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3 Ways to Build Social Media Brand Awareness in SE Asia

In the ever-evolving world of digital marketing, building brand awareness on social platforms is critical to brands' success, especially in the dynamic marketplaces of South East Asia. In 2022, social commerce GMV amounted to 34 billion U.S. dollars. Live shopping GMV in Southeast Asia was 13 billion U.S. dollars, and over 7 billion U.S. dollars of that GMV was generated on social platforms in 2022. Although this region has huge opportunities, it also presents unique challenges and opportunities for brands due to its plethora of local influencers and consumers’ varying social channel preferences. Navigating this complex market requires a well-thought-out strategy that involves:

  • Identifying the right social platforms
  • Encouraging active engagement through livestreaming and promotions
  • Seeking support from regional experts and partners

As a global ecommerce accelerator and partner, Pattern understands the significance of brand awareness in South East Asia and how to seize the opportunities it offers. In this blog post, we will delve into how your brand can build brand awareness on social platforms in South East Asia.

1. Identify the Right Social Platforms

South East Asia is a melting pot of cultures, languages, and consumer behaviors resulting in a diverse social media landscape. SE Asia’s six key economies include:

  • Indonesia
  • Thailand
  • Malaysia
  • Philippines
  • Singapore
  • Vietnam

SE Asia’s most common social media platforms include:

  • Facebook
  • Instagram
  • WhatsApp
  • Line
  • Zalo
  • Tik Tok

To make the most impact, brands must identify the platforms where their target audience is most active. Then, it's important to conduct market research to gauge user demographics, preferences, and engagement levels on various social channels.

For example, Indonesia has a massive presence on all Meta-owned platforms, while Facebook dominates in the Philippines. Understanding these preferences will allow your brand to invest time and resources wisely, ensuring a more focused and effective brand awareness campaign.

2. Foster Engagement through Livestreaming

In South East Asia, the concept of brand "engagement" goes beyond just posting content. The region's social media users thrive on real-time interactions, and one of the most effective ways to achieve that experience is through livestreaming. Platforms that offer livestreaming, like Facebook Live, Instagram Live, and Shopee Live, have gained tremendous popularity in the region, providing brands with a direct and interactive way to connect with their audience.

Livestreaming allows brands to showcase products, host Q&A sessions, and run exclusive promotions, fostering a sense of urgency and excitement among consumers. Studies have shown that nearly 5 in 10 consumers in Southeast Asia tune in to livestream sales at least once a week with 63% of them having made a purchase

Leveraging livestreaming as part of your brand awareness strategy can lead to increased engagement, higher conversions, and enhanced brand loyalty.

3. Partner with Regional Experts

Entering and thriving in the South East Asian markets requires local insights and expertise. Partnering with a team of regional experts like Pattern can give your brand a competitive edge. With in-depth knowledge of the region's cultural nuances, consumer behaviors, and ever-changing trends, Pattern can guide your brand towards the most suitable social platforms and marketing strategies for achieving long-term profitability.

Our team will work closely with you to understand your brand's unique identity and objectives, crafting a tailor-made approach that resonates with the South East Asian audience. Through data-driven analysis and personalized solutions, Pattern ensures your brand's social media campaigns are not only effective but culturally relevant and impactful.

Unlock Your Brand's Potential in South East Asia with Pattern

At Pattern, we have a track record of helping brands succeed in the dynamic landscape of South East Asia. With our proprietary technology and expertise in the region, we can be the driving force behind your brand awareness journey in this vibrant market.

Ready to elevate your brand's presence on social platforms in South East Asia? Contact us.