Influencer marketing in Asia - statistics & facts

In the era of social media, consumers spend a substantial amount of time absorbing content created by their peers. It is not surprising that their decisions are influenced by what they listen to, see, and read. Both brands and content creators have seized this opportunity and developed a marketing model that takes advantage of the relatability and popularity of digital content creators. Influencer marketing allows advertising to reach target audiences more precisely and tailor to the specific needs of the consumers.

As the usage of social media increases, resulting in larger influencer followings, the market size of influencer marketing has also been expanding rapidly. Influencer marketing in Asia relies on awareness-driven campaigns, as it is comparatively new in many Asian markets. However, along with the development of digital and social commerce services, markets like Indonesia, Malaysia, and Thailand have already adopted performance-driven marketing. Instagram and TikTok are the most commonly used social media platforms for influencers in Asia.

Leading influencer domains

In Asia, influencers with ten to 100 thousand followers were most common, excluding China. Leading social media platforms for influencers in China differ from the rest of the region. Douyin, the Chinese version of TikTok, attracts the greatest number of users that follow top-tier influencers in China. At the same time, TikTok is banned in some Asian countries, most noteably India. Social media evergreen YouTube has been and continues to be among the leading platforms for influencers in Asia. Over a million YouTube channels in Asia have over one thousand subscribers – the number of followers needed to get sponsorship for a video.

Consumer preferences

The number of social media users in Asia far exceeds a billion. Though it is hard to accurately determine what share of social media users follow influencers, highly populated markets such as India, China, and Indonesia have higher penetration rates than the global average. Aside from the population of followers, engagement is essential for successful influencer marketing. In a recent survey, consumers across APAC revealed reasons for having bought influencer-endorsed products in the past. The same survey revealed differing levels of interest in influencer and brand collaborations across the region as well as varying levels of willingness to pay more for branded influencer products.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Feb 27, 2024

Key insights

Leading platform for influencer campaigns in Asia
Instagram
Number of YouTube channels with over one million subscribers in Asia
10k
Country with the highest time spent on social media in APAC
Philippines
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Most followed Instagram accounts from the Asia-Pacific region as of June 2023 (in million followers)

Social Media & User-Generated Content

Most followed Instagram accounts APAC 2023

Share of influencers using selected social media platforms in Asia in 2022, by country or territory

Social Media & User-Generated Content

Commonly used platforms for influencers Asia 2022, by country

Average daily time spent using social media in the Asia-Pacific region in the first quarter of 2023, by country (in hours and minutes)

Social Media & User-Generated Content

Daily time spent spent using social media APAC Q1 2023, by country

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