Subianto.

“We discussed how to protect children in digital space. The president said to carry on with this plan. He is very supportive of how this kind of child protection will be done in our digital space,” Meutya said on a video posted on the YouTube channel of the president’s office. 

A key factor considered to be driving the proposed social media age restriction is Indonesia’s internet penetration, which reached 79.5% last year, according to a survey by the Indonesia Internet Service Providers’ Association. The survey revealed that 48% of children under 12 use the internet, with many accessing platforms like Facebook, Instagram, and TikTok, while 87% of Gen Z users (ages 12–27) are online.

The announcement of Indonesia’s proposed social media age limit follows Australia’s recent approval of a regulation banning social media access for children under 16.

Late last year, Australia introduced the ‘Social Media Minimum Age bill,’ requiring platforms such as Meta’s Instagram and Facebook, along with TikTok, to prevent minors from logging in or face fines of up to A$49.5 million ($32 million). The ban is expected to take full effect within a year, Reuters reported.

The Straits Times also reported that Singapore is considering age limits for social media to protect young users. Under the new Code of Practice for Online Safety, app stores are required to block children under 12 from downloading apps like Instagram and TikTok, which are rated for users aged 12 and above.

Doha, Qatar – Taking storytelling to new heights, Qatar Airways has introduced Sama, the world’s first AI-powered digital human cabin crew, designed to engage and inspire a global audience on social media.

Unveiled at ITB Berlin 2024, Sama is the new face of Qatar Airways, representing the airline’s commitment to blending innovation with emotional engagement. As the first digital human cabin crew on social media, Sama aims to engage a digital audience with relatable and inspiring content.

Through her Instagram account, @SamaOnTheMove, Sama shares a vibrant mix of travel tips, personal stories from her layovers, and exclusive insights into some of the world’s most captivating destinations.

Whether sharing hidden gems, travel tips, or behind-the-scenes moments into life as a cabin crew, Sama showcases Qatar Airways’ 170+ destinations in a fresh, engaging way, inviting followers to explore new cultures and traditions.

Babar Rahman, senior vice president of marketing and corporate communications at Qatar Airways, said, “Introducing Sama on Instagram is an extension of our vision to blend human connection with technological innovation. Sama is not just a digital human; she’s a reflection of how we see the future of travel—personal, engaging, and deeply connected to the experiences that matter. Her presence marks a step forward in how we humanise our brand and create moments that resonate with our global audience.”

Singapore – TikTok has announced launch of Messaging Ads in Asia Pacific, aimed at empowering businesses to connect directly with customers through seamless, interactive conversations. For TikTok, these innovative ad solutions open up new opportunities for advertisers to engage meaningfully with TikTok’s dynamic community and beyond.

TikTok’s Messaging Ads are now available in Australia, Indonesia, Japan, Korea, Malaysia, New Zealand, Philippines, Thailand, Vietnam, and Singapore.

The platform now offers two distinct options: Direct Messaging Ads and Instant Messaging Ads. 

Direct Messaging Ads allow users to engage with businesses directly within the TikTok app, making it simple to start conversations without leaving the platform. Meanwhile, Instant Messaging Ads redirect users to third-party messaging services like Facebook Messenger or WhatsApp, enabling businesses to connect with customers on their preferred apps for a smooth and personalised interaction. 

TikTok Messaging Ads are also tailored to help businesses achieve essential goals by leveraging the platform’s unique capabilities. These ads enable companies to reach new customers by tapping into TikTok’s vibrant and diverse community, expanding their audience and customer base. They also shorten the path-to-action by facilitating two-way communication that empowers customers to make informed decisions and act quickly. 

Additionally, businesses can instantly qualify leads by identifying high-quality prospects ready to convert through real-time conversations. By engaging with customers where they are, these ads help foster stronger relationships, placing customers at the center and driving long-term value and loyalty.

Brands in the region who have already tested out Messaging Ads include beauty brand Clyn Thailand, beauty clinic Phương Đông, and home cleaning SMB HydroClean Indonesia.

“The launch of Messaging Ads in APAC marks a new chapter for businesses looking to engage with TikTok’s diverse audience. With the power to reach new customers, streamline interactions, and build deeper connections, TikTok Messaging Ads provide the tools advertisers need to succeed in today’s digital landscape,” TikTok said in a press statement.

Kuala Lumpur, Malaysia – The Malaysian Communications and Multimedia Commission (MCMC) has recently published the Code of Conduct (Best Practice) for internet messaging service providers and social media service providers. This is done with the aim that service providers uphold online safety and security, particularly for children and vulnerable groups.

The Code of Conduct was developed to support the regulatory framework for Internet messaging and social media service providers, which sets out best practices for adoption by service providers in addressing harmful content online, as well as other relevant conduct requirements. 

MCMC has expressed gratitude for the feedback received during the public consultation on the Code of Conduct (Best Practice). It has also highlighted that public input played a crucial role in shaping the code to address evolving challenges in the online space while fostering a safer and more secure digital environment for all Malaysians.

To support its implementation, MCMC will offer guidance to ensure the code’s effectiveness in promoting online safety and security. It also plans to periodically review the code to ensure it stays relevant and capable of addressing new and emerging challenges in the digital landscape.

Some of the best practices included in the code are enforcing these companies to have a moderation team based in Malaysia, enhanced accessibility of sites and services for other demographics, and overall safety for children using these services online.

The release of the code is in line with the country’s imposition of social media and messaging services needing to apply for a license to operate in the country. So far, Telegram and Tencent (WeChat) have started the process of obtaining the required license to operate their platforms in Malaysia.

Hong Kong – As the peak travel season approaches, Uber Hong Kong, in collaboration with Omelette Digital, has launched the ‘Airport Code War’—a two-week interactive social media campaign spotlighting the travel hurdles Hong Kongers face when journeying to the airport from different districts.

The campaign kicked off with an Instagram Reel featuring local celebrity Neo Yau, who shared his frustration over the challenges of getting to the airport while preparing for the Taipei Golden Horse Film Festival. Pledging to help fellow travellers, Yau promised to work with Uber HK to secure promotional codes.

The next day, Yau announced he had secured 5,000 promo codes and officially launched the Airport Code War. Hosted on the newly created Instagram page @airportcodewar, the campaign invited residents from all 18 Hong Kong districts to vote for their neighbourhoods to win geo-targeted promo codes. Humorous, district-specific content further engaged the audience and fuelled the friendly competition.

Created by Omelette Digital, Uber HK’s campaign unfolded with unexpected twists and surprises over its two-week run. A playful rivalry within Neo Yau’s production company, Trial and Error, added to the drama as Hui Yin and So Chi Ho—staunch supporters of Kwun Tong—challenged Yau, who backed Tuen Mun.

The competition gained momentum as more social influencers joined, championing their neighbourhoods and urging residents to vote for promo codes. Two rally events further amplified awareness, sparking lively discussions and widespread sharing across local district Facebook groups.

Eric Ling, demand growth lead at Uber HK, shared, “December stands as the peak month for airport activity with the highest volume of both inbound and outbound traffic. This promo-driven campaign enables us to influence riders’ decisions when selecting their mode of transportation to the airport.”

Andrea Choi, creative director at Omelette Digital, also said, “It all started with a simple local insight, and it has been a rewarding experience to leverage Hong Kongers’ affection for their districts and witness the unfolding of this fun-filled battle. For us, this campaign feels like an experiment – anything could have happened despite our meticulous planning and intensive research. We cannot thank the client enough for the unwavering trust.”

The Airport Code War wrapped up on December 18, with Sha Tin District claiming victory and earning 2,500 50%-off promo codes. To celebrate the travel season, Uber HK also released 15,000 25%-off promo codes as a merit reward for all Hong Kongers gearing up for their vacations.

Singapore – Integral Ad Science (IAS) has announced and exclusive first-to-market content-level brand safety and suitability measurement for advertisers on Kwai for Business, the commercial platform of social media video app Kwai.

This partnership with Kwai supports IAS’s long-term international expansion strategy. Advertisers focused on LATAM and APAC markets now have an additional layer of trusted, third-party transparency. In Brazil and Indonesia alone, they will be able to reach a base of over 100 million monthly active users. 

Powered by IAS’s Multimedia Technology, IAS Brand Safety and Suitability Measurement for Kwai utilizes responsible AI for frame-by-frame analysis, combining image, audio, and text signals to accurately classify content at scale, including misinformation, aligned to industry standards. 

Moreover, Through trusted, third-party daily reporting in IAS Signal, IAS’s unified reporting platform, advertisers can ensure their ads are driving engagement and reaching real users with key metrics including Viewability, Time-in-View, Percent Completed, IVT Rate, and more.

Marcia Byrne, managing director for LATAM at IAS, said, “We are excited to enhance IAS’s partnership with Kwai for Business, as we empower Brazilian and Indonesian marketers with a best-in-class solution to improve media quality and reduce brand risk. Now, advertisers have additional assurance that their ads on Kwai reach real users in brand-safe and suitable environments.”

Meanwhile, Vitor Yu, general manager at Kwai for Business LATAM, commented, “Third-party measurement is critical to Kwai, and demonstrates our commitment to building a safe environment and providing advertisers with the right tools they need to grow with Kwai. Our partnership with IAS equips our clients with the precise insights to understand where their ads are appearing and how they’re performing on Kwai so they can continue to meet their campaign goals on our platform.” 

Singapore – A new report from MAGNA has indicated that global media owners’ ad revenues have reached US$933b in 2024, seeing up 10% in increase in line with mid-year expectations. For the media owners, the growth is driven by a combination of factors including cyclical events, digital innovation, and industry shifts.

Traditional media owners (TMO), encompassing television, radio, publishing, out-of-home, and cinema, saw a remarkable 4% increase in ad revenue, reaching US$274b. This marks the strongest performance in 14 years, excluding the post-COVID recovery of 2021. Key factors contributing to this growth include a record number of cyclical events like elections and major sporting events, as well as a 12% surge in non-linear ad sales, particularly ad-supported streaming, which now accounts for 25% of total TMO ad revenue.

Meanwhile, digital pure players (DPP), including search, retail, social, and short-form digital video, experienced even more substantial growth, with ad sales increasing by 13% to US$659b. This growth was fueled by strong performance in search/commerce ad formats, short-form video, and social media. Organic growth factors such as increased competition in e-commerce, the rise of retail media networks, advanced AI targeting, and improved monetization of short vertical videos further propelled DPP growth.

While the global ad market experienced a strong first half, growth slowed in the second half. However, the US market remained the largest, accounting for US$380b, followed by China at US$155b. Key dynamic markets in 2024 included France, the US, India, and the UK, while growth was more subdued in Japan, Canada, China, Germany, and Australia.

Industry-wise, CPG/FMCG, Government, Betting, and Finance were among the fastest-growing verticals, while Tech recovered and Travel slowed down. In 2025, MAGNA expects Auto, CPG, and Tech to be dynamic sectors.

Moreover, the ‘Big Three’ digital media owners, Google, Meta, and Amazon, continued to outperform the market, with ad revenue growth of 11%, 22%, and 21%, respectively. Their combined market share reached 51% of global ad revenue and 61% outside of China.

Looking ahead to 2025, the report forecasts the global ad market to grow by 6.1%, approaching the trillion-dollar mark.

Vincent Létang, EVP of global market research at MAGNA, said, “The strong growth of advertising spending in 2024, despite a challenging economic environment, was of course driven by an unusually high number of major cyclical events but, more fundamentally, media innovation is what attracts a growing share of marketing budgets into advertising formats.” 

He added, “Digital pure-play ad formats (search, retail search, social and short form video) are fueled by the rise of commerce media redirecting billions of dollars from trade marketing into digital formats. The growing reach of ad-supported CTV streaming makes cross-platform long-form video more attractive to advertisers as it now offers scale on top of addressability and brand safety. With no major cyclical drivers in 2025, MAGNA expects ad spend growth rates to slow, but the organic factors will remain at work, stabilizing TMO ad revenues, and growing DPP ad sales.”

Singapore – Risk-taking and conscious consumerism are among the key trends that is set to shape social media in 2025, according to socially-led agency We Are Social’s latest report. 

We Are Social’s report has found that 59% of marketers are taking more risks by producing unusual content and forging partnerships with divisive creators. 66% of marketers have also boosted their ethical and sustainability messaging with more people becoming conscious consumers.

Additionally, the report emphasises the shift to a more relaxed and less-pressured online environment. It shows how the internet has become a place for escape, reminiscent of the 2000’s online space. 

Meanwhile, content creators are significantly shaping popular culture online, resulting to audiences delving more into entertainment. 

Fandoms are also trending, resulting to marketers gate-keeping content for intimate experiences. This includes customer-only initiatives and closed social channels.

Mobbie Nazir, We Are Social’s global chief strategy officer, said, “We know that a lot of people feel overwhelmed by their online experiences today; even spending time on social can be exhausting at times. That’s why it’s been so encouraging to see the emergence of ‘The Liveable Web’ as a theme this year – separating joy from progress and prioritising slower consumption. We also see more audiences actively seeking out more raw emotion and less sanitisation; this in itself is a creative gift to marketers everywhere – particularly those willing to take a few risks.” 

“Think Forward 2025’s predictions about the direction of social content highlights some really exciting trends for the creative minds in our industry. We can see that joy is creeping back into social, and this offers huge opportunities to the brands who are willing to lean into this. However, it’s clear from the survey responses that marketers are still falling behind when it comes to the vernacular of the online world – to really understand the fast moving and complex social, you have to be embedded in it,” Paul Greenwood, global head of research & insight at We Are Social, commented.