AnyMind Group’s “Singapore Digital Landscape 2025” report reveals that video formats consistently outperform all other media types at every stage of the consumer journey in Singapore’s highly developed digital market. This finding presents strategic implications for creators and marketers operating in the region.
The study, combining proprietary platform data with consumer surveys, demonstrates that while video leads overall, the specific video formats and approaches that deliver optimal results vary significantly by funnel stage.
Awareness Stage: Influencer-Driven Video Content
At the awareness stage, three content types significantly outperform all others:
Influencer videos: The report identifies this as the top-performing content type, stating “Short Video Featuring Influencers” is “the most powerful strategy” for brand awareness
Interactive Ads: Recognized as the second most effective format, offering strong engagement and acting as a close rival to influencer-driven content
Memes/GIFs: These visual formats show similar effectiveness levels to influencer content
Secondary effective formats include static ads, influencer posts, and articles, which form what the report refers to as “a strong second tier of effective content.” Demo videos and stories show a moderate impact, while user reviews are the least effective for awareness.
The data indicates “dynamic, participatory content is crucial for winning the awareness stage in Singapore,” pointing to a clear audience preference for engaging visual content featuring trusted personalities.
Consideration Stage: Information-Rich Video Content
As consumers move to evaluation and research, the optimal video approach shifts toward informational content:
Video ads: the overwhelmingly dominant format, capturing the greatest consumer interest during evaluation and research
Sponsored product ads: the clear second choice for influencing purchase decisions
Interactive ads and demo videos: highly effective content approaches that help guide consumers through decision-making by combining engagement and utility
Other strong formats: articles, user reviews, influencer videos, and social media stories also play an important supporting role
The research notes these are “followed closely by a group of other strong formats, including Articles, User reviews, Influencer videos, and Social Media Stories,” indicating a broader mix of content can be effective during consideration.
The report specifically highlights that “the most effective content is a blend of information and entertainment” at this stage, with consumers valuing “interactive e-commerce ads for their informative and shoppable nature, indicating a clear preference for utility during this decision-making phase.”
Conversion Stage: Standard Video with Purchase Integration
At the conversion stage, where purchase decisions are finalized, the data shows:
Video ads: standard video content emerges as “the highest performing format in Singapore”
Banner ads, sponsored product ads, and shoppable videos: follow in effectiveness
Lower-performing formats: the report notes that Interactive, Livestream, and especially Carousel ads are less effective for driving purchases, suggesting consumers prefer straightforward video presentations when making final decisions
Ad placement: Search Result Pages are the most effective, with Product Detail Pages and the Homepage also performing strongly, while Shopping Cart placements are the least effective
The findings indicate that for conversion, marketers should adopt “a video-first strategy” while “enhancing these video assets with direct, shoppable elements” to maximize sales effectiveness.
Video Length Optimization by Product Category
The research provides specific guidance on optimal video duration by industry:
Short videos (15-30s) “perform best in Food & Beverages, Technology & Gadgets, Fashion/Lifestyle and Health & Fitness, making them ideal for attention-driven creative”
Mid-length videos (30-60s) “are most effective for Finance and Personal Care, where extra time for explanation helps”
Longer videos (>1 min) “generally underperform, with the main exception being Automotive, where longer formats show the highest effectiveness”
This suggests content creators need to develop category-specific timing strategies rather than applying uniform video lengths across industries.
Platform Performance Differences
The report highlights significant platform-specific performance variations:
E-commerce platforms: Video ads on Shopee achieve click-through rates approaching 5%, substantially more effective than Lazada’s 2.5%. The report also finds Shopee delivers stronger return on ad spend and a significantly higher conversion rate (over 10% compared to Lazada’s ~3%), underscoring its clear advantage in Singapore’s market
Ad placement: Search Result Pages are the most effective, with Product Detail Pages and the Homepage also performing strongly, while Shopping Cart placements are the least effective
Mobile platforms: Display Interstitial ads maintain “strong and stable Click-Through Rate (CTR) of around 4-5% consistently throughout the day” while Banner ads are “highly dependent on timing”
Timing Considerations for Video Content
The timing of video content delivery significantly impacts performance:
Day-parting: Evening hours (6-9 PM) represent peak effectiveness for video content, particularly for Banner ads, which show their “absolute highest peak for clicks at 7 PM”
Pre-purchase window: The report notes that “Singaporean consumers rarely make an immediate purchase after seeing an ad” and instead are most influenced by content seen “at least 3 days before the purchase”
Channel timing: The research shows “ad effectiveness during the consideration stage is highest later in the day, consistently peaking at night across all mediums.”
This indicates content creators should schedule releases to align with evening consumption patterns, while allowing for multi-day engagement before expected purchase decisions.
Strategic Implications for Content Creators
Based on the research findings, content creators operating in Singapore’s market should consider several strategic approaches:
Develop stage-appropriate video capabilities: The data indicates creators need distinct video production approaches for awareness (engaging, personality-driven content), consideration (informative, interactive demonstrations), and conversion (clear, shoppable content).
Optimize for platform differences: With significant performance gaps between platforms like Shopee and Lazada, creators should prioritize and tailor content for the most effective channels.
Adapt video length by category: Research shows that audiences have different duration preferences based on product category, requiring creators to adjust their approach accordingly.
Align with evening engagement patterns: Scheduling key content during peak evening hours (6-9 PM) can significantly increase performance.
Plan for multi-day consideration: The report’s finding that most consumers make purchase decisions 3-5 days after initial exposure suggests creators should design content for lasting impact rather than immediate conversion.
The research underscores that Singapore’s sophisticated digital ecosystem requires a nuanced, data-driven approach to video content strategy. By aligning format, length, platform, and timing with consumer preferences at each funnel stage, creators can maximize engagement and conversion in this highly developed market.
Image credit: AnyMind Group The full report is available here
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
AnyMind Group’s “Singapore Digital Landscape 2025” report reveals that video formats consistently outperform all other media types at every stage of the consumer journey in Singapore’s highly developed digital market. This finding presents strategic implications for creators and marketers operating in the region.
The study, combining proprietary platform data with consumer surveys, demonstrates that while video leads overall, the specific video formats and approaches that deliver optimal results vary significantly by funnel stage.
Awareness Stage: Influencer-Driven Video Content
At the awareness stage, three content types significantly outperform all others:
Secondary effective formats include static ads, influencer posts, and articles, which form what the report refers to as “a strong second tier of effective content.” Demo videos and stories show a moderate impact, while user reviews are the least effective for awareness.
The data indicates “dynamic, participatory content is crucial for winning the awareness stage in Singapore,” pointing to a clear audience preference for engaging visual content featuring trusted personalities.
Consideration Stage: Information-Rich Video Content
As consumers move to evaluation and research, the optimal video approach shifts toward informational content:
The research notes these are “followed closely by a group of other strong formats, including Articles, User reviews, Influencer videos, and Social Media Stories,” indicating a broader mix of content can be effective during consideration.
The report specifically highlights that “the most effective content is a blend of information and entertainment” at this stage, with consumers valuing “interactive e-commerce ads for their informative and shoppable nature, indicating a clear preference for utility during this decision-making phase.”
Conversion Stage: Standard Video with Purchase Integration
At the conversion stage, where purchase decisions are finalized, the data shows:
The findings indicate that for conversion, marketers should adopt “a video-first strategy” while “enhancing these video assets with direct, shoppable elements” to maximize sales effectiveness.
Video Length Optimization by Product Category
The research provides specific guidance on optimal video duration by industry:
This suggests content creators need to develop category-specific timing strategies rather than applying uniform video lengths across industries.
Platform Performance Differences
The report highlights significant platform-specific performance variations:
Timing Considerations for Video Content
The timing of video content delivery significantly impacts performance:
This indicates content creators should schedule releases to align with evening consumption patterns, while allowing for multi-day engagement before expected purchase decisions.
Strategic Implications for Content Creators
Based on the research findings, content creators operating in Singapore’s market should consider several strategic approaches:
The research underscores that Singapore’s sophisticated digital ecosystem requires a nuanced, data-driven approach to video content strategy. By aligning format, length, platform, and timing with consumer preferences at each funnel stage, creators can maximize engagement and conversion in this highly developed market.
Image credit: AnyMind Group
The full report is available here
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