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5 Emerging Marketing and Advertising Trends in Taiwan

5 Emerging Marketing and Advertising Trends in Taiwan

If you want to enter the Taiwan market, then you need to know its emerging marketing and advertising trends. Taiwan houses thousands of businesses. Because of its rapid economic growth, Taiwan has become one of the most developed countries in the world. Certainly, this makes entering Taiwan market far from being a piece of cake.

If there’s one thing you have to keep in mind, it’s that the Taiwan population is very techy and digitally-oriented. 91% of its total population use the internet, while 89% use social media. There are more cellphone connections in this country than the total number of people. Thus, the Taiwanese population is a digital nation. This makes digital marketing and advertising the best way to promote your products and services.

Adoption and Use of Digital Services in Taiwan 2022

The top strategy in introducing your brand in Taiwan is through social media platforms and e-commerce websites. On Facebook alone, you can potentially reach 16.35 million of the Taiwanese population. Taiwanese people love using social media, with Line, Facebook, Instagram, and TikTok as the most popular platforms.

Keep in mind that there are hundreds of marketing and advertising strategies available, but only a few work best in Taiwan. For example, influencer marketing has been popular in Taiwan due to the market’s social media behavior. Several successful marketing campaigns have also been using chatbots and offline marketing promotions. Aside from these, there are a selection of digital trends which a business can use in order to thrive in this market.

In this article, we have curated a list of the most effective marketing and advertising trends in Taiwan. These trends can help you choose the right angle to take when entering this market. These can level up your game and can prepare you for the competition.

5 Emerging Marketing Trends in Taiwan ⬇️

  1. Elevating User Experience

  2. Leveraging User-Generated Content

  3. Influencer Marketing

  4. E-commerce Platforms

  5. SEO Marketing

1. Elevating User Experience

Elevating User Experience Marketing Trends Taiwan 2022

One of the top online purchase drivers of the Taiwanese population is “simple online checkout”. This makes so much sense because brand websites tend to focus more on the aesthetic than the user experience. Elevating user experience simply means redesigning your website to improve its usability for your consumers. Website design does not only need to look appealing, but what matters is if it makes your visitors stay on the page.

The following are ways to elevate your website’s user experience:

  1. Optimizing your page load speed. If your website takes more than 2 seconds to load, your site visitors might get impatient and choose to exit the tab. To speed up your page loading, you can compress images, take out unnecessary characters, and avoid unnecessary embeds.

  2. Emphasize on your Call To Action (CTA). Your site visitors may find your website interesting and would want to explore. However, they cannot do this if they don’t know where to go next. Your CTA button must be visible and must contain a clear message that will make your customers want to click.

  3. Make your site easy to navigate. Think of your website’s structure and design. Your check-out process must be so easy that a kindergartener can understand how to purchase your products and services. If your website is too complicated, your consumers can simply exit the window and find another store as an alternative.

  4. Your site must be mobile-responsive. 98% of the Taiwan population own cellphones and only 73% own laptops or desktops. This means most of your site visitors from Taiwan would be using their phones and not their computers. Thus, your brand website must be mobile-responsive.

When entering the Taiwan market, you’d have to put yourself in their shoes. Ask yourself, “If I was my own customer, would I proceed to buying through this website?” Make sure that the answer is “yes”.

2. Leveraging User-Generated Content

Companies in Taiwan are now realizing the importance of personal recommendations and opinions when it comes to marketing their products. The Taiwanese do their brand research on social media, particularly on question and answer sites, forums, message boards, and on social media networks. If they wanna find out whether a certain product will work for them or not, they will first ask someone who has already purchased it and tried it. This is where user-generated content (UGC) comes in.

UGC simply means giving your consumers the platform to share their experience with your products. It means giving them a voice so that they themselves can advocate for your brand. UGCs have been proven to be better at converting leads than studio content. They are also free of charge and they provide social proof that your products work.

UGC can come up naturally or strategically. The first form means that it is through your consumers’ initiative to create a social media post, to tag you, and to recommend your product to their followers. This is because consumers tend to share their positive experiences with other people. The second form means you have to create a trend, a challenge, or an online competition which encourages your consumers to air out their opinions about your product. Either way, UGCs will increase your online presence without you breaking much of a sweat.

One example of leveraging UGC is how Etude House used Instagram to interact with its consumers. Etude House encouraged its buyers to use #etudetaiwan whenever they create a makeup look using Etude’s products. They also encourage their customers to tag their account in Instagram posts. In turn, the hashtag now has more than 3,000 posts from ordinary people in the country.

3. Influencer Marketing

Influencers and experts are one of the most-followed accounts by Taiwanese social media users. The Taiwanese population heavily rely on opinions from KOLs and word-of-mouth marketing because of its inherent authenticity and genuineness. Thus, influencer marketing is continually on the rise as one of the best marketing tools in Taiwan.

There are thousands of influencers in this country varying from niche to niche and platform to platform. There are influencers specializing in beauty, fashion, gaming, food, and household. They also dominate different social media sites like TikTok, Instagram, Facebook, and YouTube. Their follower size varies from thousands to millions. A business’ choice of influencer depends on the goal of the campaign.

If the goal is to increase brand awareness, then mega-influencers and KOLs would be the best choice. Meanwhile, if the goal is to increase engagement, then micro and nano-influencers would be the right selection. There are other elements to consider when choosing influencers in Taiwan, such as your brand image, values, persona, and campaign budget.

Big brands like Fila, Nike, McDonald’s, and many more have already utilized this strategy to gain more presence in Taiwan. They have recognized the power of influence in all Southeast Asian countries. However when doing an influencer marketing campaign, one thing’s for sure–the influencer’s loyal audience and trustworthy character would extend to your products and services.

4. E-commerce Platforms

E Commerce Platforms Marketing Trends in Taiwan 2022

E-commerce gained more popularity with the rise of the pandemic, along with the consistent technological growth in Taiwan. Taiwan’s e-commerce market in 2020 alone grew at 16.2%, reaching about $8.6 billion US dollars. Companies are making it a “must” to have some sort of online shop that would provide convenience for their customers.

In riding the wave of e-commerce, ask yourself “Why would customers go out to buy groceries, when they can do it with a single swipe?” This mindset has completely transformed consumer behavior in Taiwan. 63% of Taiwanese internet users purchase products or services online each week. Almost 35% of the internet users purchase groceries as well. The top e-commerce platforms in this country are Shopee, MomoShop, Ruten, and PChome Taiwan. In this digital age, being one tap away from your consumers increases chances of conversions.

This online wave was even supported by the Taiwan government. In 2020, the government offered subsidies to businesses who will adopt e-commerce by covering the costs for setup, marketing, logistics, and order processing.

5. SEO Marketing

Sources of Brand Discovery in Taiwan 2022

Taiwan internet users use Google and Yahoo when researching and finding information. One of the main reasons they use these websites is to do brand research, look at product comparisons, and gather reviews to help in making purchase decisions. This shows how important it is for a business to optimize its search results on search engines.

SEO or Search Engine Optimization is used by businesses to appear on the first page of search results. Appearing on the first page means a higher chance of being seen and being visited by curious consumers. Doing SEO will get your brand 24/7 online promotion which is cheap and permanent. SEO has also been proven to increase sales conversions after website visits.

The following are the most used tips and tricks by Taiwan businesses when doing SEO:

  1. Improve title. Your contents must have compelling titles which contain vital keywords people use when searching on Google.

  2. Look into the competition. Try searching for relevant content and look at your competitors’ keywords, content, and themes. Once you do this, you’ll get an idea on what people want to see and what they intend to know.

  3. Modify meta descriptions. Update and modify your content’s meta description because it will be displayed as a “preview” when your site appears on the search results.

  4. Create a thick and unique content. Make sure your content is readable so that your audience gets engaged. Once their interests are at peak, they may share your content with other people which can increase site visits and conversions.

The internet is a whole world on its own. Aside from social media, search engines are powerful tools to thrive in the Taiwan market. As a business entering this country, you must try your best to be at par with already-established local and international brands. SEO is one way to do that.


The Taiwan population is undoubtedly a digital nation. Almost all of the people in this country are internet, social media, and mobile users. This tech-savvy consumer group calls for a modern way of doing marketing and advertising. Thus, the best way to reach this audience is by utilizing digital means such as e-commerce platforms, social media, influencers, search engines, and own brand websites.

We hope that this list of the top trends in Taiwan has given you some tricks up your sleeve. Taiwan has a robust market perfect for business expansion. In order to succeed in this country, knowing the latest trends and strategies is a must.

If you are interested in knowing more about influencer marketing and advertising in Southeast Asia, check the AJ Marketing Blog.

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