Lai Lin Thomala
Research expert covering Greater China
Scrolling, clicking, liking, commenting, sharing, and posting - for many people in Taiwan, social media is more of a daily routine than a stopgap to pass the time. The island has one of the highest social media penetration rates in the Asia-Pacific region, surpassing 20 million users in 2023. When it comes to user size and activities, Taiwan appears to be a less lucrative market for tech giants compared to its neighbors like China, India, and Indonesia. But its small market scale does not limit its online arena.
However, social media still plays an indispensable role in daily life in Taiwan. Consumer survey results show that 40 percent of respondents, slightly higher than the global average, looked up brand information on social media. About a quarter of respondents relied on social media ads or comments for shopping inspiration. Social media also served as the primary news source for more than half of the survey participants while being an essential tool in the workplace for almost a third of respondents.
Echoing the global trend, social media in Taiwan is less about getting insights from one’s social space and more about participating in cultural trends. Video apps such as YouTube and TikTok were among the active driving forces of the change. Online community has made its comeback as Taiwan’s young people flocked to local alternatives like online forum PTT and anonymous community Dcard. Undoubtedly, Facebook’s fall in Taiwan has reflected a general shift from connection-based feeds to video-driven entertainment content.
A less responsive audience
Social media engagement in Taiwan tended to be lower than the average level in the Asia-Pacific region. A 2023 digital usage survey pointed out that Taiwanese internet users not only owned fewer social media accounts but also spent much less time on the platforms. They were less likely to respond to posts. On average, Taiwanese Facebook users gave only eight likes, made three comments, and shared once each month.However, social media still plays an indispensable role in daily life in Taiwan. Consumer survey results show that 40 percent of respondents, slightly higher than the global average, looked up brand information on social media. About a quarter of respondents relied on social media ads or comments for shopping inspiration. Social media also served as the primary news source for more than half of the survey participants while being an essential tool in the workplace for almost a third of respondents.
The rise of social entertainment
Taiwan’s social media scene is vibrant with international and local players. For over a decade, Facebook maintained its dominance with more than 90 percent of the market share. It was until 2018 that the once-trendsetting social platform started to lose its luster. Despite frantic efforts on its algorithm to keep people sticking around, Facebook’s decline seems to be unstoppable. Its popularity has plummeted among younger generations in Taiwan. In January 2023, Facebook witnessed its downfall, hitting its lowest market share at 41 percent.Echoing the global trend, social media in Taiwan is less about getting insights from one’s social space and more about participating in cultural trends. Video apps such as YouTube and TikTok were among the active driving forces of the change. Online community has made its comeback as Taiwan’s young people flocked to local alternatives like online forum PTT and anonymous community Dcard. Undoubtedly, Facebook’s fall in Taiwan has reflected a general shift from connection-based feeds to video-driven entertainment content.
