Facebook Marketing Singapore: The Complete Guide

Facebook Marketing Singapore: The Complete Guide

Facebook is one of the most popular social networks in Singapore and worldwide. Since most of its users visit the site daily, it provides brands and businesses that engage in Facebook marketing with an opportunity to reach out to a broad audience easily.

What is Facebook Marketing?

Facebook marketing refers to the strategies employed to promote a business and its products or services on the social platform. Marketers usually create pages which they use to send promotional messages to their audience.

The graph below shows the projected number of Facebook users from 2017 to 2023.


Source: Statista

Step by Step Guide on How to Set Up a Facebook Marketing Campaign in Singapore

The most challenging aspect of Facebook marketing in Singapore is starting a campaign. As a result, many marketers end up making avoidable mistakes or giving up altogether on this strategy.

If you are planning to venture into Facebook marketing, here is a detailed guide on how to get started.

facebook marketing ad animated blue

  1.   Set Your Objectives

Before anything, you need to define what you intend to achieve by running a Facebook marketing campaign. The goals you set will serve as the reference when measuring the impact of your social media marketing strategy. That said, you need to conduct adequate research to asses whether Facebook is the right platform to enable you to achieve your goals.

According to multiple studies, the three most popular objectives set by Facebook marketers are improving brand awareness, increasing community engagement and boosting sales and lead generation. If you are struggling to come up with goals, these three are an excellent starting point. However, you should make sure that the targets you set do not contradict your other marketing goals.

  1.   Know Your Facebook Audience

Understanding the preferences of your target audience is crucial for formulating an effective Facebook marketing strategy. Some of the things you need to know include where your audience lives, their, age, gender, and level of income, and so on. With such information, you can refine your campaign in a way that it appeals to your intended audience and increase the chances of achieving your objectives.

You can learn more about your followers by using either Facebook Page Insights or a third-party analytics tool.

  1.   Engage with Your Audience

The primary objective of social networks is to enable people to converse, discuss and share information. As a marketer, you need to prioritise conversations and engagement with your Facebook audience.

The best way of engaging your audience is by interacting with them. For example, if your followers are commenting on your post, you should join the conversation to keep it going. Similarly, you should be first to reply to any questions posed on your Facebook page. Sitting back and waiting for followers to initiate the interactions creates a negative perception about your brand and can encourage your audience to unfollow your page.

Another way of increasing engagement is by posting at the right time. The optimal posting time mostly depends on the lifestyle of your target audience. For instance, if you are targeting the working population, you need to post after they leave their workplace. If your audience consists of industry leaders, you should post during office hours to ensure that your content gets maximum visibility.

  1.   Schedule Your Facebook Content

Content curation and creation are crucial elements of your Facebook marketing in Singapore. This is because Facebook allows marketers to publish a wide variety of posts, including statuses, stories, and live videos, and so on.

Before you post on Facebook, you need to consider two things – the type of content that your audience likes and how that content format fits into your Facebook marketing strategy. Once you know this, the next step is scheduling your content. As mentioned above, the activity of your followers should influence the timing of your posts. Planning is particularly useful in ensuring that you do not waste time.

  1.   Define Your Facebook Ads Strategy

Although you can increase the number of your Facebook followers using organic methods, the process takes time. This explains why most marketers usually resort to investing in Facebook Ads in a bid to gain followers faster and increase brand exposure.

Advertising on Facebook is a proven way of getting more followers and engagement on your page, but you still have to build your brand image to make the adverts appealing to your audience. You should focus on cost-effectiveness and relevance when launching a Facebook Ads campaign. The two factors correlate since irrelevant ads make the campaign expensive.

Your Facebook Ads must be relevant. An irrelevant advert cannot help you to achieve your goals, meaning that your budget goes to waste. On the contrary, targeted and relevant ads make your marketing efforts cost-effective because they allow you to attain your objectives.

It is advisable to start with building a custom audience in preparation for the launch of your Facebook Ads campaign. This ensures that you do not waste money on ineffective ads when the campaign eventually starts.

  1.   Monitor and Analyse Your Results

The final and perhaps most critical step of your Facebook marketing in Singapore is tracking and analysing the results of your efforts. At this stage, the objective is to check whether the strategies you employed had any impact on your business, whether you achieved your goals. More importantly, the ROI generated from your marketing campaign.

Some of the metrics you can track include the number of followers on your page, impressions per post, level of engagement, and the amount of website traffic generated from Facebook. By keeping track of these statistics, you know the productive tactics, as well as the ones that need improvement.

Here is an infographic on the best Facebook marketing strategies in Singapore.

Facebook marketing Singapore

Source: socialmediaonlineclasses.com

Types of Facebook Ads and Each Suitable Scenario

There are several types of Facebook Ads depending on the objectives of your marketing campaign. Below is an overview of the various options available and the best use case for each of them.

  • Facebook Ads for Generating Leads and Website Traffic

A substantial number of businesses that engage in Facebook marketing in Singapore aim to drive traffic to their website or a landing page where they can sign up for a service or purchase a product. The following are the best Facebook ads for this purpose.

·    Link Click Ads – this ad type is useful in promoting blog posts and driving users to your landing page. The copy for link click ads should not exceed 90 characters.

·    Video Ads – this is a form of link click ads that allows you to upload video files smaller than 4GB in size. You should use short clips to encourage more viewership.

·    Boosted Page Posts – these are similar to regular posts, with the difference being that you can define the target audience and promote your content on the Facebook advertising network. Boosted posts have a ‘Sponsored’ tag at the top.

  • Facebook Ads for Increasing Sales

If you are running an e-commerce store, you will want your social media marketing campaign to generate more leads and increase your sales. Here are the best Facebook ads for boosting your online business.

    • Carousel Ads – these allow you to combine up to ten multimedia files (photos and videos), links and CTAs into one advert. They are useful for marketers who wish to promote their products to prospective clients.
    •   Dynamic Product Ads – these allow you to retarget existing customers based on their past behaviour.

    • Facebook Lead Ads – these enable users to sign up to your mailing list and download lead magnets without leaving your Facebook page.
    •  Canvas Ads – these are optimised for display on mobile devices. Users can zoom, rotate, and swipe through adverts as they do with other forms of mobile content.
    •   Collection Ads – this is a new format that makes it easier for users to discover the products in your e-commerce store.
    • Facebook Ads to Increase Likes and Engagement

    • Since Facebook updates its algorithms regularly, your posts can only reach a small percentage of your target audience. As a result, you get a reduced level of engagement in your pages. The best way of ensuring that your content reaches your entire fan base is by promoting it using Facebook Ads.

      Here are the Facebook Ads that you can use to increase the number of likes, comments and shares in your pages.

        • Page Like Ads – these feature a button that actively calls for Facebook users to like your page.
        • Page Post Photo Ads – this type of ad is the best for showcasing photos on your page to increase engagement levels.
        • Page Post Video Ads – these are similar to page post photo ads but allow you to post files smaller than 4G
        •   Page Post Text – this type of ad is less effective than photo and video, which explains why most marketers do not use it.

      Here is a video on how to leverage Facebook ads in Singapore.

      Source: John Crestani

      • Facebook Ads for Promoting Events and Physical Stores

      Many people who practice Facebook marketing in Singapore rarely use Facebook ads to promote offline events and physical stores. Here are the types of ads that are effective for this task.

        • Event Ads – this type of ad allows you to invite people from a specified geographical region to your event.
        • Offer Claims – these are ideal for marketers who want to attract more customers to their brick-and-mortar store.
        • Local Awareness Ads – this works with Facebook’s location-based targeting feature to help businesses reach customers near them.

      Once you identify the type of Facebook ad suitable for your campaign, the next step is setting the budget.

      The average cost-per-click mostly depends on the objective of your marketing strategy, as seen in the table below.

      Campaign objective Average CPC
      Impressions $0.83
      App installs $0.57
      Reach $0.52
      Lead generation $0.40
      Site conversions $0.37
      Link clicks $0.29

      Source: wishpond.com

      The following is an overview of the pricing model used by Facebook marketing agencies in Singapore.

      Package Basic Pro Enterprise
      Annual fee S$10,000 S$25,000 S$40,000
      Monthly fee S$1,000 S$2,200 S$3,400
      Hourly fee S$40 S$35 S$30
      Service hours 100 250 <800

      Facebook Marketing Statistics in Singapore

      Here are some interesting stats on the state of Facebook marketing in Singapore.

      Age bracket














      65 and above


      1. Singapore currently has 4.2 million Facebook users.
      2. The table below shows the distribution of Facebook users by age in Singapore. (source: Facebook ad manager)
      3. Singaporeans spend an average of 18 minutes daily on Facebook.
      4. According to Alexa, Facebook is the fourth most-visited site in Singapore.
      5. 90% of users access their Facebook accounts using mobile phones.

      Facebook Marketing Trends

      Since its launch in 2004, Facebook trends have significantly transformed social media marketing. Marketers have to continually embrace the changes on the platform to avoid falling behind the competition.

      The following are some of the Facebook marketing trends that are set to characterise the industry soon.

      • The Significance of Video

      As from 2018, video became the undisputed king of content and integral component of Facebook marketing. As per Mark Zuckerberg, the CEO of Facebook, users watch an average of 100 million hours of video daily on the social network. Moreover, videos have 135% more organic reach than other types of visual content.

      The numbers mentioned above are the reason why most companies that do Facebook marketing in Singapore are already using or planning to add videos to their strategy.

      • Live Video

      Since its inception in 2016, many marketers have added Facebook Live as part of their strategy. A study by Search Engine Journal discovered that the platform gets 178% more engagement than regular Facebook posts. The average reach of live videos is also twice as big when compared to other forms of content.

      The primary reason behind the success of Facebook Live is that it allows for real-time interaction with your audience. Some of the ways through which you can leverage the platform for marketing include creating Facebook events, scheduling social shares and recapping old videos.

      • The Growth of Augmented Reality and Virtual Reality

      Facebook does not want to play catch-up when it comes to adopting new technology which is why they introduced the Camera Effects Platform and Facebook Spaces, both of which are based on AR and VR.

      Camera Effects Platform

      The camera effects platform has three exciting features that are a significant improvement on what existing phone cameras can shoot. These are precise location, 3D effects and object recognition, all of which are advanced by augmented reality.

      Facebook Spaces

      Spaces allows friends who are not in the same physical location to meet in online virtual rooms.

      Both of these technologies are set to revolutionise the world of social media marketing. The object recognition feature in AR-powered cameras will allow marketers to embed info on their products, while Facebook Spaces will make it easier to reach out to marketing teams operating in remote locations

      • The Rise of Chatbots

      According to Facebook, brands are increasingly using chatbots to communicate with their clients, solving issues related to customer service and offering an automated interaction to boost sales.

      The following are the steps that you need to follow when creating chatbots:

        •  Develop a character – chatbots should represent a human, meaning that you need a persona before you create one.
        •  Keep it simple – since it is a new technology, the chatbots should be easy to use to make users comfortable.
        •   It cannot be perfect – do not expect the chatbots to be perfect at customer services because even humans have flaws.

      Facebook Marketing in Singapore Hacks

      With the majority of businesses in Singapore venturing into Facebook Marketing, you need to implement smart strategies to stand out and achieve your goals. The following are some of the lesser-known hacks that can propel your social media marketing campaign to a higher level.

      • The Inverted Unicorn Strategy

      The inverted unicorn method is an ad targeting strategy that focuses on two different interests and how they overlap. For instance, if your target audience is movie enthusiasts, you could use a famous movie poster as the photo and include a case study in the link embedded in that image. This ensures that the liberals interested in the case study click on the link and learn about the move, which increases your ad reach as a result. 

      • Analyse Your Previous Posts

      Most social marketers pay attention to the standards post performance data found in the insights section. Although it is useful for discovering the number of shares, likes and comments on your posts, it is not as detailed as the publishing tools option. It allows you to search previous posts and the type of content that brought you success in the past. You can repost old material, but make sure that you update it to match the current situation.

      • Understand Your Audience Insights Feature

      Audience Insights is another rarely used feature that can prove invaluable to marketers who invest in Facebook ads. It gives you in-depth details of your target audience, which you can use to create tailored marketing campaigns. Keep in mind that the more relevant your content is, the more cost-effective your advertisement campaign.

      • Make Use of Facebook Pixel

      If you want to measure the ROI generated by your social media marketing campaign, you need to make use of Facebook Pixel. The platform is easy to use and has a detailed guideline on how to integrate it into your website.

      Some of the most significant advantages of Facebook Pixel include building custom audiences for remarketing, tracking data for improving your marketing results, and tracking conversions and linking them to your ads.

      • Invite Post ‘Likers’ to Like Your Page

      As an individual who does Facebook marketing in Singapore, you should always to make the most of every post you publish on your page. A smart way of doing this is by inviting people who have liked your posts to like the page.

      At the hyperlink below your post, there is a section that shows the number of likes and comments. When you click this link, you will see the people who have liked or commented on the post. A popup menu will then appear showing the people from this list who are yet to like your page, and you can send invites directly to them.

      Facebook Marketing Mistakes to Avoid in Singapore

      Facebook is a powerful platform to reach out to your target audience, but if it generates the wring image, it can hurt your brand significantly. Several businesses have messed with Facebook marketing in Singapore, and if you do not want to join them, here are the mistakes that you must avoid.

      • Too Much Promotion

      It is essential to know that your Facebook audience is after valuable content, rather than the accomplishments made by your company.  You should focus on offering value to your followers to keep them engaged and loyal to your Facebook page. Otherwise, you will lose them to competitors who give them what they are after.

      • Overemphasising ‘Likes’

      Getting more likes is valuable to any marketer because it increases the reach of your posts. However, the primary objective should be getting brand ambassador on top of the likes. These are the people who share your post with other users for free.  A ‘share’ is more valuable than a ‘like’ since shared pots reach broader audiences.

      • Incomplete Information on Your Facebook Page

      Your page is the first point of contact with your audiences and sometimes, the best chance to make a great first impression. Make sure that you provide as much information as possible. Some of the bits to include your physical address, phone number, business hours, and website, and so on.

      • Lengthy Posts

      Posts that do not exceed 250 characters get 60% more shares as compared to wordy posts. If you can pass the message with less than 80 characters, you can increase the engagement levels significantly. 

      You should also check the frequency of your posts. Depending on the preferences of your audience, you might need to post more often or less regularly. Regardless, you need to be consistent with your posts.

      • Out of Context Posts

      Everything you share on your Facebook page should be a reflection of your brand. Even when you talk about on trending topics, make sure that it does not deviate from the core message associated with your company. Using non-contextual posts can confuse your audience and prompt them to unfollow your page.

      Hiring Influencers for Facebook Marketing in Singapore

      Influencers are a must-have if you want to increase brand awareness and convince people to like your Facebook page. According to Big Commerce, 89% of marketers worldwide say that the ROI generated by influencer marketing is better when compared to other channels.

      The following is a guide you should follow when hiring influencers to help with Facebook marketing in Singapore.

      1.   Selecting an Influencer

      The majority of social media influencers have a presence across multiple platforms, but you should narrow down to the ones with a massive following on Facebook. The method you use to find potential partners depends on your goals and the level of your online reach.

      You can use any of the following three approaches to finding a Facebook influencer.

        •  Use an agency and search tools to find established influencers.
        • Create your influencer by picking someone regarded as an authority in your niche.
        • Use your existing customers as influencers.

      The table below shows the other key factors to consider when hiring an influencer, according to Big Commerce.

      Factor Percentage
      Quality of content 81%
      Target audience 78%
      Engagement rate 73%
      Budget 50%
      Location 43%
      Follower count 43%
      1.   Draft an Influencer Contract

      2. After selecting your preferred influencers, you need to make the partnership professional. Three years ago, only 8% of influencers had contracts, but the situation has improved significantly with time. Contact is particularly useful for enhancing your reputation and measuring the ROI of your campaign.

        When drafting the contract, you first need to consider the payment terms. You can base the compensation on either actions or results. You then need to define the length of the partnership. Lastly, you have to consider exclusivity – if the influencer works exclusively for you, you can share confidential information freely.

    1.   Create Influencer Campaign Content

    The last step of the hiring process is creating the content for the influencer marketing campaign. Depending on your preference, you can create the content or allow the influencer to write their own.

    Top 10 Facebook Marketing Agencies in Singapore

    Facebook marketing agencies play a crucial role in helping companies to create a presence on the social media platform, increase brand awareness and achieve other goals set by their marketing teams.

    The following are the standout Facebook marketing agencies in Singapore.

    1.  MediaOne Social Media

    MediaOne is a leading digital marketing agency in Singapore. The company offers first-class customer service in a timely and professional manner, which explains why it has multiple accolades in various fields related to internet marketing.

     Year of Foundation

    The company was founded in 2009.


    Physical Address

    4B Craig Road Singapore 089664

    Phone Number

    +65 6789 9852

    Email Address


    1.    Novatise

    Novatise is a Singapore-based agency that works by analysing the clients’ industry and improving their social media strategy to grow their business. The company then automates your social media profiles to position you as an industry leader in Singapore.

    Year of Foundation

    The company was established in 2012.


    Physical Address

    11 Beach Road, #03-02, Crasco Building, Singapore, Singapore 189675

    Phone Number

    +65 3157 9168

    Email Address


    1.  Impossible Marketing

    Impossible Marketing is a result-oriented digital marketing agency that operates out of Singapore. The company was verified as a Google Partner Company in 2014.

    Year of Foundation

    The company was established in 2012.


      • Social media marketing
      • Search engine optimisation
      • PPC advertising
      • Web app development

    Physical Address

    14A Yan Kit Road (Level 2 & 3), Singapore 088266

    Phone Number

    +65 9374 0111

    Email Address


    1.   Brew Interactive

    Brew Interactive is a leading Facebook marketing agency in Singapore that aims to help clients increase brand awareness and drive new leads from the social network. The company has so far earned multiple awards because of the excellence of its services.

     Year of Foundation

    The company was established in 2012.


    Physical Address

    111 North Bridge Road, #08-19, Singapore 179098

    Phone Number

    +65 6814 2952

    Email Address


    1.  Digital Squad

    Digital Squad is an agency that aims to help Singaporean companies to place their Facebook ads in front of their target audience. The ultimate objective is to assist clients in generating more leads and increasing their sales. 

    Year of Foundation

    Digital Squad was created in 2014.


      • Facebook marketing
      • Content marketing
      • Adwords marketing

    Physical Address

    68 CIRCULAR ROAD #02-01 Singapore 049422

    Phone Number

    +65 3138 8050

    Email Address


    1.    Canny Digital

    Canny Digital is a Singaporean digital marketing agency that assists SMEs to generate more sales through social media platforms. The company relies on data-driven strategies to ensure that the client achieves their goals.

    Year of Foundation

    The firm was created in 2015.


      • Facebook marketing and advertising

    Physical Address

    15 Enggor Street #05-04, Realty Centre, Singapore 079716

    Phone Number

    +65 6802 3658

    Email Address


    1.  Aiden Creative

    Aiden Creative is an experienced Facebook marketing agency in Singapore, renowned for its expertise in the field of social media marketing. Another reason or its popularity is its competitive pricing model.

    Year of Foundation

    The company was formed in 2012.


    Physical Address

    229 Mountbatten Road, #02-04 Mountbatten Square, Singapore 398007

    Phone Number

    +95 9 799 199557

    Email Address


    1.   Verz Design

    Verz Design is an established digital marketing and web design agency in Singapore. Since its inception, the company has assisted hundreds of clients in achieving their business goals in internet marketing.

    Year of Foundation

     The agency launched its services in 2009.


      • Social media marketing
      • Search engine optimisation
      • Graphics design
      • PPC advertising

    Physical Address

    56 Kallang Pudding Road, #07-05/06 HH @ Kallang, Singapore 349328

    Phone Number

    +65 6841 1680

    Email Address


    1.     Visible One

    2. Visible One is a company that aims to revolutionise the digital marketing space in Singapore. It is renowned for providing excellent support to its clients.

      Year of Foundation

      The agency started operations in 2015.


      Physical Address

      24 Sin Ming Lane Midview City #07-93, Singapore 573970

      Phone Number

      +65 6248 0838

      Email Address


  1.      Notion Age

Notion Age is one of the most experienced Facebook marketing agencies in Singapore. Its longevity is proof of the quality of services it offers.

Year of Foundation

 The company was founded in 2001.


    • Social media marketing
    • Email marketing
    • SEO and SEM
    • Web app development

Physical Address

331B Beach Road, Singapore 199562

Phone Number

+65 6438 8303

Email Address



Given the popularity of the social media platform, it is not a coincidence that most companies are now adopting Facebook marketing in Singapore. If implemented correctly, this strategy allows brands to reach out to a broad audience within a short period. Even better, you can make use of the powerful targeting features to make your campaigns more relevant and cost-effective.

Call us today on +65 6798 9852 for custom social media marketing services which includes Facebook advertising in Singapore.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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