Being in the field of digital marketing, we’re often asked by our clients what are the top, most-used social media platforms in Singapore in 2021. So we decided to do some research on how popular the various social media platforms are. We got a bit of a surprise. Let’s see what the top 6 social media platforms are, in terms of popularity of usage.

1. Youtube

It may surprise you to see that YouTube is the top social media platforms used by consumers in Singapore. We found that Singaporeans rank YouTube videos as the most “meaningful” or interesting experience that comes with social media.

YouTube ranked 4th globally, second in Asia and top in Singapore. This indicates that Youtube is still a very popular platform for young consumers in Singapore and it is an interesting one for advertisers. As there are many video platforms out there, YouTube is still a hit with a variety of consumers who are attracted to videos that show how to do something or how to do something that they’re interested in.

YouTube is also the preferred social media platform for local businesses in Singapore. YouTube is predominantly used for video-based information and entertainment and consequently is preferred by SMEs.

2. Facebook

The undisputed social media giant of the internet, Facebook is here to stay and no one can deny that. People all around the world are spending more time on Facebook than other social media platforms such as Twitter and Instagram.

According to the Ipsos Social Media Power Index, more than half of the Internet population uses Facebook in Singapore and this is clearly demonstrated by the fact that Facebook takes up 32.9% of total online traffic. Even as Facebook is changing its social media algorithms to give more prominence to pictures and videos, people still spend more time on Facebook than any other social media platform, despite being more social media competitors out there.

Facebook is also the second favourite social media platform of SMEs (about 27%). Its global platform is one which SMEs are comfortable with. Facebook can be a very powerful tool for local businesses. It can be a good choice for free promotional channels to develop your business through marketing activities on social media.

3. Instagram

With more than 600 million active users worldwide, Instagram is now the top social media platform in Singapore. As it’s more associated with pictures, we are inclined to think of Instagram as the visual social media platform. However, Instagram is actually also a great platform to interact with friends and family, with its recently announced Explore Feed. Users can swipe left and right through the feed to explore news, recipes and food.

Instagram is particularly popular among the younger generation in Singapore. This is perhaps because most Instagrammers tend to enjoy the filter features on their pictures and posting humorous pictures.

It’s hard to believe, but Instagram is still at the top of the social media market in terms of growth in social media usage. Instagram is a free social media platform that allows users to create a professional (looking) profile that allows them to upload pictures. For Singaporeans, a good number of users rely on Instagram to showcase their various travels and experiences.

Just look at the following statistics. 92% of Instagram users check their Instagram feed at least once a day. 10 million photos are uploaded by Singaporean users every month.

4. LinkedIn

LinkedIn is by far the most popular social media platform for working professionals looking for network opportunities. But it’s also the most complicated one to get hold of and use. Some of the tools are owned by other companies, and it can be a bit of a hassle to get it setup. Also, many companies ask for a business account before they are allowed to sign up for LinkedIn. But in the end, it’s still the biggest social media platform in Singapore.

LinkedIn may not have the popularity as Facebook, but is still a very popular social media platform in Singapore. The amount of page likes, pages followed, and posts published on LinkedIn has grown to become very significant lately.

5. Twitter

Twitter is not as big in Singapore, compared to America and Europe. Its main user base in Singapore is mostly the tech savvy. A lot of advertisers use it to promote their products. Also, there are people on Twitter that just do news-related stuff, not much entertainment. Interestingly, Singaporeans count among some of the most active Twitter users.

Nearly 66% of the social media users in Singapore use Twitter, but only 18% of the Singapore population tweet actively. The reason for Twitter’s popularity among this segment of Singaporeans is that people love news here. People are watching Twitter to get latest news. When it comes to trend analysis of the Twitter, trending topics are related to politics, sports, new ideas, gossip, etc.

6. TikTok

Well, scraping to make the top 6 is the social media app TikTok. TikTok is a social media platform where you can share short videos of up to 15 seconds with your friends. TikTok was launched in 2016 by ByteDance. It has more than 200 million registered users in China and more than 80 million users on iOS and Android.

As a relatively new kid on the block, TikTok is an alternative to YouTube with the main purpose of short-form videos. This is perfect for the ever-shortening attention spans of consumers today. You can also upload images, GIFs and create videos with your own voice.

TikTok’s rising popularity among the youngsters in Singapore is unquestionable. It is poised to rise up the ranks and overtake some of the more traditional social media platforms in Singapore in the next couple of years.

Final thoughts

Social media trends change rapidly and consumers dictate the demand. Brands in Singapore are now using social media to engage with customers and to build relationships.

At JUZ Digital, we help our clients stay on top of these changing trends and build their brand in front of their target audiences. Our team of experts can help you create online campaigns to suit your budget and business needs. Do contact us today to see how we can work together.