Best channels for B2B business growth in Asia Pacific 2025

Why APAC social media marketing matters for your business in 2025

The APAC Asia Pacific region is one of the fastest-growing social media markets in the world, with Southeast Asia alone seeing user numbers rise by 4.6% in 2025 to reach over 550 million active users¹. This growth is driven by rapid internet adoption, increasing smartphone penetration, and expanding digital economies across the region.

While global giants like Facebook, Instagram, LinkedIn, and TikTok remain essential, local platforms often dominate engagement in their home markets. For B2B marketers, understanding how to leverage both global and local networks is key to unlocking the region’s potential. Let’s take a look at the platforms shaping APAC’s digital growth.

Social media channels in APAC

The chart below highlights the leading social media platforms in key Asia-Pacific countries, based on active user numbers. While global giants like Facebook and YouTube consistently rank in the top two across markets such as Indonesia, Thailand, and the Philippines, professional networks like LinkedIn are particularly strong in India, Australia, and Singapore for B2B engagement. Instagram and TikTok capture younger and highly engaged audiences in Southeast Asia, making them ideal for visual and short-form content. At the same time, local platforms hold dominant positions in their respective markets: WeChat, Douyin, and Weibo in China; KakaoTalk in South Korea; and Zalo in Vietnam.

Key local messaging & social apps driving B2B communication in APAC

WeChat (China) 1.3 billion users – Launched in 2011 by Tencent, WeChat is more than just a messaging app it’s China’s all-in-one digital ecosystem, it’s the most important platform for reaching Chinese audiences, both for consumer and business communication.

2. KakaoTalk (South Korea) 48.9 million users – Introduced in 2010, KakaoTalk is the dominant messaging platform in South Korea, It offers free calls, messaging, and group chats, but its influence goes far beyond communication.

3. Zalo (Vietnam) 75 million users – Launched in 2012, Zalo is Vietnam’s most popular messaging app, known for its speed, reliability, and support for Vietnamese language and cultural context, Zalo has become a trusted platform for personal and professional communication.

4. LINE (Japan, Taiwan, Thailand) 178 million users – Launched in 2011, LINE is one of Asia’s most popular messaging apps, known for its friendly interface, rich stickers, and localized features, LINE has expanded beyond chat to include payments, shopping, food delivery, and even job search services.

Why local platforms are essential for B2B marketing in Asia Pacific

APAC is highly diverse: Each country has its own languages, cultures, and ways of using the internet, so audiences behave differently across markets.
Platform popularity varies: A social or messaging app that works well in one country may not be used much in another.
Choosing the right platforms matters: Picking the right channels helps you reach the right people, in the right way, leading to better business relationships and higher-quality leads.

Which social media platforms offer business profiles, advertising and corporate messaging?

Most social media platforms today give businesses everything they need in one place: advertising, business accounts, and messaging. Douyin, Instagram, KakaoTalk, LINE, LinkedIn, TikTok, Weibo, WeChat, WhatsApp, and X (Twitter) all offer the full package, making it easier for brands to reach and connect with customers. The only exception is YouTube, which focuses on ads and business channels but doesn’t include messaging, so interaction there happens through comments or community posts instead.

10 B2B social media marketing strategies to grow your business in Asia Pacific

1. Targeting China? use WeChat, Weibo, and Douyin
WeChat is the primary communication platform in China, combining messaging, social networking, payments, and mini-programs. For B2B, it’s essential for building relationships, sharing content, and even hosting webinars or product demos directly inside the app. Weibo supports broader brand awareness and thought leadership, while Douyin allows businesses to leverage short-form video for product showcases, case studies, and engaging storytelling that resonates with local audiences.

2. Reaching C-Level/Directors? go LinkedIn
LinkedIn remains the most effective platform for professional networking across Asia, especially for decision-makers. It’s the go-to channel for thought leadership, industry insights, and targeted outreach to high-value connections.

3. Executive & Manager-Level in Southeast Asia? Facebook
Facebook still dominates in Southeast Asia for executives and managers. It offers high engagement rates and cost-effective ad targeting. Content should be localized to match each market’s culture and communication style.

4. For Thailand: build a corporate LINE channel
LINE is deeply integrated into Thai daily life. A corporate LINE account allows companies to share updates, promotions, and customer support in real time. Success depends heavily on using Thai language and culturally relevant content.

5. Combine YouTube, Facebook, Instagram, and TikTok for video marketing.
YouTube remains one of Asia’s largest platforms for long-form and educational video content, while Facebook is highly effective for distributing videos to broad audiences. Instagram and TikTok excel at short-form, high-engagement content that can serve as teasers or brand-building snippets. A good strategy is to use short clips on TikTok and Instagram to drive interest, then lead viewers to more in-depth videos on YouTube or Facebook.

6. Always localize content
Language adaptation is not enough to adjust tone, imagery, and examples to fit local business culture. In Asia, localization shows respect and boosts trust with your audience.

7. Partner with local influencers & KOLs
Influencers and Key Opinion Leaders (KOLs) bring credibility in niche markets. For B2B, this could mean respected industry experts, conference speakers, or technical specialists who already have an engaged audience.

8. Mix organic & paid strategies
Organic content builds long-term brand authority, while paid campaigns accelerate visibility. The most successful brands in Asia use both to balance growth and engagement.

9. Explore emerging platforms
Platforms like TikTok and Instagram are gaining traction in B2B, especially for brand storytelling and employer branding. Early adoption can help you stand out.

10. Measure, learn, adapt
Social media trends in Asia shift quickly. Regularly monitor analytics, gather audience feedback, and be ready to adjust platform focus or content style to stay relevant.

Why APAC is the next big opportunity for B2B companies

APAC is the fastest-growing region for B2B marketing, offering access to millions of decision-makers across global and local social media platforms. Countries like China, Japan, Vietnam, and South Korea have unique digital ecosystems where localized strategies outperform generic campaigns. From WeChat and Douyin in China to LINE in Japan and Zalo in Vietnam, knowing where and how to engage is the key to success. For companies targeting Asia-Pacific, the combination of market size, digital adoption, and platform diversity makes it one of the most profitable regions for building brand authority, generating leads, and driving long-term business growth