Global Spotlight: The Dominance of Micro-Influencers in Asia & APAC

Kelvin Lim

22 Jun 2020 · 2 min read


Influencer Marketing trends and successes look different around the world, and yet the need for accurate data remains the same, no matter what country you’re from or what language you speak.

In this third installment of our Global Spotlight series, Kelvin Lim, our Tagger partner in Singapore, shares valuable insights about the Influencer Marketing industry in Asia and South East Asia, and how brands and agencies can succeed in that market.

The Fastest-Growing Influencer Marketing Industry

Asia Pacific (APAC) is set to lead the world in Influencer Marketing platform spending, surpassing North America to become the world’s largest influencer marketing market by 2024.

According to a recent study, “the global influencer marketing platform market size is expected to grow from $5.5 billion in 2019 to $22.3 billion by 2024, at a Compound Annual Growth Rate (CAGR) of 32.4% during the forecast period.”

This huge market increase is due in part to a growing population and the fact that Asia is a “mobile-first region”. With its youthful demos and an increase in use and speed of social platforms, Asia is definitely the perfect environment for Influencer Marketing.

The Dominance of Micro-Influencers in Asia

In Asia, and more specifically, in South East Asia, micro-influencers are most in demand. One reason for the popularity of creators with fewer than 100K followers is their higher levels of audience trust, and therefore, engagement rates.

In Asia, consumers are most drawn to relatability. Influencers with smaller audiences make consumers feel as though they’re following someone who’s not posting for the sponsorship, but rather because they truly believe in the product or experience. Whether it’s food, travel, lifestyle, fitness, beauty or fashion, consumers are drawn to the honest opinions of “normal” people rather than the “Kylie Jenners” of the world telling them what to do.

Though their audience size may be “small” compared to North American or European standards, there’s nothing “micro” about these creator’s share in the market. Nearly 80% of influencers in Asia are micro-influencers, with micro-influencer campaigns quickly becoming a staple ingredient for most marketing strategies.

Here are three Micro-Influencers making their mark in the APAC market...

1.Xenia Tan, @hotcheekylace

With an 8% engagement rate, Xenia Tan is a perfect example of the kind of authentic creator viewers in Asia (and beyond) are craving. Her funny commentary and #nofilter style make her a popular favorite with both viewers and brands.

2.Aashritha Daggubati, Infinity Platter @infinityplatter

With just under 100K followers, Indian Influencer Aashritha Daggubati “explores the world through food”. Her travel, food, and lifestyle content draws a whopping 9% engagement rate from her devoted followers.

3.Kyuho & Sarah, @2hearts1seoul

Sarah and Kyoho are a Canadian/Korean couple based in Seoul. They share authentic stories about life in Korea, what it’s like to merge different cultures, and lifestyle content that feels extremely relatable to their highly-engaged audience.

Key Takeaways

The main takeaway after studying the current state and trajectory of the influencer marketing industry in APAC and Southeast Asia is that popularity and trustworthiness is not measured in followers, but rather in engagement. As the world continues to stay home due to Covid-19, social media consumption is projected to grow at an even faster rate, making the trends in the Asian region ones to watch.

Tagger is proud to highlight our partners in Asia as we continue to build a platform that is a truly global influencer marketing solution. With availability to translate into 10+ languages, and the ability to execute multi-currency payments directly on platform, global brands and agencies are making the switch to Tagger. Learn more about how Tagger can help you expand your global efforts and strategies by requesting a free demo HERE.

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