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Social media marketing is no longer an option for marketers in Singapore. With over five million people online daily, it is the fastest way for brands to reach, influence, and convert local audiences.
With the majority of Singaporeans on social media channels like Facebook, Instagram, TikTok, LinkedIn, X, and YouTube each day, it makes sense for your company to invest in this digital marketing strategy. The right mix of sharp content, active community building, data-driven optimisation, and targeted paid campaigns can turn casual scrollers into loyal customers.
This article breaks down what social media marketing looks like in Singapore in 2025. You’ll learn about the platforms that matter, consumer behaviours that shape results, and tactics that work in our market. Each section highlights practical steps and examples that you can immediately apply to your social media channels.
Singapore is one of Asia’s most connected nations. As of early 2025, over 5.16 million people in the country actively use social media, representing more than 88.2% of the total population (DataReportal, 2025).
With a high smartphone penetration rate and strong digital infrastructure, Singaporeans spend an average of 2 hours and 2 minutes per day on social media platforms, according to We Are Social. Popular platforms here include Instagram, TikTok, Facebook, LinkedIn, and YouTube—each with its own distinct user demographics and engagement styles.
Singapore’s multicultural makeup also shapes how people consume content. Our mix of Chinese, Malay, Indian, and Eurasian communities adds layers of traditions, festivals, and cultural references that shape how stories are received. Life in a tropical city-state plays its part too, with daily experiences tied to weather, food, and lifestyle. More young Singaporeans consume information through short-form video platforms like TikTok and Instagram Reels, so your social media strategies should reflect their media habits as well as Singapore’s diverse cultural landscape.
Successful social media marketing is built upon four key pillars: Content Strategy, Community Engagement, Analytics & Optimisation, and Paid Advertising. Together, these four pillars form the backbone of successful social media campaigns in Singapore.
Let’s break each down in detail.
Every social media marketing campaign starts with your content strategy. Know who you want to reach, find out what they care about, and deliver posts that keep them interested. For Singaporean audiences, culturally relevant storytelling, memes with local context, and well-crafted educational content tend to perform best. Brands like Singtel and Scoot excel by localising their content, often tapping into timely events like National Day or local slang for relatability.
Formats also matter. Use Instagram carousels to explain ideas step by step. Post quick behind-the-scenes clips on TikTok or Stories on Facebook and Instagram. Publish longer, thoughtful pieces on LinkedIn. A lifestyle brand may get more traction with eye-catching Reels, while a B2B company may build authority with in-depth LinkedIn articles.
Read our step-by-step Social Media Content Creation Guide to start planning your posts.
Social media is a two-way street. Respond to comments, start conversations, and invite user-generated content to build loyalty and trust. In Singapore, consumers share feedback quickly, both good and bad, so timely engagement is essential. Reply fast, personalise your interactions, and run campaigns such as polls or AMAs (Ask Me Anything) to create stronger connections.
Learn here how to build a strong community management framework for your business.
What gets measured gets improved. Tracking key metrics, such as reach, engagement rate, CTR, and conversions, allows marketers to understand what’s working and iterate quickly. Marketers in Singapore face intense competition and fast-moving trends, so tracking data becomes critical.
Tools like Meta Business Suite, TikTok Analytics, and Google Analytics provide the insights needed to adapt quickly. A/B testing creatives and refining content timing (e.g., posting during lunch hours or MRT commutes) can also significantly boost performance.
With declining organic reach, paid media is indispensable on all social media channels. Gone are the days when it’s easy to go viral just by doing something trendy. Whether it’s Facebook Ads for precise demographic targeting or TikTok Ads to reach Gen Z, paid campaigns can amplify visibility and drive conversions.
In Singapore, hyper-targeted ads using location, language, and behaviour filters have proven highly effective. For example, promoting a new café with ads targeted at users within 2km of its location during peak hours can deliver high ROI.
Source: TikTok
TikTok now sits at the centre of youth culture in Singapore. Its discovery-driven algorithm and visual-first design give even small businesses a shot at big reach when their content hits the mark.
TikTok Shop is a fully integrated e-commerce feature that allows merchants, creators, and brands to sell products directly within the platform. Unlike traditional ads that redirect users to external sites, TikTok Shop supports a seamless in-app shopping journey (termed “Shoppertainment” by the platform).
Sellers can showcase products through live streams, shoppable in-feed videos, and product showcase tabs on their profiles. This integration enhances product discoverability and makes it easier to move users from interest to purchase within a few taps.
These appear natively in the user’s “For You” feed and mimic regular content, making them less intrusive. Brands can include clickable links, product cards, or app downloads. Their immersive, full-screen video format captures attention quickly.
Such campaigns encourage users to participate in viral trends or challenges using a brand’s product or theme. They often involve user-generated content, which can significantly expand brand reach and create organic engagement.
TikTok’s Creator Marketplace connects brands with vetted influencers who align with their target audience. It allows for transparent performance tracking, direct communication, and scalable influencer campaigns.
TikTok Live allows hosts to demonstrate products in real-time while engaging directly with viewers through live-streaming. Integrated checkout lets users purchase without leaving the stream. This feature is especially popular in Singapore’s beauty and lifestyle segments, where real-time reviews drive sales.
Monitor trending sounds, hashtags, and challenges to boost discoverability. TikTok’s Creator Search Insights reveals what people are searching for, allowing brands to align products or content with unmet demands. Look for the “Content Gap” topics that have sudden spikes in search volumes.
Source: TikTok
Source: TikTok
Produce short videos that hit fast and encourage rewatches. Videos of 30–90 seconds often get more reach and watch time than the usual quick clips when they open with a strong hook. Use vertical format, sound overlays, and captions so viewers get the message even without sound.
Focus on product demos, behind-the-scenes clips, or before-and-after stories. Avoid overly polished ads. TikTok users expect authenticity and storytelling first.
Use keyword-rich product titles (25–80 characters), clear descriptions, and high-quality images. Incorporate product tags in in-feed videos, Reels, and livestreams to enhance sales visibility.
Combine In-Feed Ads, Branded Hashtag Challenges, and Dynamic Showcase Ads to drive traffic. Use livestream shopping and flash deals to spur urgency and direct purchases.
Keep an eye on the numbers that matter. Track how many viewers stay past the first few seconds, how long they keep watching, and how many click through or convert. Use these insights to adjust your content and ads while the campaign is still running.
Source: Instagram
Instagram remains one of the most visually influential platforms in Singapore, especially among Gen Z and Millennials. It offers a variety of content formats that brands can tap into for visibility, engagement, and conversion.
Reels are short-form videos that prioritise entertainment, tutorials, and trends. The algorithm promotes Reels heavily on the Explore page, making them ideal for boosting reach and follower growth.
Stories are time-limited content pieces (lasting 24 hours) that are well-suited for behind-the-scenes looks, quick updates, product launches, or Q&As. Marketers can use interactive stickers (polls, sliders, quizzes) to engage audiences directly and get real-time feedback.
To learn how to use Instagram stories in a winning way, read our blog about it.
With Instagram Shopping, businesses can tag products directly in posts, Reels, and Stories, turning visual content into a seamless e-commerce experience. Product pages include pricing, descriptions, and links to purchase. This is especially beneficial for retail, beauty, and lifestyle brands in Singapore.
Highlights allow brands to keep important Story content (like reviews, FAQs, or events) visible on their profile permanently. Guides are curated collections, like blog-style posts within Instagram, for recommending products, places, or tips, ideal for thought leadership and resource-based content.
Use consistent colours, filters, and graphic elements across posts. This builds brand recall and makes content easily identifiable.
Prioritise short-form videos with engaging hooks. Use Instagram Stories with interactive features like polls or Q&A to foster engagement.
Up to 20 relevant hashtags per post can maximise reach. Pair these with searchable keywords in captions to help users find your content.
Repost customer stories, reviews, and tagged photos to build trust and community. UGC tends to outperform traditional branded content.
Promptly replied interactions boost both brand perception and algorithm visibility. Community responsiveness increases loyalty and discoverability.
Source: Facebook
While Facebook may no longer be the trendiest platform, it remains one of the most used in Singapore, especially among Gen X and older Millennials. It’s particularly effective for community building, long-form engagement, and paid advertising.
A Facebook Page acts as your brand’s home base, featuring updates, product listings, reviews, and event announcements. It’s often the first place potential customers go to check business legitimacy.
This is one of the most powerful digital ad tools available. It allows for detailed audience segmentation based on location, interests, online behaviour, and even recent purchases. Businesses can run campaigns across Facebook, Instagram, and Audience Network through one dashboard.
Facebook Groups are thriving niche communities around shared interests, ranging from parenting to finance. Brands can create or participate in groups to engage with highly targeted audiences and build loyalty over time.
Often used for customer support and sales inquiries, Messenger also supports automated responses and chatbot integrations.
Native videos (rather than YouTube links) receive up to 10× more reach and 478% more shares on Facebook. Make sure you augment these with the right captions, and use the right sizes—ideally 1080 x 1920 pixels for vertical Reels and 1080 x 1350 pixels for Feed videos.
Early and human-crafted (not AI!) responses, especially within the first hour, improve post visibility and build brand loyalty. Posing questions and encouraging tagging further amplify engagement.
Reels now contribute significantly to Facebook users’ time spent, especially within News Feed and Watch tabs. Stories with interactive stickers and time-limited content may also provide more interactions.
Use Meta Business Suite to identify peak engagement periods. In Singapore, weekday nights from 8 pm to 10 pm often perform best. Ensure that you continuously monitor and adjust your post cadence and timings to optimise performance.
Source: LinkedIn
LinkedIn is the top platform for professional networking and B2B marketing in Singapore. It’s used by professionals across industries and is essential for brands targeting decision-makers, talent, or building thought leadership.
A well-maintained Company Page helps attract followers, showcase services, and share updates or company news.
These long-form content formats allow businesses and professionals to build authority in their niche. Articles often perform well when they offer real insight, trends, or strategic opinions.
Used in Sponsored Content, Lead Gen Forms allow users to sign up for a webinar, download a whitepaper, or request a demo without leaving the platform. This shortens the sales funnel for B2B marketers.
Brands can send direct messages to targeted users’ inboxes through inbox ads. This works well for promoting events, B2B offers, or exclusive content, provided it’s relevant and personalised.
Use LinkedIn Articles or PDFs/carousel posts to share insights, case studies, or industry commentary. This positions your brand as an expert.
Encourage team members to share company posts. It significantly boosts organic reach and credibility.
Posting during business hours on weekdays, especially midweek, drives higher visibility and interaction rates.
LinkedIn updates with visuals or infographics outperform text-only posts, especially when sharing research or industry trends. In particular, focus on carousels (PDFs) to improve engagement.
Active participation in relevant LinkedIn Groups or discussion threads helps brands build authority and networking reach.
Source: YouTube
YouTube remains one of the most widely used platforms in Singapore, cutting across age groups. It’s particularly effective for long-form content and education-focused marketing.
These are TikTok-style vertical videos (under 60 seconds) that are surfaced through a separate feed. Shorts offer a fast track to visibility as YouTube pushes them to new audiences. They’re ideal for teaser content, quick tips, and behind-the-scenes glimpses.
Brands can organise videos into playlists (e.g., “How-To Tutorials,” “Product Reviews,” “Customer Stories”), helping viewers navigate your content and stay longer on your channel.
YouTube videos are indexed by Google, making titles, descriptions, and tags critical for search discovery. Proper keyword targeting can drive organic views long after posting.
Live streaming on YouTube works well for product launches, webinars, and virtual events. It supports real-time chat and reactions, encouraging audience interaction and longer watch times.
Optimise watch time by opening with a strong hook in the first few seconds, moving quickly into the main content, and signalling what’s coming next so viewers want to stay. Switch visuals or add cutaways to break monotony, and keep audio and video clear enough to follow easily. Watch time grows when the flow of content keeps people interested from start to finish.
Shorts under 60 seconds improve channel visibility and can drive high engagement quickly. Great for teasers or quick tips, as well as highlights from longer videos.
Group tutorials, reviews, or product launches into thematic playlists. This keeps viewers on your channel longer.
Use targeted keywords in titles, descriptions, and tags to boost discoverability across YouTube and Google searches. Do also ensure that the videos have your keywords in them—both text and audio.
Use Community posts (polls, updates) between videos to maintain engagement. Livestreams support webinars, launches, and real-time viewer interaction.
High-resolution visuals, clear narratives, and emotional storytelling help maintain interest and improve watch time.
Social media is one of the most powerful growth engines for brands in Singapore. Below are the key benefits of social media marketing, and why it matters more than ever in the Singaporean context.
Social media strengthens a brand by increasing awareness, shaping perception, and building loyalty. Research shows that when companies engage actively with their audiences online, people are more likely to trust the brand, form positive associations, and choose it over competitors. A consistent presence also adds to brand equity, creating long-term value beyond immediate sales.
According to research, 44.3% of Singaporean internet users use social media to research brands before making purchase decisions. Social platforms provide click-through rates, engagement metrics, and watch time data, offering real-time feedback on what connects with your audience. This data allows marketers to refine messaging, adjust timing, and improve creative strategies, all based on direct consumer behaviour.
Social advertising offers precision targeting by demographics, interests, behaviour, and geolocation. In a small, diverse market like Singapore, this enables highly efficient spending. For example, ads can be directed to commuters near MRT stations, evening shoppers, or specific age groups, optimising each dollar and maximising ad effectiveness. Real-time performance tracking enables swift budget adjustments to boost ROI.
Social commerce is no longer niche in Singapore—about 74% of people say they’ve bought something directly through social platforms. The total market ran to around $6.7 billion in 2024, with live commerce projected to hit $1.67 billion this year. Because users can discover, evaluate, and purchase in one flow, brands face a shorter sales funnel and higher conversion potential without leaning heavily on traditional advertising budgets.
User-generated content (UGC), such as customer reviews, unboxing videos, and testimonials, triggers higher engagement than branded content. Reposting UGC, hosting live Q&A sessions, and responding actively to comments builds a sense of community around your brand. In a tightly-knit market like Singapore, cultivating a loyal digital community fosters long-term customer retention and word-of-mouth growth.
In fast-moving markets, responsiveness is key. Brands can respond to customer inquiries, address reputation issues, or jump on trending topics within hours or even minutes. In Singapore, nearly 62% of consumers prefer being able to make purchases directly via conversational messaging apps like WhatsApp, and 38% say they would spend at least 20% more on a brand that offers conversational messaging. This expectation reinforces the importance of speed in digital engagement, as it builds trust, contributes to superior customer experience, and enhances brand reputation.
Social data confirms that hyper-localised campaigns generate higher engagement by demonstrating that a brand understands and empathises with local lifestyle nuances. In competitive markets, local relevance helps brands stand out and connect more deeply with consumers.
Here are the most important social media trends shaping Singapore’s digital landscape this year:
Social commerce has moved from novelty to necessity in Singapore. Platforms like TikTok Shop and Instagram Shopping are now important sales channels for both small businesses and large brands.
Singaporean consumers are increasingly making purchases directly through these platforms, thanks to integrated product tags, in-app checkout, and influencer-led product demonstrations. TikTok Shop, in particular, has gained strong traction for everything from fashion to lifestyle gadgets, especially among younger Gen Z and millennial shoppers. Brands are using in-feed videos and live selling to drive conversions with minimal friction.
Samsung, a household name in electronics, has embraced social commerce in a big way by launching its official TikTok Shop in Singapore. Rather than relying solely on retailers, Samsung now sells smartphones and gadgets directly through TikTok livestreams and creator-led product demos. This approach matters because it signals how seriously major global brands are taking in-app shopping. For Singaporean consumers, it offers a seamless way to discover, interact with, and purchase products without leaving the app.
Image Source: Samsung Singapore TikTok Account
Short-form content, driven by TikTok, Instagram Reels, and YouTube Shorts, is still the most engaging and effective format across demographics. What’s changed in 2025 is the quality and intent behind this content. It’s no longer just dancing or trends; brands are using it for tutorials, product demos, behind-the-scenes content, and storytelling.
Singaporean users prefer videos that are fast-paced, informative, and relatable. For instance, videos that answer common questions (“Best lunch spots in Orchard Road” or “How to style a blazer for work”) perform well across multiple platforms. Marketers are focusing on the first 3 seconds of content to hook users, often using bold headlines, visuals, or direct-to-camera intros.
The Beauty Story, a skincare retailer based in Singapore, has become a TikTok success story. By using short, punchy videos that show quick product demonstrations and answer common skincare questions, the brand has managed to hook viewers within the first few seconds and convert them into paying customers. Their use of livestreaming to build trust and urgency further boosted results. This matters because it shows that when short-form video combines education with entertainment, it can directly drive sales, not just views.
Image Source: The Beauty Story Instagram Account
Influencer marketing in Singapore has matured. What’s emerging now is creator-led brand partnerships, where creators don’t just endorse products, they co-create campaigns, host livestreams, or even develop limited edition products.
Local creators, especially those in the nano to mid-tier category (1,000 to 100,000 followers), are driving higher engagement rates than celebrity-level influencers. Audiences trust them more because their content feels personal and unscripted. Brands are shifting budget towards long-term partnerships with creators who align with their values and audience, rather than one-off promotions.
The Agency for Integrated Care (AIC), which focuses on health and social care in Singapore, launched the “REAL” youth mental health campaign with The Secret Little Agency. Instead of pushing a traditional public service message, they co-created content with young creators, including a short film and even a partnership with a bubble tea brand to make it relevant to everyday life. This matters because it reflects how campaigns are moving beyond one-off influencer endorsements towards authentic creator collaborations that build trust with communities.
Image Source: Campaign Brief Asia
AI has become a practical tool in everyday marketing workflows. Singaporean agencies and in-house teams alike are using tools like ChatGPT, Jasper, Canva AI, Claude, Gemini, DeepSeek, Midjourney, Google Whisk, and others to speed up content ideation, repurposing, and video editing.
Marketers now use AI for content calendar planning, A/B testing ad creatives, analysing audience behaviour, and generating multilingual content to appeal to different language groups across the island. This enables faster scaling of campaigns without compromising relevance.
A 2025 Salesforce report revealed that 69% of retailers in Singapore now see AI agents as essential to staying competitive, especially for tasks such as customer engagement and campaign management. This aligns with observations from local training providers like ASK Training, which note that Singaporean marketers are already using AI tools such as ChatGPT, Jasper, and Canva AI for content creation, multilingual campaigns, and ad optimisation.
Taken together, these insights show that AI in marketing has shifted from experimental hype to a practical necessity in daily workflows. For brands operating in a diverse, multilingual market like Singapore, AI isn’t just a cost-saver—it’s a strategic advantage that enables faster scaling without losing cultural or linguistic relevance.
TikTok, Instagram, and YouTube now act as search engines, especially for Gen Z and millennials. Users search these platforms for product reviews, how-tos, restaurant tips, and local experiences.
Brands in Singapore must optimise content for discoverability and engagement. Add keyword-rich captions, location tags, relevant hashtags, and searchable video titles (e.g. “Best budget skincare under $20 in Singapore”) to surface content in search results. Treat SEO for social as a core part of your content plan.
A recent piece from Marketing-Interactive explains how retail media in Singapore is being reshaped by what they call the “TikTokification” of content. Instead of long-form ads or static posts, brands are producing short, searchable videos with hooks, keywords and relatable scenarios that slot naturally into how users browse TikTok and Instagram.
This matters because younger audiences now treat these platforms like search engines, typing queries such as “best lunch spots in Orchard” or “budget skincare Singapore”, and the brands that optimise their videos with the right titles, captions, and hashtags are the ones most likely to surface.
As more Singaporeans turn to WhatsApp, Instagram DMs, and Facebook Messenger to reach brands, businesses face stronger pressure to reply instantly. This matters most in sectors such as F&B, retail, and travel, where even short delays can cost sales and weaken trust.
To meet these expectations, brands hire community managers, deploy chatbots, and set up customer support tools to answer quickly. At the same time, speed alone does not satisfy. Users expect helpful human replies, so social teams must combine technology with a conversational tone to maintain trust and strengthen satisfaction.
SGBestDeal, a small local seller, has built its reputation through TikTok livestreaming sessions where products like laundry pods and scrubs are sold directly to viewers. The hosts answer questions instantly, offer flash promotions, and keep the energy high throughout. This matters because it shows how Singaporean consumers now expect instant, human-like responses before making purchase decisions. For small businesses, being responsive and engaging in real time can level the playing field against larger retailers.
Image Source: todayonline
In a small but culturally rich market like Singapore, local nuance matters. Brands that incorporate Singaporean slang, local humour, community-specific references, or holiday moments tend to outperform global-style content.
Content that references MRT lines, food courts, or timely issues (like haze season or weather jokes) connects more authentically. Regional brands like Shopee and Grab have been especially successful at this.
Doctor Anywhere, a Singapore-based telehealth provider, ran its “#NotAnExpert” campaign with creative agency GERMS to challenge mental health stigma. Rather than relying on generic messaging, the campaign tapped into local humour and cultural quirks that Singaporeans could relate to. By speaking in the audience’s own language, both literally and figuratively, the campaign resonated more deeply. This matters because it shows that even in serious areas like healthcare, hyper-localised content builds stronger emotional connections.
Image Source: Marketing-Interactive
Singaporean consumers, especially Gen Z and millennial audiences, are becoming more selective about who they support. They want to see brands that care about more than just profit. Social campaigns that highlight ethical sourcing, sustainability, local community support, or DEI (diversity, equity, and inclusion) initiatives are getting more engagement and support.
Colgate partnered with Shopee Singapore for its “Smiling Planet” Super Brand Day campaign, which spotlighted eco-friendly oral care products and committed part of sales proceeds to WWF-Singapore’s environmental education programmes. The campaign also pushed messaging around reducing waste and adopting sustainable habits. This matters because it shows how global consumer brands are weaving sustainability into their digital campaigns, aligning with the values of Gen Z and millennial shoppers who expect brands to care about more than profit.
Image Source: Marketing-Interactive
The most effective purpose-driven campaigns tie back to the brand’s mission in a way that feels natural, not forced. It’s not just about showcasing CSR, it’s about demonstrating values through consistent action.
The social media environment in Singapore is fast-paced, competitive, and deeply influenced by both global trends and local nuances. Marketers need a social media strategy built on relevance, speed, and connection. Below are timely tips to help you thrive in 2025’s social media landscape.
Singaporean users behave differently across platforms. TikTok is fast, raw, and trend-driven. Instagram is polished and visual. LinkedIn is formal and professional. One-size-fits-all content simply doesn’t work anymore. Brands that repurpose content thoughtfully, tailoring the tone, format, and message per platform, see better engagement and ROI.
Start by understanding what your audience expects on each channel. TikTok users expect humour or behind-the-scenes content, while LinkedIn users look for insights and leadership.
Build your content plan around these platform cultures, not just posting schedules.
Social media shouldn’t just build awareness; it should support real business goals. Define what success means for your brand: is it generating leads, driving sales, building a community, or increasing customer lifetime value?
Track metrics aligned with your goals. For awareness, look at reach and video views. For conversions, track click-through rates, in-app purchases (via TikTok Shop or Instagram Shopping), or landing page bounce rates. Set benchmarks and review them monthly to ensure your efforts are actually moving the needle.
Relying solely on organic reach limits your growth. The most successful brands in Singapore are combining organic content with paid strategies, boosting top-performing posts, running retargeting campaigns, and using lookalike audiences to scale.
Start small with your ad budget. Use data from organic performance to identify which content deserves paid support. From there, track engagement and conversion, then reinvest in what works.
Speed matters more than ever. Singaporean users expect quick responses to questions, especially through DMs and comments. Inactive or slow brands risk losing sales and credibility.
Set up automated replies for FAQs on Messenger or Instagram. Assign dedicated staff to community management. More importantly, use this feedback loop to improve your content and customer experience.
No two campaigns are the same, and what works today may not work tomorrow. The key to long-term success on social media is consistent testing. A/B test different headlines, video lengths, visuals, or calls to action.
Review your analytics monthly. Look for content patterns. Stay updated with what’s trending both globally and locally, and don’t be afraid to pivot. Agility is one of the most valuable traits a social media marketer can have.
PRISM+, a homegrown electronics brand, mastered TikTok with short, engaging marketing videos, such as unboxing, product comparisons, and live demos. During the 12.12 sales campaign in 2022, PRISM+ increased TikTok Shop sales by 58.6%, gained over 1.4 million impressions, and saw a fourfold growth in live stream viewership by aligning content format to platform behaviour. This case demonstrates how adapting content to TikTok’s style can drive both reach and conversions.
Source: Love, Bonito TikTok Account
Love, Bonito, one of Singapore’s leading fashion labels, uses TikTok to share styling tips, behind‑the‑scenes content, and relatable storytelling featuring team members and real customers. Their videos reflect local tastes and fashion sensibilities, consistently driving high engagement and traffic to both their site and partnered platforms.
Beauty label ALLUORA scaled rapidly through TikTok Shop by collaborating with creators to produce native, trustworthy content. Their March Treat Yourself campaign generated over S$100K in sales and a 300% boost compared to other channels, all while relying on creator-driven livestreams and product videos.
Source: Nippon Paint x Mediafreaks Data
In partnership with agency Mediafreaks, Nippon Paint combined organic TikTok content with paid lead-generation campaigns using TikTok’s higher-intent Instant Leads form and Smart Creative tools. This strategy reduced cost-per-action by 62%, cut CPM by 12%, and delivered over 23 million video views in 2023, demonstrating how data-led insights can refine strategy and maximise ROI.
Source: Mr Coconut TikTok Account
Local F&B brand Mr. Coconut achieved viral success through TikTok by featuring customer ASMR reviews and behind‑the‑scenes taste tests. By encouraging UGC and producing content that feels fun and informal, not like a sales pitch, they raised brand awareness and drove foot traffic to outlets.
Source: Waistlab TikTok Account
Waistlab, a Singapore waist-trainer and shapewear brand, achieved a 40% increase in monthly revenue after adopting TikTok Shop. By hosting weekly livestreams and fostering the hashtag community #WomenOfWaistlab, they shifted from offline to online dominance, ceasing physical operations in April after consistently strong TikTok Shop sales.
Source: Scoot Airlines Facebook Page
Scoot engaged customers early by crowdsourcing its tagline via Facebook and dynamically adjusting ticket prices. The brand built an active official community even before launch, doubling its Facebook following and generating immense buzz, highlighting how quick engagement and flexibility can drive brand momentum.
Social media trends are dynamic, captivating, and can sometimes feel like a fast track to boost your brandʼs exposure. But not every trend deserves your brandʼs attention or credibility. While trending content can enhance reach and engagement, following it without strategic intent may dilute your message or create confusion with your audience. So, how do you decide when a trend is worth jumping on?
Here are four critical considerations for Singapore brands before hopping on the trend train:
Not every trend will be relevant to your brand or your audience, and that’s okay. The most successful brands are selective, choosing only trends that feel authentic to their tone, values, and community. For example, a wellness brand might adopt a trending audio about mindfulness, while skipping a viral dance trend that doesn’t connect to its mission.
As highlighted by a Sprout Social Index report (2025), about one in three consumers view trend-chasing as embarrassing when the brand’s tone doesn’t fit. This means alignment is key, not just visibility.
Timing is key. Getting involved during a trend’s rising phase can give your brand early exposure, while joining too late might make your content look generic or out of touch.
Use platforms like TikTok’s Creative Centre, Instagram’s Explore tab, or Google Trends to monitor which formats, hashtags, or audio clips are taking off locally. In Singapore, trends often gain traction a few days after emerging in larger markets like the US, giving marketers a small window to prepare content while staying timely.
The most effective trend participation involves customisation, not replication. Instead of copying a trend format exactly, adapt it in a way that reinforces your brand message or highlights your product.
For example, food brands in Singapore like Toast Box have used localised spins on trending formats, such as remaking trending audio with Singlish or showcasing local ingredients. This allows the brand to remain relevant while staying distinct.
Every piece of content, trendy or not, should serve a purpose. Whether that’s driving traffic to a campaign, increasing product visibility, or reinforcing awareness, make sure the trend fits into a larger strategy.
For example, a skincare brand launching a new cleanser might jump on a trending “before and after” format on TikTok to visually demonstrate results, thereby turning trend participation into conversion-led storytelling.
You don’t need to jump on every trend. Hopping on the right trend, executed with timing, creativity, and brand relevance, can drive you to exceptional results. Do not focus on vitality; rather, focus on strategic alignment with your audience and marketing goals.
Social media marketing in Singapore is a dynamic, fast-moving space that rewards creativity, cultural awareness, and a data-driven approach. With a digitally native population and access to some of the world’s most powerful digital tools, brands in Singapore have a unique opportunity to connect meaningfully with their audience.
By understanding the local landscape, leveraging the right platforms, and embracing current trends, marketers can build robust social strategies that drive real business results. As we move further into 2025, those who adapt quickly and focus on human-first, authentic content will be the ones who thrive.
To become an expert in social media marketing, enroll now in our company and become a Certified Social Media Marketing Specialist (CSMMS). This programme will provide you with a comprehensive and progressive learning experience about what you need to know to create effective social media marketing strategies. It has 5 modules to cover, each equipped with specialised knowledge:
Start now, and take your social media marketing to the next level!
Article Written By
Walter is the Founder and Chief Content Strategist of Cooler Insights, with over 25 years of leadership experience in content & social media marketing, PR, strategy, and industry development. He is also the lead trainer for the Social Media courses here at Equinet Academy.
Article Written By
Walter is the Founder and Chief Content Strategist of Cooler Insights, with over 25 years of leadership experience in content & social media marketing, PR, strategy, and industry development. He is also the lead trainer for the Social Media courses here at Equinet Academy.
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