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If you’re looking to get branded content shared via social media by users in Asia-Pacific, you’ll need to strike a balance between informational value and humor, suggests an April 2014 survey of social media users in several countries conducted by event marketing agency Branded.
Informative or educational content was the primary type most likely to be shared in Indonesia, Singapore, South Korea and mainland China. In Hong Kong and Japan, social media users said they were more likely to share funny or entertaining content. Overall, 41% of respondents throughout the region said they primarily shared informative content, while 35% said they shared humorous tidbits more.
Why do they do so? The biggest reason for social sharing was to keep in touch with people, though promoting causes or issues users felt strongly about was important to many, including 46% in Singapore, where this reason was No. 1.
And what won’t they share?
Nearly half of all respondents, including an outright majority in mainland China, Singapore and Indonesia, shied from offensive content. But ads deterred only 18% of people throughout the region from sharing and were least attractive in Hong Kong and South Korea.
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