The many uses of social media
As the Asia-Pacific region becomes increasingly connected with faster broadband speeds and more robust internet access, Asian consumers have passed the point of using social media merely as a means to connect with friends and family. Social media stands as a retail platform for consumers to shop, review, and become more aware of products available – propelling consumerism to an all-time high. Influencing culture is also a widespread trend throughout the world and APAC alike. Celebrities endorse products through social media as a means of enticing social media users to purchase products or follow certain trends. Influencers are paid to make posts on social media that will appeal to their followers. Social networking sites have also allowed people to connect on a professional basis with internet users all over the Asia-Pacific region stating they use social media for work purposes. Gaming through social media is yet another feature that has emerged, with platforms making it possible for users to compete against each other through online games.
What are the leading platforms?
Facebook remains a key social media platform throughout the world and the Asia-Pacific region, having reached just under a third of the world’s population. APAC accounted for an astronomical number of Facebook’s monthly active users, with Facebook representing the largest share of the social media market in the Asia Pacific region. However, despite Facebook’s huge success across the region, Asian platforms are on the rise throughout the region. WeChat (Weixin), owned by Tencent, is a messaging, social media, shopping, and online payment services app which has found significant popularity in Asia. The favored social media app recorded over 1.2 billion monthly active users worldwide. Qzone, TikTok, QQ, and Sina Weibo have all emerged as favored Asian social media networks, with each platform making a prominent mark on the industry. With the number of social media users growing continuously and expressing no plans to limit their usage, it appears as though social media will remain a dominant force in the Asia-Pacific region in years to come.
