Southeast Asia and China Influencer Marketing
Delivered August 28, 2019. Contributor: Emmanuel A.
Goals
To understand the influencer marketing market and landscape in China and Southeast Asia in order to improve market understanding and facilitate sales pitch.
Early Findings
- Influencer marketing is growing rapidly in Asia. Between 2018 and 2019, "Instagram influencer-sponsored posts grew by 189% in Asia."
- About 80% of Instagram influencers in Asia are micro-influencers who have between 3,000 and 100,000 followers/subscribers.
- Micro-influencers are 10 times more effective than celebrity influencers at generating engagement with their posts.
- Micro-influencers also generate "11 times the ROI of traditional advertising."
- The most popular social media channel in China is WeChat, with over 1 billion monthly users and 902 million daily users.
- The average social media usage penetration in Southeast Asia is 61% in 2019. The "social media usage penetration was highest in Brunei at 94 percent, followed by Singapore at 79 percent."
- Facebook is by far the most popular social media platform in Asia, with traffic generation capability of 79.4% as of July 2019. The next most popular social media channels are Twitter (6.78%), Youtube (5.89%), Pinterest (5%), Instagram (1.49%), and Vkontakte (0.9%).
- As of June 2019, the main social media channel in China based on traffic generation capability are Pinterest (33.86%), Twitter (28.81%), Facebook (18.63%), Yoku (6.4%), Youtube (5.25%), and Reddit (2.21%).
- Facebook is not just the biggest social media channel in Southeast Asia, between 52% and 58% of people "across the 5 Southeast Asian countries studied say Facebook is where they first discover content." According to Australian National University lecturer Dr. Ross Tapsell, "For a lot of people, Facebook is the internet in southeast Asia."
Research proposal:
Only the project owner can select the next research path.