Budgets are tight, but is social worth all of your ad spend?

Social media has become a go-to channel for brands looking to reach consumers, drive engagement and make the most of their advertising budgets. But while social offers convenience and measurable results, is relying on it alone enough to build lasting trust and resonance with audiences?

Research unveiled at Mediacorp's "Impact premiere 2027" event suggests that advertising across multiple channels may be more effective than relying solely on social media. Based on a survey of 2,004 Singaporeans and permanent residents, the study found that even with the same number of ad exposures, 52% of respondents felt they would be more likely to remember an ad seen across social and other channels, compared with 26% for social-only advertising.

The difference extended beyond recall. Some 45% associated advertising across multiple channels with greater brand trust, compared with 23% for social-only campaigns. Similarly, 39% felt it would make them more likely to buy or sign up, compared with 23% for social alone.

Where an ad appears also matters. According to the study, 57% of respondents said they would trust an ad appearing in out-of-home (OOH) environments, followed by television (55%), news sites (51%) and radio (49%). Social feeds trailed at 37%, suggesting that the environment in which an ad appears may influence how consumers perceive its credibility.

However, with marketing budgets under pressure and social media often seen as a cost-effective option, spreading advertising across multiple channels may not be feasible for every brand. So how can marketers strike the right balance between maximising their budgets and building lasting trust and resonance with audiences?

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For Jacqui Lim, chief commercial officer at Mediacorp, the findings reinforce the importance of looking beyond individual platforms and considering how different channels can work together to strengthen advertising effectiveness.

While social remains important for engagement, Lim said brands should focus on how different platforms complement one another rather than simply increasing ad exposure. However, this does not mean advertising everywhere. Instead, brands should identify their objectives and invest in a focused mix of channels that serve different purposes.

Lim also highlighted the importance of adapting creative content to different platforms without losing a consistent brand identity. She described this as "liquid assets", where a single campaign idea takes different forms depending on the medium. Planning these adaptations from the outset could also help brands reduce production costs. Lim noted: 

Ultimately, it's not about being everywhere. It's about being effective where it matters, with each channel playing a clear role and investment measured against meaningful business outcomes.

Giving a global market overview, Aisha Speirs, executive director of international content at The Trust at The Wall Street Journal, said brands should start with their audiences and campaign objectives rather than the number of platforms available.

Different channels can serve different purposes, from building awareness to explaining complex stories and encouraging action. Speirs added that brands can keep costs manageable by developing one central creative idea and adapting it into different formats.

"A campaign can resonate more deeply when people encounter a consistent idea in the places and formats that suit them, but being present everywhere is not the goal," said Speirs.

Proving the value beyond social 

While brands weigh the benefits of a broader media mix, media owners face the challenge of demonstrating why advertisers should invest in their platforms when social is often perceived as a cheaper option.

Media owners must also demonstrate why brands should invest in their platforms when social is often perceived as a cheaper option, said Goh Shufen, co-founder of R3 and APAC president of MediaSense.

She added that the environment in which an ad appears can influence brand affinity and trust, making it important to measure the distinct contribution of different channels.

"One area that's often overlooked is the context and environment in which an ad is served. Impressions on social media are fleeting, whilst more premium placement in a higher trust environment can score higher on affinity and trust," said Goh.

As she put it:

What scales cheaply may not be what consumers buy.

Is familiarity the same as trust?

While the value of different advertising environments remains an important consideration, social media's growing role in marketing has made it increasingly difficult for brands to separate engagement, commerce and brand building.

Social media is increasingly being used for more than engagement, with brands investing in creator partnerships, affiliate marketing and shoppable content. However, repeated exposure on social does not necessarily translate into consumer trust, noted Leslie See, senior director, integrated social, APAC at WPP Media.

According to See, social can build conversations and familiarity, while other channels such as search, video, television and OOH play different roles in shaping consumer perceptions and purchase decisions.

He also warned that brands focusing too heavily on short-term returns risk neglecting longer-term demand creation, particularly when budgets are tight. Instead, he recommended investing in fewer, stronger creative ideas that can be adapted to different audiences and platforms. See said:

Social is incredibly effective at building familiarity, but familiarity and trust aren't the same thing. You can see a brand twenty times in your feed and still not necessarily trust it.

However, social media itself should not be overlooked as a trust-building channel. Bryony Sanderson, head of media capabilities at Omnicom Media Singapore, said social can effectively humanise brands, encourage engagement and tap into the credibility of trusted influencers.

She noted that the right media mix depends on factors such as a brand's category, competitor positioning, existing consumer sentiment and customer journey. Beyond social, brands can strengthen credibility through owned and earned channels, including customer reviews, public relations and internal brand advocates.

For brands with limited budgets, Sanderson recommended prioritising high-intent audiences, key campaign periods and channels with proven performance, rather than spreading investment too thinly.

"Brands invest media budget where their audiences spend time and where they can achieve results. Because of how heavily social media commands attention in Singapore, it does capture a significant portion of spend," said Sanderson.

Nevertheless, budget allocation should always follow strategic objectives. This often means balancing social media investment with other media channels depending on the brand's specific business and communications goals.

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