How to Communicate with Singapore’s Savvy Social Media Users

Singapore offers food and beverage brands a unique opportunity to communicate with consumers directly as the average Singaporean social media user is savvy and highly engaged online. Nikki Carr, Social Media Coordinator at Incite, shares her thoughts on the characteristics of Singaporean social media users based on her experience developing social media programs for clients in the market.

Higher cost per result. Due to Singapore’s economic and geographical position, paid advertisements come at a higher cost per result relative to neighboring Southeast Asian markets. However, a major advantage for paid ads in Singapore is the higher quality leads that are generated from a smaller and more concentrated reach.

Taste for Imported Products. Singaporeans in general have a higher demand for imported food and drink products than their Southeast Asian neighbors. This includes higher value categories including dairy, health-orientated/supplementary products, functional foods and nutritional snacks. The potential to attract high quality leads that are already familiar with the value offering of your product is high in Singapore, especially with younger generations that prefer to shop online.

Easy Communication. Singapore technology and mobile infrastructure is very advanced, making it easier for brands to access and communicate with consumers online. Singaporeans are highly educated, high-income earners, and tech-savvy. With English as an official language in Singapore, there are very few barriers when it comes to communicating distinct product features, USPs and brand values in Singapore.

High Social Media Penetration. Over 95% of the Singapore population are active social media users and average over two hours daily on social media, mainly on Facebook and Instagram. With a compact geography (versus other Southeast Asian countries) and high digital media consumption, reaching and engaging with your target customers using social media marketing platforms in Singapore can be very effective. Most Singaporeans use Facebook and Instagram to shop online, which makes it an ideal marketplace to advertise through paid ads.