Why Social Media Has Become the New Frontier in Marketing

Total time spent on social media in the region has increased from 66.13% to 82.9% over the past year.

Social media usage is exponentially growing across Asia. Users now spend an average of 2-5 hours daily on platforms like Instagram, TikTok, and Facebook.

According to Partipost’s 2024 Influencer Marketing Report, this surge from 2022 to 2023 presents a huge opportunity for brands to engage with consumers in real time.

Total time spent on social media is exponentially growing across Asia. It has increased from 66.13% to 82.9% over the past year.

As social media plays an increasingly central role in everyday life, traditional marketing is becoming less effective. Brands must shift their focus to where their target audience are—online. These platforms have become central destinations for entertainment, content and shopping recommendations, making it essential for brands to engage digitally.

As people spend more time on social media, brands have more opportunities to directly engage with their audience. These platforms allow businesses to build stronger connections with customers through interactive posts and instant feedback, increasing loyalty and engagement. The ability to communicate in real time has become a key aspect of brand strategy.

The increased use of social media has also increased the power of influencers, who now play a key role in shaping consumer opinions and purchasing decisions.

Platforms such as TikTok, Instagram, and YouTube provide influencers with a huge platform to reach out to their followers. Brands are increasingly turning to these personalities to create authentic recommendations that resonate with specific audiences, making influencer partnerships a key marketing strategy.

Additionally, increased social media usage generates a wealth of data that provides brands with deeper insights into consumer preferences and behaviors. This data allows companies to personalize content, improve ad targeting, and optimize their overall marketing strategies. Brands that leverage these insights can make more informed, data-driven decisions that can maximize return on investment (ROI) and increase customer loyalty.

The global nature of social media opens the door for brands to expand beyond their local markets. The platform removes geographic barriers, allowing brands to adapt their local marketing strategies to a global audience. This expanded reach supports consistent, scalable campaigns that resonate across regions and help brands expand their presence globally.