SURVEY&REPORT2025INFLUENCERMARKETINGINASIA
ABOUTTHISREPORTAug2025INFLUENCERMARKETING INASIAmarionts havearaadyigsD25astratemommertum towarddeckiveance withconsrained budpets arneamultiplenent,anddactuxpecttobe
CONTENTSOVERVIEWSURVEYHIGHLIGHTS10KEYLEARNINGSLIVESTREAMCOMMERCEDEMOGRAPHICS&MARKETSWHYINFLUENCERS,WHYNOW14METHODOLOGYSTATUSMATTERS39CONSUMERNSIGHTS48GENZAREDRIVNGCHANGE9INPLENCERSXSOCIALCOMMERCEENTHUSASMMAPPING2744BRANDAMEDMASTRATEGRES55COUNTRYCOMPARISONSCHANNELS29COUNTRESVARYGREATLY1620INFLUENCERS9ZE,PROFLE32MARKETPLACESSUIRGE2CATEGORYINSIGHTS34KOLSMOVETHERLYWHEEL37
OVERVIEW5WHYNFLUENERSWHYNOW
OvERVIEWINELUENCERMARKEIINGNASIAWHYAREWEFOCUSEDONTHISRIGHTNOWT
INFLUENCERSASSILVERBULLETSBRANDSARETURNINGTOINFLUENCERSTOSOLVEANARRAYOFISSUESIN2025Influencerscontinuetobeamainstay@oftheAsia marketingplaybook,Andin the aurrentaontext wherebrand'sarelookingtodrive gainsthroughsodialcommerce,boostDTC withprivate trafficandbecomemorecosteffective(eg.auttingagency,prodluction andmedia budgets) influencerswillbe vilewed as'silver bullets'capable of achieving multiple goals concurrently.Whethertheinfluencerisbeingaskedtohelpconvertasale orproduce abrandvideo, there is@auniqueeficiencythat comesfromcombining(withone resource); an exkisting auudienceofolowers. theabilitytoinfluence andimproveconsideration,the ability to create content, with the potentialto@achileve break-throughresults (eitherfrom viral/organicreachor fromsales conversion).
ARKETINGINASLWHYITMATTERSIN2025Thereasons wease researching InfiluancermarikatinghnAsiaWhyitsimpotantfortrandin.2025.BUDGETEFFIOENOYCONTENTnds(withHQ'soutsideandmora
INFLUENCERMARKETING39.3BILLION(USD)Globalinfluencermarketingspendin2025,accordingtoStatista.35.6THEGROWTH%Thegrowthrate between2024and2025.forglobalspending oninfuencerPROMISEANDmarketing.PwMoatgHt.2014hiemorRtrcorPOTENTIALOFINFLUENCERSales values onsocialcomercechenels2.5willhavegrown by 25Xbetween 2021 andMARKETINGIN2025 accordingtoAccenture.ASIA6.50PER$1.00SPENDAimeterInfuencermarketingspendROloutpaces86%Ofconsumers inAsiahavewatched alivestreanfrom abrandor influencer46%ofAsia'sGenZhave bought from a livestreamsale.
NFLUENCERSDRNESOCIALCOMMERCEINFLUENCERSAREAMAJORCONTRIBUTORTOTHESOCIALCOMMERCEREVENUEPROJECTIONS(GLOBALVSUSA)LESSONSFROMCHINASUGGESTTHATSOCIALCOMMERCEWILLCONTINUETOEXPANDRAPIDLYACROSSMOSTOFASIA.INFLUENCERMARKETINGSHOULDFOLLOWTHEGROWTHOFSOCIALCOMMERCEANDPLATFORM(MARKETPLACE)EXPANSIONInfluencersnendingasashareofoveralsaclalcommerce andlivestreamrevenueis stil verylow-particularly in Asia.Infiluence,dintheUSBa6.8%shareofthe$80Bilioninsockalcommerce,ainfluencerspendisonlyQ.75%ofthe$800BillioninsocialcommerceGMVToreschthe6.a%levelofthe US influencerscendihAslewouldhavetoniseto$54Bllon(anearly10xincrease).80SS202320242025202620272028InfluencaSodalCammencoSovre:Mondrintloe
Influencersoperate acrosschannels,providingacriticallinkbetweenbrandsandaudlences- elevating the connectionbeyondindividual media, forums and chats25years ago,it was editors and experts whohelped review, model/demo and insplirenotionsaboutwhattobuy whattotrywheetogoandoffercluesaboutimagestatus andstyle Thatrole has(almost)completely been passed over toinfiluencers,Asia frommarketplaces.to socialm...
