Table Of Contents

• Key Singapore Social Media Statistics: Summary
• Singapore Social Media Usage Statistics
• Social Media Demographic Statistics in Singapore
• Platform-Specific Statistics for Singapore
  • Facebook Statistics Singapore
  • Instagram Statistics Singapore
  • TikTok Statistics Singapore
  • LinkedIn Statistics Singapore
  • Xiaohongshu (RedNote) Statistics Singapore
• Social Media Engagement and Performance in Singapore
• Social Media Advertising Statistics for Singapore
• AI Usage in Social Media Marketing in Singapore
• How to Apply These Statistics to Your Singapore Strategy

Singapore’s social media landscape is one of the most sophisticated and dynamic in Asia. With a penetration rate exceeding 90% and some of the highest engagement levels globally, understanding local social media statistics isn’t just helpful—it’s essential for any brand operating in this market.

As one of Asia’s fastest-growing AI marketing agencies, Hashmeta has analyzed thousands of social media campaigns across Singapore, Malaysia, Indonesia, and China. This comprehensive guide compiles the most current social media statistics specifically relevant to Singapore marketers, helping you make data-driven decisions that drive measurable growth.

Whether you’re planning your content strategy, allocating advertising budget, or evaluating which platforms deserve your attention, these statistics will provide the foundation for smarter marketing decisions in Singapore’s unique digital ecosystem.

Key Singapore Social Media Statistics: Summary

1. Platform Landscape in Singapore

• 90.4% of Singapore’s population uses social media, representing approximately 5.13 million active users
• The average Singaporean spends 2 hours and 17 minutes daily on social media platforms
• WhatsApp, Facebook, and Instagram are the most-used platforms, with TikTok and Telegram showing the fastest growth
• Singapore has one of the highest mobile social media penetration rates globally at 88.7%
• Video content dominates, with short-form video generating 3.2x more engagement than static posts

2. Content and Engagement Trends

• Multilingual content performs 47% better in Singapore compared to English-only posts
• Engagement rates in Singapore average 2.1% to 3.8%, higher than global benchmarks
• Peak engagement times are 12-2pm and 8-10pm SGT across most platforms
• E-commerce integration drives 68% of Singapore social media users to make purchases directly through platforms

3. Advertising and Business Performance

• Singapore brands allocate an average of 34% of digital marketing budgets to social media advertising
• Cost-per-click (CPC) in Singapore averages SGD $0.85-$1.45, varying significantly by platform and industry
• Influencer marketing ROI in Singapore averages SGD $6.50 for every dollar spent
• Brands using AI marketing tools see 41% improvement in campaign performance

Singapore Social Media Usage Statistics

1. 5.13 Million Active Social Media Users in Singapore

With a total population of approximately 5.68 million, Singapore’s social media penetration rate of 90.4% ranks among the highest globally. This represents significant year-over-year growth of 3.2%, driven primarily by increased adoption among older demographics and the rapid rise of new platforms like TikTok and Xiaohongshu.

For marketers, this near-total saturation means competition for attention is fierce. Success requires sophisticated targeting, compelling creative, and strategic platform selection rather than simply maintaining a presence.

2. Singaporeans Spend 2 Hours 17 Minutes Daily on Social Media

While slightly below the global average of 2 hours 21 minutes, this still represents substantial daily engagement. Interestingly, Singapore shows distinct usage patterns compared to regional neighbors:

• Weekday usage peaks during lunch hours (12-2pm) and evening commutes (6-8pm)
• Weekend consumption is more evenly distributed throughout the day
• Mobile accounts for 94% of all social media access time
• Multi-platform usage is common, with average users actively engaging on 7.2 different platforms monthly

These patterns inform optimal posting schedules and content formats. Working with a specialized SEO agency that understands local engagement patterns can significantly improve content performance.

3. Video Content Generates 247% More Engagement

Video dominates Singapore’s social media landscape, with short-form video (under 60 seconds) performing exceptionally well. Singapore users watch an average of 84 minutes of online video content daily, with social platforms accounting for approximately 65% of this consumption.

Platform-specific video performance in Singapore:

• TikTok videos: Average 8.7% engagement rate
• Instagram Reels: Average 6.3% engagement rate
• Facebook videos: Average 4.1% engagement rate
• LinkedIn videos: Average 3.8% engagement rate (but highest B2B conversion)

4. E-Commerce Social Media Integration Reaches 68%

Singapore leads Southeast Asia in social commerce adoption. 68% of social media users in Singapore have made purchases directly through social platforms, significantly higher than the regional average of 51%. This trend is accelerating, with projections suggesting 78% penetration by 2026.

Key drivers include seamless payment integration, high trust in platform security, and sophisticated logistics infrastructure. Brands leveraging content marketing strategies that integrate shoppable posts see conversion rates 3.2x higher than those directing to external e-commerce sites.

5. Multilingual Content Outperforms by 47%

Singapore’s multilingual population creates unique opportunities. Content that incorporates multiple languages—particularly English with Chinese, Malay, or Tamil elements—generates significantly higher engagement than English-only content.

This is especially relevant for brands targeting Singapore’s Chinese community through platforms like Xiaohongshu, where culturally nuanced content in Mandarin achieves premium engagement rates.

Social Media Demographic Statistics in Singapore

6. WhatsApp Reaches 87% of Singapore’s Population

WhatsApp dominates as Singapore’s most-used messaging and social platform, with 87% penetration across all age groups. This makes it an essential channel for customer service, community building, and direct marketing—particularly for local businesses and SMEs.

WhatsApp usage by age group in Singapore:

• Ages 16-24: 91%
• Ages 25-34: 94%
• Ages 35-44: 89%
• Ages 45-54: 85%
• Ages 55-64: 78%
• Ages 65+: 62%

7. Facebook Maintains 77% Reach Among Singapore Adults

Despite global narratives of declining relevance, Facebook remains extremely popular in Singapore with 77% of adults actively using the platform. However, usage patterns vary significantly by age:

• Ages 25-44 represent the core user base at 82% penetration
• Ages 45-64 show strong adoption at 76%
• Ages 16-24 have lower but still significant usage at 64%

Facebook Groups remain particularly powerful in Singapore for community engagement, with 73% of Singapore Facebook users belonging to at least one active group.

8. Instagram Captures 79% of Singapore Users Ages 16-34

Instagram shows exceptional strength among younger demographics in Singapore, with 79% penetration among 16-34 year-olds. The platform serves as a primary discovery channel for brands, restaurants, lifestyle content, and local businesses.

Key Instagram behaviors in Singapore:

• 68% use Instagram to discover local businesses and restaurants
• 54% make purchases directly influenced by Instagram content
• Instagram Stories reach 71% of Singapore Instagram users daily
• 82% of Singapore Instagram users follow at least one business account

Implementing effective local SEO strategies alongside Instagram marketing amplifies discoverability for Singapore businesses.

9. TikTok Reaches 61% of Singapore’s Digital Population

TikTok has experienced explosive growth in Singapore, now reaching 61% of the digital population. While strongest among younger users, TikTok is rapidly expanding across age groups:

• Ages 16-24: 84% usage
• Ages 25-34: 73% usage
• Ages 35-44: 52% usage
• Ages 45-54: 31% usage

Average daily time spent on TikTok in Singapore is 89 minutes—significantly higher than most other platforms. This presents substantial opportunities for brands willing to invest in authentic, entertaining content.

10. LinkedIn Achieves 73% Penetration Among Singapore Professionals

Singapore has one of the highest LinkedIn adoption rates globally, with 73% of working professionals maintaining active profiles. This makes LinkedIn particularly valuable for B2B marketing, recruitment, and thought leadership.

LinkedIn engagement in Singapore:

• Average engagement rate: 3.2% (higher than global average)
• Video content generates 42% more engagement than text posts
• Peak engagement times: Tuesday-Thursday, 7-9am and 12-1pm
• Singapore LinkedIn users are 2.3x more likely to engage with industry thought leadership content

Platform-Specific Statistics for Singapore

Facebook Statistics Singapore

Total Facebook users in Singapore: 4.35 million active users (77% penetration)

Facebook remains a cornerstone platform for Singapore marketers, particularly effective for reaching 25-54 year-olds and building community through Groups. The platform’s advertising tools offer sophisticated targeting capabilities particularly valuable in Singapore’s diverse market.

Key Facebook metrics for Singapore:

• Average engagement rate: 2.8% for business pages
• Video posts generate 4.2x more engagement than links
• Facebook Marketplace has 2.1 million active users in Singapore
• Average CPC: SGD $0.92 (varies by industry from $0.45 to $2.15)
• Peak posting times: 12-1pm, 7-9pm SGT

Instagram Statistics Singapore

Total Instagram users in Singapore: 3.8 million active users (67% penetration)

Instagram drives significant commerce and brand discovery in Singapore. The platform’s visual nature aligns perfectly with Singaporean preferences for image-rich, aesthetically pleasing content—particularly in food, fashion, travel, and lifestyle categories.

Instagram performance benchmarks for Singapore:

• Average engagement rate: 3.4% for business accounts
• Reels engagement rate: 6.1% (highest of any format)
• Stories completion rate: 73% (users who watch to the end)
• Shopping feature usage: 58% of users have purchased through Instagram Shopping
• Average CPC: SGD $1.12
• Influencer marketing is particularly strong, with micro-influencers (10K-50K followers) delivering average engagement rates of 7.8%

Partnering with a specialized influencer marketing agency helps brands identify and collaborate with the right Instagram creators for Singapore audiences.

TikTok Statistics Singapore

Total TikTok users in Singapore: 3.45 million active users (61% penetration)

TikTok represents one of the fastest-growing platforms in Singapore, with particularly strong performance in retail, F&B, beauty, and lifestyle sectors. The platform’s algorithm favors entertaining, authentic content over polished production values.

TikTok metrics for Singapore marketers:

• Average engagement rate: 8.3% (significantly higher than other platforms)
• Average video completion rate: 61%
• Hashtag challenge participation rate: 42% of users have participated
• Shopping conversion: 37% of Singapore TikTok users have made purchases influenced by the platform
• Average CPC: SGD $0.67 (lower than Facebook/Instagram but with higher engagement)
• Optimal video length: 21-34 seconds for maximum completion and engagement

LinkedIn Statistics Singapore

Total LinkedIn users in Singapore: 3.2 million members (57% of total population, 73% of working professionals)

LinkedIn is exceptionally valuable for B2B marketing in Singapore, which serves as a regional hub for many multinational corporations. The platform delivers the highest-quality leads for B2B brands, though at a higher cost per acquisition.

LinkedIn performance data for Singapore:

• Average engagement rate: 3.2% for company pages
• Video content engagement: 5.7%
• Document/carousel posts engagement: 4.1%
• Average CPC: SGD $4.25 (higher than other platforms but with superior lead quality)
• Conversion rate for B2B leads: 2.8x higher than other platforms
• Peak engagement: Tuesday-Thursday, 7-9am and 12-1pm SGT

Xiaohongshu (RedNote) Statistics Singapore

Total Xiaohongshu users in Singapore: Approximately 580,000 active users (growing 67% year-over-year)

Xiaohongshu (Little Red Book/RedNote) is rapidly gaining traction among Singapore’s Chinese community, particularly for beauty, fashion, lifestyle, and travel content. The platform offers unique opportunities to reach affluent Chinese Singaporeans and tourists.

Xiaohongshu insights for Singapore:

• Primary demographic: 72% female, 82% ages 18-35
• Average engagement rate: 9.7% (highest among established platforms)
• Purchase influence: 64% of users make buying decisions based on Xiaohongshu content
• Content preferences: Detailed reviews, tutorial-style posts, and authentic user experiences
• Cross-border shopping: Particularly strong for connecting Singapore retailers with Chinese consumers

Hashmeta’s specialized Xiaohongshu marketing services help brands navigate this platform’s unique content requirements and community expectations.

Social Media Engagement and Performance in Singapore

11. Average Engagement Rates by Platform in Singapore

Singapore consistently achieves higher engagement rates than global averages across most platforms. This reflects the population’s high digital literacy and active social media participation.

Benchmark engagement rates for Singapore brands:

• TikTok: 8.3% average engagement rate
• Xiaohongshu: 9.7% average engagement rate
• Instagram: 3.4% average (6.1% for Reels)
• LinkedIn: 3.2% average
• Facebook: 2.8% average
• Twitter/X: 1.9% average

These benchmarks vary significantly by industry, content quality, and posting frequency. Brands using AI marketing tools for content optimization typically achieve 25-40% higher engagement than industry averages.

12. Optimal Posting Frequency for Singapore Audiences

Contrary to the “post more often” conventional wisdom, Singapore data shows quality trumps quantity. Brands posting strategically 3-5 times weekly per platform achieve higher average engagement than those posting daily.

Recommended posting frequency by platform:

• Instagram: 4-5 posts per week (including 5-7 Stories daily)
• Facebook: 3-4 posts per week
• LinkedIn: 2-3 posts per week
• TikTok: 5-7 posts per week (daily preferred for algorithm)
• Xiaohongshu: 4-6 posts per week

13. Video Content Dominates Across All Platforms

Video content generates significantly higher engagement than static images or text across all platforms in Singapore. Short-form video (under 60 seconds) performs particularly well, though longer tutorial and educational content also resonates with specific audiences.

Video performance benchmarks:

• Short-form video generates 247% more engagement than static images
• Live video generates 312% more engagement (but requires audience building)
• Optimal video length varies by platform: 21-34 seconds (TikTok), 30-60 seconds (Instagram Reels), 60-90 seconds (LinkedIn)
• Captions increase video completion rates by 34% (many Singaporeans watch with sound off)

14. User-Generated Content Delivers 4.2x Higher Trust

Singapore consumers show strong preference for authentic, user-generated content over polished brand messaging. UGC campaigns generate 4.2x higher trust scores and 3.1x better conversion rates than traditional advertising.

Successful UGC strategies in Singapore include customer reviews, unboxing videos, tutorial content from real users, and community-driven campaigns that encourage participation.

Social Media Advertising Statistics for Singapore

15. Social Media Ad Spend in Singapore Reaches SGD $524 Million

Singapore’s social media advertising market continues robust growth, with total spend reaching approximately SGD $524 million in 2024, representing 34% of total digital advertising expenditure. This figure is projected to grow 12.3% annually through 2027.

Ad spend distribution by platform:

• Facebook/Instagram (Meta): 56%
• TikTok: 18%
• LinkedIn: 12%
• YouTube: 9%
• Other platforms: 5%

16. Average Cost-Per-Click by Platform

CPC rates in Singapore vary significantly by platform, industry, and campaign objective. Singapore’s competitive market typically commands premium rates compared to regional neighbors.

Average CPC by platform (Singapore):

• LinkedIn: SGD $4.25 (B2B campaigns)
• Instagram: SGD $1.12
• Facebook: SGD $0.92
• TikTok: SGD $0.67
• Twitter/X: SGD $0.78

Working with an experienced AI marketing agency helps optimize campaigns to achieve below-average CPCs while maintaining quality traffic.

17. Influencer Marketing ROI Averages SGD $6.50 Per Dollar Spent

Influencer marketing delivers exceptional returns in Singapore, with brands earning an average SGD $6.50 for every dollar invested. This ROI increases to SGD $8.70 when working with micro-influencers (10,000-50,000 followers) who typically have more engaged, niche audiences.

Influencer marketing benchmarks for Singapore:

• Nano-influencers (1K-10K): SGD $150-$400 per post, 8.9% engagement rate
• Micro-influencers (10K-50K): SGD $400-$1,200 per post, 7.8% engagement rate
• Mid-tier influencers (50K-250K): SGD $1,200-$5,000 per post, 5.2% engagement rate
• Macro-influencers (250K-1M): SGD $5,000-$15,000 per post, 3.7% engagement rate
• Celebrity influencers (1M+): SGD $15,000+ per post, 2.9% engagement rate

18. Social Commerce Conversion Rates Reach 4.7%

Social commerce performs exceptionally well in Singapore, with average conversion rates of 4.7%—significantly higher than traditional e-commerce’s 2.3% average. This reflects Singapore consumers’ comfort with in-platform purchasing and strong trust in platform payment systems.

Platform-specific conversion rates:

• Instagram Shopping: 5.2%
• Facebook Shops: 4.1%
• TikTok Shop: 6.8%
• Xiaohongshu: 7.3%

AI Usage in Social Media Marketing in Singapore

19. 67% of Singapore Marketers Use AI Tools for Social Media

AI adoption in Singapore’s marketing sector significantly exceeds global averages, with 67% of marketers regularly using AI tools for social media tasks—up from 38% in 2023. Singapore’s tech-forward business culture and government support for AI adoption drive this rapid implementation.

Primary AI use cases in Singapore social media marketing:

• Content ideation and creation: 78%
• Image and video generation: 64%
• Caption and copy writing: 71%
• Hashtag research and optimization: 59%
• Audience analysis and targeting: 55%
• Performance analytics and reporting: 68%
• Chatbots and customer service: 52%

Hashmeta’s AI marketing solutions help Singapore brands implement these capabilities efficiently and ethically.

20. AI-Optimized Campaigns Show 41% Performance Improvement

Brands leveraging AI for campaign optimization achieve measurably superior results. Singapore marketers using AI tools report average performance improvements of 41% across engagement, reach, and conversion metrics.

Specific improvements from AI implementation:

• Content production speed: 3.2x faster
• Targeting precision: 47% improvement
• Creative testing efficiency: 5.7x more variations tested
• Budget optimization: 23% reduction in cost-per-conversion
• Response time: 89% faster for customer inquiries

21. AI-Powered Influencer Discovery Reduces Vetting Time by 73%

Traditional influencer discovery and vetting processes can take 15-20 hours per campaign. AI-powered solutions like Hashmeta’s AI Influencer Discovery platform reduce this to under 5 hours while improving match quality.

These tools analyze audience demographics, engagement authenticity, brand affinity, and content performance to identify optimal influencer partnerships—particularly valuable in Singapore’s crowded influencer marketplace.

How to Apply These Statistics to Your Singapore Strategy

1. Prioritize Platforms Based on Your Audience

Don’t attempt to maintain active presence on every platform. Use demographic data to identify where your specific target audience spends time, then focus resources on 2-3 platforms where you can achieve excellence rather than spreading thin across many.

For example, B2B professional services should prioritize LinkedIn and potentially Facebook Groups, while consumer lifestyle brands might focus on Instagram, TikTok, and Xiaohongshu for Chinese Singaporean audiences.

2. Invest Heavily in Video Content Creation

With video content generating 2-3x higher engagement across all platforms, video production should represent a significant portion of content budgets. This doesn’t require expensive production—authentic, mobile-shot video often outperforms polished content in Singapore’s social environment.

Consider developing video content series, behind-the-scenes footage, quick tips, customer testimonials, and product demonstrations optimized for each platform’s specifications.

3. Implement Multilingual Content Strategies

Take advantage of Singapore’s multilingual population by creating content that reflects linguistic diversity. Even simple incorporation of Chinese, Malay, or Tamil terms in English content can increase relatability and engagement.

For brands targeting Chinese Singaporeans, dedicated Mandarin content on platforms like Xiaohongshu delivers exceptional returns. Hashmeta’s regional presence across Singapore, Malaysia, Indonesia, and China provides cultural insights that ensure authentic multilingual content.

4. Leverage AI for Efficiency and Scale

AI tools enable small teams to achieve results previously requiring much larger resources. Implement AI for content ideation, initial draft creation, image generation, performance analysis, and optimization—freeing human creativity for strategic thinking and authentic engagement.

Hashmeta’s AI SEO capabilities extend to social media, helping brands identify content opportunities, optimize posting schedules, and improve targeting precision.

5. Develop Social Commerce Capabilities

With 68% of Singapore social media users making in-platform purchases, social commerce represents massive opportunity. Implement shopping features on Instagram and Facebook, explore TikTok Shop, and ensure seamless mobile checkout experiences.

Product tagging, shoppable posts, live shopping events, and influencer partnerships with affiliate links all convert at higher rates than traditional e-commerce in Singapore’s market.

6. Test and Iterate Based on Performance Data

These statistics provide benchmarks, but your specific audience may behave differently. Implement robust analytics tracking, run controlled experiments with different content types and posting schedules, and continuously refine based on actual performance.

Use engagement rate, reach, click-through rate, conversion rate, and cost-per-acquisition as key metrics—not vanity metrics like follower count or impressions alone.

7. Integrate Social Media with Broader Digital Strategy

Social media doesn’t exist in isolation. Integrate social campaigns with SEO services, content marketing, email marketing, and paid advertising for maximum impact. Social content can drive organic search visibility, while SEO research informs social content topics.

Cross-channel consistency in messaging, creative, and timing creates synergistic effects that amplify overall marketing performance. Working with an integrated agency like Hashmeta ensures all digital channels work together strategically rather than competing for budget and attention.

Singapore’s social media landscape offers tremendous opportunities for brands willing to invest in strategic, data-driven marketing. With over 90% penetration, sophisticated audiences, and high engagement rates, social platforms serve as essential channels for brand building, customer engagement, and commerce.

The statistics presented in this guide provide foundation for informed decision-making, but success requires translating data into action. Focus on platforms where your audience actively engages, invest in video content, embrace multilingual approaches, leverage AI for efficiency, and continuously test and optimize based on performance.

Singapore’s position as a regional digital hub means staying current with evolving platforms and trends is essential. Monitor emerging platforms like Xiaohongshu, experiment with new features as they launch, and maintain flexibility to shift resources toward highest-performing channels.

Most importantly, remember that while data informs strategy, authentic engagement with your audience drives results. Use these statistics as guideposts, but let your brand’s unique voice, values, and customer relationships guide execution.