Singapore, 20 January 2026 — As digital landscapes continue to shift, social media in 2026 remains a central part of how individuals and businesses connect, engage and influence one another. In Singapore, the vast majority of residents are active on social media platforms, with levels of usage and engagement among the highest in the world, creating rich opportunities and challenges for brands, policymakers and everyday users.
Singapore’s social media landscape: high penetration and engagement
Singapore’s digital connectivity continues to lead the region. At the end of 2025:
- There were 5.78 million internet users in Singapore representing 98.4 percent of the total population.
- About 5.33 million Singaporeans were active social media users, equivalent to 90.6 percent of the total population.
These figures underscore how deeply social media is woven into daily life in Singapore, not just as a communication tool but also as a platform for entertainment, commerce and community building.
Globally, social media use continues to grow. Recent reports show that social media is approaching supermajority status worldwide, with billions of active identities and new adoption each year, shaping how people discover content, interact with brands, and join global conversations.
How people in Singapore use social media
Singaporeans spend significant portions of their online time on social platforms, especially video content. A recent trends analysis revealed:
- Singaporeans spend over 10 hours per week watching online videos.
- TikTok remains a leader in daily engagement, with users spending an average of 1 hour 39 minutes per day on the platform.
- YouTube sees longer average sessions per visit, showing the strength of both short‑form and long‑form video on user attention.
These patterns reflect broader shifts in global digital behaviour, where visual and video‑centric social platforms continue to attract high engagement and influence trends across age groups.
Top platforms and audience patterns
While global data for Singapore shows widespread use of social media overall, local platform breakdowns indicate that established networks remain especially prominent:
- Facebook and Instagram continue to be widely used across age brackets and for both personal and business communications.
- TikTok remains a major driver of short‑form browsing and discovery.
- LinkedIn maintains strong professional engagement, with a high penetration rate among adults.
This diversified platform landscape gives marketers and content creators multiple avenues to reach different audience segments in Singapore’s cosmopolitan market.
Trends shaping social media in 2026
Several key dynamics are shaping how social media evolves this year:
Short‑form and video content dominance
Video continues to rule feeds and user attention, particularly on platforms like TikTok and YouTube, where average engagement times are high.
Social commerce and content monetisation
Across Asia, including Singapore, social commerce is rising, with brands using platforms for direct shopping, product discovery and community engagement. Social messaging platforms and social storefronts increasingly integrate with online retail, reflecting a broader shift toward mobile‑first consumer experiences in digital shopping.
Authenticity and trust issues
As misinformation and online harm remain central concerns, trust has become essential. Surveys show a significant portion of users express worry about fake news online, prompting brands to prioritise transparency and credibility in their social content.
Regulatory focus on online safety
Globally, governments are considering new rules around social media use and safety, including proposals to regulate harmful content and protect vulnerable users. In Singapore, a new online safety bill aims to give authorities powers to address harmful social content more effectively by mid‑2026, reflecting a growing focus on responsible digital engagement.
What this means for Singapore businesses and users
In Singapore’s digitally advanced environment, social media is no longer optional for brands, it’s central to how they connect with audiences. With high adoption and engagement:
- Brands must tailor content to mobile and video consumption habits, using data and analytics to refine messaging.
- Social platforms are critical spaces for community building and customer interaction, particularly among younger users.
- Companies that emphasise trust, transparency and authenticity are more likely to stand out amid concerns about misinformation.
Summing Up
In 2026, social media continues to shape communication, commerce, and culture across Singapore’s highly connected digital landscape. With one of the world’s highest adoption rates, Singapore leads rapid social media engagement.
Evolving user behavior and rising video consumption are redefining how audiences interact online.
At the same time, safety, trust, and accountability are becoming critical priorities. Brands and individuals who adapt strategically will unlock lasting influence in an increasingly connected digital world.