“Social media is the ultimate equaliser. It gives a voice and a platform to anyone who is willing to engage.” – Amy Jo Martin

Indeed, social media is a powerful tool. A network that facilitates the sharing of ideas, thoughts and information, social media sites today have amassed an impressive 3 billion users globally. Originating as a way to interact and reconnect with family and friends, social media sites have evolved by participating in a variety of tech-enabled activities. These activities include photo sharing, blogging, video sharing, virtual worlds, reviews and more!

Behind every successful business in this modern era, is a social media guru. These experts know the impossibility of maintaining a strong social media presence across all platforms out there. Instead, you should always pick one or two platforms that you think will deliver the best marketing results. 

Choose a platform based on your evaluation. Which platform do you think is best suited for your business? Which platform do you think has the highest number of active targeted users or has the most comprehensive advertising features?

To learn more about how to use social media sites as a platform to find and engage customers, keep scrolling to discover the eight biggest social media sites for 2021 in Singapore.

9 Biggest Social Media Sites For 2021 In Singapore

  1. Facebook
  2. Instagram
  3. YouTube
  4. TikTok
  5. LinkedIn
  6. WhatsApp
  7. Telegram
  8. Xiaohongshu (Little Red Book)
  9. Clubhouse

1. Facebook

Founded in February 2004

Active Monthly Users: 2.80 billion

Age Range of Users: 18 – 44

Facebook rules. The king of all social media sites, Facebook makes it faster and easier than ever to keep up with your target demographics. Averaging nearly 4.45 million active Facebook users in Singapore by March 2020, it makes more than perfect sense for brands to run an engaging and functional Facebook page. 

Connected by multiple apps rolled out by Facebook, running your social media marketing promotions on this comprehensive site could not be a more cohesive experience. Applications available for download on mobile phones include Facebook Messenger, Workplace by Facebook, Facebook Business Suite as well as Facebook Adverts Manager. With these applications, you can now manage and update your business’ profile photos and edit your page information from a single place, minimizing manpower and maximizing efficiency.  

An application for every aspect needed to engage your target audience, it is no wonder that Facebook continues to sit at the top of the social media game. 

What you post is as important as where you post it. Engaging content that will drive traffic to your site includes short snippets of behind-the-scenes videos, relevant comments on trending topics or photos with a story. 

Here’s an adorable example of Moscow’s Anti-Hunting campaign content that connects with people via storytelling. Who can say no to sharing these photos?

Moscow Anti-Hunting Campaign

Read more about the advantages and disadvantages of Facebook here to access the platform’s suitability for your brand. 

Are you ready to take advantage of everything it offers your business?

2. Instagram

Founded on 6 October 2010

Active Monthly Users: 1 billion +

Age Range of Users: 18 – 34

Did you know that convincing visual content can double the generation of sales revenue? There’s no better social media site than Instagram for these beautiful graphics to reach new and old consumers alike. In today’s world of instant gratification, a stunning visual might just seal the deal for you! 

Take to Instagram today to convince your target audience that they are making the right buying decisions by shopping with you. Instagram not only allows you to curate interesting visuals that will engage audiences but also enables consumers to seek out visual content from other consumers. That means that you might not even have to post your own photos. Simply get tagged and bask in the attention the post receives. 

Hitting the mark of 1 billion monthly active users in 2018, Instagram is now the fastest growing social network at 5% growth per quarter. This can be attributed to the unique customer experience enhanced by the platform’s ability to allow brands to detail and describe their products by showing instead of telling. 

Offering automated advertising, digital marketing with Instagram has never been easier. Upon understanding your demographics and selecting a specific target audience, reach out to these chosen ones with the tap of a button. 

To get the most out of the posted content, try these tips: 

  • Use large text 
  • Be succinct 
  • Avoid over-designed content
  • Avoid posting too much promotional content – Create more valuable content!

Short video clips can also be occasionally used to achieve greater engagement with the audience. Check out a promotional clip that we’ve done for one of our clients: 

Kickstart your Instagram journey when you apply these tips

More than just another useful way to market your business during the current pandemic in Singapore, Instagram is here to stay. 

For other innovative ways to sustain and grow your food and beverage business during COVID19 in Singapore, click here to peep four ways that will surely help!

3. YouTube

Founded on 14 February 2005

Active Monthly Users: 2 billion

Age Range of Users: 12 – 54

Firmly establishing itself as a pioneering social media site since its founding days, YouTube can be used to build connections and networks to support businesses. 

Singaporeans love their YouTube videos and often turn to this platform to look for entertainment and comic relief. Often done in more subtle ways, YouTube enables brands to reach the people who matter by giving you the liberty to dictate who sees your advertisements. 

Advertising on YouTube take on two different forms: 

  1. Product Placement – Select and sponsor a particular channel to constantly mention your product in the video / to create a video featuring your product 
  2. Insertion of Ads – Ads can be inserted before, during, or after the main video. Once the viewer watches 30 seconds of your video, the creator is paid, and the advertisers are charged. Display ads are available for purchase. 

See below for a breakdown of the average advertising fees in Singapore on popular channels

The best shows are often the ones that viewers are able to relate to or connect with on an emotional level. 

Influencer marketing can also be leveraged on via YouTube channels via collaborations with well known Singaporean influencers. Featured interviews with influencers alongside strategic product placements might just have your product flying off the shelves.

Is YouTube the platform for your brand? Watch these channels to find out for yourself! 

If you’ve got time to spare, here’s an additional video by Plexxie to get you started on your digital marketing journey.

4. TikTok

Founded in September 2016

Active Monthly Users: 800 million

Age Range of Users: 16 – 30

Targeted at young mobile phone users, Tiktok can be described as a social media platform made for the youths, by the youthsThe most downloaded application in June 2020, Tiktok is owned by Chinese company ByteDance. 

Unleash your creativity by filming and acting in three- to 60-second-long video that loops when finished. Offering a plethora of editing options, the audio library in Tiktok contains snippets of songs by professional musicians along with silly recordings of people talking. 

Branded as an all-in-one marketing solutions platform, TikTok allows you to organize your ads using three levels to streamline the advertising process. This way, you can reach diverse audiences swiftly and easily! 

Tiktok stands out from the social media crowd with its unique way of conveying and consuming information. Hence, it is no wonder that this innovative platform is touted as the next big thing.

Watch this space for more reasons to jump on the Tiktok bandwagon today!

5. LinkedIn

Founded on May 5, 2003

Active Monthly Users: 310 million

Age Range of Users: 25 – 44

Known as the “professional social networking site”, LinkedIn is a great source for discovering leads. In fact, this social media site is 277% more effective at generating leads than Facebook and Twitter. 

Despite being a lesser-known platform for digital marketing, don’t be so quick to rule out this digital marketing site! Statistics reveal that 43% of marketers have sourced at least one customer from LinkedIn and this number increase for business to business (B2B) marketers, with as many as 80% of social media leads coming in from the platform.  

Rolling out several interactive new features, the platform now allows calendar chatbots and messaging. These allow users to connect more seamlessly and even includes sponsored messages! 

Many look to LinkedIn as the platform which offers the most credible source of content. Receiving almost 9 billion impressions a week, articles, links, slideshows and videos are among some of the most popular content that consumers engage with on LinkedIn. 

Additionally, the platform has become a place for businesses to establish their authority and grow their online presence within the industry. 

Click here for a detailed guide to learn how to tap onto the power of LinkedIn!

6. WhatsApp

Founded in January 2009

Active Monthly Users: 2 billion

Age Range of Users: 12 – 55

Name us someone who doesn’t have a WhatsApp account. We bet you can’t. 

Used by over a billion users every month to send text messages, photos, videos and to share the latest news with family and friends, this social media site boasts a wide range of social features and continues to add new ones. 

Completely free for use, this leading messenger app is the best way to spread information about your products and services. Send to anyone document files, slideshows and GIFs with simply the click of a single button. 

There’s no easier way to reach the mass audience!

Looking for a host of cost-effective ways to advertise your brand? Here’s 14 cheap marketing strategies that will help you get more bang for your buck!

7. Telegram

Founded in August 2013

Active Monthly Users: 500 million

Age Range of Users: 15 – 44

You can’t be cool if you do not have Telegram. One of the most secure messaging applications, Telegram has stolen the hearts of many with its cute stickers, interactive GIFs and video messaging features. 

Make use of this social media site by providing excellent customer service through individual engagement with consumers. For example, brands can create chatbots to ensure quicker response times and better customer support. 

With the proliferation of multiple channels on Telegram today, this unique feature allows the sharing of promotions and deals in real time by broadcasting messages to an unlimited number of subscribers. 

Here’s an example of how you can make use of the channel feature to add consumers and keep them up to date:

8. Xiaohongshu (Little Red Book)

Founded in June 2013

Active Monthly Users: 93 Million

Age Range of Users: 18 – 35

The next big thing, Xiaohongshu is taking the social media world by storm. A lifestyle sharing platform, this new social media platform lets users share short videos and photos about fashion, beauty, food and travel to connect with audiences. 

Hailing from Hong Kong, Xiaohongshu has evolved from a shopping guide to content oriented social platform. Improve brand visibility and interact with potential customers or use it as a cross-border e-commerce marketplace to sell products! 

Alternatively, reach out to compatible influencers on the social media site to explore collaboration opportunities that will bring your brand to the screens of multiple users on the platform! 

Read here for tips and tricks on the ins and outs of influencer marketing in Singapore.

9. Clubhouse

Founded in May 2020

Active Monthly Users: 8 million

Age Range of Users: 18 – 35

By invite-only.

The latest chatty social media tool loved by Silicon Valley – meet Clubhouse. Loved by many because of its refreshing take on forming connections via social media, this new social media platform is a free, voice-based app where people discuss predetermined topics in assigned “rooms”.

Think of being amongst a dinner party that’s attended by all of the world’s experts in the industry.

A fun and innovative way to pass time, listen to people from all walks of life share on topics they are passionate about or simply tune in to strangers chatting and singing for an interesting time.

Especially popular in the black entertainment celebrity, there are a ton of celebrities on Clubhouse. Don’t’ miss out the opportunity to join in their conversations.

Get your invite – It’s high time to hop on the bandwagon!


Regardless of the size and varying features of these 8 social media sites, it’s most important to consider whether your brand’s target audience is active on the particular site.

Which social media sites are your brand on? If you’re still looking, we’re here to help! Simply email us at hello@plexxie.com to grow your digital marketing presence.


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