Playbook replay
Market-by-market sizing
Ranks four SEA markets on category activity and engagement, and says which one is actually the opportunity.
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Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
Indonesia will top any raw volume count purely on population. Volume per internet user and engagement rate are what separate an active market from a large one.
Sampling category hashtags per market and classifying contributors by region, then normalising against population so raw volume does not just rank the four countries by size.
Raw volume and activity rank differently.
| Market | Est. monthly posts | Posts per 1m online | Median ER | Creator supply, 10k to 100k |
|---|---|---|---|---|
| Indonesia | 41,000 | 210 | 3.4% | Very high |
| Philippines | 22,000 | 280 | 5.1% | High |
| Vietnam | 18,000 | 240 | 4.6% | Medium |
| Singapore | 6,000 | 1,100 | 4.0% | Low |
On raw volume the order is Indonesia, Philippines, Vietnam, Singapore. Normalised, Singapore is four times more active per online person than anywhere else, and the Philippines has the highest engagement of the large markets.
These are three different opportunities, not one ranking.
| Market | The case | The catch |
|---|---|---|
| Indonesia | Largest absolute conversation, deepest creator supply | Lowest ER, most crowded, price-sensitive |
| Philippines | Best engagement at real scale | English-led content, competitive creator rates |
| Vietnam | Rising, trends land ~3 weeks late, less brand presence | Thinner creator supply above 50k |
| Singapore | Most active per person, highest spend | Small ceiling, saturated |
If you can only enter one: the Philippines. Best engagement of the three large markets, deep enough creator supply in the tier you actually buy, and no local player dominating the way Brand X does in Vietnam.
If the goal is testing rather than scale: Vietnam. Trends land about three weeks behind the region, which means a format proven elsewhere can be run there with a known outcome. Lower cost, lower risk, useful as a rehearsal.
One method limit, and it matters for how much weight this carries. Contributor region is inferred from profile signals and hashtag samples, not a census. The relative ordering between these four markets is reliable. The absolute post counts are order-of-magnitude estimates and should not go into a board deck as facts.
Naise created an artifact
Volume, normalised activity, engagement and creator supply per market, with the three distinct opportunities separated.
By market
| Market | Monthly posts | Per 1m online | Median ER | Creator supply |
|---|---|---|---|---|
| Indonesia | 41,000 | 210 | 3.4% | Very high |
| Philippines | 22,000 | 280 | 5.1% | High |
| Vietnam | 18,000 | 240 | 4.6% | Medium |
| Singapore | 6,000 | 1,100 | 4.0% | Low |
Call
One market: Philippines. Testing ground: Vietnam, trends land ~3 weeks late.
Limit: regions are inferred, not a census. Ordering is reliable, absolute counts are estimates.
That was a sample. Run it on your own brand.
Naise reads your brand, your channels, and your market, then does this against your real data.
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