2024年3月31日
The latest edition of [2024] Singapore's popular social networking sites! Hack Your Digital Marketing!
In recent years, social networking services (SNS) have become remarkably popular in Singapore, where digitization is progressing rapidly.
According to a 2023 survey, 85% of adults in Singapore are using social networking services.
SNS has become a platform that cannot be ignored in corporate marketing activities, and many companies are focusing on SNS marketing.
In this article, we, professionals in digital marketing in Singapore, will introduce the actual situation and best practices of SNS marketing in Singapore.
SNS Situation in Singapore
Smartphone penetration in Singapore is very high, with mobile population penetration reaching approximately 166.1% according to statistics from January to June 2023.
This means that on average there are about 1.66 mobile subscriptions per capita in Singapore, indicating a very high penetration of mobile devices, including smartphones. (See )
Due in part to this, social networking penetration is also high in Singapore, with 85.0% of the population using social networking services on a daily basis. (Ranked 6th in the world)
Incidentally, Japan's SNS usage rate is 83.3%, ranking 25th in the world.
This indicates that social networking is highly important for marketing activities in Singapore.
Ranking of SNS Users in Singapore
Although Singapore has a high penetration rate of SNS, the most popular SNS differs from Japan.
WhatsApp is the most popular social networking service in Singapore, with 74.70% of the population using it.
WhatsApp is a communication tool similar to Japan's LINE, and phone calls and chats are basically made via this application.
It is often used in business settings and is one of the essential social networking services when expanding into Singapore.
Telegram, which comes in fifth, is probably not so familiar in Japan.
This SNS, like WhatsApp, is for making phone calls and chatting, but there are some differences as follows.
WhatsApp: used in business settings
Telegram: used in private
It is important to distinguish between ToC, ToB, and other services that your company handles.
Analysis of Major SNS in Singapore
The purpose of using each SNS is naturally different.
When conducting SNS marketing in Singapore, it is necessary to clarify "who" is using it, "for what purpose," and "in what context.
In addition, it is essential to analyze each SNS from local survey data and insights from native speakers, rather than from Japanese sensibilities.
Here, we will analyze the following major SNSs based on local survey data and information from local residents.
Singapore's No.1 most popular "WhatsApp
Name | |
Usage rate (number of people) | 74.70% (4.3 million) |
Purpose | Phone call, chat, payment |
User demographics | Mainly in their 20s~40s |
Characteristics |
|
Scenes of use in business | Customer relations Customer support Lead nurturing |
WhatsApp is the most popular messaging app in Singapore. Companies can utilize this application for effective marketing.
Specifically, this includes customer support and promotion distribution using the WhatsApp Business API.
You can establish an official WhatsApp account for your company and build a communication channel with your customers. Messages can be automated, which is useful for sending out periodic campaign announcements and new product information.
WhatsApp also supports rich media, so you can send product images and promotional videos for a visual approach.
Interactive interactions with customers are also possible, which can help improve customer engagement.
Considering Singapore's customer base, WhatsApp is a channel that should be used as a core part of your marketing strategy.
Facebook" is a must in Singapore
Name | |
Usage rate (number of people) | 72.20% (4.1 million) |
Purpose | Information exchange, information acquisition |
User demographics | All ages (dominant share among users in their teens and 30s in particular) |
Characteristics | Unlike in Japan, younger generations are also using the service. |
Actively used in toC marketing | |
Business Usage Scenes | Customer support |
Promotion distribution and campaign announcements | |
Distribution of new product information and video advertisements | |
Interactive communication with customers | |
Operation of official WhatsApp accounts |
Facebook is an essential marketing channel in Singapore.
First, a Facebook page can be created to disseminate information on products and services as well as the latest company news. By utilizing targeted advertising, you can narrow down your audience by age, location, interests, etc. and reach them precisely.
In addition, you can use Facebook Live to broadcast events and product demonstrations. It is also possible to connect with Instagram, making it easy to conduct influencer marketing and other activities.
Facebook Analytics can also be used to analyze ad campaigns and develop more effective strategies. Since many people in Singapore use Facebook every day, it is a highly valuable marketing channel.
The ability to develop rich, interactive content and deliver it to target audiences with pinpoint accuracy is one of the strengths of Facebook marketing.
Name | |
Usage rate (number of people) | 60.30% (3.4 million) |
Purpose | Posting and sharing photos and videos |
Follow friends, family, celebrities, etc. | |
Self-expression, trend transmission | |
User demographics | Mainly 20~40s |
Features of WhatsApp | WhatsApp Business app promotes business use. |
WhatsApp is being used as a messaging tool from the government to the public. | Scenes of use in business |
Customer relations | |
Customer support | |
Lead nurturing |
Instagram is a popular social networking site in Singapore, especially among young people. Companies can utilize Instagram for the following marketing activities
Effectively utilize photos and videos to visually showcase the appeal of their products and services. Incorporate influencer marketing to increase awareness and brand power while reducing advertising costs. Precise targeting is also possible through the use of hashtags.
Instagram Stories allows for timely content distribution, such as new product information and campaign announcements. It also helps improve customer engagement through two-way communication with followers.
With the Instagram Shopping feature, you can direct customers to your e-commerce site directly from your posts, making it a powerful tool for sales promotion. Instagram is a very effective tool for social network marketing in Singapore.
TikTok
Name | TikTok |
Usage rate (number of users) | 52.20% (3 million users) |
Purpose | Watching and posting short videos |
Follow friends and celebrities | |
Trend transmission/self-expression | |
User demographics | Mainly teens~20s |
Extremely popular among young people | |
Almost equal ratio of male and female users | |
Characteristics | Mostly short videos (15 seconds to 3 minutes) |
Content recommendation by AI algorithm | |
Music, dance, and comedy videos are popular | |
Many filter and effect functions are available | |
Collaboration videos can be created with the duet function | |
Business Applications | Product introduction and promotion videos |
Experiential marketing such as challenge projects | |
Expanding reach through influencer collaboration | |
Distribution of video advertisements | |
Fostering buzz for new products and campaigns | |
User-participatory branding |
In Singapore, TikTok has become an immensely popular platform, primarily targeting Generation Z and millennials.
Short but impactful video content can be created to help raise awareness and branding of products and services. Hashtags and trending music can be used to increase diffusion.
In addition, collaboration projects with famous TikTokers and user-participation video challenges can be implemented to increase engagement and foster buzz.
TikTok has become a core element of Generation Z marketing and cannot be ignored.
Telegram
Name | Telegram |
Usage rate (number of users) | 47.80% (3.7 million) |
Purpose | Messaging and group chat |
File sharing | |
News and content subscription | |
User base | |
Used by people of all ages | |
Popular among IT professionals and entrepreneurs | |
People who value their privacy | |
Features | High security with end-to-end encryption |
Capable of sending and receiving large files | |
Various apps can be linked with the bot function | |
Channel function enables content distribution | |
Supports group video calls | |
Business Applications | As a customer support tool |
Promotions and news distribution | |
Sharing information with a limited group | |
Providing services using bots | |
Communication between remote workers | |
Management of technical communities |
In Singapore, Telegram is a platform that can be effectively used for marketing.
First, Telegram's channel feature can be used to distribute product and service information, promotions, and news content. You can reach your subscribers directly, enabling effective push marketing.
You can also provide customer support services via bots. Chatting with a bot allows you to respond to FAQs and take orders easily, improving the customer experience.
Telegram's security features are a big plus for businesses.
Telegram's security features are a big plus for businesses, making it a powerful tool for a wide range of marketing applications, including push distribution, customer support, and community management.
Name | |
Usage rate (number of people) | 36.30% (2 million people) |
Purpose | Business networking |
Job hunting and recruiting - Gathering the latest information on the industry | |
User base | Businesspersons and executives |
Popular among the highly educated and highly-income earners | |
Mostly in their late 20s~40s | |
Features | The world's largest professional social network |
Basic principle of having a well-developed profile | |
Presence building through content posting is possible | |
Group function creates a community of peers | |
Business Applications | Recruitment and scouting |
Marketing and branding | |
Creation of sales opportunities | |
Apt-put, content marketing | |
Business partner development | |
Gather information on industry trends and competition |
LinkedIn allows you to create a company showcase page to showcase your company culture, products and services. It can also help you attract superior talent.
Content marketing is also effective and can improve awareness and brand strength by publishing articles that showcase your company's expertise and values.
It is also suitable for influencer marketing, connecting you with influential people in your industry who can help spread your content. Targeted advertising distribution is also possible.
LinkedIn is a powerful platform for BtoB marketing.
Singapore SNS Marketing Success Stories
The following are five examples of successful social networking marketing in Singapore.
If you are planning to expand your business to Singapore or your SNS marketing in Singapore has not been successful, please refer to the following case studies.
Instagram Case Study] McDonald's Singapore
McDonald's Singapore uses Instagram as a means to create and share stories and content that resonate with their audience.
By featuring customers' experiences and reviews of McDonald's, the company is able to reach more Instagram users with customer feedback.
In recent years, social network marketing tends to avoid "coming from the company. This is because it feels "salesy.
On the other hand, actual users' voices and word of mouth are perceived as credible information.
By taking advantage of this, McDonald's is able to increase its fan base by actively communicating the voices of its customers on Instagram.
Facebook Case Study] Kitty Poo Club
Kitty Poo Club is a company that provides subscription services for cat litter and litter boxes.
When the company was first established in October 2017, it used Facebook advertising to spread awareness of its company. As a result of a series of advertising campaigns, the company gained 1,400 new customers in the first 20 days of its launch.
After launch, Kitty Pooh Club changed its Facebook advertising strategy slightly and began to focus exclusively on video ads that summarize users' experiences.
Initially, the club used one-minute-long video ads, but after analysis showed that viewers either left or clicked on the ads after 15 seconds, the club switched to shorter, 30-second videos. Specifically, they split the one-minute customer testimonial video into two 30-second videos.
As a result, the number of users increased significantly, and the company expanded its recognition in Singapore.
Linkedin Case Study] DBS Bank
DBS Bank's LinkedIn page is a model example of LinkedIn marketing.
The bank shares updates on its financial services and products, and its commitment to social responsibility, sustainability, and innovation, not only on its website, but also on Linkedin.
In addition, the bank continuously posts thought leadership articles, employee stories, and industry news to keep followers engaged and well-informed.
By using the site as a second owned media outlet, so to speak, we are expanding awareness.
As of March 2024, the company has more than 900,000 followers, and is known as a good example of increasing corporate presence from Linkedin.
Summary of SNS Marketing in Singapore
In this article, we have summarized SNS marketing in Singapore.
When doing business in Singapore, there is no way not to utilize SNS as one of the channels.
However, it is also true that there are many points that differ from Japanese sensibilities.
If you are looking to expand your sales channels overseas, please contact us at The Digital X.
Our native local marketers and specialists in Japan will support you.
Please feel free to contact us with any concerns you may have.
SNS Share!!