The State of APAC's Social Media in 2024: Trends and Insights

As we step into the dynamic world of social media in 2024, the Asia-Pacific (APAC) region emerges as a hotbed of innovation and strategic adaptation.

Contents

This report explores the perspectives of APAC marketers on key elements, including their views on the AI landscape, the outsourcing of social media projects, sentiments around X (formerly Twitter), the prevalence of influencer marketing, and the overarching priority of understanding their audience.

AI Landscape: A Source of Trepidation and Excitement

AI sophistication and rapid growth have created a stir of both trepidation and excitement among marketers. In APAC, 55% consider AI important for their businesses, surpassing their global counterparts at 44%.

Interestingly, 27% in the region view AI as not important, compared to the global figure of 41%. The divergent opinions suggest a nuanced understanding of the role AI plays in the social media landscape.

Teams operating in APAC allocate a significant role to AI, with 47% expecting it to play a more substantial role in their companies in 2024 compared to the global average of 45%.

Only 5% of respondents believe that AI will play a less important role, highlighting a prevalent optimism and recognition of AI’s potential impact.

Marketers in APAC see AI as a valuable tool for day-to-day operations, with 64% expressing that AI tools can save time in copy creation.

Additionally, 36% believe that AI can enhance the quality of their written content, showcasing a keen interest in leveraging technology to improve efficiency and effectiveness.

Despite recognising the importance of having a social media presence, 63% of respondents in APAC express a desire to invest less time in planning social media projects in 2024.

The strategic shift is reflected in the decision of 75% of respondents to spend fewer advertising dollars on platforms like Facebook and X compared to their counterparts in Europe and the Americas.

Notably, APAC companies are more likely to outsource social media projects, with 58% outsourcing more than half of their work compared to the global average of 69% reflecting a trend towards strategic efficiency and a willingness to leverage external expertise.

X (formerly Twitter): A Platform in Transition

In 2024, the platform formerly known as Twitter, now referred to as X, continues to be a focal point for marketers. Despite a slight decline in popularity, with 45% closely following TikTok’s rise at 43%, X retains a significant position in the social media landscape.

Influencer Marketing: A Dominant Force

A staggering 69% of organisations in APAC leverage influencer marketing as a potent tool for connecting with potential and current customers.

The authenticity associated with influencers is recognised as a powerful means of engaging audiences. The rise of influencer marketing showcases a shift towards humanizing brands and building genuine connections in the digital space.

Understanding the Audience: A Top Priority for 2024

As we navigate the complexities of 2024, APAC marketers unanimously prioritise gaining a better understanding of their audience.

A resounding 47% of respondents place this goal at the forefront of their strategies. This emphasis aligns with the broader industry trend of creating authentic connections and engagement on social media platforms, demonstrating a commitment to tailor strategies to diverse and dynamic demographics.

In February 2023, around 80.4% of Aussies were active on social media – a bit less than the previous year by 2.3%. Nearly 19.1% of Aussie internet users (aged 16-64) use social media to follow influencers or experts, while 13.0% use it mainly for work-related stuff.

Interestingly, 52% of Australians get their news from social media, just a smidge below the global average of 55%. However, only 25.1% of Aussies use social media as a news source, quite a bit lower than the worldwide average of 34.6%.

Mobile devices rule the social media world in Australia, with 98% of users accessing platforms through their phones. Aussies spend an average of 2 hours daily (or 34.3% of their internet time) on social media – and this has stayed consistent for the past 36 months, from 1Q2020 to 1Q2023.

Turning to social media news, Aussies seem to trust it more than Americans by 30%, but only 73% as much as folks in The Netherlands. Concerns about real or fake online news are pretty similar between Aussies and Americans.

The state of social media in APAC in 2024 is characterised by a blend of optimism, strategic adaptation, and a keen focus on humanising digital interactions.

Drawing insights from 400 professionals in communications and marketing this report unveils the perspectives, preferences, and practices of communication and marketing professionals from around the Asia-Pacific (APAC) region.

From embracing the potential of AI to the nuanced approach towards outsourcing and the continued relevance of X, marketers in APAC are navigating the evolving landscape with agility and purpose.

The prevalence of influencer marketing and the steadfast commitment to understanding the audience further underscore the region’s leadership in shaping the future of social media.