Market Insights Advertising & Media Advertising

Influencer Advertising - Asia

Asia

In Asia, ad spending in the Influencer Advertising market is forecasted to reach €20.62bn by 2024.
The market is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 10.60%, leading to a projected market size of €34.12bn by 2029.
The average ad spending per internet user in the Influencer Advertising market is estimated to be €6.02 in 2024.
When compared globally, China is expected to generate the highest ad spending at €17,770.00m in 2024.
Influencer Advertising in Asia is experiencing a surge in demand, with brands in China leading the trend by investing heavily in influencer partnerships.

Key regions: Australia, Germany, France, Europe, United States

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Analyst Opinion

The Influencer Advertising market in Asia is experiencing significant growth and development due to changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Customers in Asia are increasingly turning to social media platforms and online content for information, entertainment, and inspiration. They are seeking authentic and relatable content from influencers who they perceive as trustworthy and knowledgeable. Influencer advertising allows brands to reach a wider audience and connect with customers on a more personal level. As a result, customer preferences are shifting towards influencer-driven marketing campaigns.

Trends in the market: One of the key trends in the Influencer Advertising market in Asia is the rise of micro-influencers. These are individuals with smaller but highly engaged social media followings. Micro-influencers are seen as more authentic and relatable, and their recommendations carry more weight with their followers. Brands are increasingly collaborating with micro-influencers to promote their products and services, tapping into their niche audiences and building more targeted marketing campaigns. Another trend in the market is the growing use of video content. Platforms like YouTube, TikTok, and Instagram Stories have gained immense popularity in Asia, and influencers are leveraging these platforms to create engaging and interactive video content. Video content allows influencers to showcase products and services in a more dynamic and visually appealing way, capturing the attention of their followers and driving higher engagement rates.

Local special circumstances: Asia is a diverse region with varying cultural, linguistic, and economic factors that influence the Influencer Advertising market. Each country has its own unique set of influencers, platforms, and consumer behaviors. For example, in China, key opinion leaders (KOLs) play a significant role in influencing consumer purchasing decisions, while in South Korea, beauty influencers have a strong presence. These local special circumstances require brands to adapt their influencer marketing strategies to effectively reach and engage with their target audience in each market.

Underlying macroeconomic factors: The rapid growth of the digital economy in Asia, coupled with increasing internet penetration and smartphone adoption, has created a fertile ground for the Influencer Advertising market to thrive. As more people gain access to the internet and social media, the potential reach of influencer marketing campaigns expands. Additionally, the rise of e-commerce in the region has created new opportunities for brands to leverage influencer advertising to drive online sales and increase brand awareness. In conclusion, the Influencer Advertising market in Asia is experiencing significant growth and development driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Brands that understand and adapt to these factors will be well-positioned to capitalize on the opportunities presented by the growing influencer marketing industry in Asia.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.