Influencer marketing in Southeast Asia (SEA) has undergone dramatic changes over the past two years.
The biggest shift has been the rise of micro- and nano-influencers, as brands begin to recognize the power of smaller creators — a shift that reflects consumers' growing desire for trust and authentic connections.
Additionally, Southeast Asian consumers are more savvy and crave authentic connections, making transparency and “de-influence” a priority in influencer marketing campaigns. This is according to R3's “Authenticity and Transparency in Influencer Marketing in Southeast Asia” report, which explores trends, regional nuances, and how they might impact the direction of influencer marketing in the region.
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“Southeast Asia's influencer market is diverse yet niche, large but siloed, and engaging but ephemeral. Looking at it from a broader APAC perspective can give marketers some insight into the region, but understanding country-specific influencer marketing is key to optimizing return on investment,” said Shufen Goh, co-founder and principal at R3.
Just over half of Southeast Asian consumers follow influencers on social media, and the majority (82%) admit that they have been influenced by influencers in their purchasing decisions.
Across gender and generations, beauty influencers are the most influential in Southeast Asia, with around 41% of consumers being influenced by influencer content to purchase beauty products.
The top categories for women were beauty, fashion and food & drink, while the top categories for men were tech/gadgets, food & drink and fashion.
Although Baby Boomers lag behind other generations in terms of conversion, they are the most affected of all generations when it comes to food and beverage purchases.
Moreover, social media posts and social influencers are constantly co-evolving. The right format can significantly increase engagement for both the influencer and the brand. What’s more, the format that an influencer excels in can also help define their niche.
For example, a gamer may primarily use livestreams and gameplay videos, while a fashion influencer may focus on high-quality photography and beautiful stories.
Brands should also work with influencers to create a specific form of content that aligns with their campaign goals. For example, a travel brand could partner with an influencer to create an Instagram Story highlight series showcasing a new destination.
Other popular formats include product demos and tutorials, product sales and unboxings, branded events, affiliate codes, educational content, advice and recipes.
As the influencer marketing industry has matured, agencies have been adding features that address the key challenges their clients face when it comes to influencer marketing.
According to the report, government agencies are building end-to-end integration capabilities and developing tools and platforms that significantly improve productivity.
In particular, agents in larger social and e-commerce markets such as Indonesia, Thailand and the Philippines tend to focus on the local market, while agents in smaller markets such as Singapore tend to operate with a regional or global scope that includes larger markets.
Going forward, it's also important for brands and agencies to consider content creators. While the terms “influencer” and “creator” are often used interchangeably, there is a subtle but important difference between the two, as outlined in Partipost's recent report, “2024 Influencer Marketing Insights: Key Metrics and Industry Trends.”
The report noted that influencers are primarily known for their ability to influence consumer choices and are typically seen as lifestyle leaders and trendsetters.
Creators, on the other hand, are content-centric and often focus on producing innovative and original content with a specific niche or expertise. Creators are also often perceived as more authentic and sincere.
Partipost has found that the trend is leaning towards creators, as brands are increasingly looking to collaborate with individuals who can create content that resonates deeply with their audience, rather than simply promoting their products.
Join us on 12 June 2024 when Content360 makes its Malaysian debut, bringing together some of the best minds in the content marketing industry from across the region. Immerse yourself in a dynamic atmosphere and discover the latest trends with thought leaders and solution providers in the content space.
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