Businesses around the world have leveraged on social media platforms and digital marketing to reach millions of new customers. If your business has not built its online presence yet, you might be missing out on an incredible marketing opportunity.

A diverse mix of cultures

Singapore has the influence of diversified cultures from the east and west. Chinese, Malays, Indians, and Eurasians live in this Southeast Asian country. The Chinese constitute three-fourths of the total population whereas the Malays contribute 15% and the Indians contribute 7% of the 5.83 million population.1 Singaporeans of Indian descent primarily consist of Malayalis, Tamils, and Sikhs. English, Malay, Mandarin, and Tamil are the official languages. A mingling of the east and the west is an amalgamation of both Asian and European cultures. Chinatown, Geylang Serai, and Little India are among the country’s best-known attractions.

Digital Occupancy

Digital marketing in Singapore reaches both citizens and non-citizens of diverse cultures and age groups. The different age groups, irrespective of the culture, stay online and active on social media. Surprisingly, the 25 to 34-year-old age group uses social media the most and engages actively with ads. The next highest usage comes from the 35 to 44 year-olds followed by 18 to 24-year-old youths. Singaporeans are known for watching massive content on YouTube (approximately 86%) and hence it takes first place for bumper ads and promotional advertisements.2 WhatsApp (81%) and Facebook (79%) are next, making up most of the traffic and enhancing network building and ad promotions, respectively.3 Instagram comes in 4th place (62%) and helps to build brand recognition, follow and tag various competitors of multiple business operations.4 Twitter and LinkedIn are mainly used to share business updates, build networks, follow competitors, and respond to messages.

Social Media Consumption

The key is to penetrate through the largest video platform where over 4 million people in Singapore are actively engaged in: YouTube.5 Advertise bumper ads, normal video ads, and video blogging on this professional channel can drive a successful campaign towards a targeted audience on a large scale.

Along with it, WhatsApp, also has 4 million users, provides a seamless channel to share templates, images, business updates, and promotional ads to potential audiences. Additionally, it also helps in network building, tracking the delivery of messages, and reveals read and unread messages by consumers. Business owners can catch hold of purchases, sales, ordered and delivered products, and services by easily labeling and grouping them. Moreover, it provides a direct, one-touch seamless interaction between customers and business partners and also supports network building.

The world’s renowned platform, Facebook, used by 3.7-4.8 million users, is known for its social discussions which provide a business solution that drives traffic organically. It also provides space for short video promotions, blog sharing, campaign management, and a full-fledged report of user impressions, likes, views, shares, leads, conversions, and many more activities. Syncing contacts to Facebook messenger, which is used by 50% of Singaporeans, creates an ease in connecting with customers for direct deals and quotations.

The prominent app, Instagram, is used by 2.1 million people where HD images are viewed, shared, and accessed.6 This opens up the door for seamless brand building, following of competitors, and targeting audience through hashtags. The new update which allows reposting and adding of stories elevates existing posts and increases brand’s visibility to users.

Besides these 4 most popular platforms, there is Twitter. Used by 1.37 million people from all ages, especially the 55+ year-olds, users actively access business updates, retweet or respond to competitors through hashtags.7 LinkedIn with its 2.7 million users is mainly used to build a business network, follow the competitor pages or activity, and hire quality candidates to a company.8

Other Digital Marketing Penetration 

Apart from social media marketing, other digital marketing practices that help to penetrate and reach the Singapore audience are blogging, guest blogging with active links and SEO optimised keywords, video blogging, and displaying ads on popular regional and international websites. Pay-per-click (PPC) and display ads advertised on top Google and YouTube queries, e-commerce platforms, and other most-viewed websites and applications help to redirect the audience to the websites. Pop-up and banner ads on live music streaming apps, cloud, and smart home device apps spread brand awareness of a company’s products or services. On social media channels or any other platform, 70% contributes to video ads and 20% to 25% are normal posts. As Singapore absorbs massive video content, video marketing plays a vital role in most of the digital marketing platforms. Besides these, email marketing, drip email marketing is also a prominent method to advertise services, unique selling points (USPs), and benefits to the user and convert them into potential leads. The main advantage of drip marketing is not only does it help users to be reminded of an event, service or update, but also tracks activities such as statuses of emails, or email responses.

Other digital marketing practices which not only spread awareness but also increase visibility are Quora activity and participation in forums. Publishing profiles on PPT submission sites, video sharing websites, image sharing websites, business listing, and profile creation websites. Adding on, other important practices are content marketing, guest blogging, and SEO which are integral parts of any business operation. Bookmarking, directories, and classifieds are also digital marketing activities to increase the backlinking and online visibility. Another digital marketing procedure that helps to cater to all the audience and minimise diversion of traffic to other sites is through affiliate marketing.

Summing Up

Target the right audience and influence Singaporeans regarding your product, service and company through the efficient digital marketing practices shared.


  1. (27 June 2019). Singapore People and Singapore Culture. Retrieved from 
  2. Simon Kemp (13 February 2020). Digital 2020: Singapore. Retrieved from
  3. Simon Kemp (13 February 2020). Digital 2020: Singapore. Retrieved from
  4. Simon Kemp (13 February 2020). Digital 2020: Singapore. Retrieved from
  5. Simon Kemp (13 February 2020). Digital 2020: Singapore. Retrieved from
  6. Simon Kemp (13 February 2020). Digital 2020: Singapore. Retrieved from
  7. Simon Kemp (13 February 2020). Digital 2020: Singapore. Retrieved from
  8. Simon Kemp (13 February 2020). Digital 2020: Singapore. Retrieved from