Accessing a database of thousands of social media influencers, our report provides important insights on the current influencer marketing landscape, from influencer marketing trends in 2020 to the impact of Covid-19 on influencer marketing in Southeast Asia. We also provide useful predictions about the future of influencer marketing which can help brands to gather intelligence and navigate their marketing strategies in 2021.
A prominent growth in the number of mid-tier influencers (50k-100k followers) and macro-influencers (100k-250k followers) was witnessed in 2020. This rapid growth rate hints that brands are turning toward macro-influencers to scale up their campaigns to reach a larger audience during the stay-at-home period.
Nano-influencers are also growing rapidly at 33% and is a good choice for brands looking to target niche audiences.
2020 witnessed a massive 20.8% growth in the number of IG Sponsored posts, as brands leveraged social media marketing to connect and engage with wider audiences.
The COVID-19 pandemic also brought about prominent year-over-year (YOY) growth in sponsored posts for Q3 and Q4 as digital channels became increasingly important for consumers.
Micro-influencers are receiving the most brand deals (38%) and are most popular with brands. Why is this so? Working with TikTok micro-influencers is an attractive option for brands to run cost-effective influencer marketing campaigns and use lower budgets to reach niche audiences.
Influencers with 10k-50k followers have the highest average likes and views on TikTok compared to other influencer tiers.
As Gen Zs and Millennials value authenticity and interaction, micro-influencers are great to collaborate with. It is also highly possible for brands to reach and engage millions in minutes as TikTok influencers often have more views than their follower count.
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