As you may have seen, Battenhall recently announced our exciting expansion into the Asia-Pacific (APAC) region. Alongside being fortunate enough to work with some exceptional global brands and partners, we have also seen firsthand how having a strong grasp on social media can make or break your brand.

This expansion gives us a front-row seat to one of the most dynamic and fast-evolving regions in the world. It’s where digital trends, consumer behaviour, and platform culture differ dramatically between markets. As we grow our footprint across APAC, understanding the region’s unique digital landscape will be key to driving meaningful impact.

The APAC landscape

APAC is a digital powerhouse and the world's largest consumer market, home to over 4.3 billion people, which is 60% of the global population. Its immense diversity, from developed economies like Japan to emerging digital landscapes in south-east Asia, means having just a single strategy will not lead to success.

Driven by a mobile-first and highly engaged audience, the region's digital penetration is exceptional – with a significant number of countries boasting internet usage rates above 75%. China alone has over 1.1 billion internet users, while India has more than 800 million. Social media penetration in South Korea exceeds 93%, and consumers in parts of south-east Asia spend over three hours a day on these platforms.

This level of digital engagement presents a massive opportunity for global brands. With the largest social media user base globally, the sheer scale and diversity of this digital landscape can’t be ignored, and it would be wrong of us not to advise you that a ‘one size fits all’ approach – that doesn’t appreciate the differences in cultures, platforms and nuances – will fail. 

So, get comfortable; we’re about to dive in.

Gateway to a connected consumer

For global brands, social media platforms in APAC are the definitive gateway to a highly engaged audience, where mobile is king. The apps have evolved into comprehensive “super apps”, blending everything from messaging and content to e-commerce and financial services. This transformation means that social media in APAC is no longer just a tool for brand awareness: it’s the engine that drives sales and builds loyalty. Successful brands know that this is where consumer discovery, decision-making, and transactions happen in real-time. By leveraging features like official brand accounts and direct channels, companies can skip the old marketing playbook and connect directly with a captive audience of millions

Social media map: country-by-country

South-east Asia

Let’s start with south-east Asia, specifically Singapore, Indonesia, Philippines, Thailand and Vietnam. We see that there are far more international channels popping up, audiences in the region are highly engaged with influencer marketing remaining a key driver for brand trust. At the same time, the region is experiencing a social commerce boom, shaping unique behaviours and preferences for across both global and local channels:

• Facebook and Instagram: Still leading platforms for brand presence, ads and community building across the region.
• TikTok: The fastest-growing platform, particularly for Gen Z, driving viral content and short-form video commerce. Thailand ranks second globally in TikTok engagement, while the Philippines leads in daily social media usage.
• WhatsApp and local messaging apps: WhatsApp Business is widely used for business communication and sales, especially in Thailand and the Philippines, where brands also leverage Viber for direct customer engagement, multimedia messaging, and interactive promotions. Vietnam’s Zalo is also a key channel for brands.
• Local e-commerce apps: Shopee and Lazada dominate the region, offering strong social and live-streaming features. In the Philippines, platforms like Kumu are gaining traction with interactive livestream shopping, while Vietnam also sees local players like Tiki and Sendo innovating in social commerce.

Across Southeast Asia, success comes to brands that combine creative, influencer-driven content with seamless shopping experiences on global platforms and local favourites.

China

Now to China. If you’ve ever had experience working with contacts in this market, you’ll be familiar with the various ‘firewalls’ the country has against many international platforms and tech. It’s no wonder, then, that they’ve created a plethora of smart, “super apps”. 

The main social platforms used are:

• WeChat: The "super app" for private traffic, mini-programs, and customer loyalty.
• Douyin: Short-form video for viral marketing and live commerce.
• Xiaohongshu (RedNote): The "social commerce" app for authentic reviews and lifestyle content.
• Weibo: The public forum for brand announcements and real-time trends.

If you’ve spent time engaging with audiences in Hong Kong, you’ll know it’s a fast-paced, always-on market, where international platforms thrive alongside local trends. Social media is the pulse of daily life, blending global channels with a highly engaged, trend-conscious user base. The main platforms used are:

• Facebook: The go-to for community engagement and broad reach.
• Twitter: Popular for real-time conversations and trend monitoring.
• YouTube: Key for video storytelling and brand campaigns.

Taiwan

Over in Taiwan, social media is just as central to daily life. The main platforms used are:

• Facebook: Dominates the market and is ideal for reaching a wide audience.
• Twitter: Useful for real-time updates and engaging with trends.
• Instagram: Perfect for visual campaigns targeting younger demographics.

Japan

When we look at Japan, the main difference is that Japanese consumers are fiercely loyal to particular platforms and value privacy. So when you’re looking at content and strategies, create subtle, high-quality videos - extra points for branded stickers :

• LINE: The dominant messaging "super app" for customer communication, promotions, and branded stickers.
• Twitter/X: A strong platform for real-time news and community building.
• YouTube: Highly popular for a wide range of content, from long-form videos to influencer reviews.
• Instagram: Gaining popularity, especially among younger generations, for visual content.

South Korea

Our next region in the spotlight is South Korea, from K-pop to beauty trends and food, their channels are flooded with creative, colourful and visually strong content:

• KakaoTalk: The all-in-one messaging app. Brands use Kakao Channels for direct engagement.
• Instagram: Highly dominant for visual content, fashion, beauty, and celebrity endorsements (K-pop).
• Naver: The national search engine, where brands must have a presence through Naver Blogs and Cafes for SEO and community engagement.
• YouTube: Crucial for product reviews and long-form content.

India

Now onto India. Social media serves as a dynamic blend of entertainment, commerce, and community in the country’s vibrant digital landscape. It's a cultural force: from cricket memes to Bollywood dance challenges and viral Reels, Indian feeds are a dynamic mix of entertainment, trends, and community. The main platforms used are: 

• WhatsApp: The backbone of personal and business communication.
• Instagram: Dominates short-form video with Reels and visual storytelling.
• YouTube: The go-to for long-form content, tutorials, and entertainment.
• Facebook: Still a top choice for community groups and marketplace activity.
• ShareChat: A regional favourite for vernacular content and local engagement.

Australia

And finally, Australia. The landscape mirrors other global markets, with platforms such as Facebook, Instagram, YouTube, LinkedIn and TikTok dominating. It’s worth noting that recent regulations have restricted under-13 use on many platforms, which has shaped how brands approach younger audiences. Here’s what successful brands focus on locally:

• Seamlessly integrating video-first content and social commerce into their content
• Leveraging influencers, reviews and testimonials to emphasise UGC and authenticity
• Embracing the ‘Aussie’ lifestyle by celebrating local sporting events or showcasing ‘A day in the life”

Shared social strategies

Although there are a lot of differences in the platforms, there are some common threads that we see. Across all markets for example, video is the preferred format, with live streaming being incredibly popular to maximise sales. Using (micro & macro)  influencers as brand ambassadors is also a common thread spanning into APAC. Knowing how and where your brand can activate them can result in increased credibility and awareness. 

The “super app” is considered the norm across APAC with platforms like WeChat and LINE offering far more than just a social network. Brands must lean into this to understand how they can build deeper relationships with customers and really show up.

Localise, localise, localise

The key takeaway from this primer is simple: localisation is non-negotiable. Success in APAC is not just about mere translation, but about meticulously adapting your content, tone, and strategy to respect and resonate with diverse local cultures.

Keen to find out more? Email our team – hello@battenhall.com – to speak with one of our experts.