Try our business solution for free!

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.

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. TikTok, known as Douyin in China, attracts the greatest number of users that follow top-tier influencers in China. At the same time, TikTok is banned in some Asian countries like India and Indonesia. On the other hand, YouTube has been and continues to be the leading platform 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. Additionally, Instagram and Facebook usage has been increasing, coincidentally with the popularization of short-form videos.

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, over half of shoppers in Thailand reviewed recommendations from influencers before making purchases. Thailand was also one of the Southeast Asian countries with the least preference regarding language, ethnicity, and gender appearance of influencers compared to Vietnam and Indonesia, where consumers preferred to follow influencers of similar backgrounds.
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 Leander von Kameke, Jan 5, 2023

Key insights

Leading social media platform for influencers
YouTube
Number of YouTube channels with over 1 million subscribers in Asia
10,164
Share of consumers in SEA that consider recommendations from influencers
39%
Get more insights

Editor’s Picks Current statistics on this topic

Most followed Instagram accounts from the Asia-Pacific region as of February 2022 (in million followers)

Social Media & User-Generated Content

Most followed Instagram accounts APAC Feb 2022

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 3rd quarter of 2021, by country (in hours and minutes)

Social Media & User-Generated Content

Daily time spent spent using social media APAC 2021, by country

Related topics

Recommended

5

Recommended statistics

Overview

4

Overview

Influencers

5

Influencers

Audience

4

Audience

Social media platforms

3

Social media platforms

Leading markets

4

Leading markets

Consumer behavior and preferences

5

Consumer behavior and preferences

Reports & StudiesGet the best reports to understand your industry

Social media in the Asia-Pacific region
Social media in the Asia-Pacific region
Social media in Vietnam
Social media in Vietnam
Social media in Thailand
Social media in Thailand
Digital marketing in India
Digital marketing in India
Social commerce in Vietnam
Social commerce in Vietnam

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Vayola Jocelyn
Vayola Jocelyn
Client Support Specialist– Contact (United States)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Contact Yolanda Mega
Yolanda Mega
Operations Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 9am - 5pm (SGT)

Contact Kisara Mizuno
Kisara Mizuno
Senior Business Development Manager– Contact (Asia)
Email
support.japan@statista.com

Mon - Fri, 10:00am - 6:00pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)
Email
eu.support@statista.com

Mon - Fri, 9:30am - 5pm (GMT)

Contact Carolina Dulin
Carolina Dulin
Associate Director - LAC– Contact (Latin America)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Menu