Going global from Hong Kong as a small and medium-sized enterprise (SME), you might think that you have to spend a lot of money and make large-scale efforts to make an impact. But entering overseas markets and discovering potential customers are actually easier than you think! Singapore, Malaysia, the Philippines, Indonesia, Thailand, and Vietnam all have a lot of customers waiting for you!
In May’s Digital Academy webinar, we had Dodo Kwong, Head of Partipost Hong Kong to share the trends and features of these 6 major Southeast Asian markets, enabling you to accurately identify potential overseas markets that are appropriate for your business. She also talked about popular social media marketing strategies in each of these regions, helping you to rapidly increase your brand’s visibility at a low cost.
Gigantic Social Media Market in Southeast Asia
The social media landscape in Southeast Asia is huge and across many countries, as Dodo mentioned in the webinar. The total number of social media users in the region already exceeds 0.482 billion, which accounts for 70% of the total population in the Southeast Asian region. Therefore, it is vital to run effective social media operations to get into this market.
Apart from the renowned Facebook/Instagram platforms, Dodo pointed out X (formerly Twitter) as an often-ignored social media which penetrates largely into the Indonesian and Filipino markets with over 50% of their populations using it. The Twitter topics are often more news-oriented and professional, implying that Twitter’s active users are more well-educated and have higher spending power.
Successful Use Case on Twitter
Another advantage of Twitter is its text-dominant contents, which is good for SMEs who don’t have too many resources to develop image or video contents to enter overseas markets. The Return on Ad Spend (ROAS) of Twitter is also much higher than other social media, indicating its effectiveness.
Learn More:
What is ROAS and its Calculation
One success case of using Twitter is the cosmetic and skincare brand Garnier which gained nearly 1.4 million online impressions with just 500 participants! Dodo emphasized that SMEs can achieve as good or even better results than large brands, and they should take reference to these brand’s success stories and work on their own.
On top of Twitter, Dodo also talked about the “Southeast Asian version of Xiaohongshu” Lemon8, its features and social media tips. Click through below to watch the video recap of Lemon8 and the detailed analysis of each Southeast Asian market now!
Watch the Webinar Recording Now (In Cantonese):
For more digital marketing insights, please register at the Digital Academy website to view!
About the Speaker
Dodo Kwong / Head of Hong Kong at Partipost
Dodo Kwong is a seasoned digital marketing expert with a wealth of experience in the industry. As the Head of Hong Kong at Partipost, the largest and fastest-growing influencer management platform in Southeast Asia, Dodo plays a pivotal role in connecting brands with influencers and driving successful campaigns.
With a track record of serving over 100 brands, Dodo brings a wealth of knowledge to the table. Her previous roles at Alibaba and Meituan have honed her skills in brand expansion and market penetration. Whether it’s breaking into new markets or optimizing existing ones, Dodo’s strategic insights and hands-on approach make her an invaluable asset to any brand.
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