APAC marketers see AI as more important to social media than international counterparts: Meltwater report


45% of respondents plan to invest less time on X, and more time on Instagram and LinkedIn. 

APAC marketers see AI as more important to social media than their counterparts around the world, according to Meltwater’s State of Social Media 2024 report, comprising of over 2,000 global marketing and communications professionals’ responses.

55% of APAC marketers said AI is somewhat important compared, to 44% globally, and nearly two-thirds (64%) are using AI to help create social media copy. 

The report also found that while nearly half of APAC teams (47%) expect social media to play a more significant role in 2024, they’re more likely to dedicate the same budget rather than increase it. A majority of respondents (45%) plan to invest less time on X (formerly Twitter), and more time on Instagram and LinkedIn. 

Ross Candido, VP ANZ and SEA at Meltwater said effective social media marketing requires resources and commitment.

“Social media is a very important medium for APAC marketers but employee bandwidth to execute seems to be a big challenge,” he said.

“Leveraging technology solutions to help boost efficiency can help address this challenge. AI-integrated software can not only boost the efficiency of a team by creating high-quality content, it brings the full value of media intelligence to marketers by transforming real-time data into relevant insights to measure the impact of social.”

Compared to other regions, teams in APAC find that not having a defined social media strategy is a bigger challenge, despite 34% of respondents having a dedicated social media team. 25% of respondents have a strategy but lack the resources to execute on it, with 51% concerned about employee bandwidth.

Fewer APAC respondents are taking advantage of software to help with scheduling, with 47% saying they currently use software, compared to 61% globally. 

38% of decision-makers plan to increase their spend on social media in 2024, with only 6% saying they see social media playing a less important role going forward. B2C companies show the highest interest in increasing their budget.

The full report can be found here.

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