SINGAPORE — Partipost, a leading influencer marketing platform in Asia, together with MSW Ventures, has announced the release of “Asia Pacific Insights: Influencer Marketing Report 2023.“
The report sheds light on the influencer marketing landscape, revealing key trends, statistics, and valuable insights for brands and marketers operating in the Asia Pacific region.
Influencer marketing continues to be a dominant force for brands and marketers, with the industry projected to surpass $19 billion in 2023 and anticipated to reach $30 billion by 2027. As customers become more accustomed to using social media to stay connected, get information, and make purchase decisions, brands that recognize the unique opportunities presented by collaboration with influencers are increasingly leveraging this strategy to tap into their target audiences, elevate brand awareness, and drive conversions.
The “Influencer Marketing Report 2023” draws upon the findings of two surveys conducted by Partipost, the first involving 200 brands from various industries, and the second involving nearly 1,000 social media users. Both surveys spanned across five Asian countries, namely Singapore, Taiwan, Philippines, Malaysia, and Indonesia.
Key findings from the report:
- Growing Investment in Influencer Marketing
The percentage of brands investing in influencer marketing rose significantly from 73.2% in
2021 to 87.8% in 2023. Nearly 60% of them planned to allocate 10-50% of their marketing
budgets specifically for influencer marketing in 2023, recognizing its cost-effectiveness as one
of the most affordable forms of branded content. - Increased in Frequency and Consistency of Influencer Campaigns
The number of brands collaborating with influencers surged from 68.3% in 2021 to 76.6% in
2022 and 83.9% in 2023. Notably, brands running influencer campaigns on a monthly basis
increased from 13.7% in 2021 to 22.4% in 2023. - The Impact of Nano Influencers
Nano influencers garnered the highest following among social media users (58%), and 54.4%
of them agreed that nano influencers had the most significant influence on their purchase
decisions. The report highlights that more than 86% of social media users prefer influencer
accounts over brand accounts due to relatable content and honest reviews. - The Importance of Authenticity and Trust
Both authenticity and trust are crucial factors that drive successful influencer campaigns.
Authentic connections between influencers and their tightly-knit communities significantly
impact the perceived credibility of their recommendations. More than 86% of social media
users prefer influencer accounts over brand accounts due to relatable content and honest reviews. - Social Media Platform Trends
In the era of short-form videos, TikTok and Instagram Reels are highly demanded content
deliverables brands ask from influencers. This is in line with users’ increasing interest in
short-form video content, as over 50% of users prefer this type of content when an
influencer shares about a product or service. - Challenges and Opportunities
Although brands are aware of the potential of influencer marketing, they still face challenges
in running effective campaigns, particularly in sourcing influencers and compiling
post-campaign reports. This shows a need for an influencer marketing platform to streamline
the whole process and ease the efforts of running campaigns on their own.
“Asia Pacific Insights: The Influencer Marketing Report 2023” by Partipost shows how influencer marketing continues to thrive in the continent. Brands and marketers can find invaluable insights in their respective countries to learn about consumer behavior, platform preferences, and campaign trends. As influencer marketing continues to reshape the way brands market their products and services, Partipost aims to deliver a reliable solution that equips brands with all their needs for running campaigns seamlessly.
To access the full report and stay ahead of the curve, visit this link.
