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TikTok now accounts for one out of four influencer marketing campaigns in Asia

The State of Influence in Asia 22/23 report by AnyMind Group covers influencers and brands in 10 markets across Asia

AnyMind Group, an end-to-end commerce enablement company, has today published the third edition of its annual report on influencer marketing in Asia. With data obtained from its influencer marketing platform, AnyTag, the State of Influence in Asia 22/23 report analyzes data points from over 500,000 influencers and 4,000 influencer marketing campaigns across 10 markets in Asia including Cambodia, Hong Kong, Indonesia, Japan, Malaysia, the Philippines, Singapore, Taiwan, Thailand, and Vietnam.

This year’s report sees a number of new sections and data additions including influencer and campaign data from TikTok, the top brand industries that are running influencer marketing campaigns, detailed breakdowns of the 10 markets covered, and segments featuring the most mentioned brands by influencers on Instagram (including paid and organic mentions).

This is the first year that the State of Influence in Asia 22/23 report includes influencer data points and campaign data on TikTok, and the fast-rising platform’s popularity for influencer marketing can be observed in the proportion growth of campaigns in the period analyzed. From September 2021 to November 2021, the average proportion of campaigns run on TikTok compared to other social media platforms was 17.67%, whilst from June 2022 to August 2022, TikTok had an average proportion of 24.34%. In addition, TikTok leads in median engagement rates versus other popular social media platforms for every market that it is available in, except for Indonesia where Instagram leads in median engagement rates other than macro-influencers (influencers with 100k to 1m followers).

In the past year, Shopee was the leading brand mentioned (137,800) by influencers across Asia on Instagram and was also the top brand mentioned by influencers in Indonesia, Malaysia, the Philippines, and Singapore. The rest of the top five most-mentioned brands by influencers include LINE (96,910 mentions), TikTok (88,931 mentions), Lazada (59,995 mentions), and Canon (45,307 mentions).

The top industries across Asia in the past year that ran influencer marketing campaigns include brands from fashion & beauty (29.66% of total campaigns), food & drink (26.24% of total campaigns), family & education (12.80% of total campaigns), lifestyle & home (11.06% of total campaigns), and entertainment & hobbies (6.16% of total campaigns).

On the launch of this report, Kosuke Sogo, CEO and co-founder of AnyMind Group said: “Influencer marketing in Asia has reached a curious crossroad of maturity, and we believe that the future of this space lies in closer integration with the various forms of online commerce, providing greater trackability, attribution, and reliability for marketers. Having the right tools and insights will provide marketers and businesses with the impetus to accelerate into this new era of borderless and open commerce. From integrating influencer marketing into the business supply chain to providing content creators with the ability to start their own direct-to-consumer brands, we’re advancing next-generation commerce in Asia, from Asia, and to the world.”

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