Top 7 Social Media Trends in Asia in 2026
- info831035
- Dec 1
- 8 min read
Updated: 2 days ago
Ready to level up your brand's social media game in Asia? You've come to the right place! Asia is home to some of the world's biggest internet users, with folks in countries like the Philippines, Malaysia, Thailand, and Indonesia spending 37 to 54 hours weekly scrolling through their screens. That means big opportunities for brands like yours to connect with consumers on platforms like TikTok, Instagram, and YouTube. (Source: DataReportal)
Social media has given brands more ways than ever to connect with customers. It's where people go to research brands, discover new products, read reviews, and even reach out to companies directly. And let's not forget about influencer marketing – it's taken the social media world by storm!
But with all the changes happening in the social media space, it's important to stay up to date on the latest trends. And in Asia, those trends are changing all the time, given the region's diverse cultures, languages, and market behaviors.
That's why we've put together a list of the top social media marketing trends and strategies in Asia that are shaping the market in 2026. Get ready to take your marketing to the next level! Let's take a look!
7 Social Media Trends in Asia ⬇️
1. TikTok Marketing will be on the Rise
TikTok is taking Asia by storm, especially in countries like Indonesia, Japan, China, and South Korea. In fact, TikTok has exploded even further, now surpassing 460 million monthly active users in Southeast Asia as of 2025! (Source: TikTok Newsroom) That’s a massive leap in regional dominance, proving the platform’s grip on mobile attention isn’t slowing down anytime soon.
The pandemic brought a surge in TikTok's popularity, as people were looking for new forms of entertainment. Suddenly, the lockdown created a whole new breed of TikTok influencers, who are now thriving on the platform. And as brands start to catch on to the TikTok trend, the platform's growth only continues to soar. Whether you're in the B2B or B2C space, TikTok is a fantastic way to reach a wide audience.
So, what makes TikTok so effective for marketing? It's all about the "For You Page" feature. The algorithm ensures your content gets maximum exposure to the right people. And with the right combination of quality content, smart hashtags, and a finger on the pulse of the latest TikTok trends, you'll be sure to attract new leads.
2. Social Commerce is the Future
Shopping just got a whole lot easier, thanks to the latest features from your favorite social media platforms. With Facebook Shop, Instagram Live Shopping, TikTok Shops, and Product Pins from Pinterest, shopping is as seamless as it gets. This new way of shopping is called S-commerce, or social media commerce, and it lets brands sell products directly on social media platforms – no need for consumers to jump around to different sites.
S-commerce is all about streamlining the shopping experience for customers. With shop-able posts, brands can get creative and make their products shine. Plus, shop ads are personalized based on a consumer's social media activity, making it easier to reach a targeted audience.
In 2026, there's no denying the huge potential of S-commerce. So, it's time for brands to jump on this trend and take advantage of it. Different social media platforms have different market potentials, so it's important to choose the right one for your brand. For example, if your target audience is Gen Z, you can't go wrong with the Instagram Shop. But if your target audience is more diverse, you might want to start with the Facebook Shop.
3. International Influencer Collaborations
Asian brands are increasingly reaching out to influencers from other countries, flying them to their home countries, and immersing them in their services to promote these experiences to their local audiences. This innovative strategy helps brands expand their reach globally while offering influencers unique, memorable experiences.
One notable example is Pau Pelaez's collaboration with Marble Clinic, a cosmetic clinic in Korea. Pau, a popular influencer, was flown to Korea by the clinic to experience their medical tourism services firsthand. She underwent a rhinoplasty procedure and shared her journey through a detailed vlog on YouTube, which has over 570,000 views, along with several engaging TikTok videos. This approach allowed Marble Clinic to reach Pau's extensive international audience while showcasing their expertise and services through genuine, personal storytelling.
4. Micro-Influencers is a Must Marketing Strategy
Influencer marketing has been the talk of the town for the past few years, and for good reason. It's proven to be a highly effective way of reaching specific audiences. In fact, the Asia Pacific region is expected to see an annual growth of over 40% in the influencer marketing platform market between 2024 and 2031 (Source: Cognitive Market Research). Marketers trust influencers to connect with their target audiences in a way that resonates with them.
Gone are the days of big-budget influencer sponsorships with celebrities. Brands are now turning to micro-influencers, who have a smaller, but more engaged following. Micro-influencers are relatable and authentic, often sharing personal experiences that their followers can relate to.
In countries like Singapore, micro-influencer marketing has seen high growth in segments like food, beauty, fitness, and health. In Southeast Asia, e-commerce big-hitters like Tokopedia and Zalora are also incorporating influencer marketing into their campaigns. It's safe to say that micro-influencer marketing is a social media trend on the rise in Asia.
5. Branded Content Draws Bigger Attention
If you're looking to market your brand in Asia, traditional, hard-selling ads might not be the way to go. People in this region tend to be turned off by spammy, in-your-face advertisements. Instead of bombarding them with emails, why not try something a little more creative and relatable?
Enter branded content. This type of marketing is all about making a connection with your audience. By highlighting your brand's values and using storytelling techniques, you can tap into people's emotions and build a strong connection with them. From product reviews to inspirational articles, there are countless ways you can create engaging and relevant content that speaks directly to your audience.
A great example of how branded content can effectively connect with an audience is Qatar’s tourism campaign. With its rich cultural heritage and diverse experiences, Qatar aimed to position itself as a must-visit destination in the Middle East. To achieve this, they organized a familiarization trip featuring four prominent Southeast Asian social media influencers, including Xiaxue. During a 4-day, 3-night stay, these influencers experienced Qatar’s unique attractions, from dune bashing in the Qatari desert to exploring the century-old Souq Waqif. By sharing authentic stories through their platforms, they highlighted Qatar’s cultural richness, adventurous experiences, and hospitality. This approach allowed Qatar to create engaging, relatable content while promoting its visa-waiver program and stopover campaign, showing how storytelling can transform a destination into a compelling brand experience. (Source: Brand Story Asia)
6. User-generated content is a Powerful Key to Brand Building
Have you ever noticed those customer photos and videos showing up on your favorite brands' social media pages? That's user-generated content, or UGC for short! It's not a new idea in digital marketing, but it's still an effective way for a brand to build credibility and boost conversion rates.
Consumers in Asia want to trust the brands they buy from, and they're more likely to do so when they see real, personal experiences from other customers. That's why UGC is such a valuable tool. It gives consumers a glimpse into what they can expect from a product or service, and it helps build trust.
So how can you get your customers to create UGC for you? Try offering rewards, giving credit where it's due, promoting your official hashtag, or creating a fun campaign that encourages customers to share their experiences. With the right strategies in place, you can tap into the power of UGC and build a loyal customer base that trusts your brand.
7. Short Video Content will Dominate Social Media Platforms
Feeling the need for speed in your video content marketing strategy? You're not alone! With short attention spans, especially in the Asian market, marketers need to get creative to stand out. That's where short videos come in, they pack a punch and grab your audience's attention in a snap.
Vertical videos are a real game-changer, and TikTok deserves some credit for starting this trend. Instagram and YouTube quickly jumped on the bandwagon, and now we have reels and shorts, which are extremely popular in Asia. Take the "Squid Game Challenge" on TikTok for instance, it took the world by storm and even had influencers from all over joining in.
Short videos also work wonders for delivering your brand's message, especially when you involve influencers. So don't miss out, hop on the short video train, it's predicted to be a crowd-pleaser in 2024 and beyond!
Conclusion
Advertisers in Asia are facing a bit of a challenge with their audiences not being too fond of hard-sell marketing content. But fear not! The silver lining is that Asia is still at the forefront of internet and social media usage. This means that advertisers have an opportunity to get creative and come up with new and engaging ways to market their brands.
In 2024, social media is serving up some amazing opportunities for businesses with features like TikTok Shop, Instagram Shop and more. Some of the biggest hits with consumers are audio content, micro-influencer marketing, branded messages, short-form videos, and user-generated content.
It's important to keep up with the latest social media trends, especially in a heavily-penetrated market like Asia where there are hundreds of competitors. We hope this list has given you some inspiration for your next social media marketing campaign so that you can truly stand out!
Frequently Asked Questions (FAQs)
Why is social commerce growing so fast in Asia?
Social commerce in Asia is booming because a large portion of Southeast Asian consumers use smartphones as their primary internet access, making mobile-first shopping via social media apps very convenient. Platforms have embedded e-commerce features (like in-app checkout, livestream shopping, and native payments), reducing friction between discovery and purchase.
The prevalence of trusted influencers and Key Opinion Leaders (KOLs) helps because many Asian consumers rely on influencer recommendations rather than traditional advertising for purchase decisions. (Source: Comms8)
How important is mobile-first marketing for reaching Asian consumers?
Mobile-first marketing is essential because Asia has some of the world’s highest mobile penetration rates, with many users relying exclusively on smartphones for online activity. This means campaigns must be optimized for mobile formats, vertical video, fast load times, and seamless checkout. Social media platforms in Asia design many features, including livestream commerce and in-app shops, specifically around mobile user behavior. Countries like the Philippines, Malaysia, Thailand, and Indonesia spend 37–54 hours per week on the internet, making mobile optimization critical. (Source: DataReportal)
Why is short-form video content especially effective for social media marketing in Southeast Asia?
Per the 2025 “Digital Statshot” report, Southeast Asian users are among the world’s top consumers of short online videos (like TikTok, Reels, Shorts), often watching more short-form video content weekly than longer video formats. Short-form videos fit well with mobile use and shorter attention spans, making them easier to consume and share quickly. For brands, this means short-form content offers a powerful way to generate high engagement and reach a large audience in the region. (Source: Campaign Brief Asia)
How are influencers shaping consumer behavior in Asia?
Influencers play a critical role in shaping consumer behavior across Southeast Asia because audiences often trust recommendations from content creators over traditional advertising. They provide authentic insights into products or services, which makes their followers more likely to engage and convert. Micro- and nano-influencers, in particular, generate high engagement due to their relatability and credibility. By partnering with influencers, brands can reach targeted communities effectively and drive meaningful interactions. (Source: Social Brands)
Is social commerce just a passing trend, or does it have long-term potential in Southeast Asia?
Social commerce appears to have long-term potential, not just short-lived hype, because consumer behavior in Southeast Asia increasingly blends social media usage with purchasing behavior. The widespread adoption of mobile internet, digital payments, and integrated commerce platforms supports sustainable growth of social commerce in the region. Moreover, the shift in digital habits — especially among younger consumers — suggests that social media will continue to be a key channel for brand discovery, product research, and shopping. Because these structural and behavioral factors aren’t going away soon, social commerce is likely to remain a central part of digital commerce strategies in Southeast Asia for the foreseeable future. (Source: Comms8)
