Influencer Marketing Shifts Into Home Vertical Markets, Product Marketing and Twitter

Influencer marketing in Asia Pacific has been reshaped by the pandemic, as brands sought to expand on booming platforms, invested in home and business verticals, and shifted from cause marketing. to product marketing.

Twitter has experienced the fastest growth in influencer marketing among major Asia-Pacific platforms over the past year, accounting for 16% of campaigns executed on AnyMind Group’s influencer marketing platform, or an annual increase of 165%.

Instagram remains the most popular social media platform for influencer marketing campaigns, accounting for 37.1% of campaigns run in the past year, but it has recorded the slowest growth rate of 44 , 4%. Sister platform Facebook has the second largest share of campaigns at 27.5%, followed by YouTube at 19.4%. The Google-owned platform more than doubled (117.92% increase) its share of campaigns within the allotted time frame.

All of the above is AnyMind Group compliant State of influence in Asia 2021 report, compiled from analysis of over 2,000 influencer marketing campaigns conducted on the company’s AnyTag platform between September 2020 and August 2021. The report covers 11 markets (Singapore, Thailand, Indonesia, Vietnam, Malaysia, Philippines, Cambodia, Hong Kong, Taiwan, Japan and India) and analyzes more than 200,000 influencers.

Looking at the breakdown by market, Instagram is the most used by influencers in Hong Kong, while Facebook is the most used by influencers in Myanmar. On the other hand, YouTube remains strong in markets like Cambodia, Japan, Taiwan, and India, and Twitter has the largest market share in Japan.

The report also identifies a shift in the APAC from micro-influencers (10,000 to 100,000 subscribers) to macro-influencers (100,000 to 1 million subscribers), with AnyTag’s macro-influencer population increasing by approximately 66%. Top stars (over 1 million subscribers) represent the lowest proportion of influencers on the AnyTag platform, but have almost doubled (98% increase) in the past year. The markets with the highest proportion of nano-influencers (1,000 to 10,000 subscribers) are Indonesia, Singapore, the Philippines and Malaysia, while Japan, Hong Kong and Taiwan have the highest proportion of micro-influencers . That said, Vietnam had the healthiest distribution of influencers across all influencer demographics.

While fashion and beauty remain the most popular content vertical for influencers, the last year has encouraged a significant increase in the number of influencers producing in-home content, with food and drink registering an 87% increase. from one year to the next. Other fast growing content verticals include business and finance, family and sports. With cross-border travel being limited in most regions over the past year, influencers have also started creating content around domestic travel.

In fact, when unpacking the top two industries of influence (fashion and beauty, and arts and entertainment), domestic travel was among the top three types of content released. The similarities in posts between the two verticals mean that brands can work interchangeably with both groups of influencers, AnyMind said in its report.

While the onset of the pandemic saw a greater number of cause-related influencer marketing campaigns (such as campaigns around brands urging people to stay home), that number has dropped over the past decade. last year. Instead, brands are activating product-related influencer marketing campaigns again. The peaks of activity during the months of November and December are attributed to the shopping seasons. There are very few in-person influencer marketing campaigns compared to pre-pandemic volumes.

Looking at the proportion of performance-based campaigns versus awareness-raising campaigns by market, Indonesia, Malaysia, and Thailand conducted largely performance-oriented campaigns. India, Japan, the Philippines and Vietnam waged campaigns that were largely aimed at educating the masses.

A version of this article first appeared on the Asia-Pacific campaign.

Source link

About William G.

Check Also

From Tazos to NFTs, from physical to digital: the evolution of marketing turning into a trillion dollar opportunity

Some of you may be too young to remember Tazos and how they took over …