Do You Know Your Southeast and North Asian Social Media Users?

Written by: Felicity Bone, Social Media Coordinator at Incite

A localised social media program is no longer a nice-to-have for food and beverage brands exporting to Asian markets, but a must-have. When looking at export opportunity potential across Southeast and North Asia, food and beverage brands that are seen to understand the importance of having a coordinated social media presence are prioritised by distributors and retailers as engaging with consumers in each export market is a large contributor to the success of launching and growing a brand over the longer term.

Felicity Bone, Social Media Coordinator at Incite, shares her expertise on some of the differences in user behaviour between the Philippines, Malaysia, Singapore, and Hong Kong based on the social media programs she has implemented for Incite’s clients in these markets.

The Philippines

With a high population density, the Philippines presents one of the lowest Cost per Click rates internationally. The dense population also presents a broader reach and with the average social media user in the Philippines spending 3 hours and 45 minutes on social media per day, an above-average reach is normal for most brands. Felicity says, “The Philippines is great for brands that appeal to the masses because your budget can go quite far.” With over 85 million social media users in the Philippines (versus five million in Singapore by comparison) and a strong influencer presence, not having a well-thought-out social media strategy would be a missed opportunity for food and beverage brands present in the Philippines.

Malaysia

Similar to the Philippines, Malaysia also presents a lower Cost per Click rate than most Southeast and North Asian markets due to its population density. Malaysians are prominent followers of social media influencers, which presents great potential for Key Opinion Leader (KOL) marketing. Felicity says, “The biggest difference between the Philippines and Malaysia when it comes to working with influencers is the quality versus cost. Malaysian influencers are very competitively priced and the overall quality of content produced is very high. This is a great opportunity for brands that are looking for authentic content.”

Singapore

With approximately five million social media users in Singapore, the market presents itself very differently to its neighbours. Paid advertising in Singapore comes at a steeper Cost per Result in this geographically tight market. However, due to its smaller reach, the lead quality is often higher from a much more health-oriented consumer. With Singapore’s higher average income, metropolis city culture and high quality of life, the consumer’s preferences for quality and wellness are often reflected in their purchasing behaviour.

Hong Kong

With higher average income earners in comparison to the Philippines and Malaysia, shopping and luxury brands are a priority in Hong Kong. Imported products are seen as being of a higher quality and dining out remains a signifier of wealth. In the Philippines and Malaysia, social media users are more inclined to engage with brands, leave comments, and show how interactive they are. Receiving a reply from a brand holds significant value in these two markets, therefore there is a lot of opportunity to nourish and grow communities online. Felicity says, “Hong Kong social media users in comparison are less likely to interact with brands online because there is an expectation for higher-end customer service.”

Each export market presents its own opportunities and challenges, and social media users are vastly different – even in neighbouring countries. These factors are crucial when considering how to allocate budget in each market and choosing success metrics that resonate with the audience.