Around 60% of marketers view social media as more important for their organisations.
Facebook dominated the social landscape in the Asia Pacific as it is the most used platform by marketers in the region at 87%, according to a report by Meltwater.
The social media platform is followed by Instagram (81%), LinkedIn (81%), YouTube (64%), and Twitter (50%). Only 29% are using TikTok.
About three in five marketers and communication professionals in the Asia Pacific have stated that social media is more important for their organisation because of economic uncertainties.
Meltwater noted that around 34% of their marketing budget would be allotted for social media, with 77% of the respondents looking to ramp up their spending or keep them intact.
The report also found that the majority of 16 to 64-year-olds are using Instagram and Facebook to look for information about brands, with TikTok emerging as the channel of choice despite a low usage rate
Mimrah Mahmood, Senior Director and Partner at Meltwater Asia-Pacific, said that an average internet user utilises around 7.2 social media platforms a month, noting that audiences use applications where you expect them to be.
Mahmood noted Reddit and Twitch can be explored through third-party social listening tools.
“With a huge amount of consumer data available these days, it is now possible to segment audiences in far more sophisticated ways. Marketers need to go beyond demographics and look at communities, Mahmood said.
“Social media data can reveal how people form ‘digital tribes’ based on their shared attitudes, behaviours, and interests, allowing marketers to make more strategic decisions,” he added.
(Source: Retail Asia)
