As we move into 2025, social media remains a vital tool for businesses aiming to strengthen their digital marketing strategies. In Singapore, where digital engagement is a daily habit, social media offers businesses significant opportunities to connect with customers, boost brand awareness, and drive conversions. For marketers, understanding key social media trends is essential for staying ahead of the competition.
In this article, we’ll explore the latest social media usage statistics in Singapore, from insights into age demographics and popular platforms to help elevate your marketing efforts.
Social Media Use in Singapore
Singapore continues to lead the way in digital adoption, and its social media landscape reflects this trend. According to a survey conducted by Meltwater, Singapore boasts a substantial social media penetration rate, with approximately 85% of the population using at least one platform. This high level of adoption is largely due to our tech-savvy population, with many users engaging with social media daily for both personal and professional purposes.
Other key social media statistics include:
Social Media Usage by Gender
In terms of gender distribution, women make up 47.2% of social media profiles in Singapore, while men represent 52.8%.
Time Spent
In 2024, Singaporeans spent an average of 6 hours and 49 minutes online daily, with around 2 hours and 14 minutes daily dedicated specifically to social media platforms. This high level of engagement underscores the importance of a strong social media presence.
Social Media Usage by Age in Singapore
Recent data shows that the majority of social media users in Singapore are adults, with 87% of accounts held by individuals aged 18 and above. It is also important to note that social media usage also varies between age groups.
Number of Social Media Platforms Used
Singaporeans actively engage with an average of 6.9 social media platforms each month. To craft effective marketing strategies, businesses need to understand which platforms attract the most traffic in Singapore.
Top Social Media Platforms in Singapore
Here’s an overview of the top platforms and key social media statistics shaping their usage in Singapore.
| Social Media Platform | % User Penetration in Singapore* | Monthly Average Time Spent |
| 72.7% | 16 Hours 7 Minutes | |
| 60.3% | 10 Hours 26 Minutes | |
| TikTok | 52.5% | 33 Hours 23 Minutes |
| 36.3% | 0 Hour 47 Minutes | |
| YouTube | NA | 27 Hours 39 Minutes |
Sources: Meltwater, We Are Social
*Internet users in Singapore aged 16 to 63 who use each platform each month
Facebook: Singapore Users Statistics
Facebook remains the top social media platform in Singapore, used by approximately 72.7% of the population. It is particularly popular among older generations, with Generation X accounting for 44% of its user base. Facebook’s versatility, including its ability to host business pages, events, and ads, continues to make it an attractive platform for businesses.
In addition, the platform is currently testing new updates to its e-commerce features, such as allowing users to purchase directly from business pages. If implemented, these changes could significantly enhance Facebook’s value for businesses looking to boost sales.
Instagram: Singapore Users Statistics
With approximately 60.3% of people in Singapore using Instagram, it has cemented itself as the second most popular social media platform in Singapore, particularly among younger users. As of December 2024, Instagram in Singapore has nearly 3.2 million users, with the largest segment being individuals aged 25 to 34. With a focus on visually engaging content, Instagram is the go-to platform for lifestyle brands, influencers, and e-commerce businesses. Instagram Reels, in particular, is gaining traction, with brands increasingly using it alongside TikTok to drive engagement and boost sales.
TikTok: Singapore Users Statistics
Singaporeans spend the longest time on TikTok compared to any other social media platforms, averaging 33 hours and 23 minutes monthly. Used by over 52.5% of Singaporeans, TikTok has overtaken many traditional platforms in terms of user engagement. Its focus on user-generated content, viral challenges, and short-form videos makes it a must-use platform for businesses interested in targeting the younger generation.
LinkedIn: Singapore Users Statistics
LinkedIn continues to be the leading platform for professionals and businesses in Singapore, used by 36.3% of the population. The platform is particularly relevant for B2B marketers, job seekers and companies’ recruiters looking for top talent.
As we move into 2025, LinkedIn is expected to experience a rise in long-form content and thought leadership articles. More professionals are anticipated to use the platform to build their personal brand, while companies will increasingly focus on content marketing for recruitment and enhancing their industry visibility.
Youtube: Singapore Users Statistics
YouTube is the second social media platform Singaporeans spend the longest time on after TikTok. With an estimated 5.13 Million users in early 2024, it is also one of the most popular social media platforms in Singapore. YouTube’s popularity can be attributed to its vast variety of content, catering to diverse interests and age groups, making it a go-to platform for entertainment, education, and information.
Singapore’s Social Media Trends in 2025
1. Rise of Video Content
Short-form video content has seen a meteoric rise in recent years, and this trend is set to continue. With videos shorter than 90 seconds capable of retaining 50% of viewers, it is clear that this format aligns perfectly with today’s short attention spans and fast-paced digital environment. Businesses should establish their presence on crucial platforms like TikTok, Instagram Reels, and YouTube Shorts to maintain their audience’s interests and stand out in a crowded digital space.
2. Social Commerce
Social commerce is rapidly evolving in Singapore, with platforms like Facebook, Instagram, and TikTok integrating shopping features directly into their ecosystems. This seamless shopping experience benefits consumers and provides businesses with an opportunity to tap into users’ purchasing behaviours.
In 2025, businesses should refine their social commerce strategies by integrating product catalogues, offering exclusive discounts, and using targeted ads to reach users at the right moment. As mobile commerce grows, social media will play an increasingly vital role as a primary sales channel.
Learn more: E-Commerce Statistics in Singapore 2025
3. Live Streaming
Live streaming has become a powerful tool for brands to engage with their audience in real-time. In Singapore, businesses are increasingly leveraging live streaming to enhance social commerce. Influencers and hosts can utilise this platform to showcase products, answer questions, and drive immediate purchases.
4. Personalisation and AI
AI (Artificial Intelligence) is set to play a key role in social media marketing in 2025, helping brands personalise experiences by analysing vast amounts of user data. Businesses will increasingly rely on AI to tailor content, ads, and recommendations to individual preferences and behaviours. From chatbots providing instant customer service to machine learning algorithms delivering personalised content, AI will enhance campaign efficiency, drive better insights, and improve customer engagement.
Read more: 10 Best Free & Paid AI Marketing Tools in 2024
Conclusion
Social media in Singapore is a dynamic and ever-evolving landscape. With a high rate of adoption across all age groups, understanding the current trends and platform statistics is essential for businesses looking to connect with their audience. By keeping an eye on upcoming trends and key social media usage statistics in Singapore, businesses can boost their social media presence and make 2025 a year of engagement and growth.
Are you struggling to keep up with the efforts required to grow your social media presence? OOm’s team of social media experts can help to manage your social media, create engaging content and drive results.
We help you take care of the full process including:
- Content strategy and direction
- Content creation: image and video production, copywriting
- Editorial planning and scheduling
Schedule your free consultation with us or learn more about our social media management service and view our portfolios.
About OOm
OOm has been a leading digital marketing agency in Singapore since 2006, with expertise in Search Engine Optimisation (SEO), search engine marketing (SEM), social media marketing to website design and development. Our clientele comprises small and medium businesses (SMEs) to enterprises.
OOm has won over 30+ marketing awards for the results we have delivered to clients over the years, including ‘Agency of the Year’, ‘Lead Generation Agency of the Year’, ‘Independent Agency of the Year’, ‘E-Commerce Marketing Agency of the Year’, ‘Excellence in Search Marketing, ‘Excellence in Performance Marketing’ to ‘Excellence in Data-driven Marketing’ among others. OOm is also a Google Premier Partner (reserved for the top 3% agency partners in Singapore), as well as an official Meta Business Partner.
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