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Taiwan influencer marketing report: Fashion & beauty, FMCG and home appliance brands invested the most in influencer marketing; Instagram most-favored platform for campaigns

New report looks at influencer marketing in Taiwan for 2021

AnyMind Group, an end-to-end commerce enablement platform for brands, influencers and publishers, has today released a report that provides a market overview of influencer marketing in Taiwan for 2021, for marketers to make increasingly informed decisions on influencer marketing in Taiwan. The report looks at areas such as most-popular influencer verticals for content, social media platform usage by influencers, and key trends around influencer marketing in Taiwan. Data was obtained from the company’s influencer marketing platform, AnyTag, and is an extension of the recently launched State of Influence in Asia 2021 report.

The report also reveals that brands in the fashion & beauty industry invested the most resources in influencer marketing through AnyTag (52.1%), followed by fast-moving consumer goods (31.7%) and home appliances (9.63%). In terms of social media platforms used for influencer marketing campaigns, fashion & beauty businesses use Instagram as the main social media platform for influencer marketing (64.93%), fast-moving consumer goods businesses prefer to run campaigns on Facebook (58.83%) and campaigns for home appliance brands are mainly on YouTube (55.42%).

The report states that Instagram’s visual-first characteristics cater to the beauty industry whilst Facebook’s high volume of users and wide audience caters to the needs of FMCG brands, whilst home appliance brands are able to convey in-depth information to audiences through actual product tryouts and reviews, resulting in YouTube being the best platform for this need.

In addition, the report points out several key points and trends of influencer marketing, including:

  • Instagram is the platform with the highest overall engagement rate. At the same time, due to its high interaction rate and diversified means of content creation, it has become the social media platform that brands in Taiwan are most willing to invest in
  • With the rise of social commerce, mastering conversions and conversion data has become key, with an influencer’s follower engagement rate, audience resonance and conversion rate of past influencer marketing campaigns being important conversion indicators
  • It is common for influencers in Taiwan to diversify their main social media platforms, and is also an important part of expanding audiences and increasing earnings; Therefore, the development of an influencer’s own brand has become a key trend in Taiwan, turning followers into customers and deepening the interaction and connection with followers

According to data from Taiwanese influencers on AnyTag, the main social media platforms used by Taiwanese influencers are Instagram, Facebook and YouTube, with fashion & beauty, entertainment, and travel being the three most popular influencer verticals. Additionally, fashion & beauty influencers (45.86%) and travel influencers (42.29%) are the most popular on Instagram, whilst entertainment influencers and the content they create are highly suitable for YouTube, accounting for 47.95% of entertainment influencers.

The report also looks at areas such as median engagement rates for nano-influencers and micro-influencers across three key platforms including Instagram, Facebook, and YouTube.

The previously launched State of Influence in Asia 2021 report, using data analysis of more than 200,000 influencers and influencer data points on the AnyTag platform. AnyTag recently was crowned Game-Changing Advertising Technology in The Drum Awards for Digital Advertising APAC 2021. Marketers can tap on AnyTag to obtain key data points of influencers and follower demographics, generate automatically-populated reports and other functions to discover, activate, manage, track and attribute influencer marketing.

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