How to rethink multicultural marketing for influencer strategy in Asia

As more brands turn to social media, Nielsen’s Arnaud Frade says they need to rethink influencer engagement to boost their multicultural marketing efforts in Southeast Asia.

This article is part of a Spotlight series on multicultural marketing in Southeast Asia. Read more

Fuelled in part by the growth of Instagram and TikTok, marketers are increasingly looking to social media to make more personal and profitable connections with consumers. With a growing desire for interpersonal connections with the brands they engage with, audiences are increasingly receptive to influencer campaigns. This validates the brand being promoted in the eyes of the influencer’s followers.

Social ad spend in Asia Pacific has risen as marketers seek differentiated ways to stay top of mind. Regional marketers surveyed in...

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