Asian Social Media Trends

Goals

The goal is to gain insights on social media use in Thailand, Indonesia, and the Philippines in order to inform a pitch for a global soft drink brand.

Early Findings

THAILAND

  • Among any age in Thailand, the penetration of Facebook is 93%, LINE is 84%, Instagram is 65%, and Twitter is 52%.
  • 74% of Thailand's total population uses some form of social media.
  • Thailand's largest group of Facebook users is people age 18 to 35.
  • Thai businesses report that video content on Facebook creates the most engagement, at over 7%.
  • According to one survey, 74% of Gen Z and Millennials in Thailand are more likely to trust a brand if their products have been talked about by social media influencers.
  • Some top social media influencers in Thailand are Amata Chittasenee, Davikah Hoorne, and Ponybah.

PHILIPPINES

INDONESIA

Proposed next steps:

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We have found significant information on the social media trends of young people in Thailand and the Philippines, but less information on people in Indonesia. We propose the following next steps: 1) 5-7 trends regarding Gen Z and Millennials in Thailand, the Philippines, and Indonesia. Trends may include things such as most popular platforms, uses of those platforms, influencers, etc. 2) For each: Thailand, the Philippines, and Indonesia, we will provide 2-3 case studies of FMCG (fast moving consumer goods) companies that have had success with social media marketing strategies. For each case study we will provide the company name, when and what they marketed on social media, and how it was successful.
Alternatively, to cut down on the number of hours but provide more generalized information, we can do the following: 1) 5-7 trends regarding Gen Z and Millennials in the APAC (Asia-Pacific) region. Trends may include things such as most popular platforms, uses of those platforms, influencers, etc. 2) For the APAC region, we will provide 2-3 case studies of FMCG (fast moving consumer goods) companies that have had success with social media marketing strategies. For each case study we will provide the company name, when and what they marketed on social media, and how it was successful.