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AnyMind Group

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Instagram remains most-used platform by brands for influencer marketing campaigns but had the lowest year-on-year growth

Campaigns which ran on YouTube and Twitter increased year-on-year by more than two times

AnyMind Group, an end-to-end commerce enablement platform for brands, influencers, and publishers, has today released the State of Influence in Asia 2021 report, a succession of 2020’s State of Influencer Marketing in Asia report published in September 2020.

The 2021 report casts a spotlight on the wider creator economy, identifying five key trends and how brands and influencers can take advantage of these trends, and also includes two new sets of data around influencer marketing:

  • Most common types of content a fashion & beauty or arts & entertainment influencer creates
  • Performance-driven versus awareness-driven influencer marketing campaigns by month and by market

Out of more than 2,000 influencer marketing campaigns run on the company’s influencer marketing platform, AnyTag, in the past year, Instagram was the most-used social media platform for influencer marketing campaigns, making up 37.08% of campaigns. This was followed by Facebook in second place (27.53%), followed by YouTube (19.44%) and Twitter (15.95%). The reverse is true when looking at the year-on-year growth rate of influencer marketing campaigns run on each platform, with campaigns on Twitter increasing by 165.03%, 117.92% increase on YouTube, followed by Facebook (+68.56%) and Instagram (+44.43%).

The report also revealed that although the largest proportion (44.08%) of influencers are micro-influencers (social media users with 10,000 to 100,000 followers), macro-influencers (100,000 to 1 million followers) had a year-on-year growth rate of more than 4.3 times compared to the growth rate of micro-influencers (65.65% and 15.05% respectively).

The State of Influence in Asia 2021 report covers 11 markets including Singapore, Thailand, Indonesia, Vietnam, Malaysia, the Philippines, Cambodia, Hong Kong, Taiwan, Japan and India, and analyzes over 200,000 influencers and influencer data points, and more than 2,000 influencer marketing campaigns that were run through the AnyTag platform.

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