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Casting asia state of influencer marketing in asia 2020

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Casting asia state of influencer marketing in asia 2020

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The State of Influencer Marketing in Asia 2020 report covers Cambodia, Hong Kong, Indonesia, Japan, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam.

The State of Influencer Marketing in Asia 2020 report covers Cambodia, Hong Kong, Indonesia, Japan, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam.

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Casting asia state of influencer marketing in asia 2020

  1. 1. State of influencer marketing in Asia 2020 The go-to report for influencer marketing in Asia Copyright © AnyMind Group. All rights reserved.
  2. 2. 2 About CastingAsia CastingAsia is a leading influencer marketing business in Asia, and provides a combination of tools and local expertise for marketers and influencers. The CastingAsia platform is an end-to-end solution that includes influencer discovery and analysis, campaign and content management, and real-time reporting and attribution (including CPC and CPA metrics). There are data points from over 170,000 influencers across the world, with a majority predominantly based in Asia. Additionally, the CastingAsia Creators Network is home to exclusive and non-exclusive influencers and content creators including celebrities, musicians, athletes and more, providing them resources and support for further growth. CastingAsia is part of AnyMind Group, a business enablement platform with solutions in D2C, cloud manufacturing, entertainment tech, marketing tech and HR tech. About this report The influencer marketing space has heated up over the past few years, with platforms and resources readily available to both marketers and influencers. Driven by strong market advancement, digitalization and capable industry players, influencer marketing has gone from strength to strength in Asia, and has become a part of most marketer’s arsenals today. This report aims to help marketers make increasingly informed decisions on influencer marketing, and drive education around influencer marketing across the region, ultimately furthering the industry for more impactful and efficient influencer marketing activities. The report leverages data points from over 170,000 influencers through the CastingAsia platform, and over 1,300 influencer marketing campaigns conducted across Asia over the past year. All figures shown are accurate as of publication date. Over the coming months, we will be delivering smaller, more-focused reports for various markets in Asia - watch this space! The State of Influencer Marketing in Asia 2020 report covers Cambodia, Hong Kong, Indonesia, Japan, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam.
  3. 3. Contents Overview of influencer marketing in Asia ● Most used social media platforms by influencers in Asia ● Influencer demographics ● Top influencer verticals in Asia ● Pandemic impact on influencer marketing ● Platforms used for influencer marketing campaigns A closer look at various markets ● Most commonly-used platforms by influencers per market ● Influencers categorized by volume per market Impact of influencer marketing ● Median engagement rates by platform ● Clicks versus engagement rates 3
  4. 4. Overview
  5. 5. 5 Two charts to start things off Looking across the region, YouTube emerged as the most favoured channel for influencers in Asia, with almost one in every two influencers owning an account on YouTube. Instagram lags behind, making up approximately a quarter of all influencers. With micro-influencers making up the largest influencer demographic and nano-influencers making up the second-largest population, it comes as no surprise that there’s so much hype today around leveraging on these influencers for campaigns. Most-used social media platforms by influencers in Asia Influencer demographics
  6. 6. 6 Where are the influencers? For influencers in Asia, the most common vertical is arts & entertainment, which is no surprise as it’s one of the broadest verticals - containing talents from actors and musicians, to dancers, models and more, across varying levels of prominence. The two most-common influencer verticals are also the most dynamic, and brands in various industries can also leverage on influencers in the arts & entertainment and fashion & lifestyle verticals. Over the past year, the fastest-growing influencer verticals across Asia are the fitness, family and beauty verticals, with influencers increasingly creating content indoors. *Influencers are categorized based on the type of content that they primarily create Top influencer verticals in the past year
  7. 7. 7 Did the pandemic impact influencer marketing? There was no uncharacteristic drop in influencer campaigns on the CastingAsia platform throughout COVID-19, and a deeper dive into campaign data showed shifts in campaign strategies. This is in no way representative of the wider influencer marketing industry, with the CastingAsia platform’s capabilities ensuring marketers can still effectively run influencer marketing campaigns. The period of March 2020 to April 2020 consisted of campaigns with a stronger focus on corporate social responsibility and branding, whilst May 2020 and June 2020 saw digitally-equipped businesses excel. The majority of businesses resumed influencer marketing from July 2020, with an increased number of influencer marketing activities expected in Q4 2020. Lowest active campaigns Active campaigns by month in the past year
  8. 8. 8 Which platforms are influencer marketing campaigns run on? Instagram is the platform a majority (45.08%) of influencer marketing campaigns were run on in the past year, and on the other end of the scale is Twitter, with 10.57% of all influencer marketing campaigns. Interestingly, Twitter started slow, but influencer marketing campaigns on Twitter started seeing growth momentum from March 2020 onwards - coinciding with the month COVID-19 was declared a pandemic. Additionally, in the recorded months for 2019, Instagram was the platform of choice for more than half of influencer marketing campaigns, but that has dropped in 2020.
  9. 9. A closer look at various markets
  10. 10. 10 What platforms are influencers using in Asia? With Asia being such a large and diverse region, it is no surprise that each market has varied platform usage rates by influencers. The dominant social media platform differs by market, with Instagram the most-used in markets like Hong Kong, Malaysia and Singapore, whilst Facebook is the dominant platform in Myanmar. Japan has the highest Twitter to other platforms ratio out of all markets in Asia, with the Philippines and Singapore trailing somewhat behind. Additionally, there is no market which has an equal ratio of platform diversity. Most commonly-used platforms for influencers
  11. 11. 11 How does influencer follower volume stack up across markets? Across the region, micro-influencers are the most populous demographic (46.32%) for social media influencers in Asia, barring Myanmar, where macro-influencers are the most populous. On top of that, Malaysia, Thailand, Indonesia and the Philippines saw faster growth in the micro-influencer population over the past year, with the Philippines pegged as one to watch over the next year. For standardization, influencers are classified as follows: end users (100-1k followers), nano-influencers (1k-10k followers), micro-influencers (10k-100k followers), macro-influencers (100k-1M followers), top stars (1M+ followers) Influencers categorized by follower volume
  12. 12. Impact of influencer marketing
  13. 13. 13 Which platform is best for engagement? Looking at the top three most-favoured social media platforms by influencers in Asia, Instagram emerged as the best platform for engagement rates on influencer content, with micro-influencers performing the best. On Facebook, micro-influencers have the best median engagement rates, but nano-influencers interestingly performed better for engagement rates on YouTube. Random sampling of 9k influencers in Asia with 1,000 to 1,000,000 followers. Date range: September 2019 - August 2020 Median engagement rates by platform Nano-influencers (1k-10k followers) Micro-influencers (10k-100k followers) Macro-influencers (100k-1M followers) Facebook 1.18% 1.20% 0.83% 0.42% 2.91% 0.52% 2.45% 0.28% 1.83% Instagram 3.07% 3.28% 2.60% 1.37% 6.58% 1.57% 6.35% 1.25% 5.30% YouTube 2.31% 1.61% 1.03% 0.79% 4.44% 0.68% 3.19% 0.35% 2.27% 1st quartile Median 3rd quartile
  14. 14. 14 Post engagement = clicks to site? As seen from the chart to the left, high engagement rates on influencer posts do not necessarily mean an influencer’s followers are clicking onto a landing page. However, high engagement rates on influencer posts are indicative of raised awareness, whilst high click rates on influencer posts are indicative of interest and consideration. To measure the success of influencer marketing campaigns, it’s important for marketers to set metrics based on desired objectives, rather than measuring purely based on engagement. Data was obtained from campaigns run on the CastingAsia platform that measured engagement and clicks. Outliers have been removed for better representation. Clicks versus engagement rate on influencer posts
  15. 15. Key takeaways Objectives Always plan influencer marketing campaigns based on objectives. This will allow marketers to decide the types and verticals of influencers needed, platforms to utilize, performance metrics to consider and types of content to be delivered. Success in diversity With Asia being such a diverse region, it’s important that marketers plan influencer marketing campaigns around specific markets and even provinces. Do not adopt a one-size-fits-all approach, as this will make your brand seem tone deaf not just to audiences, but influencers too. Tiered approach Focusing on just one segment or follower size of influencers limits the potential of a great influencer marketing campaign. Instead, match your brand’s audience and social media followers with the followers of influencers, or leverage on multiple segments of influencers.
  16. 16. The only influencer marketing platform you need Get your hands on the platform powering the influencer marketing industry. As one of the most robust influencer marketing platforms in the world, CastingAsia provides you with an end-to-end influencer marketing tool that even social media companies use. Reach out now

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