The first 6 months of 2020 have been a difficult time for us all. The COVID-19 pandemic has brought about a lot of changes to the business environment as well as to the influencer marketing landscape.
In our Influencer Marketing Report, we highlight important insights, from the key trends in influencer marketing in ASEAN countries to the impact of COVID-19 on influencer marketing. We also provide useful predictions about the future of influencer marketing to help brands better navigate their strategies in the rest of 2020 and stay ahead of the game!
In ASEAN, more than half of influencers are female (51%), yet male influencers are rising in popularity. According to the data, a majority of influencers are from Gen Z and millennials, followed by influencers in the age from 29 to 39 with 18%.
Nano-influencers (1k – 10k followers) are the most popular tier of influencers and have the highest engagement rate. They have a well-defined niche and real influence in their community. Despite lower follower counts, working with nano-influencers can help brands to save costs and reach their target audience effectively.
Micro-influencers have become the dominant force driving influencer marketing in 2020. A prominent growth in the number of micro-influencers (10k-100k followers) is seen over other influencer tiers. An authentic and personal touch with followers has propelled these influencers to be key opinion leaders within their community.
Singapore has the highest percentage of suspicious followers among ASEAN countries, followed by the Philippines and Vietnam. Brands looking to run influencer marketing campaigns in these countries should pay particular attention to the authenticity of influencers, especially for recurrent collaborations
The impact of COVID-19 can be seen in the drop in growth of IG sponsored posts for Q2 2020 compared to Q2 2019. However, sponsored posts in Q2 2020 have surpassed Q4 2019 with a rapid recovery of influencer marketing campaigns. As brands adapt and emerge stronger from the pandemic, influencer marketing is expected to gain traction with improved content strategies.
According to the statistics, more than half of the followers of ASEAN influencers are female (64.9%), and a majority of the audiences are based in Indonesia, Thailand and Malaysia. The audience’s top interests include fashion, clothing, travel, beauty, exercises and fitness.
The last few months have brought about significant changes to the landscape of influencer marketing. Staying at home turned audiences to seek out online entertainment options, leading to the rise of gaming influencers. Brands are practicing corporate social responsibility and raise awareness with influencer marketing. The wave of video content and eCommerce are some of the long-term impacts of Covid-19 on influencer marketing. Other interesting findings and predictions about the future of influencer marketing can be found at our blogs!