Why social media is the new marketing frontier

The overall time spent on social media in the region increased by 66.13% to 82.9% over the past year.

Social media usage across Asia has surged significantly, with users now spending an average of two to five hours daily on platforms like Instagram, TikTok, and Facebook. 

According to Partipost’s Influencer Marketing Report 2024, this increase, seen from 2022 to 2023, presents a major opportunity for brands to connect with consumers in real-time.

The overall time spent on social media has surged across Asia, increasing by 66.13% to 82.9% over the past year.

As social media becomes more central to daily life, traditional marketing is losing its effectiveness. Brands must shift their focus to where their audiences are—online. These platforms have become key spaces for entertainment, content, and shopping recommendations, making it essential for brands to engage digitally.

With more time spent on social media, brands have greater opportunities to engage their audience directly. Whether through interactive posts or instant feedback, these platforms allow companies to build stronger connections with their customers, fostering greater loyalty and engagement. The ability to communicate in real-time has become a critical aspect of brand strategy.

The surge in social media usage has also amplified the power of influencers, who are now playing a pivotal role in shaping consumer opinions and driving purchasing decisions. 

Platforms like TikTok, Instagram, and YouTube offer influencers a massive stage to connect with their followers. Brands are increasingly turning to these personalities to create authentic endorsements that resonate with specific target audiences, making influencer partnerships a key marketing strategy.

Additionally, the rise in social media use generates a wealth of data, providing brands with deep insights into consumer preferences and behavior. This data allows companies to personalise their content, improve ad targeting, and optimise their overall marketing strategy. Brands that leverage these insights can make more informed, data-driven decisions that maximise their return on investment (ROI) and enhance customer engagement.

Social media’s global nature is opening doors for brands to expand beyond local markets. Platforms eliminate geographical barriers, enabling brands to adapt regional marketing strategies for a global audience. This expanded reach supports cohesive, scalable campaigns that resonate across different regions, helping brands grow their presence worldwide.