Influence in Asia enters a new era

After a pandemic-related surge in cause-related influencer marketing campaigns (like those urging audiences to stay at home), brands are once again activating product-related influencer marketing campaigns, while the volume of branding-related campaigns remains consistent, a new report finds.

The State of Influence in Asia 2021 report – by AnyMind Group, an end-to-end commerce enabler for brands, influencers and publishers – casts a spotlight on the wider creator economy and identifies five key trends, and how brands and influencers can take advantage of them.

Key insights

• The key trends are: influencers creating and launching their own brands; direct-to-consumer and e-commerce; the rise of social commerce; subscribing to expertise; and the influx of data.
• Instagram was the most-used social media platform for influencer marketing campaigns, making up 37% of campaigns.
• This was followed by Facebook in second place (27%) and YouTube (19%) and Twitter (16%) were third and fourth respectively.
• The reverse is true for the growth rate of influencer marketing campaigns on each platform: Twitter was up by 165%, YouTube (+118%), Facebook (+69%) and Instagram (+44%).
• The largest proportion (44%) of influencers are micro-influencers but macro-influencers are growing more than four times as fast (66% v 15%).

Quote

“In Asia, forward-thinking marketers, influencers and creators have already embraced the new creator economy and are experiencing the benefits of it” – Kosuke Sogo, CEO and co-founder, AnyMind Group.

Background

The report covers 11 markets – Singapore, Thailand, Indonesia, Vietnam, Malaysia, the Philippines, Cambodia, Hong Kong, Taiwan, Japan and India – and leverages data points from over 200,000 influencers through the AnyTag platform, as well as over 2,000 influencer marketing campaigns conducted across Asia over the past year  (TikTok is not included).