Are Influencers the Future of Marketing in the Asia-Pacific?

Influencers are increasingly becoming the marketing tool of choice for brands to acquire users and achieve growth, especially across the Asia-Pacific.

Video-sharing platform TikTok has given rise to more content creators, while Instagram continues to house some of the world’s most influential public figures.

In the Asia-Pacific, influencers serve as brand ambassadors to build on-ground awareness and promote their products or services. What makes them effective, and why are more emerging despite the saturated landscape? How can brands leverage the influencer landscape to execute effective campaigns?

With consumers being more online, they can easily access information that casts doubt on the effectiveness of products to become more distrustful towards brands associated with negative reviews.

In sectors such as FMCG, e-commerce, and mobile gaming, influencers help brands build authenticity through human-centric experiences. Influencers offer an accessible avenue for engagement with the public.

These online personalities enable brands to engage with existing unique target demographics and huge follower bases. Brand awareness, engagement with differentiated social media followers, and sales and lead generation, are all achieved through influencer marketing, all while humanizing a brand.

Micro and nano influencers bring as much value to brands as major influencers. In Southeast Asia, 4 in 5 influencers are micro-influencers, with authentic and relatable content that appeals to the younger generation.

These influencers are seen as “everyday people” and are likely to know their followers personally through frequent online engagement, which could lead to higher conversion rates from brand awareness. It is no surprise then, that the number of brands that have tried collaborating with nano influencers rose from 52.2% in 2020 to 81.4% in 2021. Research has also found that 78% of brands are likely to collaborate with nano influencers at least once a month in 2022.