Top Social Media Platforms in Singapore: What Marketers Need to Know in 2025

Tsamarah Balqis
Jun 16
3 min read

With over 85% of Singapore's population actively using social media, brands can’t afford to post blindly anymore. Knowing where your audience hangs out online is half the battle. In this quick guide, we break down the top platforms Singaporeans are using in 2025, who’s using them, and how your brand can show up in the right way.

Benefit of Social Media — Social Media advantage

Facebook: Still Strong, Especially With Working Adults

Despite its age, Facebook isn’t going anywhere. Around 72.7% of Singapore’s internet users still use the platform, spending an average of 16 hours per month scrolling, clicking, and engaging. It’s still one of the best places for running ads with a mature audience, think professionals, parents, and homeowners.

If you're running promos, launching a product, or driving traffic to your website, Facebook Ads can still pack a punch. Just make sure your content feels native, not overly polished or pushy. Think real testimonials, casual videos, or carousels that tell a short story.

Instagram: Where Visuals Drive Engagement

Instagram grabs the attention of 60.3% of users in Singapore. It’s especially popular with younger adults who prefer quick, aesthetic content they can consume between MRT stops. Stories and Reels continue to dominate, and brands that keep things visually clean and authentic tend to perform best.

Whether you're showing behind-the-scenes moments, user reviews, or showcasing your product in everyday settings, Instagram is where you can humanize your brand and spark conversations, not just likes.

TikTok: The Time Sink That Converts

Here’s where it gets interesting: TikTok users in Singapore spend about 33 hours per month on the app. Yes, you read that right. It’s no longer just for Gen Z dance trends. Local businesses and service brands are seeing solid results by posting short, relatable videos that answer common questions or show their product in action.

Want to reach new people without spending a fortune? Start with TikTok. You don’t need a studio setup. Just a decent phone, a clear message, and a bit of consistency.

YouTube: Long-Form Is Still Alive

Don’t count out YouTube. Singaporeans still spend more than 27 hours a month here. It’s the go-to platform for tutorials, deep dives, and product research. If your business has something to teach, explain, or unpack, this is the space to do it.

Even short YouTube Shorts are getting traction, especially when cross-posted from TikTok or Instagram. The key is to focus on value and keep things tight. Attention spans are short, but people still love learning from brands that know their stuff.

Key Social Media Trends in Singapore (2025)

Several clear trends are shaping how Singaporeans use social media in 2025 and they matter for your marketing strategy:

Video-first content is dominating across platforms. Reels, TikToks, and Shorts, these formats now get the most reach and engagement. Static posts aren’t enough anymore.
Community engagement is back in focus, especially on Facebook and Instagram. Comments, DMs, and local conversations are where trust is built.
Search behavior is shifting, many users now search on TikTok or Instagram before going to Google. That means your brand needs to be discoverable through social platforms, too.
Social commerce is growing, with TikTok Shops and Instagram product tagging making it easier for users to buy without leaving the app.
Cross-posting is common, but successful brands still tailor content by platform. What works on TikTok might flop on Facebook, and vice versa.

These trends show that brands need to be more intentional, more human, and more video-savvy than ever before.

What It Means for Your Business

The average Singaporean is active on about 6 to 7 platforms every month. That means your brand has multiple touchpoints to stay top of mind, but only if your content aligns with the platform and feels authentic.

Still figuring out where to focus your marketing energy? Whether you're a startup, clinic, or creative brand, stop guessing and start planning smarter.

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