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5 Emerging Marketing and Advertising Trends in Taiwan

AJ Marketing - 5 Emerging Marketing and Advertising Trends in Taiwan

Looking to break into the Taiwan market? You're in for a challenge! With thousands of businesses vying for attention, it's crucial to know the latest marketing and advertising trends that are making waves in this tech-savvy country.

Taiwan is a digitally-oriented nation, with over 90% of the population using the internet and 84.5% on social media. In fact, there are more mobile phone connections than there are people! That's why digital marketing is key to reaching potential customers.

AJ Marketing - 5 Emerging Marketing and Advertising Trends in Taiwan - Adoption and Use of Digital Services in Taiwan 2022

To make a splash, social media platforms and e-commerce websites are your go-to tools. With 16.20 million potential customers on Facebook alone, it's no surprise that platforms like Line, Facebook, Instagram, and TikTok are hugely popular with the Taiwanese.

But with hundreds of marketing strategies out there, it's important to know which ones work best in Taiwan. Influencer marketing has been a hit in this market due to the population's love for social media. And don't forget about chatbots and offline marketing promotions - they've been effective too!

We've rounded up the most effective marketing and advertising trends in Taiwan to help you get ahead of the competition. By leveraging these tactics, you'll be well-equipped to take on the Taiwan market and make a name for your brand.

AJ Marketing - 5 Emerging Marketing and Advertising Trends in Taiwan - Connect

5 Marketing and Advertising Trends in Tawain ⬇️

1. Elevating User Experience

AJ Marketing - 5 Emerging Marketing and Advertising Trends in Taiwan - 1 Elevating User Experience Marketing Trends Taiwan 2022

Did you know that a key factor driving online purchases for Taiwanese consumers is a simple and hassle-free checkout process? It's no wonder, as many brand websites tend to prioritize looks over ease-of-use.

To truly stand out and keep customers coming back, it's important to prioritize user experience. That means taking a good, hard look at your website and making sure it's intuitive and easy to navigate. After all, the goal isn't just to make your site look pretty - it's to keep visitors engaged and interested.

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

Marketing in Taiwan has evolved, and companies are now recognizing the power of personal recommendations and user-generated content (UGC) in promoting their products. Taiwanese consumers turn to social media platforms like question and answer sites, forums, message boards, and social networks to research and gather opinions before making a purchase. That's why UGC has become a game-changer.

Simply put, UGC is giving your customers a platform to share their experiences with your products. It's about empowering them to become brand advocates and share their positive experiences with others. Studies have shown that UGCs have a better conversion rate than studio content, and they're free. Plus, they provide social proof that your products work!

UGC can occur naturally or strategically. Natural UGCs happen when customers post about your product on social media, tag you, and recommend your product to their followers. This is because people love to share their positive experiences with others. Strategic UGC, on the other hand, involves creating a trend, a challenge, or an online competition that encourages customers to share their opinions about your product.

One great example of leveraging UGC is how Etude House used Instagram to interact with their customers. They encouraged buyers to use the hashtag #etudetaiwan whenever they created a makeup look using Etude's products and to tag their account in their posts. This resulted in over 3,000 posts from regular people across the country, all promoting the brand through their own experiences.

So, if you want to increase your online presence and engage with your customers in Taiwan, consider incorporating UGC into your marketing strategy. It's a powerful tool that can help you build brand awareness and loyalty without breaking a sweat.

3. Influencer Marketing

Taiwanese social media users are always on the lookout for opinions from experts and influencers. They rely heavily on word-of-mouth marketing because of its authenticity and genuineness. That's why influencer marketing has become one of the best marketing tools in Taiwan.

There are thousands of influencers in the country, each with their own niche and platform. From beauty and fashion to gaming and household, you can find influencers dominating different social media sites like TikTok, Instagram, Facebook, and YouTube. They have followers ranging from thousands to millions, making them a valuable asset to any marketing campaign.

Choosing the right influencer for your campaign depends on your goal. If you're looking to increase brand awareness, mega-influencers and KOLs would be the way to go. But if engagement is your focus, micro and nano-influencers would be a better choice. Of course, you also need to consider your brand image, values, persona, and budget.

Big brands like Fila, Nike, and McDonald's have already recognized the power of influencer marketing in Taiwan and across Southeast Asia. They know that partnering with the right influencers can give their products and services the boost they need.

But remember, the influencer's loyal audience and trustworthy character are what make them so effective. When you partner with an influencer, their endorsement of your brand can extend that loyalty and trust to your products and services. So, choose your influencers wisely, and watch your brand's reach and engagement soar! Partnering with a trusty social media marketing agency in Taiwan may be a big help for brands in this process.

4. E-commerce Platforms

AJ Marketing - 5 Emerging Marketing and Advertising Trends in Taiwan - 4 E Commerce Platforms Marketing Trends in Taiwan 2022

E-commerce has exploded in Taiwan, especially with the pandemic forcing more people to shop online. The country's e-commerce market grew by a staggering 16.2% in 2020, reaching a total of $8.6 billion US dollars. It's no wonder that businesses are making it a top priority to establish their own online shops to provide convenience for their customers.

Think about it - why would customers bother going out to buy groceries when they can do it with a single swipe? This shift in mindset has completely transformed consumer behavior in Taiwan. A whopping 60.3% of Taiwanese internet users purchase products or services online every week, with almost 30% even buying groceries online. The top e-commerce platforms in the country are Shopee, MomoShop, Ruten, and PChome Taiwan. In this digital age, being just one tap away from your consumers can significantly increase your chances of converting leads into sales.

But it's not just businesses that are driving this online wave - the Taiwanese government has been supportive as well. In 2020, the government offered subsidies to businesses that adopted e-commerce, covering the costs of setup, marketing, logistics, and order processing. This support has made it even more accessible for businesses to establish their online presence and reach their customers where they are - online.

5. SEO Marketing

AJ Marketing - 5 Emerging Marketing and Advertising Trends in Taiwan - 5 Sources of Brand Discovery in Taiwan 2023

When Taiwanese internet users need to research or find information, their go-to search engines are Google and Yahoo. They rely on these websites to do brand research, compare products, and gather reviews to help them make informed purchase decisions. This is why it's crucial for businesses to optimize their search results on these platforms.

Search Engine Optimization (SEO) is the tool businesses use to appear on the first page of search results. Ranking on the first page means a higher chance of being seen and visited by curious consumers. By utilizing SEO, your brand can get 24/7 online promotion that's both cheap and permanent. Plus, it's 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.

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