Top 7 Social Media Trends in Asia in 2022

Top 7 Social Media Trends in Asia in 2022

Wanna know how to market your brand using social media in Asia? You came to the right place. Nations in Asia belong to the top internet users of the world in terms of time spent on the internet. Consumers in South Korea, Philippines, Malaysia, Thailand, Indonesia, Taiwan, and many others spend around 8 to 10 hours per day scrolling through their screens. Naturally, this consumer behavior presents more opportunities for brands to market their products using social media platforms like TikTok, Instagram, and YouTube.


The rise of social media provides brands with more customer touch points than ever before. Social media is one of the primary channels for customers to do brand research, discover new brands, look into product catalogues, read reviews, and to contact brands directly. Social media also created a new dominating marketing technique which is influencer marketing.

This social media transformation spurred new trends you may not have heard yet. Social media trends vary in different regions of the world. There are numerous trends that are specific to Asia nations, given its mix of cultures, languages, and market behaviors.

In order for you to compete in the Asia market, you must stay updated with the trends and latest strategies specific to each location. In this article, we have compiled the top 7 social media trends in Asia that can inspire your marketing campaign in 2022. Let's take a look!

7 Social Media Trends in Asia ⬇️

  1. TikTok Marketing will be on the Rise

  2. Social Commerce is the Future

  3. Social Audio Content as a New Trend

  4. Micro-Influencers is a Must Marketing Strategy

  5. Branded Content Draws Bigger Attention

  6. User-generated content is a Powerful Key to Brand Building

  7. Short Video Content will Dominate Social Media Platforms

1. TikTok Marketing will be on the Rise

TikTok Marketing is a new social media trend in Asia 2022

TikTok is a popular social media platform in Asia, especially in Indonesia, Japan, China, and South Korea. By August 2020, TikTok has been downloaded over 360 million times in Southeast Asia. Furthermore, TikTok's revenue mainly comes from China, which accounts for about 80% of the app's total revenue.

The popularity of TikTok emerged during the pandemic, as people were searching for new types of entertainment. The lockdown unexpectedly created new TikTok influencers who are now consistently maintaining their popularity on this platform. The growth of TikTok seems to be increasing as brands are starting to create an existence on the platform. Whether it is the B2B or B2C segment, TikTok is a great platform to reach wide audiences.

TikTok is effective for marketing because of its "For You Page" feature. The algorithm allows high exposure of your contents to the relevant audiences. Creating quality contents, implementing hashtags, and keeping up with the latest TikTok trends can result in new potential leads.

TikTok is also a great platform for influencer marketing. If you are looking for popular TikTok influencers, check out our articles about the best TikTok influencers in Thailand, Vietnam, Singapore, Malaysia, Indonesia, Korea, Taiwan and Japan.

2. Social Commerce is the Future

S Commerce is a social media trend in asia in 2022

Social media platforms have been rolling out shopping features. For example, Facebook Shop, Instagram Live Shopping, Tiktok Shops, and Product Pins from Pinterest make shopping as easy as ever. This feature is called S-commerce or social media commerce. With S-commerce, brands can sell products directly on social media platforms without redirecting consumers to other sites.

S-commerce helps brands to reach customers without the long conversion process. Shop-able posts allow brands to make creative content, making their products stand out. Moreover, shop ads are shown to consumers based on their social media activity. Therefore, this feature is great for reaching a targeted audience.

S-commerce has many opportunities in 2022, so brands are strongly recommended benefit from this social media trend. Each social media has their own market potential. It is important for brands to choose the right platform to start with. For instance, if your target markets are Gen Zs, the Instagram shop will work wonders. Meanwhile, if you have a large target audience with many different age groups, you could start with the Facebook Shop.

3. Social Audio Content as a New Trend

Social audio content is a social media trend in Asia in 2022

In 2021, we have already seen the exponential growth of social audio apps, especially Clubhouse. Launched in 2020, this app has become a big deal towards social media users. Many opinion leaders joined Clubhouse to talk about topics of their expertise. Influencers also used the platform to collaborate with other figures from similar niches. As a result, their activity successfully gathered in-market audiences.

Besides Clubhouse, there are other social audio apps you could explore, such as Beams, Spotify Podcasts, Twitter Space, and many more. Social audio content is predicted to be a new trend in Asia. The podcast industry in South East Asia is rapidly growing. Social audio content helps brands in building brand’s credibility and trust. It also creates interactive communication that could involve the community.

Investing in social audio content is one of the most economical marketing strategies. Make sure to involve the audiences in your social audio content to make them more engaged. Other tips you could try is creating narrative-based content as it easily gains the interest of the audiences.

4. Micro-Influencers is a Must Marketing Strategy

Micro-influencers is a great marketing strategy in asia

Influencer marketing has been a trend for the past few years and has proven its effectiveness in targeting specific niches. The influencer marketing platform market in Asia Pacific is expected to increase by over 30% during 2019-2025. This shows that influencers are trusted by marketers as they hold great power in connecting with their audiences.

However, paid influencer sponsorships are shifting. Many brands are more focused on micro-influencer rather than mega influencers and celebrities. Micro-influencers are more popular because they relate more to the audiences. These figures appear to be more realistic and authentic as they often share personal experiences.

For example, micro-influencer marketing in Singapore shows a high growth rate in food, beauty, fitness and health segments. In other Southeast Asian countries like Indonesia and the Philippines, influencer marketing is also included in big campaigns of e-commerce such as Tokopedia and Zalora. Therefore, micro-influencer marketing is a notable social media trend in countries in Asia.

5. Branded Content Draws Bigger Attention

Consumers in Asia seem to avoid hard-selling advertising contents. Spammy advertising messages are not well-accepted by the audiences. Too frequent newsletters are usually unopened by customers. Therefore, branded content is a great way to entice customers, and it presents a less likely chance of avoidance.

Branded content is a powerful marketing tool because it enables brands to connect their products with their customers. This type of content includes highlighting brand values, and using storytelling to become more emotionally appealing. You can use product reviews, informational articles, or other inspirational contents that are relevant to your brand.

Just watch this video by Dove to understand what branded content is all about!

6. User-generated content is a Powerful Key to Brand Building

User-generated content or UGC is any content created by the customers voluntarily. The contents can be in the form of videos, reviews, or images which will be re-shared on the brand’s social media accounts. UGC is not a new thing in digital marketing, but remains to be an effective strategy in growing a brand’s credibility and increasing conversion rates.

Consumers in Asia love brands they can trust; brands that are not all talk. They rely more on UGC because this type of content is realistic and is based on someone’s personal experiences. This genuine testimonial will later influence the customer's decision-making process.

Encouraging your customers to create UGC content can strengthen your brand positioning. Some strategies you could implement are: providing rewards in exchange for their content, crediting the original creator to make them feel appreciated, encouraging the use of your official hashtag, or creating a tagline and a campaign for UGC.

7. Short Video Content will Dominate Social Media Platforms

Video content marketing has become a core component of marketing strategies. However, the audience’s attention span has become shorter than before. This also applies to consumers in Asia. Therefore, marketers have to advertise smartly to make their brand stand out in the Asia markets.

Short videos are the key to address this challenge. They are effective in grabbing the attention of the viewers. You should also note that most of the best performing short videos often come in the form of vertical videos. It can’t be denied that TikTok plays a role in affecting this short vertical video trend. Other social media platforms such as Instagram and YouTube also adapted this type of video soon after.

Instagram reels, YouTube shorts, and other vertical videos are extremely popular in Asia. For example, “Squid Game Challenge” on TikTok became viral, with influencers from different countries participating in that challenge. Short video content also works well in delivering subtle brand messages, especially if it involves influencers.

Hence, you should tap in short video platforms because this content type is predicted to stay relevant in 2022.


The market in Asia does not prefer hard-selling marketing contents, bringing challenges to advertisers in nations in Asia. Although this may have presented a hurdle, Asia nations are still at the top of the world's internet and social media usage. This allowed marketers to discover new ways to advertise their brands within this demographic.

In 2022, there are many business-related features on social media, such as TikTok Shop, Instagram Shop, and many more. Other trends that became a hit among consumers include audio content, micro-influencer marketing, branded messages, short-form videos, and UGCs.

Keeping up with the latest social media trends is important, especially since Asia markets are heavily-penetrated, giving a brand hundreds of competitors. We hope this list has helped you plan your next social media marketing campaign that can make you totally stand out.

If you want to know more about advertising and marketing in Asia, check the AJ Marketing Blog.

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