As the usage of social media increases, resulting in larger influencer followings, the market size of influencer marketing has also been expanding rapidly. Influencer marketing in Asia relies on awareness-driven campaigns, as it is comparatively new in many Asian markets. However, along with the development of digital and social commerce services, markets like Indonesia, Malaysia, and Thailand have already adopted performance-driven marketing. Instagram and TikTok are the most commonly used social media platforms for influencers in Asia.
Influencer marketing in Asia - statistics & facts
As the usage of social media increases, resulting in larger influencer followings, the market size of influencer marketing has also been expanding rapidly. Influencer marketing in Asia relies on awareness-driven campaigns, as it is comparatively new in many Asian markets. However, along with the development of digital and social commerce services, markets like Indonesia, Malaysia, and Thailand have already adopted performance-driven marketing. Instagram and TikTok are the most commonly used social media platforms for influencers in Asia.
Key insights
- Leading platform for influencer campaigns in Asia
Detailed statistics
Distribution of influencer marketing campaigns Asia 2019-2022, by platform
- Number of YouTube channels with over one million subscribers in Asia
- 10k
Detailed statistics
Number of YouTube channels Asia November 2021, by subscriber count
- Country with the highest time spent on social media in APAC
- Philippines
Detailed statistics
Daily time spent spent using social media APAC Q1 2023, by country
Editor’s Picks Current statistics on this topic
Further recommended statistics
Overview
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- Premium Statistic Global influencer marketing value 2016-2024
- Premium Statistic Number of social media user accounts APAC 2024, by country
- Premium Statistic Share of social media influencers by number of followers Asia 2020-2022
- Premium Statistic Leading social media platforms used by influencers Asia 2020-2022
Overview
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Premium Statistic
Global influencer marketing value 2016-2024
Global influencer marketing value 2016-2024
Influencer marketing market size worldwide from 2016 to 2024 (in billion U.S. dollars)
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Premium Statistic
Number of social media user accounts APAC 2024, by country
Number of social media user accounts APAC 2024, by country
Number of social media user accounts in the Asia-Pacific region as of January 2024, by country or territory (in millions)
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Premium Statistic
Share of social media influencers by number of followers Asia 2020-2022
Share of social media influencers by number of followers Asia 2020-2022
Share of social media influencers by number of followers in Asia from 2020 to 2022
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Premium Statistic
Leading social media platforms used by influencers Asia 2020-2022
Leading social media platforms used by influencers Asia 2020-2022
Leading social media platforms used by influencers in Asia from 2020 to 2022
Leading markets
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- Premium Statistic Active userbase of influencers in China 2022, by platform
- Premium Statistic Influencer marketing market size in Japan 2020-2027
- Premium Statistic Ad spending of the influencer advertising industry in Indonesia 2019-2029
- Premium Statistic Value of influencer marketing industry in India 2021-2026
Leading markets
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Premium Statistic
Active userbase of influencers in China 2022, by platform
Active userbase of influencers in China 2022, by platform
Number of active users attracted by key opinion leaders (KOLs) in China as of May 2022, by platform (in millions)
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Premium Statistic
Influencer marketing market size in Japan 2020-2027
Influencer marketing market size in Japan 2020-2027
Annual expenditure on influencer marketing in Japan from 2020 to 2023 with a forecast until 2027 (in billion Japanese yen)
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Premium Statistic
Ad spending of the influencer advertising industry in Indonesia 2019-2029
Ad spending of the influencer advertising industry in Indonesia 2019-2029
Ad spending of the influencer advertising industry in Indonesia 2019-2029 (in million U.S. dollars)
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Premium Statistic
Value of influencer marketing industry in India 2021-2026
Value of influencer marketing industry in India 2021-2026
Value of influencer marketing industry in India from 2021 to 2022, with projections until 2026 (in billion Indian rupees)
Social media platforms
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- Premium Statistic Daily time spent spent using social media APAC Q1 2023, by country
- Premium Statistic Social media market share Asia 2024, by platform
- Premium Statistic Commonly used platforms for influencers Asia 2022, by country
- Premium Statistic Distribution of influencer marketing campaigns Asia 2019-2022, by platform
Social media platforms
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Premium Statistic
Daily time spent spent using social media APAC Q1 2023, by country
Daily time spent spent using social media APAC Q1 2023, by country
Average daily time spent using social media in the Asia-Pacific region in the first quarter of 2023, by country (in hours and minutes)
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Premium Statistic
Social media market share Asia 2024, by platform
Social media market share Asia 2024, by platform
Market share of social media platforms in Asia as of March 2024, by platform
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Premium Statistic
Commonly used platforms for influencers Asia 2022, by country
Commonly used platforms for influencers Asia 2022, by country
Share of influencers using selected social media platforms in Asia in 2022, by country or territory
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Premium Statistic
Distribution of influencer marketing campaigns Asia 2019-2022, by platform
Distribution of influencer marketing campaigns Asia 2019-2022, by platform
Distribution of social media influencer marketing campaigns in Asia from September 2019 to August 2022, by platform
Influencers
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Influencers
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Premium Statistic
Share of social media influencers by number of followers Asia 2022, by country
Share of social media influencers by number of followers Asia 2022, by country
Share of social media influencers by number of followers in Asia in 2022, by country or territory
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Premium Statistic
YoY growth of social media influencers Asia 2022, by vertical
YoY growth of social media influencers Asia 2022, by vertical
Year-over-year (YoY) growth of social media influencers in Asia in 2022, by vertical
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Basic Statistic
Most-subscribed YouTube channels Asia 2023
Most-subscribed YouTube channels Asia 2023
Most-subscribed YouTube channels from Asia as of October 2023 (in million subscribers)
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Basic Statistic
Most followed Instagram accounts APAC 2023
Most followed Instagram accounts APAC 2023
Most followed Instagram accounts from the Asia-Pacific region as of June 2023 (in million followers)
Audience
3
Audience
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Premium Statistic
Share of people who follow social media influencers APAC 2023, by country and gender
Share of people who follow social media influencers APAC 2023, by country and gender
Share of people who follow influencers on social media in the Asia-Pacific region as of May 2023, by country or territory and gender
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Premium Statistic
Impact of social media influencers on purchasing APAC 2023, by country and gender
Impact of social media influencers on purchasing APAC 2023, by country and gender
Share of people who have purchased a product endorsed by an influencer in the Asia-Pacific region as of May 2023, by country or territory and gender
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Premium Statistic
Consumer interest in influencer and brand collaborations APAC 2023, by country
Consumer interest in influencer and brand collaborations APAC 2023, by country
Share of consumers who would purchase an influencer and brand collaboration product in the Asia-Pacific region as of May 2023, by country or territory
Consumer behavior and preferences
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- Premium Statistic Reasons for purchasing influencer-endorsed products APAC 2023, by country
- Premium Statistic Reasons for not purchasing influencer-endorsed products APAC 2023, by country
- Premium Statistic Top influencer types prompting purchase decisions APAC 2023, by country
- Premium Statistic Top product types purchased due to influencers APAC 2023, by country
- Premium Statistic Acceptable price hikes for influencer products APAC 2023, by country
Consumer behavior and preferences
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Premium Statistic
Reasons for purchasing influencer-endorsed products APAC 2023, by country
Reasons for purchasing influencer-endorsed products APAC 2023, by country
Reasons for having purchased influencer-endorsed products in the Asia-Pacific region as of May 2023, by country or territory
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Premium Statistic
Reasons for not purchasing influencer-endorsed products APAC 2023, by country
Reasons for not purchasing influencer-endorsed products APAC 2023, by country
Reasons for not having purchased influencer-endorsed products in the Asia-Pacific region as of May 2023, by country or territory
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Premium Statistic
Top influencer types prompting purchase decisions APAC 2023, by country
Top influencer types prompting purchase decisions APAC 2023, by country
Leading influencer types prompting product purchase decisions in the Asia-Pacific region as of May 2023, by country or territory
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Premium Statistic
Top product types purchased due to influencers APAC 2023, by country
Top product types purchased due to influencers APAC 2023, by country
Leading product types purchased due to influencer marketing in the Asia-Pacific region as of May 2023, by country or territory
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Premium Statistic
Acceptable price hikes for influencer products APAC 2023, by country
Acceptable price hikes for influencer products APAC 2023, by country
Acceptable price ranges for influencer and brand collaboration products in the Asia-Pacific region as of May 2023, by country or territory
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