INFLUENCER

MARKETING

INASIASURVEY&

REPORT2025INFLUENCER

MARKETING

INASIAAsia

leadsafundamentalshift

inconsumer

behavior,withsocialcommerce

emerging

as

a

key

pathway

-

and

core

mode

of

marketingfor

brands.Withinthissocialcommerceecosystem,influencers

represent

notjust

another

marketing

channel

but

aretheconnectivetissuethat

bindthe

system

together.UnlikeWestern

marketsconstrained

bytraditional

mediaand

legacyshopping

habits,most

Asian

markets

have

already

embracedsocialcommerceasa

key

pathway.Enthusiasm

for

social

commerce

and

influencers

is

however

mixed

in

Asia.WhileChina

leadsand

isfollowed

bygrowth

markets(such

as

lndia,

lndonesia,

Philippines),Japan

is

at

the

other

end

of

the

spectrum-and

hasvery

lowenthusiasmfor

newdigital

routines

(it

is

in

many

ways,

less

progressive

than

the

US

and

EU).Socialcommerce,sdefiningcharacteristic

is

itscommunity-driven

nature,where

purchasedecisionsemerge

from

authentic,

collaborative

interactions

ratherthanadvertising

interruption.Consumers

increasinglyseekgenuineconnectionsand

peer

validationthroughouttheir

purchasejourney,fundamentallyaltering

brandengagementstrategies.Successful

brands

must

move

beyondsearchand

marketplace(ecommerce

platform)

biasesandon

funnel

fixationswhich

prioritizeemotionlesstransactions.lnstead,they

mustembeddeeplywithin

communities,

building

genuine

relationships

and

rallyingcommunitiesaround

key

brand

momentswheretrust

naturallyconvertsto

purchase

intent.This

mirrors

politicalcampaigning

morethantraditional

retail-

brands

mustcultivateengagementandorchestrate

momentum

toward

decisive

brand

moments(suchasevents,livestreamsand

other

memorable

activities).Demandfor

marketingsolutionsthatsimultaneouslyaddress

brand

buildingand

performancewith

constrained

budgets

are

setto

risefurtherastheeconomy

remainsslow.

ln

this

context,

influencers

are

like

"silver

bullets"

-

delivering

multiplemarketingoutcomesconcurrentlywhileoptimizingcostefficiency.Theconditions

are

right

for

increased

influencerinvestment,as

brandsdiscoverthese

partnershipscandeliverauthenticstorytelling,community

engagement,and

direct

conversionwithinasingle

integratedapproach.DespiteAsia,ssocialcommerce

leadership,influencer

investments

remainssignificantly

belowwhat

we

would

expect

to

be

optimal

levels.For

instance,toachieve

paritywiththe

US,s6.8%

share

of

social

commerce,Asian

investment

into

influencers

would

haveto

increase

nearlytenfold-from$6

billioncurrently

to

$54

billion.As

platformtrust,productquality,and

userexperience

improve,audienceswill

morefully

embrace

social

commerce

andinfluencer

marketingasa

new

modefor

marketing.Organizations

investing

now

ingenuinecommunity

relationshipsandinfluencer

partnershipswillestablishcompoundingcompetitiveadvantages,whilethosedelaying

risk

falling

behind.

Falling

behind

inAsia’sdynamic,future-forward

markets

iseasytodo

(Chinaserves

as

a

good

example

of

this).ChrisBakerFounder,TotemOURAPPROACHTOCREATING

THIS

REPORTThis

report

looks

into

at

the

depth

and

detail

of

in?uencer

marketing

across

Asia,

covering

seven

markets;

China,

India,

Japan,South

Korea,Philippines,Thailandand

Indonesia.In?uencer

marketing

has

been

a

large

part

of

Totem’s

work,from

when

we

started

back

in2014.

We

have

seen

thepractice

grow

from

being

a

secondary

tool,

to

a

mainstay

of

themarketingplaybook

-particularlyin

China.

Movinginto

2025/26

and

beyond,we

believe

in?uencer

marketing

isprimedtoshiftfurther

intothe

limelightacrossAsia.Thisreportfollows

upon

the

analysis

and

thinking

Totem

outlined

in

its

2024

report

on

global

“Rise

of

Social

Commerce,”

so

readers

are

encouraged

to

read

both

reports

together-asawayof

putting

in?uencer

marketing

incontext.ThankstoAyaz

Akhtar

and

the

team

at

Rakuten

InsightGlobalfortheirprofoundcontributionstothisreport.Theconsumer

survey

of

3,813

people

across

seven

countries

(byRakuten

Insight)

forms

the

core

of

this

report,

and

providedtheevidence,

insightsfor

keyquestions.The

consumer

surveycoupledwithTotem’s

survey

ofregionalbrandleadersisaimedat

providingacomprehensiveviewontrends.ABOUTTHIS

REPORTAug

202525STATUS

MATTERS27NICHE-DOWN,SCALE-UP29

COUNTRIESVARYGREATLY32MARKETPLACES

SURGE34

KOLS

MOVETHE

FLYWHEEL37AFFILIATE

FEES

COUNT14METHODOLOGY15ENTHUSIASM

MAPPING16CHANNELS20

INFLUENCERS:SIZE,

PROFILE21CATEGORY

INSIGHTS5DEMOGRAPHICS&MARKETS4LIVESTREAMCOMMERCE2SURVEYHIGHLIGHTS310KEYLEARNINGS5

WHYINFLUENCERS,WHYNOW9INFLUENCERS

X

SOCIAL

COMMERCE1OVERVIEW39CONSUMER

INSIGHTS44

BRAND&MEDIA

STRATEGIES48

GENZARE

DRIVING

CHANGE55COUNTRY

COMPARISONSCONTENTS15

WHYINFLUENCERS,WHYNOW9INFLUENCERS

X

SOCIAL

COMMERCEOVERVIEWOVERVIEW

INFLUENCER

MARKETING

IN

ASIAWHYAREWE

FOCUSEDONTHIS

RIGHTNOW?In?uencerscontinueto

bea

mainstayoftheAsia

marketing

playbook.And

in

the

current

contextwhere

brands

are

looking

to

drive

gains

throughsocialcommerce,boost

DTCwith

privatetra?cand

become

morecost

e?ective

(eg.cutting

agency,

production

and

media

budgets),

in?uencerswill

beviewedas‘silver

bullets’capableofachieving

multiplegoals

concurrently.Whether

the

in?uencer

is

being

asked

to

help

convert

a

sale

orproducea

brandvideo,there

isa

uniquee?ciencythatcomesfrom

combining

(with

one

resource);

an

existing

audience

of

followers,

the

ability

toin?uenceand

improveconsideration,theabilitytocreatecontent,withthe

potential

to

achieve

break-through

results

(either

from

viral/organicreachorfrom

sales

conversion).INFLUENCERSASSILVERBULLETSBRANDSARETURNINGTOINFLUENCERSTOSOLVEANARRAY

OFISSUESIN2025INFLUENCER

MARKETING

INASIATheyallowglobal

brands(with

HQ’s

outsidethe

region)tosub-outthe

creation

ofbrandedcontentand

respond

morequicklyande?cientlyto

localization

needs.Withtheongoingshiftsto

social

commerceand

livecommerce,brandsare

looking

totakeadvantageof

potentialgains

fromin?uencer/a?liatesales.In?uencersoperateacrosschannels

andallow

brandstoshift

media

budgetsawayfrom

mediaownersto

KOLs

…whilegettingMCN(‘multi-channel

network’)e?ects.Brands

looktoget

budgete?ciencies,combiningcreative(PGC

&

UGC

content),media/reachtoaudiences,and

improvedconsideration/sales

impact.INFLUENCER

MARKETING

INASIAWHY

IT

MATTERS

IN2025The

reasonsweare

researching

in?uencer

marketing

inAsia.Why

it’s

importantfor

brands

in2025.BUDGETEFFICIENCYMEDIAVERSATILITY&SCALECONTENT

&BRAND

LOCALIZATIONSOCIAL&LIVE

SELLING

Salesvaluesonsocialcommercechannels

will

have

grown

by

2.5X

between

2021

and2025accordingtoAccenture.THEGROWTH,PROMISEAND

POTENTIAL

OF

INFLUENCERMARKETINGINASIA.39.335.6

%$6.50OfconsumersinAsiahavewatched

a

livestreamfrom

a

brand

or

influencer.46%of

Asia’s

GenZhaveboughtfroma

livestreamsale.PER

$1.00

SPEND

Based

on

research

from

Convince

&

ConvertInfluencermarketingspendROI

outpacessearch

ads($4-5/dollar

spent)and

social

ads.Thegrowthratebetween

2024and2025,for

global

spending

on

influencermarketing.Per

Marketing

Hub,s

2024

Influencer

ReportBILLION(USD)Globalinfluencermarketing

spend

in

2025,according

to

Statista.2.5X86

%INFLUENCER

MARKETINGBY

THE

NUMBERSINFLUENCERSAREA

MAJORCONTRIBUTORTO

THEGROWTHOFSOCIALCOMMERCE.LESSONS

FROMCHINASUGGESTTHATSOCIALCOMMERCEWILLCONTINUETO

EXPAND

RAPIDLYACROSS

MOSTOFASIA.INFLUENCER

MARKETINGSHOULD

FOLLOWTHEGROWTHOFSOCIALCOMMERCEAND

PLATFORM(MARKETPLACE)

EXPANSION.In?uencerspendingasashareof

overallsocialcommerceandlivestreamrevenueisstillverylow-particularlyinAsia.In?uencerspendin

the

USisa

6.8%shareofthe$80BillioninsocialcommerceGMV.In

Asia,in?uencer

spend

is

only0.75%of

the$800Billion

in

social

commerce

GMV.Toreach

the

6.8%levelofthe

US,in?uencerspendin

Asia

wouldhave

torise

to$54Billion

(anearly10xincrease).2025MARKET

VALUES;INFLUENCER

SPEND,

LIVESTREAM,SOCIAL

COMMERCE(Billions,USD)

Global

USA(Billions,USD)

Asia

US400SOCIAL

COMMERCE

REVENUE

PROJECTIONS(GLOBAL

VS

USA)By2025,socialcommerce

willaccountfor17%

of

all

globalecommercespending.Thevast

majorityofglobal

social

commerceGMVis

from

China.In?uencerSpendLivestream

CommerceINFLUENCERS

DRIVESOCIALCOMMERCESources:MordorIntelligence,

PrecedenceResearchSource:Statista2024,

Accenture6

5.5SocialCommerce2026202820242025202320271,08590869957099782110580012990141117758050Influencersoperateacrosschannels,providingacriticallinkbetween

brandsand

audiences-elevatingtheconnectionbeyondindividualmedia,forumsandchats.25years

ago,it

was

editors

and

experts

who

helpedreview,model/demoand

inspirenotionsaboutwhattobuy,whattotry,where

to

go…and

offer

clues

about

image,

statusandstyle.Thatrolehas

(almost)completelybeenpassedoverto

influencers,bloggers,and

KOLs

in2025.Influencersareactiveacrossallchannels

in

Asia,frommarketplaces,tosocialmedia,

from

livestreamstomessengers.InAsia,largeinfluencersknownas

MCNs

(multi-

channelnetworks),provideomni-present

accesstoaudiencesacrossanincredibly

fragmentedmedia

landscape.Itisbecauseof

these

attributesthatinfluencersarecriticaltoolsintheAsiamarketingplaybook…andarea

central

force

inthe‘socialcommerce’modeofmarketing.Fromabrandperformance

pointofview,influencersareessentialfordrivingsalesresults.They

have

a

critical

role

inkickstartingthe‘SocialCommerceFlywheel’

andinachievinglasting

momentum.SOCIALASTHE

PLACEWHERE

DISCOVERY,OCCURS,CONSIDERATIONGROWSANDADECISION

IS

MADE-ALLINFLUENCED

BYCOMMUNITIES

(TRIBES)OF

INTEREST.Discovery

EngagementSOCIALASTHE

PLACEWHEREA

CHECK-OUT

TAKES

PLACE

ON-SITE-OR

WHERESOCIAL

ACTS

AS

JUMPING-OFF

POINT,WITHDIRECT

LINK

TO

A

POINT-OF-SALE.VCheck-Out

Wordof

MouthINFLUENCERS

MOVETHE

FLYWHEELIn?uencersare

the

fgrease’thatkeep

the

“SocialCommerceFlywheel”

spinning.Theyalsocanbe

fsparks’thathelpignitenewvelocity(activity)

whenmomentumslows.In?uencerscanbeapplied

tactically(sometimesbluntly)tokeygoals,

helpingbrandsrally

customersbetweeneachstagealongpath(s)-to-purchase.THE

SOCIAL

COMMERCE

FLYWHEELSALES

COMMUNITYBrands

buildassociationsw/customers

(Eg.Collabsw/events,brands,celebs)Product&

Brand

SearchBrand-ConsumerCo-created

products

(Eg.Consumerto

Manufacturer(C2M)A?liateand

In?uencer-SupportedSales

NetworksUGCcontent,referrals

andother

tools

to

buildconsiderationIdentifyingwithan

interestgroup(tribe/community)Contentand

Experiences(inc.video,livestream,AR/VR,games)Socialdiscussiongroups(‘private

tra?c’)(Eg.WeChat,

Kakao…)A?liate,referral

codes,incentivesfor

user-get-userGroupsaleswithtiered

discounts(eg.Pinduoduo)NativeCheck-Outon

Social

Platform(eg.

LINE)Livestream,Group-SaleonSocial

App(Eg.TikTok)Deep-LinkfromSocial

Siteto

Brand

Site(Eg.

Instagram)Deep-LinkfromSocial

Siteto

Platform(eg.Facebook-Shoppee)Post-purchase

reviews,ratings

and

recommendationsUGC(User

Generated

Content)(Eg.Un-boxingvideos)CONVERSIONOFBUYINGIMPULSECONSIDERATION

ACCELERATIONBeingAccessibleWhen/WhereConsumersWanttoBuyLeveragePost-PurchaseExcitement/SentimentCONSIDERATIONEncouragingGroupDynamicsLeadingtoSaleBuildAffinityBetweenBrand/ConsumerSHOPPEECONVERSION$WWW214METHODOLOGY15ENTHUSIASM

MAPPING16CHANNELS20

INFLUENCERS:SIZE,

PROFILE21CATEGORY

INSIGHTSSURVEYHIGHLIGHTSSURVEY&

RESEARCH

SURVEYRESULT

HIGHLIGHTSTheconsumersurveywasconductedinJuly2025

by

Rakuten

InsightGlobal,coveringthefollowinggroupsacrossAsia:Total

Sample

Size

(n=):

3,813Seven

Countries

Covered:

China,Japan,S.

Korea,

Indonesia,

Philippines,Thailand,

IndiaGender

Aim50:50:1,848

female,1,965

maleThebrandsurveywasconducted

in

July2025

byTotem:Total

Sample

Size

(n=):54The

pro?leof

brand-side

respondent

isthatofa

senior(Marketing

Director,CMO),coveringmultiple

regions/countriesacrossthe

region.Therespondentscoveredarangeof

industriesincluding;fashion,

beauty,

gaming,travel,

autoand

electronics.3,

3Withanticipated

increases

insocialcommerce

and

in?uencer

marketingacrossAsiafor2025/26,Totemsoughtto

betterunderstand

current

perceptionsand

usageacross

keymarkets

inthe

region.The

highlightofthis

report

isthecomprehensive

reviewofconsumers

across

Asia

(n=3,813)

-surveyresults

provided

by

Rakuten

InsightGlobal.GenZ(16-28yrs)

=

25%Millennials(29-44yrs)

=

25%GenX(45-60yrs)

=25%Boomers

(61-79yrs)

=25%SurveyDataBy:

ASIA

INFLUENCERSURVEYSMETHODOLOGYCONSUMERSURVEYBRANDSURVEYSOCIALCOMMERCE

(INFLUENCER)

ENTHUSIASMEnthusiasmfor

socialcommerceandin?uencers

varies

widelyacrossAsia.We?ndsomemarketsandcategorieswhicharecenteredaroundmorebasicchannels,whileothersembracea

widerangeof

activitiesandmixthoseactivitiesinnovel,

innovative

ways.The

varyinglevelsof

enthusiasmin

theregionarearesultof;

(1)consumerhabits,

routinesandculture,(2)sophisticationof

marketingtactics,

and(3)thechannelsavailablepermarket.TikTokisamajordriverof

enthusiasmatacountry/marketlevel.Inmarkets

where

TikTokisestablishedandfullyfunctional(has

“shops”),enthusiasm

is

higher.In

markets

where

TikTok

is

limited(Japan&S.Korea)or

banned(India),

socialandin?uencerenthusiasmisnotablylower.Auto

Travel

Gaming

Sports

Gear

Movies,

Music

Electronics

F&B

Beauty

FashionMarketplaces

Social

Channels

Messenger

Social

P2P

SellingTikTok’srevolutionaryapproachtobundlingin?uencers,

livecommerce,contentandshopsispushingsocialcommerceforward-mostnotablyinmarkets

whereitisfullyfunctional.拿CATEGORIESMore

Fun,More

Status

SeekingSOCIALCOMMERCE

CHANNELS/ACTIVITIESLOWHIGHMARKETSMorePragmatic,MoreStaticO

AVE.

TikTokShoppausedin

2023Re-enteredthruTokopediaDouyin(2016)isthetemplatefor

growth.ENTHUSIASMENTHUSIASMTikTokShopto

launch

in

2025TikTokShopto

launch

in

2025TikTokbannedin

2020TikTokShop

since

2022TikTokShop

since

2022Live

CommercePHILIPPINESINDONESIATHAILANDS.

KOREAWebsitesJAPANCHINAINDIAMARKETPLACESARESTILLTHECENTER

OFDIGITALACTIVITYACROSSASIA.GENZCONSUMERS

HINTATTHE

FACTTHATYOUNGER

NETIZENSARE

DRIFTINGTOWARDSOTHERCHANNELSANDACTIVITIES,WITHSOCIALCOMMERCEPRIMEDTO

BETHE

NEXTMAJOR

MODE

OFCONSUMER

ENGAGEMENT.In

Totem’s2024report

on

Social

Commerce,

we

charted

the

shifttakingplacefrom

“search”

asthedominantmodeofmarketing,tosocialcommerce.

Asiaisleadingthischange.PERCENT

OF

PEOPLE

WHO

HAVE

EXPERIENCE

WITH36%28%45%44%38%35%22%19%Online

MarketplaceBrandWebsiteSpecialtySites/AppsSocial

Media

ChannelsMessagingAppsIn?uencersA?liatesLivestreamSellingSellingto

Others83%86%60%59%60%58%PERCENTOFPEOPLEWHO’VEUSEDTHESECHANNELS“Whichof

thefollowingdo

youhaveexperience

with?”50%

47%38%35%CONSUMERSGenZAsia

(All)Rakuten

Insight

Global

x

Totem

Survey,

Jun

,25

(n=3,813)CHANNELPREFERENCESBRANDSARE(RIGHTLY)

INVESTINGINTO

MARKETPLACEGROWTH,WITH

PLANNED

BUDGET

INCREASES

FORECOMMERCE

PLATFORM

ADS.80%OFBRANDSSURVEYED

HAVE

PLANNEDFOR

INCREASES

IN

MARKETPLACEADS.INFLUENCER

RANK

SECOND,WITH

74%

OF

BRANDS

PLANNING

INCREASEDINVESTMENTS.SOCIALMEDIAADSANDSPONSORSHIPSARE

NEXTONTHE

RANKING,BOTHBEINGSUPPORTIVEOF

ANACCELERATION

INSOCIALCOMMERCEROUTINES.26%

41%33%50%30%20%20%

52%

28%Decrease

No

Change

IncreaseEcommerce

MarketplaceAdsIn?uencersSocial

MediaAdsSponsorshipDigital

DisplayAdsSearch

MarketingOOHTVAdsVertical

MediaChannels30%24%35%24%61%56%50%41%HOW

DO

YOU

PLAN

ON

ADJUSTING

YOUR

BRAND’SINVESTMENTSINTHECOMING18MO?9%9%20%15%17%35%7%

13%80%Source:

Totem

Media

“Brand”Survey

on

In?uencers

n=54CHANNELPREFERENCES74%BRANDSBWHEN

ITCOMESTOCOMPLETING

ASALE(CONVERSION),MARKETPLACES

REIGNSUPREMEACROSSASIA-WITH

ALLAGEGROUPS,ACROSS

ALL

MARKETS.INFLUENCERS

PLAYASMALLROLE

INFINALCONVERSION.THEYARE

NOTA

DESTINATION

UNTOTHEMSELVES,BUT

INSTEAD

PLAYA

KEYROLE

INGETTINGCUSTOMERSWHEREBRANDSWANTTHEMTOCONVERT

-SUCH

AS

ON

A

MARKETPLACE

P.O.S.,

AWEBSITEORASOCIAL

CHANNEL.Whilein?uencersoperateacross-platformsasMCNs

(Multi-ChannelNetworks),

andhelpdelivertra?cto

brands’favoreddestinations,theyarealso

veryactive

within(andaspartof)ecommercemarketplaces.AlmostallecommerceplatformsinAsia

(as

wellas

socialcommercesiteslike

TikTok)havesystemsfor

in?uencersanda?liates.Wetherefore

viewmarketplaceoperationsashavingheavy,

native-level

supportfromin?uencers.93%93%86%86%82%82%CONSUMERSGenZASIAOnline

MarketplaceSpecialtySites/AppsBrandWebsiteSocial

Media

ChannelsMessagingAppsIn?uencers66%69%39%42%35%33%TOP

CHANNELS

FOR

ONLINE

PURCHASES(AVE.

ASIA,

ALL

GROUPS)“Pleaserankthefollowingchannelsintheorderofwhich

youmostoftenpurchasefromonline”Rakuten

Insight

Global

x

Totem

Survey,

Jun

,25

(n=3,813)COMMERCE

PREFERENCES6%7%%72%6%11%28%56%9%28%17%46%7%22%35%35%BRANDS

USE

INFLUENCERSASFLEXIBLE,VERSATILE‘TOOLS,’HELPINGTOACCELERATECONSUMER

INTERESTATALLSTAGESOFTHE

FUNNEL(OR

FLYWHEEL).BRANDSCURRENTLYFOCUSINFLUENCERSTOWARD

MORETOP-OF-FUNNELGOALS(AWARENESS).THERE

MAYBEADDITIONALGAINSTO

BE

HADWITH

INFLUENCERS

INSUPPORTINGCONVERSION(SUCHASWITH

INFLUENCER

LIVESTREAMS).PERHAPSTHE

BIGGESTOVERSIGHT

ISWITH

NOTUSING

INFLUENCERSMORE

FOR

POST-PURCHASEREVIEWS.Support

NewAwareness(Discovery)ImproveConsiderationConversion&

Sales(eg.A?liate)Post-purchase

ReviewsRATE

THE

IMPORTANCE

OF

THE

ROLE

INFLUENCERSPLAY

IN

EACH

OF

YOUR

MARKETING

GOAL? Not

Relevant

Minimal

Important

Key

RoleBRANDS

B

Source:

Totem

Media

“Brand”Survey

on

In?uencers

n=54ROLEOF

INFLUENCERS158%37%55%9%46%45%11%50%11%53%36%13%55%32%WHILECONSUMERS

MIGHTPREFER

AFINALNODOFAPPROVAL

FROM

AFRIENDOR

FAMILYMEMBER,IT

IS

THELARGER

INFLUENCERSTHATCANBESTHELP

BOOSTAWARENESSAND

CONSIDERATION.FROMTHECONSUMER

POINTOFVIEW,THERE

ISACLEAR

BIASTOWARDS

LARGER

INFLUENCERS.THISCOULDSIMPLYBE

A

QUESTIONOF

RECALLING

LARGERINFLUENCERS

(SURVEYBIAS)

BUT

IN

THEWORLDOF

MARKETING,MEMORY&

RECALL

ARE

HALF

THEBATTLE.INFLUENCER

MARKETING

NEEDSTOBESETAGAINSTTHECONTEXTOFSTATUSGAINS.AND,STATUSSCALESIN

FAVOROF

LARGER

KOLS.CelebritiesMega

In?uencersMacro

In?uencersMicro

In?uencersNano

In?uencers“Pleaseratetheimpacteachtypeof

in?uencershaveon

your

purchasedecisions”CONSUMERS

n%of

negative

w

%of

neutral

m

%of

positiveINFLUENCERS’IMPACTONPURCHASEDECISIONRakuten

Insight

Global

x

Totem

Survey,

Jun

,25

(n=3,813)INFLUENCERSIZE/PROFILE39%46%44%47%42%42%37%29%21%23%15%21%20%16%20%8%9%11%21%FASHION,BEAUTYAND

F&B

LEADTHEWAYINTERMSOF

INFLUENCER-LINKED-SALES.GENZOUTPACETHEAVERAGESACROSS

ALMOSTALLCATEGORIES.TOPTHREECATEGORIES

FOR

INFLUENCERSALESFashionBeautyFood&

BeverageElectronics/AppliancesMovies,

Music&OtherOnline

ContentVideoGamesSports

GearTravelCars

(auto)NoneCategoriesthatleadthe

wayintermsof

in?uencer(a?liate)sales

also

typically

lead

in

livestream

selling.Eachof

thesecategorieshavesomecommoncharacteristics,

in;

(1)being

low-involvement-

quick,emotionaldecisions

whichdontrequiredeepevaluations,

(2)statusandstylematter,

and(3)therearestrongincentives

(commissions)forin?uencersinreselling.1

Fashion2Beauty3

F&BINFLUENCERS’IMPACTONDIFFERENTPRODUCTS“Whichcategoriesof

productshave

youpurchasedbecauseitwasrecommendedby

anin?uencerorcelebrity?”CONSUMERS

Rakuten

Insight

Global

x

Totem

Survey,

Jun

,25

(Asia:n=3,813,GenZn=935)56%54%GENZDRIVING

CHANGE

GenZ

ASIA325STATUS

MATTERS27NICHE-DOWN,SCALE-UP29

COUNTRIESVARYGREATLY32MARKETPLACES

SURGE34

KOLS

MOVETHE

FLYWHEEL37AFFILIATE

FEES

COUNT10KEYLEARNINGSKEYLEARNINGSINFLUENCER

MARKETING

10

Key

issuesand

insightsfor

brand

success,relatedto

in?uencer

marketing

inAsia.1.

STATUSMATTERS2.NICHE-DOWN3.CHINASETSTHETREND4.DIGITALENTHUSIASM?5.MARKETPLACESSURGE6.LIVESTREAMTIDERISING7.KOLSMOVETHEFLYWHEEL8.

SOCIALPROOF>HYPE9.EVERYONE

BUYS&SELLS10.

AFFILIATEFEESCOUNTINFLUENCER

MARKETING10KEYLEARNINGS1.

STATUSMATTERSINSOCIALStatus

hierarchy

matters.Larger

in?uencersconfergreaterstatusandareviewedas

worthy

of

following.This

runscountertothecurrenttrend

of

brands

tapping

smaller,micro

in?uencers(movingawayfrom

larger

ones).

Customers

prefer

in?uencersofclear,high-status.Asoursurvey

hasshown,consumersview

‘larger’in?uencersas

more

impactful.The

largerthe

in?uencer,

the

morethestatustheyconferto

followers

-

the

greater

the‘a(chǎn)spirationale?ect.’Oursurveysshow

that

there

is

a

morethat2x

preference/impactfrom

mega-in?uencers

(65%

positive)over

nano-in?uencers(31%

positive).This

isstatusand‘a(chǎn)spirationale?ect’

isfurther

illustrated

from‘the

reasonsto

buyfrom

in?uencer’where

the

top

three

motivationswere

relatedto‘seeingthe

productmodeled’(aspiration,envisioning),‘trustingthemtopresentquality

products(statustransfer,assurance),and

‘?ltering

productscloseto

my

interest’(?ts

myvisionof

future,realized

self).Statusandconcernsfor

f?ttingin,areparticularlystronginAsia.Repeatedresearchshowthatmost

Asiancustomershave;(1)strongerintereststo?t-in,

and(2)checkmoresourcespriorto

makingapurchase.REASONS

TO

BUY

FROM

INFLUENCERS(ASIA

AVE.)Gottoseetheproductdemo/modeled

Trustthemto

presentquality

products

Helps

me?nd

productsthat

I

likeTrusttheyareo?ering

a

good

dealGives

meagoodstory

for

friends

Makes

mefeelcloserto

the

in?uencer

Makes

mefeel

morea

part