The Social Future Starts in APAC
Global internet users are on 6–7 platforms a month, there are more social profiles than people in several APAC markets, and modern commerce is social. The region isn't following the social future — it's writing it.
of marketers agree more shopping will happen directly on social than on brand websites or marketplaces.
of people wish their favourite brands had a community — members spend 19% more after joining one.
creator economy is thriving — and virtual influencers and AI avatars are moving in.
What this module covers
Every section in the 24-page module, in order.
- Everywhere all at once
- Social & messaging platform primer
- Social & influencer budgets rising faster
- Trust limbo: How low can it go?
- The OG social company is leaving feeds
- Social apps are also going offline
- Once unique in-app features
- Social feeds accused of getting AI sloppy
- Influence & celebrity are also going virtual
- Seeking authenticity, everyone wants
- Gen Z runs on rhythm
- Meanwhile, ChatGPT is coming for everything
- Prioritise fandom over followers
- Listen, entertain and reward communities
- If you must prioritise, TikTok leads in most metrics
- Nothing beats TikTok’s hold on culture
- Livestream commerce finally going global?
- Already global: Rampant mis/disinformation
- Governments are stepping up to crack down
- Many countries adopt social bans/limits for youth
- Key recommendations
Preview the first 6 slides
The opening 6 slides are shown in full. The remaining 18 are available free with a work email.
Fandom over followers
Up to 66% of brand-community members report feeling loyal to the brand. Fandom brands approach social entirely differently: Starbucks Odyssey blends membership, gaming and collectible "stamps"; PopMart's unboxing phenomenon migrated to influencer-led physical events; Louis Vuitton dropped limited-edition LINE stickers; Fenty served jianbings on Douyin to fuel selling livestreams.
Gen Z runs on rhythm
Everything viral is a TikTok song. Apple Vietnam's Tết music film hit 121M views with 50K+ UGC remixes; HSBC Singapore repositioned itself with "Bread and Better" and influencer glow-up challenges; McDonald's Taiwan's Big Mac Chant challenge drove a 733% increase in social reach and 2.24M fan-chant listens in 10 days.
If you must prioritise: TikTok
TikTok leads both B2C and B2B marketing investment and far outpaces other channels' engagement rates. Travel brand Jet2 Holidays went viral for vacation fails — and posted 11% passenger growth, 15% revenue growth and share buybacks while outpacing rivals.
Livestream commerce goes global
84% of Asian consumers have watched or purchased via livestreams; TikTok Shop is helping the US and Europe catch up. Social apps are simultaneously going offline, building physical retail promoted by influencers via livestream.
The trust problem
Over 1.1 billion pieces of content are published daily — a figure exploding with AI slop. Deepfakes are rampant, Meta has stepped back from third-party moderation, governments are penalising platforms and influencers, and youth social-media bans are active or upcoming in multiple markets (64.7% globally think parents should limit children's social time).
Our six recommendations
- Match the play to the market — live shopping in SEA, chat-app loyalty in JP/KR/CN, local-language shorts in India, creator + retail media in ANZ.
- Map the ecosystem of gatekeepers — creators, KOLs, journopreneurs, niche media, fandom communities, super-app surfaces.
- Keep a trend-ops muscle — a 2-hour join/sit-out path, plus a 24-hour post-mortem.
- DM is the new CRM — treat LINE/WeChat/Kakao/WhatsApp as owned service + community.
- Commerce is content — livestreams, short-form drops and shoppable formats as a standing fixture with a weekly drop rhythm.
- Stand out and stay safe with AI — make your style unmistakable, label AI content, and always keep a human check.
Frequently asked
Which social platform should APAC brands prioritise in 2026?
TikTok leads both B2C and B2B marketing investment and outpaces other channels on engagement, though the report recommends matching the play to the market: live shopping in Southeast Asia, chat-app loyalty in Japan, Korea and China, local-language shorts in India.
How significant is livestream commerce in Asia?
84% of Asian consumers have watched or purchased via livestream, and 69% of marketers expect more shopping to happen on social than on brand websites or marketplaces.
What does 'DM is the new CRM' mean?
It means treating messaging apps — LINE, WeChat, KakaoTalk and WhatsApp — as owned service and community channels rather than broadcast ones, because that is where APAC audiences transact.