Asia: most impactful social media ads by country 2023

According to a survey conducted by Rakuten Insight in July 2023, 77 percent of Chinese respondents stated that social media ads developed by trusted brands were most impactful to them. Apart from trusted brands, a significant share of respondents across Asia also deemed customer reviews on social media to be impactful.

Most impactful types of social media advertisements in Asia as of July 2023, by country or territory

Characteristic	China	Hong Kong	Indonesia	India	South Korea	Malaysia	Philippines	Singapore	Thailand	Taiwan	Vietnam
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Release date

August 2023

More information

Region

Asia

Survey time period

July 13 to 31, 2023

Age group

16 years and older

Special properties

multiple responses possible; among those who view sponsored ads on social media

Method of interview

Online survey

Supplementary notes

Original question: "What kind of social media ads do you find most impactful?"

Number of respondents:
China: n= 8,313
Hong Kong: n= 2,329
Indonesia: n= 8,837
India: n= 23,170
South Korea: n= 3,806
Malaysia: n= 8,186
Philippines: n= 10,322
Singapore: n= 3,886
Thailand: n= 29,168
Taiwan: n= 8,097
Vietnam: n= 2,311

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