Facebook drives social growth in Southeast Asia
When I hear Southeast Asia, I automatically think of hot climates and even hotter food. And now, in the social world, Southeast Asia is now regarded as a pretty hot commodity too, as it has some of the highest penetration of social network usage among internet users of anywhere in the world and “presents significant opportunities for social network usage growth in the next few years”. According to eMarketer’s forecast for the region, Indonesia has the highest social network penetration rate in Southeast Asia, with 77.4% of internet users visiting a social network at least once a month.
Facebook adoption is the main growth determinant, with at least two-thirds of users in the region regularly logging on to share their status updates. eMarketer’s VP of forecasting Haixia Wang commented on the region’s potential for growth:
With internet penetration still relatively low and mobile continuing to drive internet adoption in the key markets there, it (Southeast Asia) will continue to be a hot spot for various digital activity growths in the next few years.
Snapchat introduces Audience bundles
Boasting over 100 million users, Snapchat is fast becoming an important platform for many brands. And it’s now making its ad offering even more appealing by introducing a new concept which packages audiences by themes for advertisers. But how does it work we hear you cry? The bundles aim to ensure your content is matched to the most appropriate audience using the Discover channel. For example, should you choose the ‘world news package’, you will featured in CNN and Vice’s content channels. Although, a much-welcomed improvement to targeting, it still lacks a click-through measurability which, when priced at $100,000 a day (a reduction from $700,000!) for an ad, perhaps seems a bit steep.
Snapchat launches holiday themed Discover channel
DIY publisher Brit & Co. has made its Snapchat debut with a Google-sponsored, holiday-themed Discover channel around baking, crafts and various DIY activities. It’s not a long-term campaign, instead running for two week-long periods to ensure Snapchat users don’t become fatigued with holiday content. With over 300 pieces of custom designs, the channel will feature videos, gifs and trivia questions, whilst topics will include decoration ideas, recipes and DIY gift suggestions. Everything you’ll need in the palm of your hand; a Christmas miracle.
Line launches shop to send real-world gifts to friends
If you haven’t heard of Line, Japan’s answer to instant messaging, prepare to have your mind blown. Last February saw Line tackling commerce when they launched an in-app grocery service. Now, Line is testing a new gift shop allowing users to send real-word goods like coffee, breakfast and even cinema tickets to friends. Line has seen success selling these low-value goods – the question now is whether an effort like this can scale.
Target increases social budget, launches multi-platform campaign
Retailer Target has boosted its investment in social by 30% on last year for its 2015 holiday campaign. The social media extravaganza includes holiday-themed geofilters on Snapchat, released every day from December 1st all the way through Christmas, using Facebook’s Canvas e-commerce ads to push sales of Target’s craft-focused ‘Wonderpacks’ and Instagram takeover ads using Marquee targeting options. If that all sounds like a lot to take in, that’s because it is. “Holiday this year represents Target’s most ambitious social spend for a single campaign,” said Colleen McDuffe, senior director of social media at Target.
US retailers invest in social this holiday season
Yes, you guessed it, more US retailers splashing the big bucks on their digital and social holiday campaigns. Macy’s, which views holidays as the “equivalent to the Super Bowl” when it comes to its marketing efforts, is syncing its Facebook and Instagram ads to offer customers an integrated experience. On Instagram, Macy’s is using the (apparently very popular!) Marquee feature, and fans who have been reached by the Instagram posts will be presented with follow-up ads on Facebook. Macy’s is hoping the shorter Instagram clips will draw users into watching its full-length ad on Facebook.
Other brands looking to social for their holiday investment include clothing store J.Crew and toy marketer, American Girl. J. Crew is loving Instagram, investing in “Shop Now” buttons to turn its feed into a digital gift catalogue, as well as equipping its Facebook landing page with a Shop Now feature. American Girl promoted its “Give a Friend” campaign, which involves a doll being donated to a girl in need with each purchase from the company, using Facebook and Instagram ads. Julie Parks, spokeswoman for American Girl, justified their choice of channels:
We are using Facebook and Instagram more aggressively this year mainly because our fans are increasingly interested in engaging with our content on our social channels—and this continues to be a strong growth area for the brand.
YouTube pressures world leaders to tackle climate change
Climate change affects the things we love from coffee to chocolate – changes in the environment stand to impact our day-to-day lives. This is the message behind YouTube’s #OursToLose campaign, which asks people to sign Avaaz.org’s clean world petition ahead of COP21, the United Nations Conference on Climate Change. YouTube enlisted content creators from across the world to drive the campaign, including Finn Harries (UK), Casey Neistat (USA) and Flavia Calina (Brazil). Already surpassing their target of 3.5 million petition signatures, the stakes have now been raised to 4 million! All in a day’s work for Gen Z.
‘Christmas Shopping Simulator’ is resurrected for Black Friday
Last Friday, shopping centres everywhere were preparing to be infested by a stampede of bargain-hunting shoppers. But thanks to Game, instead internet users could now enjoy all the Black Friday ‘fun’ from the comfort of their sofas! Game resurrected its social media hit ‘Christmas Shopping Simulator’, which revolves around the Black Friday shopping event in the US and now, the UK too. Players can revel in all the chaos of the shopping phenomenon through a free online download. Sounds absolutely terrifying.
Set aside your razor, it’s that furry-lipped time of the year again! This Movember, we’re once again working with HP Foods Limited to support the month-long, men’s health charity initiative.
Tasked with encouraging sign ups to the Movember website, as well as engagement with our Facebook content, we partnered with HP Foods Limited to mastermind a campaign to capture men and woman’s attention alike: The Golden Mo Awards. Launched on the 1st November, the Golden Mos drives awareness of the charity, whilst rewarding participating HP Sauce fans throughout the month.
Mo Bros up and down the country are now battling it out on Facebook, with a series of weekly challenges that see them uploading pictures of their top-lip efforts to the community.
Remember Dave, our Facebook winner from last year? In recognition of his superior moustache-growing abilities, his face appeared on the 2015 HP Sauce campaign bottle – check it out in the picture below.
As part of this year’s Golden Mo Awards, a whopping 50 personalised HP Sauce bottles are being awarded to challenge winners throughout the month.
We’ve also been drumming up further excitement with surprise Movember fund donations. In fact HP Foods Limited will donate £5,000 to Movember, rewarding weekly winners’ and surprising fans with donations to their Movember Fundraising accounts.
But what’s in store for our Ultimate Golden Mo winner? As voted for by the people, the Mo Bro with the nation’s most tremendous tache will be crowned the winner of the Golden Mo Awards, be awarded a £1,000 donation directly to their Mo Fund AND their very own personalised Golden Mo bottle.
So, what are you waiting for? Sign up to Movember now, and show your fellow Mo Bros & Sistas what you got!
The way we’re accessing and using the internet is continually changing, its role in our lives is shifting. While the transition from desktop to laptop and smartphone felt like a natural progression to most, the adoption of the Internet of Things will unlikely feel quite as easy. But it’s already underway.
By 2017, the Internet of Things market is projected to be bigger than the PC, tablet and phone market combined, providing opportunities for brands to tap into online connections in ways never envisioned before.
As interoperability and privacy cause complexity and questions, brands need to help consumers understand and adapt to help bring new technologies to the mainstream market. We’re taking baby steps now, even out of the tech world – people are purchasing products like connected light bulbs (Philips Hue) and connected thermostats (Nest).
Timing is important as several critical factors come together: digital natives gain more purchasing power, technology companies release connected products, and the integrations with existing social platforms make it easier for individuals to set up their first connected device.
In our Internet of Things report, we’ve been hard at work finding inspiration for the ways that technology, brands and their fans can connect. The Internet is not slowing down; neither can the way brands interact with consumers.
As part of my upcoming Ask Me Anything session with Tech In Asia on November 26th, I’m delighted to share the latest snapshot of Digital, Social and Mobile usage around Southeast Asia.
This new report – continuing We Are Social’s on-going series of reports into connected behaviour around the world – shows that digital adoption and usage continues to grow apace around Southeast Asian nations, with internet and social media usage increasing more than 15% year-on-year.
Just before we get into the regional data though, here are the latest global figures:
- Global Internet Users: 3.249 billion
- Global Social Media Users: 2.317 billion
- Global Mobile Users: 3.761 billion
- Global Mobile Social Media Users: 2.062 billion
Read on to get the specific details for Southeast Asia.
The Regional Overview
Digital connectivity in Southeast Asia has leapt over the past few months, with much of this growth attributable to more widespread access to internet-enabled mobile devices.
This mobile connectivity is quickly influencing the shape of the social media landscape too. Publicly available data indicate that Facebook remains the most popular social platform in all countries around the region, but only just; LINE registers almost as many monthly active users as Facebook in Thailand, and Viber is hugely popular in the Philippines.
Internet in Southeast Asia
The number of internet users around Southeast Asia has grown an impressive 12% since March this year, although – as is often the case with internet usage data – this increase may be due to better reporting, rather than an absolute increase of 27 million new users during the same period.
The fact that 40% of the region’s citizens now have access to the internet is cause for celebration though; internet usage in Southeast Asia still lags behind the global average (40% vs. 44%), but it seems that the improved accessibility of smartphones and mobile broadband subscriptions has significantly boosted connectivity across all of the region’s developing nations during the course of 2015.
Social Media in Southeast Asia
The social media landscape in Southeast Asia is becoming increasingly varied and exciting. The publicly available data suggest that Facebook is still the region’s most popular social platform, but other choices – notably chat apps – are capturing a significant share of people’s time and activities.
Facebook now has more than 230 million active users around Southeast Asia, and almost 200 million of these logged in via mobile devices in the past 30 days.
Interestingly, despite media click-bait suggesting that young people are leaving Facebook “in their droves”, the latest data suggest that Facebook remains hugely popular with Millennial audiences. More than 70% of the platform’s users in the region are under 30 years of age, and the network reports that more than 63 million users under the age of 20 used Facebook in the past 30 days.
Facebook continues to grow elsewhere too, registering more than 180 million new users around the world since the start of 2015. For reference, here is the latest list of the world’s most popular social media platforms, ranked by the number of monthly active users:
Although other social media companies are notoriously coy about sharing monthly active user data – especially broken down by country – our analysis suggests that LINE is just a few hundred thousand users behind Facebook in Thailand.
The same data suggest that LINE has a significant user base in Indonesia, although it’s still a long way behind Facebook, which reports 79 million users in the region’s largest country.
Viber is another chat app that’s won the hearts of users around Southeast Asia, most notably in the Philippines. WeChat continues to be popular amongst native Mandarin speakers around the region too, although the lion’s share of Tencent’s hugely popular platform still live in mainland China.
WhatsApp and Facebook Messenger continue to grow around the region too, although Facebook haven’t published any recent monthly active user data by country.
Blackberry Messenger – now available to users of most smartphone operating systems – still has an impressive user base in Southeast Asia, particularly in Indonesia. Anecdotally, Kakaotalk still has a noteworthy base around the region too, but the company’s latest financial reports suggest that usage is now falling.
Our qualitative research indicates that Snapchat has gained a solid following amongst the region’s Millennial users too, although there is insufficient reliable data for us to offer any concrete statistics. Similarly, Telegram and Kik feature in a number of our conversations with local audiences, but there isn’t enough publicly available data to offer an accurate picture of actual usage or penetration by market.
Mobile in Southeast Asia
Although the figures for mobile growth around the region haven’t grown as quickly as the other indicators in this report – mobile subscriptions were up just 4% in the past 8 months – there are already more mobile subscriptions than people around Southeast Asia.
This doesn’t mean that we’ve reached saturation though, and there’s an important distinction between subscriptions (i.e. mobile contracts) and unique users. The latest global figures suggest that just over half the world’s population has a mobile phone of some description, but penetration tends to be lower in developing markets.
The good news is that mobile adoption is accelerating at a staggering pace across Southeast Asia’s less developed markets.
The situation in Myanmar has improved rapidly since 2014, with the number of mobile subscriptions in use in the country doubling from just 15 million in Q4 2014 to more than 30 million today. Current data suggest that people in Myanmar activate a new mobile subscription more than once every minute. What’s more, the use of smartphones amongst the nation’s mobile subscribers is already widespread, suggesting that mobile connectivity – and mobile internet in particular – is likely to accelerate rapidly during 2016.
Individual Country Data
You’ll find individual country data for every nation in Southeast Asia in the second part of the report, including an age and gender breakdown of each country’s Facebook audience.
Digital growth shows no sign of slowing around the region, nor the rest of the world for that matter. The latest global stats show that a quarter of a billion people around the world used the internet for the first time in 2015, whilst more than 300 million people started using social media since January this year.
We’ll be publishing our mammoth Digital, Social & Mobile Worldwide report in early 2016, so if you’d like to get the latest in-depth picture for countries all over the world, be sure to stay tuned to the We Are Social blog. Be sure to check out our historic data too – you’ll find our 2014 and 2015 Global reports on our website, together with our APAC reports from 2014 and 2015 too.
And if you’d like to dig deeper into these numbers and ask me questions about what they mean for communities and companies around the region, be sure to join me for my Tech In Asia ‘Ask Me Anything’ session at 10:30am Singapore time (2:30am GMT) on Thursday 26 November.
Teens prefer YouTube to TV
According to a report by Ofcom, young teens in the UK prefer YouTube content to TV. Of the 12-15 year olds questioned, 29% said they would rather watch YouTube videos compared to the 25% who chose TV first. However, although they may be the proclaimed digital natives, this age group in fact appears to less savvy than we once thought. It was found that only 52% of 12-15s were aware that advertising is YouTube’s main source of funding, and around half (47%) were aware that vloggers were paid for endorsements. Schoolboy error.
Google to show Facebook content in mobile search results
Google will now start showing Facebook content in search results on smartphones, including public profile information. According to a Facebook spokesperson, the listings will appear as “deep links” that will take users to the relevant part of the Facebook app. The move is a big boost for Google, further increasing its dominance in the search space.
Facebook gears up for non-profits
Facebook; typically a place to share your ‘Tenerife 2015’ photos, stalk the office crush and play Candy Crush into the early morning. However, more recently, Facebook has introduced a new feature in a hope to ‘make the world a better place’ (n’aww). The fundraising tool allows users to donate without having to leave Facebook whilst also allowing campaigners to tell their story and rally support. It is currently being tested with 37 partner organisations such as National Multiple Sclerosis Society and World Wildlife Fund, but they hope to expand to further organisations in the future.
Twitter is reportedly testing emoji reactions in addition to hearts
If you’re not up to speed with your social media news, Twitter users were recently left bemused when their star-shaped favourite button experienced a heart-like revamp. More recently, it’s been leaked that the heart was merely the beginning. Twitter is apparently set to introduce a wide variety of Twitter reactions (OMG 😱). It appears that users will be spoilt for choice with 36 iPhone emojis, allowing a new era of content engagement. Twitter’s official statement on the matter?
Twitter expands polling feature
It’s been a busy month for the folks at Twitter. Last month it introduced a polling feature where users could express their opinions either by answering or asking questions. This month, Twitter decided to two options is merely not enough, and introduced an update where more options can be selected, making our tiny brains implode with the array of choices. Twitter believes that more options will lead to a more opportunities to understand the nuances of the their audience, providing a comprehensive collection of data. You’ve got my vote, Twitter.
Google revamps Google+
Earlier this year, Google+ set out to improve its user experience. After listening to its users, it identified that Communities and Collections were its key selling points, so it has now responded by locating these front and centre on the platform. Moving forward, Google+ says it’s still opposed to being a social network but rather a “purposeful hub of passionate people helping one another”. And the cherry on the top? Google+ is now much more mobile friendly so you can now monitor the Cute Pictures of Cats Community on the move! If you want to, that is.
Tumbr gets awesome Gif tool
Breaking news. Using Tumblr, you can now make your own gifs and it’s so easy. Here’s how:
- Grab your iPhone (sorry, Android – watch this space!)
- Open the Tumblr app
- Open a new photo post
- Choose a video (or burst)
- Hey presto! You’ve got yourself a gif
Using the #made with tumblr search, you can see what masterpieces are out there. Happy giffing!
Soccer clubs look to Snapchat
It’s been a busy week for a couple of the world’s top soccer clubs. Snapchat has been high on the agenda, with Real Madrid brokering a deal to become the platform’s first individual sports team with an “Official Story” ahead of its much-anticipated #ElClásico clash with FC Barcelona. Not to be left out of the off-pitch action, FC Barcelona launched its own official Snapchat account for fans to see timely videos and pictures from the club, and get behind-the-scenes access. And if all this snapping wasn’t enough for each club’s huge global following, Twitter added further social media hype to the big match by allowing fans to show their unconditional support for their favourite team with custom emojis, as well as being able to watch replays, and join the convo before, during, and after the game.
P&G turns to Snapchat for sales-focused campaign
P&G has been experimenting with using Snapchat to generate sales, as well as increase its brand awareness. When launching its CoverGirl limited-edition Star Wars collection, the brand used Snapchat’s geofilters so that when people went to post a photo or video to Snapchat within a certain proximity of a store stocking the products, they could place a branded overlay or filter on their content. While P&G hasn’t revealed the nitty gritty details of the campaign’s success, it has said that by comparing the Star Wars collection’s sales that of its Hunger Games collection back in 2013 (where the ad campaign included TV spots and a branded Tumblr blog) Star Wars was more cost-efficient and had more of an impact. Eric Rose, brand manager at Procter & Gamble told Ad Age:
As marketers continue to look for ways to drive sales by integrating social media, digital media and mobile media, the closer we get to the end of that purchase funnel in a way that Snapchat allows us to, and I think we have that much higher probability of having success.
Brands experiment with ScratchReel
Fancy yourself a bit of a David Guetta, but absolutely awful at scratching? Me too. Fear not, instead you can just play with Twitter’s latest toy: ScratchReel. Brands like Dior, Ford and the PGA Tour have already started using the format, which allows you to move forward and backwards in the video by using a scratching motion with your mouse. You’ll need to click on the tweet below and view it on Twitter for it to work. Still – pretty cool, huh?
— Dior (@Dior) October 5, 2015
Friendsgiving campaign launches on Instagram, Amazon and Pinterest Friendsgiving is the fun version of Thanksgiving, where you celebrate with your mates ahead of the traditional version with your family. Juice company Izze spotted that sharing #Friendsgiving content was huge on social, and has launched a campaign to tap into this on Instagram, Amazon and Pinterest as well as its own website. On Instagram, Izze asks social media users a series of questions, which then directs them to a page where they can pick from three holiday recipe themes—”Home away from home-cooked,” “Throwback Thursday” and “Bon Appetizer.” A link in the account for each theme is connected to Amazon and Pinterest, where people can buy soda and kitchen goods, and find the corresponding recipes.
Credit Agricole’s Twitter adventure
Euro 2016 sponsor Credit Agricole has created a series of soccer-focused tweets with embedded Vine videos, giving users the change to ‘play’ a game with a series of choices. Users can reply to the tweets with instructions like #Pass, #Dribble or #Run and are sent the next Vine showing the outcome of their decisions.
— OnaTousunCôtéFoot (@tousuncotefoot) November 13, 2015