Hong Kong's leading household product brands demonstrated a strong confidence in collaborating with macro influencers to effectively target a wide range of audiences. Local mattress brand Airland, for example, only teamed up with macro influencers to promote its products in the second quarter of 2024. Most of the top brands in the industry allocated less than 12 percent of their influencer spending to nano influencers.
Distribution of influencer spending of leading household product in Hong Kong in 2nd quarter 2024, by influencer tier
Figures of micro and nano influencer tiers have been combined for better understanding.
According to the source, influencers are classified into four tiers according to the number of followers as follows:
Top influencers: above 1 million followers;
Macro influencers: 100,000 to 1 million followers;
Mid-tier influencers: 30,000 to 100,000 followers;
Micro-influencers: 10,000 to 30,000 followers;
Nano influencers: 1,000 to 10,000 followers.
According to the source, the marketing spending was based on a comprehensive analysis of various influencer content from photo posts to Instagram Reels and video posts. Figures may not sum up to 100 percent due to rounding by the source.
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Cloudbreakr, & IAB Hong Kong. (July 30, 2024). Distribution of influencer spending of leading household product in Hong Kong in 2nd quarter 2024, by influencer tier [Graph]. In Statista. Retrieved January 16, 2025, from https://www.statista.com/statistics/1536782/hong-kong-household-product-brands-influencer-spending-distribution-by-influencer-tier/?__sso_cookie_checker=failed
Cloudbreakr, und IAB Hong Kong. "Distribution of influencer spending of leading household product in Hong Kong in 2nd quarter 2024, by influencer tier." Chart. July 30, 2024. Statista. Accessed January 16, 2025. https://www.statista.com/statistics/1536782/hong-kong-household-product-brands-influencer-spending-distribution-by-influencer-tier/?__sso_cookie_checker=failed
Cloudbreakr, IAB Hong Kong. (2024). Distribution of influencer spending of leading household product in Hong Kong in 2nd quarter 2024, by influencer tier. Statista. Statista Inc.. Accessed: January 16, 2025. https://www.statista.com/statistics/1536782/hong-kong-household-product-brands-influencer-spending-distribution-by-influencer-tier/?__sso_cookie_checker=failed
Cloudbreakr, and IAB Hong Kong. "Distribution of Influencer Spending of Leading Household Product in Hong Kong in 2nd Quarter 2024, by Influencer Tier." Statista, Statista Inc., 30 Jul 2024, https://www.statista.com/statistics/1536782/hong-kong-household-product-brands-influencer-spending-distribution-by-influencer-tier/?__sso_cookie_checker=failed
Cloudbreakr & IAB Hong Kong, Distribution of influencer spending of leading household product in Hong Kong in 2nd quarter 2024, by influencer tier Statista, https://www.statista.com/statistics/1536782/hong-kong-household-product-brands-influencer-spending-distribution-by-influencer-tier/?__sso_cookie_checker=failed (last visited January 16, 2025)
Distribution of influencer spending of leading household product in Hong Kong in 2nd quarter 2024, by influencer tier [Graph], Cloudbreakr, & IAB Hong Kong, July 30, 2024. [Online]. Available: https://www.statista.com/statistics/1536782/hong-kong-household-product-brands-influencer-spending-distribution-by-influencer-tier/?__sso_cookie_checker=failed
