What are the Top Social Media Platforms in Singapore and Their Stats

top social media platforms in singapore

Here are the Top Social Media Platforms In Singapore:

  • Facebook

  • YouTube

  • WeChat

  • LinkedIn

  • Pinterest

  • Twitter

  • Instagram

  • Snapchat

  • Tumblr

Knowing the top social media platforms in Singapore and their stats will help you come up with a robust social media marketing strategy for your company. In the past, Facebook was the most popular and widely used platform in the country, but over the last couple of years’ Singaporeans have started embracing other platforms such as Instagram and Snapchat.

A recent report shows that Singapore that 82% internet penetration rate. That is higher than the global average rate of 50%. It is also important to point out that the country has the highest mobile penetration is the entire Asia Pacific region at 86%. Based on this statistics, it is essential to make sure that your website design is responsive to succeed in getting leads online.

The total number of mobile phone social media users in Singapore has been consistently rising over the past 3 years with 3.2 million users in 2017 to 3.3 million in 2018 and is expected to hit 3.4 million in 2019. The top 5 most viewed and used social media networks in Singapore are Whatsapp in first place with 73%, YouTube with 71%, Facebook at 70%, Instagram with 40% and Facebook Messenger with 42%.

Singaporeans enjoy high-speed internet connection on broadband and mobile. Currently, the average mobile download speed is 44.37 Mbps and 180.61 Mbps on broadband. All these statistics contribute positively to the growth of social media platforms in the country.

Additionally, 7 out of 10 Singaporeans actively use social media and 1 out of 10 users learn of a new product through advertising on social media platforms. These numbers are expected to increase in 2019 and that is the reason more businesses are turning to digital marketing to reach a wider audience. The time that Singaporeans spend on social media has grown exponentially over the years as well, with the average time spent per individual daily clocked at 2 hours 6 minutes, which is 8% of the entire day.

Here is a comprehensive review of the top social media platforms in Singapore and their stats.


Facebook Statistics in Singapore

3.5 million Singaporeans are active Facebook users, and most of them use their mobile devices to access the platform. The penetration rate for Facebook users is 85% and the highest percentage of users who are avid Facebook users are between 25 to 34 years of age.Research also shows that 1 in 4 Singaporeans on Facebook go through their newsfeed even when watching TV. 17 minutes out of one TV hour is spent on Facebook.

This platform is still the most popular in the country, but it is losing the young users to other new platforms such as Snapchat and Instagram. The year 2018 was not a good one for Facebook as the number of local users dropped from a high of 83.1% in May 2018 to 59.8% by December.However, the number of Facebook users has been predicted to hit 3.47 million come 2022.

The Singapore government has signed an agreement with Facebook to place approximately 143,000 civil servants on Facebook Workplace.


Facebook Messenger Statistics in Singapore

Facebook Messenger enjoys a 42% penetration in Singapore compared to other social media platforms. The massive popularity of Facebook fuels its popularity in the country. As mentioned earlier, Facebook has more than 3.5 million users.


YouTube Statistics in Singapore

The total number of YouTube users in Singapore is estimated to be more than 4 million. 4 out of 5 Singaporeans who are connected to the internet and conversant with social media platforms consider YouTube the best source of videos online.

As mentioned earlier, the country has the highest smartphone penetration in the world. 60% of Singaporeans who are fond of this platform watch the videos using their mobile devices. This segment of the audience finds it easier to locate exciting content on YouTube on their mobile devices than on TV.

60% of YouTube users also find it more beneficial to do research on a product via videos on the platform before making a sound decision on their purchases. Most of the users are between the age of 16 and 34 years.

The report also shows that 87% of internet users in Singapore who are aged between 35 and 60 years old access YouTube at least once per month. Six out of ten users who were polled agreed that they often visit the platform to watch one video but end up watching at least three more videos. 60% of YouTube users find more content that resonates with their interests and preferences more compared to TV.

In 2018, local content on YouTube saw a surge in popularity as 8 out of the top 10 trending videos were locally produced. Not only did more Singapore creators join the platform in the past year, there were also a total of 8 local channels that garnered over 1 million subscribers. 


WeChat Statistics in Singapore

The total number of WeChat users worldwide is a little over 1 billion monthly and is expected to grow in 2019. With its popularity growing rapidly outside of Mainland China, its reach has extended to Singapore andas of thethird quarter of 2017, WeChat had 840,000 users in Singapore.  A majority of the users are youth aged between 16 and 25 years old. This interactive mobile messaging application is ranked number 8 among mobile apps with the highest number of monthly users in Singapore.

The application is very popular in China and experts project a surge in users in the coming months due to the increase in the number of Chinese tourists and nationals relocating to Singapore.


LinkedIn Statistics in Singapore

Singapore is considered one of the most connected countries globally on LinkedIn with 2.3 million users in Singapore. This makes up almost 40% of the country’s population and the age group with the number of LinkedIn is between 25 to 34 years old.The average number of connections per LinkedIn user in the country is 152. You can market your brand on this platform using:

  • LinkedIn Ads
  • LinkedIn Display Ads
  • Company Page Upgrades
  • Custom Groups
  • Partner Messages


Pinterest Statistics in Singapore

9.84% of social media users in Singapore use Pinterest and is ranked 19th among the most popular platforms in the country. It has 0.7 million users in the country, and 46.2% of Singaporeans use the platform to find information about products, user experiences, and reviews.

You can use the platform to share visuals such as pictures of your products to this audience. Since most businesses in Singapore rarely use it for marketing, there is less competition, and so your chances of getting high-value leads from this platform are high.


Twitter Statistics in Singapore

Twitter is also one of the top social media platforms in Singapore, and so it is imperative to consider using it for marketing purposes. More than 27% of Singaporeans use Twitter, and by the end of 2018, the number of active users is expected to exceed 500,000.

56% of all users in the country are between the ages of 15 and 24 years old. 28% of the users are between the age of 25 and 34 years old.

The top 3 Singapore Twitter accounts with the most following are Aaron Aziz Official with 2 million followers, JJ Lin with over 1 million followers and The Straits Times, having hit 1 million followers recently.

Apart from using premium ads to promote your brand on this platform, you can hire one of the influencers who already have a large following to pass the message to the largest audience possible in the country.


Snapchat and Instagram Stats in Singapore

63% of internet-connected Singaporeans use Instagram to socialize with their friends and colleagues through photo and video sharing. There are 1.9 million active Instagram users in Singapore. 54% of all users are female, and it is estimated that 85% of the users are below the age of 45 years. 85% of users aged 16 to 24 years of age use Instagram compared to 58% who use Snapchat.

Another research revealed that 33% of all internet users in the country aged between 55 and 65 years old are now conversant with Instagram and use it regularly, testament that Instagram is slowly getting popular with the older generation, giving rise to the term “Insta-gran”.

On the other hand, Snapchat has not gained much traction despite the increased usage from 19% to 37% between 2017 and 2018. The platform is still behind countries such as Malaysia (37%), Hong Kong (46%) and New Zealand (39%)

With regards to advertising on Snapchat and Instagram, businesses have been advised to take caution not to overdo it as 22% of users have confessed to actively ignoring advertising content while 24%feel overwhelmed by brand content.This could be because the younger generation is more inclined to put their trust in their peers and bloggers rather than direct content from brands and businesses.


Tumblr Statistics in Singapore

Tumblr is one of the least favorite social media platforms in Singapore with only 2.44% of social media users. Just like Pinterest, this micro blogging and social networking site does not have many users in the country, and so there is less competition.

These are the top social media platforms in Singapore that you can use to market your brand to the over 3.4 million social media users in the country. Be sure to study how each platform functions as well as the features available to get the most results. If in doubt – call MediaOne today for a free consultation on how we can help you make waves over Singapore social media.

Tips on How to Leverage Social Media Platforms for Marketing

Social media is the best thing that has happened to digital marketers, and with Singapore having more than 3.4 million social media users, you should use it for marketing your brand. With that said, few digital marketers know how to leverage social media platforms to increase brand awareness and engagement.

Besides this, it can be frustrating since top social media platforms such as Facebook and Instagram are giving preference to individual posts rather than paid ads and marketing oriented posts. In this section, we will look at actionable tips on how to leverage social media platforms for marketing.

Where Does Your Target Audience Spend Their Time?

Several studies show that as much as 70% of Singaporeans are social media users and 10% of these users learn of a new product or service from social media.

While Facebook, Twitter, and Instagram are the most famous social media platforms, it is worth investing in a market study to know which social media platform your target audience uses often.

Study How Each Platform Works

There is more to social media platforms than making posts and expecting overwhelming support from your followers. Besides this, most social media users tend to ignore ads and promotional posts.

This makes it necessary that you learn how each social media platform functions and the available features that can work in your favour. With this in mind, you will be better placed to choose the best social media platform for your marketing campaigns.

Run Contents to Increase Brand Awareness and Engagement

Presently, running contents on your social media page is one of the best ways of leveraging your social media platforms for marketing. This activity will increase your followers, online presence and visibility, as well as overall brand engagement.

The key to a successful contest is to offer something irresistable and of high value to your target audience. With that said, you should use social media contest tools to automate the process of creating and managing the contests.

top social media platforms

Here is a proper procedure of how you should run contests on social media platforms

  • Outline your goals (do you want more followers? Do you want increased sales or subscriptions?)
  • Choose the most convenient social media platform to host your contest
  • Have a specific time when the contest will end and the winner announced
  • Look at these social media contests ideas, choose one, and create your unique contests
  • Promote your contest with sponsored ads and other tactics to get as much visibility and traction as possible

The promoting part is the most difficult, but your audience can do the heavy lifting for you. Set the contest in such a way that every person who shares the contest on their profile, or completes tasks such as sharing on Facebook or Twitter, or Pin on Pinterest, they get extra entries and a higher chance of winning the prize.

Carefully Curate Your Social Media Content

If you are posting content on your social media platforms to keep up with the Joneses, you are doing it wrong. You should put in a lot of thought to every piece of content you post on social media. Here are a few guidelines on what you should post on various social media platforms

  • Facebook – it is good for news, and entertainment related content. However, Facebook Groups are a better way to engage your audience compared to Facebook Pages
  • LinkedIn – It is the right network for engaging with your B2B audiences on a professional level. You should take advantage of LinkedIn Pulse, to publish and distribute your content
  • Instagram – It is perfect for high-resolution static images and short videos, but it will not do much good in directing traffic to your blog or website
  • Pinterest – It is similar to Instagram, but with a focus on high-resolution pictures only. However, it is much more effective in driving traffic to your website, blog, and other social media platforms than Instagram

With that said, the content you post on social media ought to follow this criterion

  • Address your audience directly
  • Use copywriting techniques
  • Begin your post with snappy and witty introductions to hook the reader
  • Switch the posts up with different types of content, for example, link the posts to videos, blog posts or even ask survey questions
  • Always write a description on every link you post. Putting just the heading is a waste of time

Keep “Salesy” Language and Tactics to a Minimum

Have you ever wondered what makes content to go viral? The trick is simple; the creators do not make it obvious that they are doing marketing.

Instead of the usual sales language, strive on creating relationships with your customers. This includes creating an emotional connection with  your audience. Once have that figured out, you will see increased trust from your customers, and they will begin buying from you.

In a SproutSocial study, over 57% of social media users find it annoying when brands use promotions with an excessive use of sales tactics. Another aspect of creating trust between you and customers on social media is to publish valuable content that will be of help you with your audience.

Use the Right Tools

With the right social media tools, you can beef up your social media marketing strategy and see improved results. Automation, on the other hand, is the key to social media success for businesses. However, you might end up trying a variety of social media automation tools before finding the appropriate one for your brand.

You should also look into using social media management tools to take off the pressure of managing your social media platforms. More so, there are social media monitor tools that can help optimise your strategy.

However, you will need to create a budget and a list of requirements to ensure that you do not waste time and money on tools that will not work for you.


The social media marketing landscape is continually evolving, and it is essential that you stay ahead of your competition. This makes it mandatory that you monitor the trends shaping the social media-marketing sphere.

Along with the tips above, you will be able to achieve the goals you have outlined in your social media marketing strategy. Contact us today for the best social media marketing and management services in Singapore.


Author Bio

Tom Koh

Tom Koh is the CEO of MediaOne, a leading Asia digital agency. He comes packed with 2 decades of international digital marketing experience. In his spare time of maybe 20 minutes a day, he loves coaching, blogging about all things digital and trying to figure out how to make his dog do the roll.

November 23, 2018

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