74% of APAC Consumers Discover Brands Here (And It’s Not Google)

Global Trends30 June 202545

If every social media user were a country, it would be the largest nation on Earth, nearly 73 times bigger than Thailand. According to Statista, in 2025, 5.24 billion people actively use social media, representing 63.9% of the global population.

And they’re not just scrolling, they’re searching and shopping. Here’s how this massive audience is reshaping commerce:

Social as the New Search & Sales Driver:

All statistics in this section sourced from Sprout Social’s May 2025 research.

  • Gen Z’s Primary Search Channel: When looking for information, 41% of Gen Z now turn to social platforms first, surpassing traditional search engines (32%). This isn’t just a trend; it’s a fundamental shift in how your future customers find information and solutions.
  • Global Purchase Influence: Social content is directly driving sales on a massive scale. 76% of users globally say social content influenced a purchase in the last six months, a figure that soars to 90% for Gen Z and 84% for Millennials. This highlights the power of social to convert interest into revenue.
  • Top Platforms for Engagement: To effectively engage this audience, your brand needs a strategic presence where they are most active: Facebook (81%), YouTube (71%), and Instagram (66%) remain the top global platforms.

Asia Pacific is leading the shift. The power of social commerce is particularly pronounced in this dynamic region, as highlighted by PwC’s Voice of the Consumer report (2024):

  • 74% use social media to discover new brands.
  • 76% check social reviews before making a purchase.
  • A significant 56% purchase directly via social platforms, nearly doubling 2019 figures. This trend is even more pronounced in emerging markets like Thailand (73%), Vietnam (71%), and Indonesia (69%), all far outpacing the global average in social commerce adoption.

What This Really Means:

What do all these numbers actually translate to in real business impact? It means transforming potential into massive growth. For example, consider this award-winning campaign from Asia Pacific:

Maybelline’s ‘Mấy Bé Lì’ Campaign in Vietnam: In 2021, Maybelline strategically leveraged Gen Z’s most popular social media platforms, including TikTok, Facebook, YouTube, and Instagram for their ‘Mấy Bé Lì’ campaign. The campaign’s TikTok dance challenge alone generated an astounding 173 million views in just 5 days and created 185,000 social buzz mentions, making it the #1 buzz in the makeup category. This led to a significant surge in Maybelline’s sales, achieving a 1,635% year-over-year sales increase! (BSI Awards 2022 case study)

When brands understand that 74% of APAC consumers discover them on social media, and execute culturally-relevant, multi-platform strategies, the result is measurable, not just brand awareness, but significant revenue growth.

Our EQHO Solution:

At EQHO, we specialize in transforming these powerful insights into tangible business results. Our comprehensive social media management services are designed to ensure your brand doesn’t just exist, but dominates in this discovery-driven environment. That includes:

  • Culturally accurate, real-time content and community management
  • 24/7 engagement in 65+ languages
  • Platform-specific strategy, locally optimized tone and visuals

Social Media Day (June 30) is a timely reminder: in 2025, social media shapes how people search, decide, and buy. Are you ready to capture your share?

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