APAC Social Media Ad Spend Jumps 7% Year-over-Year – MarTech Series

September 19, 2022

Emplifi, a leading unified customer experience platform, has revealed the findings of its Q2 2022 analysis of social media spend across thousands of brands worldwide, including those in Asia Pacific (APAC).
Brands increase investment in paid social media

After a notable post-holiday drop in Q1 2022, APAC brands’ median monthly ad spend rebounded by 6.5% in Q2 2022, climbing to USD 1,684 per ad account – although the figure is still 60% lower than in Q4 2021. With this quarter’s rebound, the region’s median monthly ad spend has increased 7.12% year-on-year (YoY), implying that brands are allocating more budget to reach their target audiences via paid social. Southeast Asia (SEA) saw a similar trend, with a 6.85% increase in quarterly ad spend and a 10.61% YoY jump to USD 1,603.
Global numbers were much more promising as monthly ad spend bounced back by 18% in Q2 2022 and increased by 19% YoY.
In the APAC region, ad investments represent a clear sign of the times, with ad spend connected to the airline and accommodation industries experiencing a 7.12% increase YoY as business and leisure travel recovers.
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Travel takes off but airlines lag in customer care

Strong pent-up demand is driving the travel recovery in APAC, with airlines seeing more than a six-fold YoY increase in international passengers to 9 million in June 2022. According to Google, search demand for international travel in June surpassed 2019 pre-pandemic levels across SEA.
Despite the travel boom, Emplifi’s analysis of airlines’ use of social media for customer care shows a striking disparity in how brands have performed when customers post questions and complaints. The global airline industry is one of the strongest regarding the speed at which they answer customer questions on Twitter (1.7 hours) and Facebook (5.4 hours), coming second only to telecommunication brands. However, a large proportion of comments are going unanswered.
A closer look at 11 airlines in APAC found that on Twitter, there was a 31% response rate to customer questions from 1 January 2022 to 23 June 2022. While on Facebook, for the same period, there was only a 27% response rate, but the average response time was much lower at 1.23 hours.
“We are certainly seeing a travel resurgence across the region. As the world recovers from the pandemic, the travel demand will only continue to rise. Airlines should look to solutions that analyse changing customer behaviour and help enhance customer satisfaction. Having a finger on the pulse of the customer is key to delivering seamless, timely, and outstanding customer experience, regardless of the industry,” said Varun Sharma, Vice President, APAC & Japan at Emplifi.
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Other key findings from the report:
“Brands need to connect with their audiences where they are and social media is an integral part of the marketing mix,” said Emplifi CMO, Zarnaz Arlia. “It’s no secret that TikTok’s surge in popularity is continuing – we’ve found that brands post more often on Instagram than TikTok, and video content has higher engagement on TikTok. It will be interesting to see how this trends in the months ahead. What is certain though is that in today’s world, having and maintaining a solid presence on both TikTok and Instagram is essential.”

Emplifi is a leading unified CX platform that brings marketing, commerce, and care together to help businesses close the customer experience gap. More than 7,800 brands, including Delta Air Lines, Ford Motor Company, and McDonald’s, rely on Emplifi to provide their customers with outstanding experiences at every touchpoint.
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MarTech Series (MTS) is a business publication dedicated to helping marketers get more from marketing technology through in-depth journalism, expert author blogs and research reports.
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