Influencers perform best in Asia, worst in Germany and France

An overview of consumer sentiment towards influencers and whether they give a more positive impression of brands across 23 markets.

Brands in Asia have the most to gain from using influencers, according to research from GroupM. In their survey of 13,900 middle- to upper-income consumers in 2019, consumers in Asia consistently say influencers give them a more positive impression of brands.

Of all 23 markets, Asia fills the top 13 – Mexico is the only market outside the region to place in the top ten. In China, influencer marketing offers the same reach as TV. The popularity of livestream commercethere offers brands around the world insight into how to merge influencer video content and...

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