UM Philippines’ Jesca Bantayan explains how brands can use the power of fandoms as an engagement tool to connect with their consumers.
Social media usage in the APAC region, notably in China, India, and Indonesia, continues to increase. Beyond personal connections, social media’s sites and apps now encompass commerce, discovery, entertainment, and professional networking, genuinely making them spaces where like-minded people come together to share common interests and experiences.
Facebook remains the region’s leading platform, but TikTok is rapidly gaining ground, alongside more local platforms like WeChat, Zalo, LINE, and KakaoTalk, all nurturing vibrant digital communities. The diverse APAC region fosters connected communities that transcend borders, uniting individuals through shared interests despite different languages and cultures. From K-pop and K-drama to gaming, enthusiasts from other countries come together, forming a shared identity.
As Dipashree Das, a marketer from Amazon APAC, aptly put it in a recent HubSpot report: “Communities in the digital age have transformed into active participants in brand and culture building, with a profound impact on pop culture in real-time.” They no longer passively observe but actively shape cultural norms and trends, challenging conventions and driving cultural shifts. Members of these communities serve as culture shapers, creators, and consumers simultaneously, playing a pivotal role in defining brand identities and cultural influence.
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