Social Media Marketing
Social Media Marketing is a set of online marketing activities performed on social media platforms such as YouTube, FaceBook, Instagram, TikTok, and LinkedIn to promote a business’s brand, products and services. Reach out to us for more info!
FIVE POPULAR SOCIAL MEDIA PLATFORMS IN SINGAPORE
YouTube
Overview: YouTube has 2,514 million users (Statista, 2023) and is the second most-used social media platform worldwide.
In Singapore (Graph B), YouTube is reported to have the highest potential advertising reach of 85.8%. It is possibly the most used social media platform to date.
Who uses YouTube the most? Everyone (All age groups).
Notable features:
- Video-focused: Long (horizontal)- and short-form (vertical) video formats, live-streaming
- Audience/community touch-points such as like, follow, share and comment
- Paid advertising options offered
Main uses: Entertainment, Edutainment, Tutorials
Facebook and Instagram
Overview: Facebook, Instagram and Facebook (FB) Messenger.
Facebook is the most popular social networking platform in the world with 2,958 million users, while Instagram ranks fourth at 2,000 million users and FB Messenger 7th at 931 thousand users (Statista, 2023).
In Singapore, their potential advertising reaches are 60%, 51.5% and 34.6% of the total population, respectively (Graph B).
Who uses Facebook and Instagram the most?
Facebook: Predominantly used by audiences between 25-44 years old (Statista).
Instagram: Predominantly used by audiences between 16-24 years old (Statista).
Notable features:
- Integration across platforms using software such as Meta Business Suite (Integration, organisation and advertising tools)
- Content creation in multiple formats: text, images, videos and live-streaming
- Audience/community touch-point such as like, follow, comment and share
- In-platform shopping via Facebook and Instagram shops
- Automated messaging and chatbot features on FB Messenger.
- Paid advertising options offered
- Facebook and Instagram Shop
Main uses: Maintaining contact with and sharing personal content with relatives and friends, partaking in interest communities (e.g., fanclubs and interest communities).
TikTok
Overview: TikTok is the 6th most popular social networking platform, having 1,051 million users globally (Statista, 2023). In Singapore, its potential reach is 30.8% of the population (Graph B).
Who uses TikTok?
Worldwide statistics indicate they are audiences predominantly between 18-24 and 25-34 years old. (Business of Apps, 2023)
Notable features include:
- Vertical short-form video format (up to 10 mins as of 2022), live-streaming
- Paid advertising options offered
- Extensive video-editing features offered
- TikTok Shop
Main uses: Entertainment, Edutainment, Interest Communities
Overview: LinkedIn is primarily a networking platform for professionals, organisations and schools. It has 875 million registered members worldwide (Business of Apps, 2023).
LinkedIn’s potential advertising reach is 54% of the total population in Singapore (Graph B).
Who uses LinkedIn?
Audiences range predominantly between 25-34 years old (56.9% of the total user population in Singapore (Statista, 2022).
Notable features include:
- Membership-based, requiring submission of a professional profile
- Build professional connections
- Paid advertising features for B2B marketing (e.g., according to Industry, job title and function, etc.)
Main use: Professional Networking
Achieve Goals With Social Media Platform Features
SOCIAL MEDIA PLATFORM FEATURES THAT BUSINESSES CAN TAP INTO FOR MARKETING
Social media platforms provide marketing-friendly functions such as brand pages, image and video posts, advertising capabilities, and performance tracking.
By using a combination of organic and paid social media marketing efforts, businesses may be able to:
Build brand awareness
Build brand trust
Build communities of interest
Run advertisements/promotions
Achieve Goals With Social Media Platform Features
Organic vs Paid Social Media Marketing
Organic social media marketing methods use features of social media platforms that only require membership and are free to use.
Examples include posting relevant content and interacting with audiences (existing followers and potential customers) through comments, chat messenger and communities of interest on social media.
Paid advertising requires businesses to (first) register a payment method (e.g., credit card) with the relevant platforms. Following this, they can then use advanced algorithms or secure favourable advertising placements that would increase the probability of meeting business goals.
Examples of paid marketing include advertising campaigns and post boosting.
In essence, social media is a valuable tool for businesses to advertise, promote their brand and products/services, and build and maintain a “relationship” with their audiences in this digital age.
WHY IS SOCIAL MEDIA GOOD FOR BUSINESS MARKETING?
Social media usage in Singapore has steadily increased in recent years (Graph A).
This trend will likely continue with the increase in importance and growth in digital transformation.
Businesses can potentially reach 85.8% (YouTube) of the Singapore population via social media advertising (Graph B).
Graph A. Growth in Number of Social Media Users 2017-2021, and 2022-2028 (forecasted)
Graph B. Potential Advertising Reach (% of Total Population) of Popular Social Media Platforms in Singapore
OUR SERVICES
Listed below are some of our social media management services.
We understand that every business has different needs and will tailor our services to meet clients’ requirements according to digital marketing best practices.
For more information, please do not hesitate to reach out to us.
Organic Marketing
- Regular creation and posting of engaging, informative and device-responsive content such as written feeds, videos and images on Social Media platforms in line with brand image.
Paid Social Media Advertising Campaigns
- Promote products and services to a larger targeted audience within a budget as agreed with clients through:
- Creating targeted advertising campaigns using Social Media advertising tools
- Boosting of individual posts as sponsored advertisements.
Performance Tracking
- To maximise the potential of social media strategies and keep accountable reports through:
- Monitoring, analysing and applying knowledge from metrics provided by respective social media platforms (e.g., performance indicators such as reach, impressions, and rate and type of engagement).
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