Social media sites have changed how we communicate as well as how marketers reach out to current and potential customers. Right from the days of Myspace and Friendster, social media has remained the best asset for digital marketers especially in Singapore. The UN Human Development Index has ranked Singapore as the city with the third highest GDP per capita.
There is also increased literacy, and a high smartphone and internet penetration rate that is responsible for pushing up social media penetration. Singapore has at least 4.83 million internet users, and 4.71 million of them prefer to use a mobile device, be it a smartphone or a tablet, as their point of access. Since January 2018, Singapore has recorded a 9% increase in the total number of social media users. Let us take a look at the social media in Singapore for digital marketers in 2019.
Social Media Use
According to the Global Digital Report 2018, Singaporeans spend at least 2 hours and 6 minutes every day on social media platforms. Of these over 75% of them use Facebook and a mere 4% use Instagram and Twitter, and approximately 1% of the population use Tumblr.
Preference for Mobile Devices
Singapore has one of the highest smartphone penetration rates in the world, and among other mobile devices such as tablets and wearable devices, over 90% of the population use them to access social media platforms. This makes it all the more important for digital marketers to start creating mobile friendly strategies.
Men and Women Using Social Media
It is essential as a digital manager to know your target audience. 50.6% of all social media users are women, and men only account for 49.4%. When crafting a social media marketing strategy make sure that you keep this number in mind. However, it has been shown that to connect with your target audience, your campaign ought to resonate with either gender to increase the chances of being shared with your intended audience.
Ad Blocking Tools
Facebook’s latest algorithm ensures that individual users view posts from their friends by suppressing the reach of marketing ads. However, at least 40% of social media users in Singapore use an ad blocking tool. This makes it vital that you use interesting video ads that users will want to share.
More so, 22% of social media users actively ignore content from brands. This is after 24% of the respondents in a survey by Kantar TNS reported that they feel that they are being tracked by online advertising.
In the current digital age, data has become the ultimate currency, and many Singaporeans are wary of data protection. The recent reports about data breaches and the loss of personal data have resulted in over 87% of the social media users to be keen about how social media and other digital platforms protect their data. For these reasons, it is vital that as a digital marketer in Singapore to ensure that your campaigns are mobile friendly.
Most Used Social Media Networks
According to data from Statista, Singaporeans use an average of 8.8 social media networks a week. In the results compiled as of the third quarter of 2017, WhatsApp was leading the pack with 72% penetration.
Individual Social Media Statistics
With Facebook, Twitter, and Instagram being the most visited social media sites. We have compiled the statistics from each of the social media platforms to guide you in your digital marketing strategies.
As at the end of 2017, Facebook recorded a monthly count of 33,400,000 users visiting the platform every day. Without a doubt, it is the most popular social media platform, not only in Singapore but in the world. Users aged between 45 and 64 years now account for up to 19.58%, which is 1 out of every five users.
With that said, the statistics for younger users aged between 18 and 24 have been on a decline, with only 17.5% in 2018, compared to 18.4% in 2017. This is attributed to the fact the older generation is adopting technology trends later than the younger generation.
The organic reach for business related Facebook posts is 8% in Singapore which is not a huge margin variation from the global reach. This includes organic post reactions, likes, shares, as well as comments. Besides this, 1 in every 4 Singaporeans confessed to spending at least 17 minutes on their Facebook Newsfeed for every TV hour.
While Facebook remains to be the most popular social media site, the younger generation is flocking to Instagram. This is attributed to the fact that Facebook is no longer fun when the older generation are scrutinizing everything the younger generation posts.
As many as 11.38% of the Singaporean population uses Instagram every day, and this is the third highest Instagram penetration ranked by country, after Hong Kong and Malaysia. 36% of the users are aged between 25 and 34 years, with 55% of the users being women. 18 to 24-year olds make up 25% of the daily Instagram users in Singapore. There is also a rise in the number of older generation people using Instagram, with 6% of the users being aged between 55 and 65 years old.
With such glowing figures linked to social media in Singapore, only 1.6% of digital marketers say that they are good at social media marketing. 45.9% say that they are average skills in social media marketing. However, with the high rate of social media use in Singapore, many digital marketers are not leveraging its power for better digital marketing purposes.
Instagram provides one of the best business post promotions and depending on how good your post is; you will see increased customer engagement. However, more people are viewing stories instead of posts. Snapchat is also one of the platforms that have recorded huge growth. The population of Singapore jumped from 19% in 2017, to 37% by the figures submitted for the third quarter in 2018.
This is a social media for the professionals, with over 450 million users to date. On average, users spend at least 17 minutes on the platform. Unlike Instagram and Facebook, LinkedIn is suited for B2B deals although there is substantial growth in B2C and C2C engagements. 71% of the professionals using the platform feel that it is a credible source of content. This ranges from articles to videos and so much more.
Here are tips that will help you get better in your social media marketing campaigns as part of a broader digital marketing strategy.
Use Video Ads
68% of Singaporeans watch videos online not only on YouTube but also on special media platforms such as Instagram and Facebook. This makes video ads one of the best ways to reach out to your clientele. With many people choosing to ignore business related posts, it is only right that you create video ads that will resonate with the users to increase the reactions and shares.
There is also an increase in live mobile streaming. Text, on the other hand, is tedious and does not generate enough organic traffic as video ads.
Create A Better UX With A Responsive Design
Over the years, mobile devices have surpassed laptops and PC from being the preferred point of internet access. Over 75% of the population use a mobile device to access social media, and this has ushered in an age where digital marketing campaigns need to be mobile ready.
However, speed and personalization are the key factors that make responsive design worthwhile. The result will be better brand engagement driven by conversational user interfaces to improve customer insight.
Aspire to Tell Stories
This has to be the oldest trick in the digital marketing hand book, but few marketers are doing it. This is one of the reasons why we keep on seeing many ads and business posts with too much salesy language, and this does not do much to help your conversion rates.
Storytelling will ensure that your customers connect with you on an emotional level to increase brand awareness. This is one of the ways that will get viewers to share your marketing videos and other content with their friends and followers.
Predict the Trends That Will Shape Social Media Marketing
The trouble is that when you consistently keep following trends, you will not do better than the next digital marketer. With the availability of big data, you can analyse your metrics and figure out the trends that will shape the social media space in 2019 and beyond.
Be on the lookout for patterns in the data you to predict trends. This will not only give insight into emerging trends, but you will also be able to act of opportunities before other digital marketers take notice.
2019 will be an interesting year for digital marketers, and social media will continue to take centre stage. However, very few marketers are getting the results that they want because they are failing to create social media marketing strategies other than posting and waiting for customer response. With the above social media statistics in Singapore for digital marketers 2019 and tips, you will be able to create compelling social media content that converts.