Influencer marketing is all the rage in Asia-Pacific, especially with the COVID-19 pandemic shaking things up. Brands across various industries have jumped on the bandwagon, teaming up with social media stars to boost their brand awareness. Whether it’s fashion or gaming influencers, you name it!
Did you know that a whopping 52.2% of social media users worldwide hail from APAC? It’s no surprise then that influencer marketing is on the rise in this region. And when it comes to YouTube, the numbers speak for themselves—over 80% of the population in certain countries are active users on the platform!
But here’s the thing: don’t let yourself be fooled into thinking that influencer marketing is a piece of cake. It’s a marketing technique that can be quite tricky to navigate due to the diverse cultures found across different countries.
Now, if you’re itching to know how to conquer influencer marketing in Asia, I’ve got a treat for you. Get ready to dive into these insider tips straight from the founders of AJ Marketing, the leading influencer marketing agency in Asia-Pacific. These marketing experts have all the answers to your burning questions about the how’s, what’s, and why’s of influencer marketing in Asia.
1. Other than the population size, why do you think influencer marketing is a great marketing technique in Asia markets?
You won’t believe the impact of social media on influencer marketing in Asia! It’s truly mind-blowing. Let’s take a look at some jaw-dropping numbers. By 2023, Korea is expected to have a staggering social media penetration rate of 92%. Can you imagine? And it doesn’t stop there. Singapore and Taiwan are not far behind, with social media penetration rates exceeding 84%. It’s clear as day that people in these countries are glued to their screens, which makes digital marketing the ultimate game-changer for international brands.
But that’s not all. Asian consumers have completely transformed their shopping habits, going all-in on the digital front. In 2021, social media became their go-to channel for brand research and discovering new products. And guess what? They’re not just browsing; they’re hitting that “Buy Now” button too! E-commerce websites have witnessed a surge in popularity, and even live streaming services are becoming shopping hotspots. It’s a whole new digital revolution, my friend.
2. Influencer marketing in Southeast Asia itself is predicted to be worth more than $2 billion in 2024. What are your takes on that? Why do you think influencer marketing is prominent among Asia consumers?
Asia is experiencing a micro-influencer revolution, my friend! Every day, their numbers are on the rise, and you know what that means? People are turning their backs on those pesky paid advertisements and opting for user-generated content instead. And can you blame them? Influencer-generated content is the real deal—it’s genuine, authentic, and trust me, those testimonials are worth their weight in gold. Just take a look at Thailand, for instance. In 2020, a whopping 77% of consumers aged between 25-34 years old bought products solely because of influencer endorsements. And guess what? This trend is not limited to Thailand alone—it’s a phenomenon sweeping across other APAC countries too!
It’s crystal clear that Asia’s consumers have spoken, and they’ve made their preference for influencer content loud and clear. Traditional marketing techniques? They’re slowly fading into the background, my friend. The reign of influencer marketing is far from over, and mark my words, its worth is only going to skyrocket in the years to come. It’s an exciting time for the influencer scene in Asia!
3. What influencer marketing campaigns in APAC stand out the most? Can you name the 3 most successful campaigns in 2021?
Let’s take a trip down memory lane and explore some of the most remarkable influencer marketing campaigns that rocked the previous years. The pandemic had us spending more time online, and these campaigns truly shined:
Tokopedia and BTS Collaboration (Indonesia)
Indonesia’s top e-commerce platform, Tokopedia, created a sensation with this campaign. They joined forces with the sensational South Korean boyband, BTS, as their brand ambassadors. The collaboration kick-started with a mind-blowing video that racked up over 68 million views on YouTube! The BTS members were seen promoting Tokopedia with infectious energy.
To maximize visibility and brand awareness, Tokopedia cleverly used the hashtags #TokopediaxBTS and #Tokopediasaja. The fusion of influencer marketing and celebrity partnership worked like magic for Tokopedia. They continued to release exclusive content collaborations with BTS on their YouTube channel and Instagram account, keeping fans hooked.
Dove Philippines and KZ Tandingan Collaboration
Dove, the renowned FMCG brand, crafted an empowering campaign for women in the Philippines titled “My Hair, My Say.” This campaign struck a chord and garnered over 19 million views on YouTube! The highlight was a captivating music video featuring KZ Tandingan, along with other talented local female singers like FANA, Leanne & Nara, and Maysh. By partnering with these celebrities, Dove built a genuine connection with its consumers in the Philippines, seeing them not as numbers but as real individuals with unique life experiences.
Pantene Malaysia
Hold on tight because Pantene Malaysia had an incredible influencer collaboration up their sleeve! They launched the powerful #WanitaBesi (IronLady) campaign, celebrating the strength and beauty of women. Joining forces with Yuna, the Malaysian singer and influencer, they generated over 4 million views on YouTube! This collaboration resonated deeply with viewers and left a lasting impression.
These campaigns are just a glimpse into the incredible world of influencer marketing in 2021. They captivated audiences, created meaningful connections, and proved the immense impact that influencers can have in promoting brands and spreading powerful messages.
4. What social media platforms are most popular in Asia? How are those different in Korea, Japan, Indonesia, Thailand, Vietnam and Malaysia?
Facebook, YouTube, Twitter, Instagram and TikTok are the top 5 most-popular social media platforms in Asia. However, each country has their specifics. For example, local messenger apps differ from nation to nation. There is Kakao for South Korea, Line for Japan and Thailand, WhatsApp for Indonesia and Malaysia, and Zalo for Vietnam.
5. From nano to mega-influencers, what are your key tips in choosing the right creator to work for a campaign? Are there any important KPIs that you always consider?
When it comes to influencer marketing, there’s a world of options at your fingertips. Celebrities and mega influencers with a massive following are perfect for creating a buzz and boosting brand awareness. But if you’re aiming for higher engagement and increased conversion rates, look no further than nano and micro-influencers. It all boils down to your campaign’s objectives, my friend.
Here’s a pro tip: don’t forget to consider the influencers’ niches. If you’re promoting a fitness brand, team up with health and sports influencers who are experts in the field. On the other hand, if you’re in the business of digital accessories, gaming influencers are the absolute bomb for spreading the word about your awesome products.
Now, here’s the golden advice straight from the experts at AJ Marketing: engagement matters more than just follower count. Pay close attention to the influencer’s engagement rate and average views before sealing the deal. Some influencers may boast millions of followers, but let’s face it, some of those might have been bought or are just bot accounts. Engagement is the real deal—it’s a reflection of the content creator’s genuine influence and impact.
6. Let’s talk deep into strategy. What are the most important things in designing an influencer marketing strategy in the APAC region?
When it comes to crafting strategies for our clients, we take a deep dive into the art of localization, relatable messaging, and picking the perfect social media platform.
Now, let’s talk about the importance of localization. With the diverse cultures across APAC countries, it’s crucial for brands to make their campaigns stand out. That means embracing the local language and keeping tabs on special festive events like Tet in Vietnam, Chinese New Year, or the Ramadan Month in Indonesia and Malaysia. By doing so, foreign brands can establish a genuine connection with consumers, making them feel right at home.
Next up, relatable messaging is the name of the game. Asian cultures thrive on collectivism, emphasizing the value of family and togetherness. So, if you want your marketing strategy to hit the bullseye, make sure to incorporate these themes. Take a page from Milo Vietnam’s playbook—they nailed it with their heartwarming campaign focusing on the beautiful bond between parents and children. It catapulted their brand to incredible success, winning hearts across the country.
Last but not least, choosing the right social media platform is like finding the perfect outfit for your campaign. TikTok reigns supreme with its short-video sharing feature, perfect for creating catchy hashtag challenges, quick tutorials, or review videos. If you’re looking to dive deeper and showcase in-depth audiovisual content, YouTube is your go-to platform. And let’s not forget the ever-popular Instagram, which is a powerhouse across APAC. Brands opting for stunning photo content can’t go wrong with this platform.
So there you have it—the secret sauce to crafting an unforgettable campaign: localize, connect through relatable messages, and ride the wave of the perfect social media platform.
7. How do you minimize the risk of using influencer marketing?
Like any other marketing strategy, influencer marketing can go wrong if not done properly. Let me share some strategies that we use in AJ Marketing.
First, we do a thorough research on the influencer, including content quality, audience insight and online reputation. The last thing you want is to sign an influencer that is controversial, or is being subject to what the Gen Zs call the “cancel culture”.
The second tip is to negotiate influencer rates. Decreasing the price means increasing campaign ROI. We leverage our local connections and experiences to negotiate with APAC influencers, without sacrificing content quality.
The last tip is to carefully manage the influencer. Create a scheduling post with a clear creative brief and set the right KPIs in order to make the campaign controlled and measurable.
8. AJ Marketing has offices in 10 different countries in APAC. From your perspective, what are the different influencer marketing trends going on among those countries?
In the dynamic world of influencer marketing in Asia, each country has its unique trends that add a vibrant touch to campaigns. Let’s take a journey through the diverse influencer landscape. In Vietnam, the scene is set ablaze with the rise of Vietnamese Rap, creating an incredible marketing trend where brands team up with local rap artists to produce captivating music videos as part of their campaigns. Meanwhile, in Japan, consumers can’t get enough of virtual influencers who serve as brand ambassadors, with the likes of Imma.gram capturing their imaginations and promoting brands like GU Japan.
Thailand has its own flavor, with young business influencers taking the spotlight. Over in Singapore and Malaysia, the secret sauce lies in forging long-term connections with micro-influencers. By nurturing these relationships, brands create a unique bond with the influencers, which ultimately influences their audiences in a positive way.
Also read: Why Influencer Marketing Is The Next Big Thing
When it comes to Indonesia and South Korea, viral marketing takes the crown. The key here is to unleash remarkable creativity that ignites sensations and sets the social media landscape ablaze with viral content. In India, comedy influencers reign supreme, captivating audiences with their humor and effectively grabbing the market’s attention. Last but not least, in the Philippines, collaborating with influencers who can speak the local Filipino language is a preferred approach, as it creates a sense of relatability and familiarity that resonates deeply with the audience.
In the ever-evolving world of influencer marketing in Asia, these unique trends paint a vibrant picture of creativity and cultural nuances, allowing brands to navigate the diverse landscape and connect with audiences in truly impactful ways.
9. What do you think would be the next big influencer marketing trends in Asia?
We predict that the authenticity and originality of the influencers’ contents will keep dominating. Brands need to be more creative in minimizing the “sponsored” aspect of the collaboration. In AJ Marketing we encourage brands to use a soft-selling marketing strategy in order to win the hearts of the consumers.
Also, a shift in social media platform popularity is going to happen, with TikTok growing more popular. TikTok may replace the social media giants such as Instagram and YouTube. This is already happening in some markets, like in Indonesia. Hence, brands should start considering doing collaborations with TikTok influencers ahead of time.
10. How can AJ Marketing add value to brands looking to expand business in Asia?
There are 3 major advantages of working with AJ Marketing when advertising in Asia:
- Creative Agency: We are cooperating with top influencers in Asia to build creative marketing campaigns that people love.
- Local Presence: We have local offices and teams in 10 countries in Asia. It helps us leverage local resources such as language, network, and market knowledge, which we can easily share with brands working with us.
- Best Price: We have long-term cooperation agreements with influencers, and we can offer prices below market average.
Conclusion
Asia-Pacific offers unique opportunities to scale businesses digitally and immediately.
We hope these 10 insider tips helped you in creating the best influencer marketing strategy for your brand. We encourage you to stay curious! If you are looking for more insider tips about Asia markets check our blog here.
