SIA and Fashion Valet among social media top performers in Singapore

Singapore Airlines' performance exploded on Facebook even as airlines accounted for nearly a quarter of brand interactions on Facebook. The airlines saw 2734,867 interactions on 165 posts, according to Socialbaker's study of interactions for Q4 2019.

Besides Singapore Airlines, other travel brands such as Rendezvous Hotels and The Shilla Duty Free did well on Facebook, the report noted. 

In sharp contrast, on Instagram, Fashion Valet was a clear leader as the top performing brand on Instagram with 688,968 followers, and 569,781 interactions on 415 posts. It was streets ahead of the rest in terms of posts, followers and interactions. 

Marketers looking to tap this audience face some tough choices on where to invest their marketing dollars. The cost per click (CPC) is higher on desktop, while in terms of paid impressions for brands, the vast majority of them were achieved on mobile, which is 96% of all online paid impressions. 

Meanwhile, the lowest CPC are on FB-suggested video, FB feed, and FB instream video while the lowest CPM are on FB suggested video, IG stories, and FB feed.

Even as marketers debate where to invest their ad dollars on Facebook, Singapore saw a sharp increase in the use and impact of social media influencers in the last quarter of the year, according to this report. 

Capitalising on this uptick, the top influencers mentioning brands on Instagram include Chrysan Lee, Joakim Gomez, and Dong Cys. Lee's metrics were well ahead of the rest, with over twice the number of followers and thrice the interactions of second-placed Gomez.