Hello, I’m Sato (@slamdunk772), the CEO of applemint, a web marketing service provider in Taiwan.
I believe many Japanese companies faced significant challenges due to the coronavirus pandemic from 2020 to 2022.
During that period, I witnessed many Japanese companies withdrawing from Taiwan because of the pandemic. Conversely, I also saw some Japanese companies seizing the opportunity and entering the Taiwanese market.
So, how are things in 2024, now that the impact of the coronavirus has lessened?
This article is intended for companies that have found opportunities in Taiwan and decided to enter the market. I would like to share the latest (2024) strategies for digital marketing in Taiwan.
For those unfamiliar with digital marketing in Taiwan, you might not fully understand the digital landscape here. Therefore, in this blog, I will first explain the online environment in Taiwan. Finally, I will provide three recommendations on which platforms to utilize.
Additionally, I will discuss the usage of Twitter and Yahoo among Taiwanese people, which is a common question from stakeholders. Please use this information as a reference!
Contents
Taiwanese People Are Huge Fans of Smartphones
The smartphone ownership rate in Taiwan is an impressive 94.9%.
First and foremost, it’s important to highlight just how much Taiwanese people love their smartphones. According to a survey conducted among individuals aged 16 to 64, as of January 2024, the smartphone ownership rate in Taiwan is 94.9%! This figure is almost identical to the 95% rate in 2023.
For comparison, the smartphone ownership rate in Japan is also high at 95.7%, indicating that the rates of smartphone ownership between Taiwanese and Japanese people are very similar.
（Reference：DIGITAL 2024: TAIWAN）
（Reference：DIGITAL 2024: JAPAN）
- Tips for Mastering Digital Marketing in Taiwan
-
Both Taiwan and Japan have seen a steady increase in the use of mobile devices year after year. It’s no exaggeration to say that in digital marketing, those who dominate mobile will dominate the market.
Taiwanese People Are Passionate About Social Media
In Taiwan, the average daily internet usage is 7 hours and 13 minutes, with 2 hours spent on social media. To put this in perspective, in Japan, the average daily internet usage is 3 hours and 56 minutes, with just 53 minutes spent on social media.
These numbers highlight just how much Taiwanese people love social media compared to their Japanese counterparts.
Personally, I believe the reason why Taiwanese people love social media so much is because they like to show off.
Let’s take a look at the popularity of various social media platforms as of January 2024:
- LINE 90.9%
- Facebook 85.1%
- Instagram 68.1%
- Facebook Messenger 61.0%
- TikTok 37.6%
Compared to 2023, the usage rates of each social media platform have generally increased. Facebook saw a slight decrease from 85.3% to 85.1%, but overall, there have been no significant changes.
Notably, Instagram has increased from 65.3% to 68.1%, and TikTok has risen from 36% to 37.6%.
Furthermore, there’s a clear indication of significant growth in YouTube access from 2023 to 2024. (However, average usage time during website visits has decreased.)
（Reference：DIGITAL 2023: TAIWAN）
The fundamental principle of advertising is visibility in high-traffic areas.
Therefore, focusing on strengthening YouTube, LINE, and Facebook in Taiwan’s social media landscape is a strategic move.
Currently, Facebook ads boast the highest conversion rates in terms of turning exposure into direct purchases. Although ads featuring influencers have seen a slight decline in conversion rates compared to the past, they still effectively drive purchases for many consumers.
Next is YouTube. Unfortunately, YouTube functions more like traditional television advertising, which typically doesn’t directly lead to immediate purchases. Most viewers don’t immediately purchase something right after watching a YouTube ad, except perhaps in cases like food-related commercials such as McDonald’s or KFC.
Understanding these dynamics is crucial for navigating Taiwan’s advertising market effectively.
Experience speaks for itself… wry smile
However, as evident from the data above, Taiwanese people have a strong preference for YouTube. This implies that leveraging YouTube ads can significantly enhance exposure and brand awareness.
YouTube ads should be viewed primarily as tools for building brand awareness. Setting appropriate Key Performance Indicators (KPIs) is crucial to gauge their effectiveness.
Now, let’s delve into LINE ads. The efficacy of LINE ads often hinges on trial and error. While popular products tend to perform well, less popular items may struggle to gain traction.
Nevertheless, LINE ads have been expanding their advertising options rapidly, indicating they are worth exploring.
Mastering Digital Marketing in Taiwan: Three Key Points
Let’s now delve into the three essential points that are pivotal for successful digital marketing in Taiwan: Facebook ads, Google ads, and leveraging influencers.
Web Advertising Campaign Centered on Facebook Ads
In Taiwan, over 80% of users are on Facebook. Facebook ads heavily rely on machine learning for optimal delivery, which significantly impacts results.
As a result, Facebook ads, which gather large amounts of personal data, tend to have a vastly higher conversion efficiency compared to other platforms.
In recent years, the increasing number of advertisers bidding on Facebook ads has driven up advertising costs significantly, creating a highly competitive environment.
Amidst this competitive landscape, what types of ads continue to deliver efficiency? At applemint, we believe that simple ads and video ads are key.
applemint places a strong emphasis on creating banners and text that serve as effective tools for communication with consumers.
Furthermore, integrating influencer campaigns with Facebook advertising is crucial.
Utilizing Influencers
Influencer posts have the potential to significantly amplify the effectiveness of advertisements.
At our company, we highly recommend having influencers create Facebook posts that we can then promote as advertisements. The reason behind this strategy is that utilizing influencers’ own accounts for ad placement has shown to double average purchase rates.
We often hear concerns from other companies about the high costs associated with Taiwanese influencers. However, it’s important to clarify that in many cases, it’s not the influencers themselves but rather the high fees charged by advertising agencies.
While instances of overcharging have decreased, there are still companies, especially among YouTubers and influencer agencies, that maintain high fee structures.
By the way, we openly disclose all influencer wholesale prices and fees, so rest assured.
Google Ads and Search Results Optimization
Now, let’s discuss Google Ads. Google Ads operate on a pay-per-click basis, meaning costs are incurred only when users click on the ad, regardless of how many times it is displayed.
In contrast, Facebook allows for extensive exposure with sufficient budget allocation. Many advertisers in Taiwan prefer increasing their budgets for Facebook Ads, believing them to be more effective in acquiring customers.
However, it’s crucial not to underestimate the power of Google Ads.
Google dominates as the top search engine among Taiwanese users, unlike in Japan where Yahoo remains popular (though Yahoo Japan’s search engine is actually powered by Google).
Therefore, in Taiwan, optimizing Google Search Ads and analyzing search results are key actions for effective marketing strategies.
Please be particularly careful with Google reviews. They are quite visible.
Moreover, implementing content marketing as an SEO strategy during the early stages of entering Taiwan will greatly facilitate later operations. The reason why applemint continues to thrive in Taiwan today is largely due to SEO.
What about X (Twitter) and YAHOO?
Do Taiwanese people not use X (Twitter)
As of January 2024, the usage rate of Twitter is 31.6%. Around me, I only know a few users, mostly friends who are anime enthusiasts and proficient in Japanese.
Investigations suggest that Twitter initially failed to gain popularity in Taiwan due to its lack of Chinese language support at launch.
However, it is now steadily increasing its user base, particularly among Taiwanese who are fans of Japanese anime, gaming, and idols. We are hopeful for its expanding role in the future.
Should we do Yahoo advertising?
As of May 2024, Yahoo holds approximately 8.2% of Taiwan’s total search market share. Notably, Yahoo and Bing are closely linked in Taiwan, where Bing Ads are currently expanding worldwide, influenced by ChatGPT.
I have over 5 years of experience managing Yahoo search ads in Taiwan. Typically, conversions primarily stem from brand keywords (such as company names, product names, and nicknames) rather than non-branded terms.
Despite its modest market share, Yahoo search ads offer distinct advantages, particularly lower bidding costs. Due to less competition in bidding, click costs are generally lower compared to Google ads.
Welcome to Taiwan’s Digital Marketing with applemint!
How was it? In this article, we’ve provided an overview of the latest trends in Taiwan’s digital marketing for 2024, focusing on the country’s SNS usage rates.
At applemint, we not only support advertising operations for cross-border e-commerce between Japan and Taiwan but also offer a comprehensive suite of digital marketing services. These include customer attraction strategies for brick-and-mortar businesses, EC site development, creation and analysis of landing pages, SEO strategies, and coordination of KOLs.
Whether you’re interested in learning about successful marketing case studies in Taiwan, assessing your current advertising campaigns, or discovering effective influencer campaign strategies, we’re here to assist you!
We provide complimentary consultations, so please don’t hesitate to contact us anytime!
Click to contact applemint.
