Business owners and marketing specialists need to know the top digital marketing trends in Singapore to stay up-to-date with the strategies that work. With 96% of Singapore’s total population connected to the internet, it’s important to know how to reach your intended audience to get the best results with your digital strategy.
Not only that, Singaporeans spend a daily average of two hours, 14 minutes across an average of 6.9 social media platforms per month.
6 Digital Marketing Trends in Singapore to Use in 2024
These numbers show that Singaporeans are tech-savvy and connected. Because of this, brands are using digital marketing strategies to push their products and services in the direction of their target audience. As a marketer or brand owner, you need to know the best way to leverage the tools available to you and use this to your advantage.
With that, here are the proven digital marketing trends in Singapore in 2024.
Mobile-First
Image Credit: Statista
There are 5.85 million smartphone users in Singapore in 2024. Currently, 62.5% own a laptop and desktop computer, while 80.2% own a mobile device. As the projected number of mobile users are expected to grow to 6.16 million by 2028, we can only deduce that smartphone usage will be prevalent over desktop users.
Because of this ongoing trend, more and more people turn to their mobile devices to access the internet. This is why optimising a website for mobile responsiveness is no longer an option or a suggestion. If you fail to optimise your website for mobile browsing, it will soon become obsolete.
To avoid this, you will need to follow these best practices in optimising your site for mobile users:
Use Responsive Design
Image Credit: Wix
The foundation of your mobile-ready website depends on the layout you use. When you start building your website, see to it that you use a responsive layout design so you can ensure the elements work properly on both small and large screens.
One way you can test for your site’s mobile-friendliness, SEO, performance, and more is to use the free Lighthouse tool from Google.
Optimise Your Site Speed
Image Credit: Think With Google
Another thing that you have to remember in making a mobile-friendly site is to optimise loading speed. The longer your page load time is, the higher your bounce rate will be. Google has pointed out that sites with page load time that goes up to three seconds increased bounce rate probability by 32%.
You can make your site load faster by following these tips:
- Compress images: Before uploading to your site, use image compression tools like compressor.io or jpeg-optimizer.com.
- Lazy-load images: Images that are visible to your site visitor get loaded instead of the whole page. Once they scroll down, the images will continue loading.
- Minimise CSS and JavaScript: Remove unnecessary characters to improve your site speed.
- Use a Content Delivery Network (CDN): You can use a CDN to cache and store images.
- Use browser caching: This allows storing important items temporarily on the browser’s cache instead of loading rom the original server.
Refrain From Using Pop-Ups
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While top-performing pop-ups can reach conversion rates of up to 42%, they can also backfire and be disruptive on mobile devices. Not only do accidental clicks frustrate visitors, Google also penalises intrusive pop-ups.
Instead of using pop-ups to generate leads, you can opt for the following:
- Call-to-action (CTA) buttons
- Slide-in banners
- Lead magnets
Test on Real Devices
The best way you can check if your website is mobile-friendly is to test it on real devices. It’s recommended to regularly test your website before launch and whenever making changes or updates.
Video Content
Image Credit: Meltwater
When it comes to time spent on social media apps, Singaporeans spend an average of 33 hours and 23 minutes per month on TikTok. YouTube placed second on the list with 27 hours and 39 minutes per month. These numbers show that Singaporeans are engaging more on short-form video content compared to images and photos.
As more and more users take part in these apps, marketers must adapt to using these options. The most popular short-form video content that have gained popularity are those who integrate Singlish humour, cultural references, and some self-deprecation.
Businesses can leverage on short-form content by following these tips:
Check current trending videos
Image Credit: Shopify
One of the most sure-fire ways to go viral on TikTok is to jump on a TikTok trend. As a trending TikTok gains popularity, more users will start searching for it and will prompt the algorithm to push your related video to them.
For quite some time, Bella Poarch’s “M To The B” video has held the record for the most liked TikTok ever (it currently has 67.4 million likes). Even though the video was posted in August 2020, it continues to gain traction on the platform. But when it comes to the most viewed videos on TikTok, the title goes to Zach King with over 2.2 billion views.
Keeping an eye out for trending videos can give you inspiration on how to create your own TikTok. It can also introduce you to a larger audience. But how do you look for a trending video? Some options include:
- Going to your Discover page
- Look for suggestions from “You may like” on TikTok search
- Check out trends on your “For You Page”
Some trends on TikTok that you can jump on right now include the following:
- Get ready with me (GRWM)
- #tiktokmademebuyit
- Femininity and #coquette
- Food challenges and #foodtok
- Trending sounds
- Self-growth, inner beauty, and #hopecore
- Subcultures and communities
- Delulu trend signal
- TikTok challenges
- Dance trends
Discover trending sounds
Image Credit: Shopify
Taking a look at the trending sounds on TikTok can also help you gain inspiration for your next content. One way you can spot trending sounds is to listen to the songs that are being used in new TikTok trends. You can add these songs to your favourite sounds and look for other videos that are using it too.
Another option is to tap on the “+” icon to create a new video. Instead of adding a new video, tap on Add Sounds. You’ll find TikTok Viral songs under Playlist.
Data Privacy
Image Credit: Ethical Empire
Have you heard about the 2024 Mustafa’s data breach fiasco? According to The Straits Times, Mustafa’s employee records and customer data were stolen and leaked. The hacker got 180 GB of data and uploaded it to a forum containing all full names, NRIC numbers, and addresses.
This incident proves that cybersecurity and data protection are paramount for businesses in Singapore. As online transactions and data collection increase, so do the risks of cyber threats. Implementing robust security measures and complying with data protection regulations, such as the Personal Data Protection Act (PDPA), safeguards customer information and builds consumer trust.
Prioritising cybersecurity in digital marketing strategies is essential for maintaining brand integrity and customer loyalty. You can achieve this by following these best practices:
- Adopt secure marketing technologies: The marketing tools and platforms you use can have a significant impact on your cybersecurity measures. Choose the ones with robust security features, strong encryption, and perform regular updates.
- Regularly perform a security audit: Regularly performing a security audit of your digital assets can help identify vulnerabilities before they get out of hand. Make sure to assess your website, customer databases, marketing automation tools, and any third-party services that you use.
- Implement multi-layered security measures: Having a multi-layered approach to security can protect your marketing strategies from cyberattacks. This can include the use of firewalls, intrusion detection systems, regular system patches, and anti-virus software.
- Regularly backup your data: In the event of a cyberattack, you can quickly restore data when you regularly backup your data. This will allow minimal data loss and operational disruptions.
- Gaming and eSports
Image Credit: Upptic
Gaming and eSports are no longer just niches within the entertainment sector; they are colossal arenas where brands can engage with some of the most passionate audiences. Singaporeans, in particular, are known to spend an average of 8 hours per week on gaming—an astonishing figure that unveils the vast marketing opportunities within this domain. With 1.4 million regular players, the reach is as impressive as the engagement potential.
This landscape is fueled by global gaming giants like Electronic Arts and Ubisoft, who have established a strong presence in Singapore and contributed to the industry’s robust growth. In-game advertisements, gaming partnerships, and sponsored content are ways for brands to make a mark in this rapidly growing field.
As the Singaporean video game market expands at a CAGR of 12.99% from 2023 to 2028, marketers have a prime opportunity to engage with potential customers during their leisure and competitive moments.
So how can you use the gaming industry for digital marketing?
- Collaborate with influencers: Partner with popular streamers and gamers to increase visibility and boost credibility.
- User-generated content: Encourage players to share gameplay videos, fan art, or experiences to build a strong community.
- Interactive content: Develop interactive experiences that encourage participation to promote the brand, such as contests, mini-games, or quizzes.
- Live events and tournaments: Create an opportunity to interact with your audience and build brand loyalty by hosting or sponsoring gaming tournaments and events.
- Gamification: Use game elements in your marketing campaign to enhance engagement.
Micro-Influencers
Image Credit: Trend.io
In recent years, we’ve seen the rise of influencer marketing in various industries. This is because influencer marketing has been regarded as an effective marketing tool by 92% of individuals since they tend to trust influencers more than commercials or paid ads.
Because of the rise of influencers, many have ventured into this and grown their social media following to millions. They have also started to earn up to SGD 736 per promotional post. But how much do influencers earn?
| Number of followers | Rate per post |
| 2,000 to 10,000 | SGD 75 to 250 |
| 10,000 to 50,000 | SGD 250 to 500 |
| 50,000 to 100,000 | SGD 500 to 1,000 |
| 100,000 to 500,000 | SGD 1,000 to 3,000 |
| 500,000 and up | SGD 3,000 and above |
Data from X10 Media
While many continue to work with mega influencers, the ongoing trend right now is to work with micro influencers (1,000 to 100,000 followers) since they bring in the most engagement out of the bunch. Micro influencers create more authentic and meaningful partnerships. Together with niche personalities, brands choose to work with them to build credibility and get a more targeted reach.
| Influencer Type | Number of Followers |
| Nano Influencer | Less than 1,000 |
| Micro Influencer | 1,000 to 100,000 |
| Macro Influencer | 100,000 to 1 million |
| Mega Influencer | More than 1 million |
Artificial Intelligence
Image Credit: HubSpot
Artificial Intelligence (AI) is transforming digital marketing in Singapore by enabling data-driven decisions and personalised experiences. According to Hubspot’s State of AI report, marketers primarily use AI in:
- Data analysis (40% of the surveyed marketers)
- Market research (39% of the surveyed marketers)
- Content creation (38% of the surveyed marketers)
AI-powered tools analyse consumer behaviour, predict trends, and automate tasks, enhancing efficiency and effectiveness. This is why 60% of marketers use AI in their current roles.
The most popular AI tools that marketers use are:
- 35% of marketers use Chatbot tools (ChatGPT, Copilot AI, Google Gemini
- 25% of marketers use AI-enhanced CRM and marketing tools (HubSpot)
- 23% of marketers use AI-enhanced productivity tools (GSuite AI suggestions) and visual AI tools (DALL-E)
Digital Marketing Trends in Singapore
Keeping up-to-date with the top digital marketing trends in Singapore can help produce better results for your efforts. After knowing what the top trends are, it’s time to put them into action.
Consider getting help from experts in the field to leverage these trends. Give us a call today so we can talk about how we can help you advance your business through these trends.
Frequently Asked Questions
What makes short-form video content so effective in digital marketing?
In digital marketing, video content is a potent instrument due to its captivating and readily shareable qualities. It aligns with the consumer’s inclination towards concise and enlightening material, rapidly amplifying brand visibility.
How is WhatsApp transforming the digital marketing landscape in Singapore?
In Singapore, WhatsApp is revolutionising digital marketing by offering companies a unique and personalised way to engage with customers, display their offerings, and streamline the buying process, which leads to enhanced conversion rates.
Why should brands consider podcast advertising in Singapore?
In Singapore, podcast advertising allows brands to connect with a committed and expanding listener base via native ads and sponsored content. This medium fosters intimate connections that can spur brand development and growth.
What is the significance of localised SEO strategies for Singaporean businesses?
For businesses in Singapore, employing localized SEO strategies is vital. It improves their rankings on search engines and allows for customized interaction with the local market. This results in stronger online visibility and increased competitive edge.
