Matthew Keegan
Dec 14, 2022

Facebook remains top social-media platform for APAC marketers: report

TOP OF THE CHARTS: Facebook, LinkedIn, and Instagram maintain their dominance while TikTok shows rapid growth. Plus, measuring social ROI continues to be a major challenge for marketers.

(Shutterstock)
(Shutterstock)

Source: Meltwater's State of Social Media 2023 report is based on a survey of 1,700 global marketing and communications professionals.

(Right-click images below for larger versions)


More from this source:

• Five of the most used social media channels in APAC are a long way ahead of the rest: Facebook (87%), LinkedIn (81%), Instagram (81%), YouTube (67%) and Twitter (50%).

• But TikTok, in sixth place (29%), is rapidly growing (globally 30% vs 16% in 2021), with nearly half (41%) of organisations across APAC planning on introducing it to their marketing mix in 2023.

• Globally the top five are: Facebook (90%), LinkedIn (88%), Instagram (85%), YouTube (69%), and Twitter (67%).

• Branding remains the primary reason for using social media, with the majority of marketers (79%) using social to "raise brand awareness" and (71%) to "increase brand engagement". This was followed by acquiring new customers (53%) and increasing web traffic (46%), with only 36% using social to directly increase sales, and only 19% to increase customer satisfaction.

• Measuring social media marketing performance also continues to be a top challenge for marketers, with over half (56%) of APAC marketers stating that "measuring the impact/ROI of social media" was the biggest social media marketing challenge, with 40% struggling to "prove the value of social media". This was also reflected by ‘revenue generated’ being the lowest used metric by marketers (21%), suggesting marketers are still finding it challenging to directly link social spend to the bottom line.

• The top three social media metrics for APAC marketers are social media engagement (82%), web traffic (64%) and social media followers (63%).

• Social listening is also on the rise with 42% currently running a social listening program, and another 15% planning to do so in 2023—with the goal to gain a better understanding of audiences and target groups (64%).

• While influencer marketing has been growing steadily, the report found less than half of marketers (39%) currently use influencers, and a further 16% are planning to do so.

• Most APAC marketers (72%) also see organic social playing a more important role in driving business and marketing strategy in 2023, and 60% see paid social playing a more important role.

• 77% plan to maintain or increase social budgets in 2023, with 60% saying that the current economic development has led to social media being perceived as more important by their organisation.

This article is filed under...
Top of the Charts: Key data at a glance

 

Source:
Campaign Asia

Related Articles

Just Published

45 minutes ago

Moves and win roundup: Week of December 4, 2023

All the latest moves and wins from Mindshare, RGA, Companion Communications, and more to come.

2 hours ago

The Monkeys' Tara Ford's remit expands, takes on ...

Ford has consistently taken home metals at every significant international award show including the most recent, the Dan Wieden Titanium Grand Prix at Cannes with the ‘The First Digital Nation’ for the Government of Tuvalu campaign.

3 hours ago

Women to Watch 2023: Melissa Laurie, Oysterly

In the ever-evolving marketing landscape, this short-form sensation’s tale of tenacity is connecting the industry, one TikTok video at a time.

4 hours ago

A force for good? Three ways marketers can tap into ...

The critical question for marketers is not whether to use generative AI tools, but how to do so responsibly, says Avisenna Gusta, digital content producer at MediaMonks.