Report: Facebook Remains Dominant Social Platform For APAC Marketers; TikTok Lags But Growing
Social and media intelligence platform Meltwater,has released its “State of Social Media 2023” report, revealing Facebook remains the dominant social media platform for APAC marketers, closely followed by LinkedIn and Instagram. Despite TikTok being named the fastest growing social media channel, it seems it is yet to be leveraged by marketers at the same rate as those well-established platforms.
The report, which includes findings from over 1700 global marketing and communications professionals, found that the majority of organisations are using at least four of the most common social media platforms within their strategy, with 77 per cent planning to maintain or increase social budgets in 2023, and 60 per cent saying that the current economic development has led to social media being perceived as more important by their organisation.
Five of the most used social media channels in APAC are a long way ahead of the rest: Facebook (87 per cent), LinkedIn (81 per cent), Instagram (81 per cent), YouTube (67 per cent) and Twitter (50 per cent). But TikTok, in sixth place (29 per cent), is rapidly growing (globally 30 per cent vs 16 per cent in 2021), with nearly half (41 per cent) of organisations across APAC planning on introducing it to their marketing mix in 2023.
Branding remains the primary reason for using social media, with the majority of marketers (79 per cent) using social to “raise brand awareness” and (71 per cent) to “increase brand engagement”. This was followed by acquiring new customers (53 per cent) and increasing web traffic (46 per cent), with only 36 per cent using social to directly increase sales, and only 19 per cent to increase customer satisfaction.
Measuring social media marketing performance also continues to be a top challenge for marketers, with over half (56 per cent) of APAC marketers stating that “measuring the impact/ROI of social media” was the biggest social media marketing challenge, with 40 per cent struggling to “prove the value of social media”. This was also reflected by ‘revenue generated’ being the lowest used metric by marketers (21 per cent), suggesting marketers are still finding it challenging to directly link social spend to the bottom line.
Whilst different social media channels are used for different purposes and require a number of measurement metrics, the top three social media metrics for APAC marketers are social media engagement (82 per cent), web traffic (64 per cent) and social media followers (63 per cent).
Social listening is also on the rise with 42 per cent currently running a social listening program, and another 15 per cent planning to do so in 2023 – with the goal to gain a better understanding of audiences and target groups (64 per cent).
“As we are moving into a cookie-less future, facing tighter data and privacy regulation and increased fragmentation, the integration of social media listening and customer data will be critical for marketers to reach the right audience and provide a personalised customer experience”, said Ross Candido, VP ANZ and South-East Asia Meltwater.
Whilst influencer marketing has been growing steadily, the report found less than half of marketers (39%) currently use influencers, and a further 16 per cent are planning to do so.
Most APAC marketers (72 per cent) also see organic social playing a more important role in driving business and marketing strategy in 2023, and 60 per cent see paid social playing a more important role. Some 77 per cent plan to maintain or increase social budgets in 2023, with 60 per cent saying that the current economic development has led to social media being perceived as more important by their organisation.
“It’s clear that successful marketers are embracing a strategic mix of social media strategies. Social media has established its place in the marketing and communications mix. There’s been a lot of talk about organic being dead or phased out, but based on the survey findings, the importance of both paid and organic social media is set to increase in 2023 and the current economic situation has played a role in this development. As paid opportunities evolve and Facebook owned channels become more integrated, this will have an impact on how people are using the platforms in the future,” said Candido.
Please login with linkedin to comment
digital marketing Facebook meltwater State of Social Media 2023 TikTokLatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.