Influencer marketing in Asia: Time for brands and influencers to reclaim its true promise

Looks at the benefits of using influencers in marketing, beyond endorsements, focusing on the cultural power they have.

Influencer marketing: beyond the hype

This article is part of a series of articles on influencer marketing. Read more.

Perhaps it’s because the ‘start of year’ optimism has yet to wear off. Or perhaps it’s because 2019 heralds the Year of the Pig, a creature known in the Chinese horoscope for its cheerful and generous disposition. Whatever the reason, I write to celebrate, not to decimate, the promise of influence.

2018 was the year we reached peak influencer. In Asia, influencer marketing exploded off the back of youthful demographics, high smartphone penetrations and the spread of social platforms....

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