(Marketingmagazine.com.my) – According to a recent study by Kantar TNS, engagment on visual social media platforms namely Instagram and Snapchat has risen sharply in Malaysia.
Across Asia Pacific, connected consumers are expanding their use of social media beyond Facebook and testing newer, more visual channels. Malaysians are the most active on Instagram, as the results show that use has gone from 59% to 73% of connected consumers in the past year. Hong Kong and Singapore are not far behind, with 70% and 63% respectively.
Hong Kong is the most active Snapchat market, with almost half (46%) of internet users on the platform, but Malaysia is catching up quickly, with 37% now using the channel, more than double the number from 2015 (14%).
Snapchat and Instagram penetration figures in Asia Pacific:
While young people are the biggest social media users across all platforms, the rise of the ‘Insta-Gran’ is also gaining momentum; almost half (48%) of internet users in Malaysia aged 55 – 65 now use Instagram. Snapchat however, remains more the domain of the younger user, with only 19% of users in Malaysia in the 55 – 65 age category.
The rise of these platforms provides brands with new opportunities to target and engage consumers.
However, brands need to be mindful of evolving consumer attitudes as they look to take advantage of the diversifying social media landscape. The Connected Life a global study which was based on feedback from over 70,000 consumers revealed that 17% of connected consumers in Malaysia ‘actively ignore’ social posts or content from brands. Businesses need to avoid being invasive as a third (30%) already feel ‘constantly followed’ by online advertising.
Dan Foxman, Head of Client Service, Malaysia at Kantar TNS, said, “The Connected Life results show that Malaysia continues to be one of the most connected markets globally. This presents huge opportunities for brands here to reach consumers via digital channels.
But as our study shows, people are increasingly turning away from overtly branded messages. Social media provides brands with a way of interacting, not broadcasting, in the space that consumers are already spending their time.”
Zoë Lawrence, APAC Digital Director at Kantar TNS, shared that the rise of social platforms such as Instagram and Snapchat highlighted how consumers were looking beyond Facebook and eagerly adopting visual ways of expressing themselves.
“What’s crucial is that brands no longer look at social channels as blank media space for advertising.The results show that consumers are demanding content that is integrated seamlessly into the platform, enhancing rather than interrupting the use of it.”
“To do this successfully, it’s essential to maintain the brand values of the platform being used. Instagram is a place for highly-curated, enhanced images, whereas Snapchat is raw, in-the-moment and humorous. Brands need to approach each platform individually to ensure the content created mixes seamlessly into the user-generated feed and maintains their own integrity.”
For a better overview of the study check out the infographic below: