Singapore –Social media users make up 64.3% of Southeast Asia’s population, surpassing the global average of 63.8%, according to a report by We Are Social and Meltwater.
According to the report, global social media users have reached 5.22 billion, accounting for 63.8% of the world’s population, with a growth rate of 256 million in the past year, marking a 5% annual increase. In Southeast Asia, usage is slightly higher at 64.3%, with Singapore ranking fourth globally, where 88.8% of the population is active on social media.
The report shows that globally, people spend an average of 2 hours and 19 minutes on social media daily, using 6.8 platforms each month. In Southeast Asia, users are more active than the global average, with Filipinos spending 3 hours and 33 minutes per day on social media and using 8.2 platforms monthly.
Meanwhile, in Indonesia, social media accounts for nearly half (44.3%) of internet users’ online time. The country also leads globally in brand discovery via social media, with 63.9% of users seeking out brands compared to 49.3% worldwide. Additionally, 65.2% of Indonesians use social media to research potential purchases.
The report further reveals that TikTok leads globally in average time spent per Android user, with users logging an impressive 34 hours and 15 minutes per month—over an hour daily. In Southeast Asia, usage is even higher, with Vietnamese users spending nearly 10 hours more than the global average each month on the platform.
After TikTok, YouTube ranks second globally, with the average user spending 29 hours and 21 minutes per month on its Android app. Thailand emerges as one of YouTube’s most active markets, where users log an impressive 46 hours and 25 minutes monthly. Malaysia, Singapore, Vietnam, and Indonesia also exceed the global average in time spent on the platform.
Interestingly, despite Instagram’s popularity in other regions, countries like Vietnam and the Philippines fall significantly below the global average for monthly app sessions per user. In Vietnam, the average is only 83.7 sessions, while the Philippines sees 135.8 sessions, compared to a global average of 351.1.
However, it is also worth noting that both Vietnam and the Philippines rank among Facebook’s most active markets. Users in Vietnam spend an average of 24 hours and 11 minutes per month on the Facebook Android app, while Filipinos spend 23 hours and 26 minutes—well above the global average of 18 hours and 44 minutes.
The report also highlighted how the region remains a hotspot for active messaging app users. In the Philippines, users are among the most engaged on Messenger, spending an average of 15 hours and 31 minutes per month with approximately 768.9 sessions.
Indonesians follow closely as the second-highest users of WhatsApp, averaging just over 26 hours monthly with about 1,374.3 sessions. Additionally, Singapore boasts some of the most active Telegram users globally, accessing the app an average of 258.6 times compared to the global average of 186.6 sessions.
Singapore – Coffee shops in Asia are increasingly turning to social media to boost customer loyalty, particularly among younger consumers who are drawn to personalized marketing and interactive experiences. According to GlobalData, a data and analytics firm, leveraging social media platforms has become crucial for coffee shops looking to foster a sense of community, drive repeat visits, and build brand loyalty in an intensely competitive market.
The survey found that 82% of consumers are influenced by how well a product or service is tailored to their needs and preferences, underscoring the growing importance of personalised marketing.
Parthasaradhi Reddy, consumer lead analyst at GlobalData, highlighted the role of social media in keeping customers engaged and informed.
“Social media not only makes in-store visits more seamless but also keeps customers updated on special offers and new products. Encouraging interactions, like asking for feedback or running polls, helps customers feel involved and valued,” Reddy said.
He also pointed to Starbucks as an example, noting that the coffee giant has used platforms like Instagram to connect with younger, digitally savvy customers. For instance, Starbucks launched a social media campaign in several Southeast Asian countries to celebrate International Coffee Day on October 1, offering new recipes and exclusive souvenirs.
Meanwhile, Deepak Nautiyal, consumer and retail commercial director for APAC and the Middle East at GlobalData, emphasised the importance of loyalty programs integrated with social media.
“Starbucks’ rewards program, which allows customers to earn points through purchases and redeem them for rewards, fosters a community of repeat customers who feel valued,” Nautiyal said.
He also noted that Asian consumers are increasingly drawn to brands that promote social responsibility and ethical practices, a trend amplified by social media. “Brands that align with consumers’ values, like social inclusion and environmental sustainability, are more likely to win their loyalty,” he added.
As the market continues to evolve, experts believe coffee shops must adapt their digital strategies to stay competitive. Reddy concluded, “By integrating social media strategies effectively, coffee shops can enhance customer loyalty and maintain their relevance in the fast-changing industry.”
Singapore – X, formerly known as Twitter, has reached an agreement with multinational FMCG company Unilever regarding partnership on the social media platform, the company has announced in a short post.
“X is pleased to have reached an agreement with Unilever and to continue our partnership with them on the platform. Today’s news is the first part of the ecosystem-wide solution and we look forward to more resolution across the industry,” the company said.
X is pleased to have reached an agreement with Unilever and to continue our partnership with them on the platform. Today’s news is the first part of the ecosystem-wide solution and we look forward to more resolution across the industry.
It should be noted that Unilever was one of the companies included in X’s advertising boycott lawsuit back in August this year that also included the World Federation of Advertisers (WFA), Mars, CVS Health, and Ørsted.
The lawsuit alleges that these companies, in collaboration with the Global Alliance for Responsible Media (GARM), orchestrated an advertiser boycott after Elon Musk’s acquisition of the platform, resulting in billions of dollars in lost revenue for X. The company claims that this boycott violated U.S. antitrust laws by suppressing competition in the digital advertising space.
X argues that the boycott was not only illegal but also politically motivated, potentially influenced by concerns over the platform’s content moderation policies under Musk’s leadership. This legal action follows months of declining ad revenue, as many advertisers distanced themselves from X due to concerns about their brands appearing next to problematic content.
At that time, GARM also decided to suspend its activities, explaining the non-profit did not have the financial resources to fight the case in court.
“GARM is a small, not-for-profit initiative, and recent allegations that unfortunately misconstrue its purpose and activities have caused a distraction and significantly drained its resources and finances. GARM therefore is making the difficult decision to discontinue its activities,” the WFA statement read back then.
Many brands and advertisers have been reluctant to advertise on X primarily due to concerns about brand safety and content moderation. After Elon Musk took over the platform in 2022, significant changes to its moderation policies sparked fears among advertisers that their ads could appear alongside harmful or inappropriate content, such as hate speech or misinformation.
Several brands withdrew their ads in response to these risks, worried about potential reputational damage. Musk’s reduction of moderation staff and a shift towards more lenient content policies raised further alarm. Additionally, advertisers were concerned about how X’s evolving platform dynamics, such as a surge in controversial or offensive content, could impact the perception of their brands.
London, United Kingdom – Cybersecurity company Surfshark has recently ran a thought-provoking campaign on the streets of London. The campaign featured individuals wearing signs instead of clothes, urging social media giants to prioritise privacy and stop leaving their users feeling ‘naked’.
The signs read “Don’t strip users of their privacy” and “Don’t leave your users naked”. The campaigners visited several busy areas across London, including the offices of major tech companies, to amplify their message.
‘Naked People’ raises awareness about social media security practices and the exploitation of user data. Surfshark’s mission is clear: safeguard individuals’ online identities and empower them to regain control of their personal information.
IIt is worth noting that Europe’s General Data Protection Regulation (GDPR) was expected to change invasive data collection practices with strict regulation and high fines. However, the huge increase in fines given to top social media platforms for GDPR violations shows that user data protection is still a pressing concern. Moreover, Facebook, Instagram, TikTok, and other big platforms — are all fined for mishandling user data.
Goda Sukackaite, privacy counsel at Surfshark, said, “An analysis of GDPR fines shows that the media, telecommunications, and broadcasting sector is the most heavily fined sector overall. Notably, the top social media companies, which are the largest data collectors, have also received the highest fines.”
She added, “Such penalties demonstrate the imperative to hold major social media players accountable for their data handling practices, ensuring that the privacy and safety of all users is given the utmost consideration and care.”
To highlight these alarming statistics, London’s vibrant and influential landscape offered the perfect setting to spark critical conversations around privacy and challenge the current norms in the tech industry.
Singapore – Social media platform TikTok has announced the launch of ‘Search Ads Campaign’, a new campaign type that enables advertisers to connect with high-intent audiences in the moments that matter most for their reach.
‘Search Ads Campaign’ enables sophisticated keyword-based ads which specifically target TikTok’s search results page. From a user experience perspective, the ads are the same, but for advertisers, a whole host of new features and targeting capabilities are now available.
Moreover, with ‘Search Ads Campaign’, brands have full control over how their content appears on the TikTok search results page, ensuring the right creative is served to the right users. This service currently supports both traffic and web conversion objectives, meaning that advertisers can optimise their campaigns for both scale and performance.
“This innovative new campaign type offers brands a unique opportunity to tap into the moments when users are actively exploring content, whether they’re searching intentionally or stumbling upon something new. This allows ads to be served to audiences at key decision moments, using keyword targeting to drive impactful engagement and conversions,” TikTok said in an online blog announcing the service.
With this service, advertisers can now tap into TikTok’s multifaceted search behaviours, where highly motivated users discover content both intentionally and serendipitously. Moreover, with its comprehensive planning tools, advertisers can effectively align their content with the varied search behaviours of TikTok’s users.
As TikTok’s diverse search landscape allows advertisers to connect with audiences across all demographics, and capture demand across a wide variety of interests, ‘Search Ads Campaign offers unparalleled control through keyword targeting, enhanced bidding capabilities, creative flexibility, and comprehensive search budget management, enabling advertisers to target high-intent users with precision.
It is worth noting that the ‘Search Ads Campaign’ begins with the typical search journey with a user clicking the search button at the top of the For You page. From there, they type in a search query, which then yields a series of search results. The ads appear among these search results and can be viewed within the in-feed experience. Once a user clicks on a Search Ad, they are able to continue scrolling through the search results in the order they appear on the page.
“We are excited to continuously innovate the TikTok search experience and deliver more ways for brands to connect and engage with the TikTok community. With Search Ads Campaign, brands now have increased control over their targeting to ensure they show up next to content relevant to their business, product, or service, while providing users with a more personalised ad experience,” TikTok further added.
As of this writing, TikTok’s ‘Search Ads Campaign’ is available in the United States, and testing in other markets.
Singapore – Meta has announced that it will shut down Meta Spark, the platform’s augmented reality (AR) platform, on January 14, 2025–according to a recent FAQ update by the tech giant.
With this update, Meta Spark by third-party creators will be removed from Meta products, including Facebook, Instagram and Messenger. Additionally, Meta Spark products (Meta Spark Studio, Meta Spark Hub and Meta Spark Player) will no longer be accessible.
Meta also clarified that Meta’s first-party AR effects will remain, and users will be able to access them on Facebook, Instagram and Messenger.
“After thorough consideration, it was determined that Meta will prioritise investments in other company priorities. As a result, we’re not able to continue to support the Meta Spark platform long term,” the company said.
The company recommends AR creators or businesses who have published effects to Facebook, Instagram or Messenger to download and save their project files, assets and demo videos prior to January 14, 2025. If they want to continue to showcase the AR effects built using Meta Spark tools, Meta recommends to create a portfolio on an external website.
“Meta is committed to our long-term investments in new computing platforms that will bring us beyond today’s 2D experiences on mobile. With the decision to shut down the Meta Spark platform, we’re also shifting resources to the next generation of experiences, across new form factors like glasses,” Meta further added.
In addition, Meta has also advised brands and agencies to switch to third-party AR platforms by the end of 2024 to early 2025 if they want to still create AR-centric experiences.
Kuala Lumpur, Malaysia – Following a competitive pitch process, Mediabrands Content Studio (MBCS) has been appointed as the digital and social agency of record (AOR) for isotonic sports drink 100PLUS in Malaysia.
MBCS’ appointment will begin in October 2024. The agency will oversee full-service digital campaigns and provide ongoing social media management for 100PLUS, emphasising the brand’s mission to refresh and rehydrate active individuals.
Stanley Clement, chief executive officer of MBCS, said, “Working on this truly exciting brand within the isotonic drink market is a challenge we’re eager to tackle. We aim to transcend its sports association, making it a top-of-mind essential for everyday use! ”
“MBCS has a deep breadth of experience within the content creator space and has a proven track record of bringing out-of-the-box entertainment to connect with new consumers. The team is thrilled to be a part of the brand’s vision to continue promoting a healthy and active lifestyle, innovate, and inspire, thereby reinforcing its position as the number one isotonic drink in the country,” he added.
Meanwhile, Leong Wai Yin, marketing director of F&N Beverages Marketing, commented, “We awarded MBCS with this assignment as they demonstrated to us their deep understanding of social media behaviours within the beverage segment. They also demonstrate a keen content creator mindset that falls in line with the vision we have for our brand. We’re excited to begin collaborating with MBCS on upcoming campaigns that will bring excitement and new perspectives to our existing loyal consumers while also attracting new ones! ”
Seoul, South Korea – LG Electronics has launched a global social media challenge to amplify its brand promise of ‘Life’s Good’ by encouraging customers worldwide to create and share moments of everyday optimism on their social media feeds.
Running across TikTok and Instagram, the challenge encourages participants to foster a more positive environment on their social media feeds by posting optimistic moments and selfies featuring the “finger heart” gesture – a popular symbol among K-pop idols created by forming a mini heart with the index finger and thumb – using the hashtags #Lifesgood and #Optimismyourfeed.
The social media challenge is part of LG’s ‘Optimism your feed’ campaign and follows the launch last month of LG’s Optimism your feed playlist – a collection of original content that, when interacted with, will pull more optimistic content into your feed.
Created in collaboration with global influencers known for their positive impact, the playlist offers users the opportunity to experience more uplifting and encouraging posts. Within just three weeks of its release on TikTok, YouTube, and other social media platforms, the playlist has garnered over 1.2 billion views. It has resonated with viewers worldwide, prompting comments about their eagerness to participate and positively influence their algorithms.
Spreading the campaign’s message of optimism to employees as well as the outside world, LG has also launched an offline campaign event called ‘Optimism your day,’ which will run till early July. Continuing from last year, a truck adorned with the company’s ‘Life’s Good’ brand slogan is scheduled to tour Korea whilst featuring a large LED display playing the campaign videos and showcasing positivity slogans shared by LG employees worldwide.
Talking about the campaign, Kim Hyo-eun, vice president and head of the brand management division at LG, said, “LG is committed to delivering on its promise of ‘Life’s Good. This social media challenge aims to uncover and share what ‘Life’s Good’ means to our customers. We believe there is real power in approaching life with an optimistic attitude, and our Optimism your feed campaign’s social media challenge is all about embracing the opportunity to inspire more positive activities in the virtual and real world.”
Meanwhile, Willam Cho, CEO of LG, commented, “We are all brand ambassadors of LG. If each of us starts brightening our surroundings one step at a time, I believe LG will one day become a company that truly radiates positivity, helping to create better lives and a better world.”
Singapore – The APAC ad market will see growth by 8.5% this year to US$289b with traditional media owners (TMO) ad sales will grow by 0.8% to US$68b while digital pure players (DPP) ad revenues will expand by 11.1% to US$220b. This is according to the latest forecast from IPG Mediabrands’ resource arm MAGNA.
According to the report, television budgets are stabilising in 2024 and are expected to be up by 0.2% following 2023’s – 2.3% performance. This increase in growth is primarily driven by the tailwinds of sporting events – primarily the Paris Olympics. The UEFA Euro 2024 tournament and other sporting events typically have only a minor impact in APAC markets.
Meanwhile, digital advertising revenues are the driver of growth. Search remains the largest portion of digital advertising revenues and will represent US$103b in 2024. This is 47% of total digital advertising budgets. Search advertising in APAC is substantially driven by retail media platforms, especially in China where Alibaba, JD.com, Pinduoduo, and Meituan all drive search advertising revenues. Core search is also spiking around the world as traditional search platforms like Google and Baidu also see strong performance relative to recent results.
In addition, social media advertising revenues also remain strong in 2024. While social media was already surging ahead in 2023 in APAC (+19% growth to reach US$65b), growth will again be robust in 2024 (+15% to reach US$74b). This means social media budgets will represent 34% of total digital advertising budgets. Both search and social media revenues are driven by mobile devices. Smartphones are not just the dominant way that most consumers access the internet; in many APAC markets they are the only way consumers access the internet.
“Many consumers skipped the desktop hardware generation and conduct their digital lives solely on their smartphones. Furthermore, in China consumers don’t just do shopping and communication on smartphones, but also banking, insurance, and many work functions. Because of this, 76% of total digital advertising revenues in APAC are on mobile devices,” the report noted.
The digital strength driving APAC advertising revenues will translate to continued share gains for digital advertising revenues in APAC. Digital revenues will represent 81% of total budgets in 2028, up from 76% of total advertising revenues in 2024. In 2024, the strongest growth in APAC is expected to come from Sri Lanka (+12%), India (+11.8%), and Japan (+11.8%). This represents a significant jump in growth for Japan, following 2023’s +5.6% growth rate. Growth in many traditionally mature markets is rebounding in 2024. APAC as a region is still dominated by China, which represents approximately half of total ad revenues. When combined with Japan, Australia, India, and South Korea, those five large markets represent 87% of total APAC revenues.
By 2028, the share of total revenues that are represented by linear advertising formats will have fallen to just 19%, representing about the same number of dollars (US$65b) as they do today (US$68b). Digital pure players, on the other hand, will represent 81% of total budgets and US$286b, significantly higher than their 2024 total (US$220b). The largest absolute increases in advertising revenues will come from search advertising (+US$28b) and social media (+US$27b) by 2028 compared to this year in 2024.
Leigh Terry, CEO at IPG Mediabrands APAC, said, “The advertising industry in APAC is poised for continued growth in 2024, with an 8.5% projected increase, reaching US$289b. This follows a 9.5% growth in 2023. Despite economic fluctuations, digital advertising remains the driving force, with search and social media leading the way. The digital dominance in APAC is expected to persist, with digital revenues forecast to account for 81% of total budgets by 2028, up from 76% in 2024.”
He added, “This shift underscores the growing importance of digital channels in reaching and engaging consumers in the region. Sri Lanka, India, and Japan are poised for significant growth in 2024, with mature markets in the region also showing signs of recovery, and contributing to the overall positive outlook for APAC.”
Meanwhile, Paul Waller, chief investment officer at MAGNA APAC, commented, “Despite economic uncertainties, the global and APAC advertising market continues to expand. With digital ad spend leading the charge and projected to reach unprecedented heights in the coming years. Now that inflation in commodity costs and consumer prices are under control, marketers are returning to previous levels of advertising budgets and taking advantage of the investment opportunities offered. With a heightened focus towards more targeted and data-driven marketing strategies.”
Jakarta, Indonesia – If you ever get the chance to travel into the North-South Line of the Jakarta MRT line in Indonesia, chances are you get to pass through the Senayan Mastercard station–rebranded in 2023 as part of a strategic partnership between Mastercard and MRT Jakarta to enhance transit experiences. As part of the partnership, the Senayan MRT station rebranded and also featured convenient cashless top-ups and purchases of MRT cards at the station.
But one of the key highlights of this partnership is how its iconic soundbite–the Mastercard “Acceptance” track–is now also featured on the Jakarta MRT station and plays once the Senayan Mastercard station is announced as the next stop. In recent months, many local and even international travellers have found the soundbite being converted into a short and cute dance, which has garnered significant attention across Indonesian social media over the past few months.
So what makes this Mastercard-MRT Jakarta partnership truly resonate beyond the power of sonic branding? For that, MARKETECH APAC spoke with Dheeraj Raina, VP and Head of Integrated Marketing and Communications, Southeast Asia, Mastercard to discuss the beauty behind this branded MRT station, and what the partnership holds to improve urban mobility across Jakarta.
“The sound of trust, speed, and peace of mind”
For Dheeraj, the Mastercard sonic branding–first released in 2019 and conceptualised by BrandMusiq–evokes the sound of trust, speed, and peace of mind. For him, as the world becomes ever more connected and always on, the way people interact, transact and live is constantly changing, and the benchmarks for consumer expectations are at an all-time high.
“Sound has the power to connect people’s hearts and minds to create lasting associations. In this context, we have the opportunity to leverage the science of sonic branding to give people the experience that they’re looking for,” he explained.
Speaking about the sonic branding at the Senayan Mastercard station, he states that it is not only distinctive but also enhances the overall commuting experience. He also quips that through online conversations, many passengers find the tune “so extra,” fun, and entertaining, which transforms routine travel into a more enjoyable and memorable experience.
“This uplifting emotional response makes the daily commute feel less monotonous and a little more fun, thereby deepening the connection between the Mastercard brand and commuters. Mastercard’s activation in the MRT Jakarta demonstrates how the sonic tune can capture attention and evoke positive emotions, thereby cutting through the noise and ultimately enhancing the brand’s presence and impact in a busy urban environment – so much so that it became viral, organically, on TikTok,” he added.
Why Mastercard invests heavily in sonic branding
Mastercard’s investment to sonic branding has been evident in its campaigns and initiatives throughout the years. In 2022, the company released “Priceless,” the brand’s first-ever music album produced alongside Timbaland during the Cannes Lions 2022 Festival. Earlier this year, Mastercard teamed up with Westpac to produce and release “Touch,” Australia’s first feature-length motion picture without pictures, aimed at embracing an inclusive cinematic experience through sound.
And for Dheeraj, they believe that voice is the new frontier in omnichannel marketing, as demand from consumers for innovative, engaging experiences has led businesses to seek new and interesting ways to use brand identity across consumer touchpoints to continuously capture their attention.
“Beyond visual assets such as brand logos, motion and sound also play a role, making branding both dynamic and multisensory. People can connect with sound, music and voice in incredibly powerful ways. Music, specifically, can create a strong memory and a powerful emotional connection,” he explains.
In the case of the Mastercard sonic branding, Dheeraj notes that the company’s sonic branding evokes a positive and uplifting tune that has a consistent presence wherever and whenever consumers encounter Mastercard — from their advertising to consumers’ point-of-sale and checkout experiences.
“Wherever it appears, it evokes the emotion of trust that consumers already have in Mastercard. Sonic branding is one aspect of Mastercard’s multisensory marketing approach which taps into people’s sense of smell with world-class fragrances, hearing with our sonic brand identity, and taste through our diverse culinary partnerships around the world,” he said.
Dheeraj further added, “This approach leverages the various senses to create more engaging and impactful brand experiences, and enables us to engage consumers in ways that resonate deeply, fostering a lasting connection with the brand.”
What’s next for the Mastercard-MRT Jakarta partnership?
For Dheeraj, the Mastercard’s partnership with MRT Jakarta goes beyond branding – it is part of their strategic commitment to enhance urban mobility and improve the overall transit experience for commuters, while also uncovering new ways for transit and mobility operators to increase efficiencies.
“This partnership marks the first use case for card acceptance for transit in Indonesia. We are really pleased that our partnership with MRT Jakarta has been able to provide Jakarta’s commuters with cashless payment options that give them greater convenience and flexibility in their daily commutes, while supporting MRT Jakarta in reducing operational costs and increasing efficiencies, ultimately contributing to a smoother, more efficient transit system in Indonesia,” he explained.
The partnership between Mastercard and MRT Jakarta for the “Senayan Mastercard” station began in December 2023
It is worth noting that through the partnership, commuters are able to top up MRT cards at manned counters within MRT stations using Mastercard debit cards. In addition, consumers also have the option to purchase MRT tickets through the MyMRTJ app using Mastercard credit cards, marking the first credit card acceptance on this app. All Mastercard cards can also be used to purchase MRT cards at station counters.
When asked about what’s next for the partnership, he added, “We have some exciting developments in the pipeline for Mastercard’s campaigns in Indonesia, particularly at our branded MRT station. We are focused on enhancing the commuter experience with more seamless payment options and engaging initiatives. Stay tuned for our upcoming campaign which promises to bring fun and innovation to Jakarta’s commuters.”
Sonic branding has emerged as a pivotal element in enhancing travel experiences, significantly amplifying the emotional and sensory dimensions of a journey. Through carefully crafted auditory cues, travel brands can evoke a sense of place, nostalgia, and comfort, creating a deeper connection with travellers. In the case of Mastercard’s branding at the branded Senayan Mastercard station, the sonic branding became an integral part of the overall rail experience for travellers–even amusing for some to do a cute little dance trend online.
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