Pick your choice

Let's head on to look at the top 2 social medias in Singapore & understand how Facebook creates values for their different users. Read on, and find out which spaces are right for you!

Which space is more for you? Facebook V.S Instagram?

Based on the statistics in "Digital 2018 Southeast Asia", Facebook (71%) is the most active social media platforms used in Singapore, following by Instagram (44%). Most teenagers and young adults generally uses both.

Out of 5.75 million people in Singapore, 4.8 million are active Facebook users.

With 2.2 million are active Instagram users.

The average engagement rate for Facebook page posts (All Types) makes up 4.26%. In order to increase usage, Facebook uses the Hodis et al. (2015) business model.

Hodis et al. (2015)

In order to understand the role and use of Facebook, Facebook uses and transcripts the data collected into 2 main categories, namely Creation and Consumption Activities. Creation refers to the extent people creates content through updating status posts, posting pictures, videos and comments while Consumption refers to the extent in which people consume content through browsing posted contents and pictures as well as liking them.

Facebook users are categorized into 4 segments, namely Devotees, Attention Seekers, Entertainment Chasers and Connection Seekers.

Devotees

Devotees are high in creation & consumption. They are people who produce lots of their own contents, read and consume a lot of other's people content as well. Facebook can create values for them by recruiting and empowering them to be their ambassadors. This gives devotees a space to have their own voices and at the same time advocate Facebook.

Attention Seekers

Attention Seekers are high in creation but low in consumption. They constantly create content in their own colors but do not read or show much interests on other users' content. By recruiting them as Celebrities endorsers, attention seekers helps to increase brand awareness by mentioning Facebook in their contents through hastags and shout outs.

Connection Seekers

Connection seekers are low in creation but high in consumption. They are people who read and check up on other's content, and enjoys connecting with families and friends through commenting or liking posts. But, do not create much of their own. In order to create values for them, Facebook can come out with activities/events that encourages participation through commenting and liking. Rewards can be used as a baiting technique to bait them into participating.

Entertainment Chasers

Entertainment Chasers have low creation and consumption. They neither enjoys connecting nor enjoys creating their own contents. Since they are passive users who do not like to expose themselves online, Facebook can give them a poke to suggest and introduces them games, quizzes to nurture them into active users.

Choose a space that's right for you & most importantly, Enjoy!