If you’re running ads, managing content, or building funnels, you need to stop guessing and start looking at real Singapore social media statistics. The platforms have shifted. So have your users. And if you’re still planning campaigns based on what worked last year, you’re already behind.
Right now, TikTok is eating attention spans for breakfast, Instagram’s engagement is tanking in some verticals, and Meta’s ad costs aren’t what they used to be. But here’s the kicker — most marketers still don’t know where their audience is actually converting. This isn’t another surface-level overview.
You’re about to get the hard numbers and sharper insights that separate growth from noise. Ready? Let’s get into it.
Key Takeaways
- Social media remains deeply embedded in daily life in Singapore, with majority of the population active on platforms and using them as both entertainment hubs and research tools before making purchase decisions.
- While Facebook and Instagram continue to dominate in reach and advertising potential, LinkedIn is increasingly valuable for B2B authority and TikTok is rapidly maturing into a high-conversion platform for SMEs.
- Relying on up-to-date social media statistics allows SMEs to benchmark performance, refine targeting, and build strategies that deliver measurable business outcomes instead of relying on guesswork.
Here’s the hard truth: what worked on social six months ago might be dead in the water today. And in Singapore’s hyper-connected market, the difference between “up-to-date” and “out-of-touch” is often the difference between ROI and wasted ad spend.
You’re not here for theories — you’re here to make decisions that move revenue. That starts with understanding how your audience behaves right now. Not last quarter. Not on a global average. Right here in Singapore. Today. Take Threads, Meta’s text-first platform. Everyone wrote it off after launch. But in Q1 2025, it saw a 42% jump in active users in Southeast Asia — most of it driven by Singapore’s young professionals.
If you’d ignored that trend, you’d have missed a golden window for early organic reach while CPMs stayed low. Now contrast that with brands still pouring money into Facebook without checking local data. According to Meltwater’s Digital 2024: Singapore report, social media usage dropped by 8.4% in the past year — especially among users aged 18–34. Still think your boosted post is getting in front of the right eyes?
Here’s why this matters for you:
- Ad costs follow attention. Platforms losing users in your demo will punish you with higher CPAs.
- Algorithms shift silently. What converts today might stall tomorrow, unless you’re tracking engagement and CTR trends in real-time.
- Your competitors are watching the same data. The only way to outpace them is to act on it faster with better insight.
If you’re serious about driving results, you can’t afford to treat social media statistics as nice-to-know data. They’re must-know KPIs. You wouldn’t make financial decisions without current numbers, so why gamble with your social media marketing?
You need local context, real-time shifts, and platform-specific insights. That’s how you stop reacting and start leading. Because in this market, it’s not the biggest brands that win — it’s the ones that move first with the right data.
Image Credit: Meltwater
As of January 2024, Singapore boasts approximately 5.13 million active social media user identities, representing 85% of the nation’s population. This high penetration rate places Singapore among the top countries globally for social media adoption. On average, Singaporeans spend 2 hours and 14 minutes daily on social media platforms, engaging across approximately 6.9 different platforms each month.
The most popular platforms among Singaporeans include:
- WhatsApp: The leading platform, with 74.7% of users engaging and 27.2% naming it as their favourite.
- Facebook: Used by 72.7% of the population, with 16.7% considering it their preferred platform.
- TikTok: Users spend an average of 33 hours and 23 minutes per month on the platform, indicating high engagement levels.
These statistics highlight the significant role social media plays in the daily lives of Singaporeans, underscoring the importance for businesses to maintain a strong and active presence across these platforms.
Facebook Statistics (Singapore 2025)
As of March 2025, Facebook remains a dominant force in Singapore’s digital landscape, with 5.3 million users, accounting for 81.6% of the nation’s population. This high penetration rate underscores Facebook’s continued relevance, especially among older demographics.
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Despite a 30% year-on-year decline in its share of web traffic referrals, Facebook still leads as the top referral source among social media platforms in Singapore. This indicates that while user engagement patterns evolve, Facebook remains a critical channel for driving website traffic.
Strategic Insights for Marketers
If you’re still treating Facebook as just a place to post company updates, you’re missing out on one of the most cost-effective and powerful marketing tools in Singapore. Despite newer platforms gaining ground, Facebook remains a data-rich, highly targeted ecosystem — and it’s still where millions of your potential customers spend time daily. Here’s how to turn that into actual results:
- Laser-Focused Ad Targeting: Facebook’s ad platform allows you to get extremely granular — by interests, behaviours, life events, and even device use. You can tailor ads to mobile-first users with precise geo-targeting for areas like Orchard, CBD, or even specific shopping malls.
- Retargeting for Conversion: Singaporean users are savvy. They rarely convert on the first touchpoint. Retargeting allows you to follow up with warm leads — whether they browsed your product, watched 50% of your video, or added to cart but bounced.
- A/B Testing with Real ROI: Don’t guess what works — test it. Facebook lets you A/B test everything from headlines to CTAs to creative types. In a saturated market like Singapore, subtle changes in tone or visual style can have a dramatic impact.
- Content Scheduling That Plays the Algorithm: Organic reach on Facebook may be down, but it’s not dead. Posting consistently, using native video, and engaging users in the first hour can still generate strong organic traction. Use Facebook’s scheduling tools to hit peak Singaporean engagement times — typically Wednesday to Friday, 1–3 PM.
- Community Building Still Wins: With the rise of Facebook Groups, community-driven engagement is stronger than ever. Create a niche group around your product category, then lead with value — not promotion.
Facebook in Singapore isn’t just alive — it’s thriving. But the brands that win aren’t the ones who post and hope. They’re the ones using data, testing relentlessly, and treating Facebook like the performance platform it is.
Instagram Statistics (Singapore 2025)
If you’re targeting Singapore’s digital-savvy audience today, Instagram remains a pivotal platform. Here’s a breakdown of the most relevant Instagram statistics for Singapore: As of March 2025, Instagram has 3.19 million users in Singapore, accounting for 48.9% of the population.
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Instagram is used by 60.3% of Singapore’s internet users, making it one of the top social media platforms in the country.
Strategic Insights for Marketers
Instagram isn’t just a visual platform anymore — it’s a full-fledged conversion engine. In Singapore’s competitive digital space, brands that treat Instagram like a strategic sales and engagement tool (rather than just a content gallery) are pulling ahead. If you’re serious about growing your brand presence, here’s how to make Instagram work harder for you today.
- Lean Into Reels — or Get Left Behind: Instagram Reels continue to dominate organic reach and engagement. Reels see up to 125% more reach than static posts — especially in Singapore, where short-form video consumption is accelerating.
- Shopping Features Drive Conversions: Instagram Shopping isn’t just for global retailers. In Singapore, users actively browse product tags, wishlists, and in-app storefronts. If your product catalogue isn’t integrated, you’re leaving conversions on the table.
- Prioritise Save-Worthy, Searchable Content: With Instagram acting more like a visual search engine, optimising content for discoverability is key. Use keyword-rich captions, geo-tags, and alt text to improve your visibility in Explore and search results.
- Story Highlights Build Brand Depth: If Reels are for reach, Highlights are for credibility. Curate key information — FAQs, testimonials, product tutorials — into branded Highlights that walk your audience through the buyer journey without making them click away.
- Collaborate with Niche Creators, Not Just Influencers: You don’t need celebrity endorsements — you need niche authority. Micro-creators in Singapore with 5k–50k followers often outperform larger influencers in engagement and trust, especially when their audience matches your target segment.
Instagram is built for brands that lead with relevance, not reach. If you’re not using Reels, Shopping, and local creator collaborations to their full potential, your competitors will.
LinkedIn Statistics (Singapore 2025)
If you’re aiming to connect with decision-makers, B2B buyers, and high-value professionals in Singapore, LinkedIn remains an indispensable platform today. Here’s a breakdown of the most relevant LinkedIn statistics for Singapore:
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Strategic Insights for Marketers
If you’re only using LinkedIn for hiring or reposting company news, you’re missing the bigger play. Over 3.2 million professionals are active on LinkedIn in Singapore. This platform isn’t just for B2B. It’s a high-impact channel for lead generation, thought leadership, and brand positioning. Here’s how to use LinkedIn strategically today:
- Position Yourself (and Your Team) as Thought Leaders: Corporate pages are useful — but real influence comes from people. Decision-makers engage more with personal content than branded posts. That means your founders, marketers, and sales leads should be publishing content regularly.
- Target Precisely With LinkedIn Ads: LinkedIn’s ad platform gives you unmatched B2B targeting. Want to reach CFOs in logistics companies with 200+ employees in Singapore? You can. And with tools like Conversation Ads and Lead Gen Forms, your audience doesn’t even need to leave the platform to convert.
- Boost Brand Trust With Employee Advocacy: People trust people. In Singapore, companies leveraging internal teams to amplify branded messages on LinkedIn see 2x higher engagement rates. Use employee advocacy platforms (like Hootsuite Amplify or GaggleAMP) to make sharing seamless.
- Use Content Pillars to Drive Leads: Your content shouldn’t just get likes — it should drive inbound leads. Use content pillars like: industry insights to attract decision-makers, case studies to prove capability, hiring culture to draw talent & clients, and webinar recaps to extend your event ROI.
- Post When Singapore’s Decision-Makers Are Active: Timing matters. In Singapore, peak engagement is typically Tuesday–Thursday, 9–11AM and 2–4PM, when professionals are planning, not firefighting.
For businesses targeting professionals in Singapore, LinkedIn offers a unique opportunity to engage with a highly educated and influential audience. By leveraging its advanced targeting and content distribution capabilities, you can position your brand effectively within the professional community.
TikTok Statistics (Singapore 2025)
Image Credit: Meltwater
If you’re aiming to capture attention and drive engagement in Singapore’s digital landscape, TikTok is a platform you can’t afford to ignore. As of early 2025, TikTok has solidified its position as a dominant force in the social media sphere, particularly among younger demographics.
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Strategic Insights for Marketers
If you’re still viewing TikTok as a Gen Z playground, you’re about three strategy cycles behind. In Singapore, TikTok has matured into a serious business engine — not just for brand awareness, but for conversion. The platform’s algorithm rewards authenticity and hyper-relevance, giving you a direct line to audiences that scroll fast but convert faster. Let’s break down how to use TikTok today to drive measurable business outcomes:
- Treat TikTok Like a Performance Channel, Not Just PR: Forget corporate polish — TikTok rewards fast, unfiltered, story-driven content. The best-performing brands in Singapore are using TikTok to launch products, drive traffic, and even close direct sales.
- Hook in 3 Seconds or Be Forgotten: TikTok’s scroll speed is brutal. If your video doesn’t deliver value in the first 3 seconds — through a bold statement, visual pattern interrupt, or curiosity hook — you’re invisible.
- Use TikTok Search for Real Consumer Insights: TikTok is now a major search engine in Singapore, especially among users under 35. From “best cafes in Katong” to “skin care for humid weather,” people are discovering products and services through native search. Tailor your content to these searches — and you’ll show up where Google can’t.
- Collaborate With Singapore Micro-Creators — Not Just Influencers: You don’t need someone with a million followers. You need someone with 10,000 real ones who trust their every word. Singapore-based micro-creators often drive 3–5x higher engagement rates than bigger names because of their niche authority and relatable style.
- TikTok Shop: The Game Changer: TikTok Shop is gaining traction in Singapore, allowing in-app purchases directly from videos and livestreams. If you’re in e-commerce, this is no longer optional.
In summary, TikTok’s rapid growth and deep penetration among younger audiences in Singapore make it a crucial platform for brands aiming to stay relevant and engage effectively today.
Image Credit: Meltwater
Most SMEs in Singapore make the same mistake with social media: They see numbers, but they don’t act on them. You might already be tracking likes, followers, or impressions, but unless you’re turning those statistics into decisions, they’re vanity metrics. And vanity doesn’t pay the bills.
Social media statistics aren’t just numbers — they’re insights into customer behaviour, campaign performance, and market trends. They tell you where to spend your marketing dollars, what to post, and when your audience is most likely to buy. Ignore them, and you’re leaving growth to chance. Use them, and you’ll have a roadmap to compete with bigger brands.
The Practical Framework: Turning Social Stats Into Strategy
Here’s how you can turn raw numbers into actionable strategies:
Step 1: Identify the Right Metrics
Forget vanity metrics. Focus on what drives business results:
- Engagement Rate (interactions ÷ reach × 100).
- Click-Through Rate (CTR) — how many people move from social to your site.
- Conversion Rate — how many take the action you want (sign-ups, purchases, bookings).
- ROAS or CPL if you’re running ads.
Step 2: Map Metrics to Business Goals
| Business Goal | Key Stat | Why It Matters |
| Drive Sales | Conversion Rate, ROAS | Shows if campaigns drive revenue. |
| Build Awareness | Impressions, Reach | Reveals brand visibility. |
| Retain Customers | Repeat Engagement, Sentiment | Indicates loyalty and long-term health. |
If your goal is sales, track conversion rate. If it’s awareness, focus on reach and impressions.
Step 3: Benchmark Against Industry and Competitors
Your numbers only make sense when compared to a standard. For example, Singapore’s average Facebook ad CTR is higher than the global average. If your ads are at 0.8%, you’re underperforming. The fix might be better targeting, stronger creatives, or sharper calls-to-action. The key is using benchmarks to guide your adjustments.
Step 4: Test and Adjust Based on Numbers
Statistics aren’t a quarterly report — they’re a live feedback loop. Review them weekly. For you, this means:
- Split-test creatives (video vs carousel).
- Compare CTR before scaling.
- Double down on proven winners.
Practical Tips You Can Apply Now
Here’s your quick action plan:
- Audit your current stats: Pull the last 3 months of data from Meta Insights, TikTok Analytics, YouTube Studio.
- Spot the money metrics: Focus on CTR, ROAS, repeat engagement.
- Run small experiments: A/B test captions, visuals, or formats.
- Time your content: Engagement in spikes between 10 AM to 2 PM on Instagram (Sprout Social, 2025).
- Integrate offline data: Match sales spikes with posting schedules to validate ROI.
This doesn’t require a big budget. Just consistency and the discipline to let numbers guide decisions.
Social media statistics aren’t reports to glance at. They’re the difference between marketing that wastes money and marketing that multiplies it. But knowing what to measure is only half the battle. The execution — interpreting, adjusting, scaling — is where the real wins are.
That’s where MediaOne comes in. Call us today if you want a partner who doesn’t just track the numbers but translates them into strategies that grow your business.
Frequently Asked Questions
How can I increase my followers/likes on social media?
To grow your followers and engagement, focus on posting high-quality, shareable content consistently. Engage actively with your audience by responding to comments, participating in conversations, and using relevant hashtags. Collaborating with influencers and running targeted ad campaigns can also amplify your reach.
What is the optimal time to post on social media?
The best time to post varies depending on your audience’s behaviour and the platform. Generally, weekdays between 8 am and 2 pm see higher engagement. However, analysing your audience’s activity through platform analytics tools will provide more accurate insights for optimal posting times.
How do I get started with social media marketing?
Begin by identifying your target audience and selecting the platforms they frequent. Develop a content strategy that aligns with your brand and resonates with your audience. Consistently post engaging content, monitor performance metrics, and adjust your strategy based on analytics to improve results.
Which social media platforms should I use for my business?
Choose platforms based on where your target audience is most active. For instance, LinkedIn is effective for B2B marketing, while Instagram and TikTok are popular for B2C engagement. Tailor your content to suit the platform’s format and audience preferences.
What type of content should businesses post on social media?
Businesses should share a mix of content, including informative articles, behind-the-scenes glimpses, user-generated content, and promotional offers. Incorporating videos, polls, and interactive posts can enhance engagement and foster a stronger connection with your audience.
