Over the past few years, Southeast Asia has continued to grow and advance digitally. In 2017, a study found that there 339.2 million internet users and 305.9 million active social media users, with more than 200 million of those people using their mobile devices to browse social media networks.
Unlike in the US, internet access is not something that was always so readily available. But with more than half of Southeast Asia’s population using the internet, it is no surprise that users have quickly picked up on social media platforms.
With continued growth in digital connectivity, it is expected that more and more people will begin to use and invest in social media tech in the region. Here’s what you need to know about social media tech in Southeast Asia.
A boom in influencer marketing
For years now, influencer marketing has experienced a huge uptick in popularity. These days, companies are always looking for the latest and greatest ways to best market their brand and image. In the US, influencer marketing has experienced amazing success, and the same stands true in Southeast Asia.
With influencer marketing, brands are able to depend on modern-day word-of-mouth in order to increase brand recognition, reach, and visibility as ways to drive more interest and sales.
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According to a survey conducted by PwC Global Insights, social media is the top factor that consumers consider both online and off. In fact, the survey found that more than half of Malaysian consumers reported being influenced by social media networks.
So what does this mean for you? If you are a brand on Instagram or some other social media platform, you’ll want to place a heavy emphasis on not only getting Instagram followers and building a community but also identifying a well-known name in your industry that can serve as an influencer.
Mobile connectivity is on the rise
In terms of mobile social media use, Southeast Asia is ranked third worldwide. In fact, there are more than 376 million people that access social media using their mobile devices on a routine basis.
Just as mobile usage has become very popular in the US, it has become common in Southeast Asia for similar reasons, including:
- Ability to interact with content
- Instant and convenient online shopping
- Access to more information and connections
As more and more people become connected, it is expected that the middle class will grow and get stronger, which paves the way for new businesses that look to social media and mobile connectivity as a way to marketing and engage with consumers.
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Facebook is extremely popular
More than 60 per cent of Southeast Asia’s population is active on social media, a number that has steadily increased over the years. While people in the region use many social media platforms, Facebook is one of the most popular.
In fact, Malaysia, the Philippines, Hong Kong, and Taiwan make the network’s top ten largest advertising audiences. With almost 98 per cent of its population aged 13 and above, social media sites such as Facebook have become the goldmines of social media, allowing brands to reach millions of users on a regular basis.
For businesses, this means that Facebook should be the first platform to use as a way to digitally market your brand in Southeast Asia.
… and so are other social networks
While it’s not uncommon for people in Southeast Asia to use Facebook, Instagram, and other well-known social media platforms, the region also has a host of its own networks.
For example, people also use platforms such as WeChat, Sina Weibo, and others to stay connected and in the know. WeChat is the most popular social media network in China, serving more than one billion monthly active users.
Sina Weibo works very similar to Twitter in that users can share short messages, use hashtags, tag people, comment on posts, and even create polls.
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Online regulation is real
As the online space in Southeast Asia continues to grow, governments in the region have quickly learned that regulation is a must. There are all sorts of laws that have been passed in order to provide an online environment that promotes social harmony and respect for the government.
For example, there are anti-fake news laws as well as laws that allow the geo-blocking of certain platforms and apps in many of the Southeast Asia countries.
While these laws are designed to keep citizens safe, there are opponents of many of these laws, citing free speech and overly broad legislation that is open to interpretation by those enforcing said rules.
Similar challenges
For years there’s been an ongoing debate as to whether or not social media is more helpful than it is harmful. Have you ever looked at a photo on Instagram or Facebook and wish that you had that person’s life? You are not alone.
Many people use social media as a way to share an insight into their enviable lifestyles that seem to be nothing short of perfect. And while others don’t let lavish photos both them, studies have found that for some, these posts can have a damaging effect.
Indonesian researchers found that teenagers and young adults often feel resentment towards their richer friends after seeing their posts on social media. In a region where there is dramatic inequality, many agree that social media can lead to jealousy, bitterness, and envy.
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Indonesia and other countries in Southeast Asian have a growing consumer class, but this class is a stark contrast between those who are unemployed or have less education.
Whether you are an everyday consumer or the owner of an upcoming business, it pays to know what is going on in the world around you. While you may be aware of how people in your country use and embrace social media tech, it is eye-opening to see the changes and statistics in other places throughout the world.
With Southeast Asian on the up-and-up, keep your eye on this region to see what newest social media tech innovations come about in the next few years.
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