Written by Yuhwen Foong
Southeast Asia is a dynamic and rapidly growing market with over 600 million people, making it an attractive destination for businesses looking to expand their reach. With such a large and diverse audience, it's important for businesses to have a presence on the right social media platforms in order to connect with their target audience.
In this article, we will take a closer look at some of the most popular social media platforms in Southeast Asia and the best types of content to post on each platform, along with some examples of successful use cases by brands.
Facebook: As one of the largest and most widely used social media platforms, Facebook is an important platform for businesses to interact with their target markets. The best type of content on Facebook includes visually appealing graphics and images, behind-the-scenes footage, and engaging quizzes and polls.
Source from Facebook : https://www.facebook.com/DominosMY/photos/a.180244505442035/2768000736666386/
For example, brands like Domino’s Pizza uses Facebook to share updates about their products or services, interact with followers, and run detailed advertising campaigns. They also use visually appealing graphics and images, behind-the-scenes footage, and engaging quizzes and polls to capture the attention of their target audience.
In the sample post above, Domino’s Pizza shouts out about their latest promotion Buy 2 Regular Pizzas For Only RM19 via their official facebook page in addition to their promotion on their website just to strengthen the awareness for this campaign.
Instagram: Instagram is a highly visual platform that is well-suited for businesses in the fashion, beauty, and lifestyle industries. The best type of content on Instagram includes visually stunning photography and videography, eye-catching graphics, and influencer marketing.
For example, fashion and beauty brands like Sephora and H&M use Instagram to share visually appealing content, such as product photos and videos, and interact with followers through features such as Instagram Stories and Instagram Live. They also use visually stunning photography and videography, eye-catching graphics, and influencer marketing to reach a new and wider audience.
Source from Instagram : https://www.instagram.com/p/CoEdfD7r2FZ/?hl=en
In the sample above, Sephora does a collaboration with influencer (Aisha Liyana) to unbox a set of products available at Sephora! This is a good example of collaboration that brands can consider for their campaign as it allows influencers to humanise the content seeing it from a consumer’s point of view. Usually influencers will talk about the product, the smell, the packaging, the texture, and the price. Audience who watches the content can hear the influencer’s recommendations or critique on the product as though they are there at the shop itself!
TikTok: TikTok has become popular due to its short-form video content and user-friendly interface. The best type of content on TikTok includes short, visually appealing videos with a focus on humor or entertainment, behind-the-scenes footage, and educational or how-to videos.
Source from TikTok : https://www.tiktok.com/@mcdmalaysia/video/7185137400371318043
We want to show you a cool example we recently found on TikTok. McDonald’s use TikTok create a series of short form videos called Kau Sundaeku, featuring some influencers to talk about their crisis and how McDonald’s crew helps to save the day. This is a hiring series which is quite an unconventional way to use TikTok. So not only can we use TikTok as a marketing tool, we could also use it for hiring!
YouTube: As a video platform, YouTube is well-suited for businesses looking to showcase their products, services, and company culture. The best type of content on YouTube includes how-to and tutorial videos, product demonstrations, and engaging interviews with industry experts.
For example, brands like Xiaomi who has 2.3m subscribers on YouTube uses YouTube to create tutorials, product demonstrations, and other types of video content to educate and interact with their audience. They also participate in engaging interviews with industry experts to showcase their expertise and thought leadership in their respective industries.
Pinterest: Pinterest is a visual discovery platform that is well-suited for businesses in the fashion, beauty, home décor, and lifestyle industries. The best type of content on Pinterest includes visually stunning photography and videography, eye-catching graphics, and engaging quizzes and polls.
For example, home décor and lifestyle brands like IKEA use Pinterest to share visually appealing content, such as product photos and guides, and ultimately drive traffic to their websites.
While many may not consider the e-commerce marketplaces to be a social media platform, with all their features like News feed, follows, chats, live streams, they might as well be called a social media platform. Shopee, Lazada, Zalora and even Carousell are some of the leading e-commerce platform in Southeast Asia, offering a wide range of products from clothing and electronics to home and living. As a result, it has become a popular platform for businesses looking to reach customers who are interested in online shopping. Brands can use Shopee to reach potential customers by creating an online store, listing products, and using the platform's various marketing tools to drive sales. While you may not want to sell via these platforms because of their steep transaction fees, it is a great way to get “free marketing” by just listing your products there and from time to time, use their news feed section to post any new promotions that you have. If anyone does buy your product, the reviews they leave behind is invaluable. These reviews are akin to citizen advocacy is an affordable way to create trust for your brand. Finally, if you have yet to explore, some of these marketplaces offer live streaming solutions, priority listings and coupons for you to give away to your potential customers too! This is an entire ecosystem on its own.
Regardless of the social media platforms a business chooses to explore, it's important to carefully evaluate each platform and determine if it aligns with their overall marketing and business goals. Businesses should also develop a strategic social media plan and focus on creating high-quality, visually appealing content that resonates with their target audience.
In conclusion, social media provides a powerful tool for businesses looking to connect with their target audience and build brand awareness in Southeast Asia. Whether you choose to explore popular platforms like Facebook, Instagram, TikTok, or specialized platforms like Xiao Hong Shu, it's important to have a clear strategy and focus on creating high-quality content that resonates with your target audience.