Even as Facebook India boasted of a high number of influencers in all categories in Southeast Asia, it failed to attract a lot of brands to run influencer marketing campaigns. It can be gauged from the fact that the total number of influencer posts between 2021 and 2022 has declined by almost 91.41% in the country, according to affable.ai data.
It is based on the data compared with Southeast Asian nations Thailand, Vietnam, Malaysia, Philippines, Indonesia, and Singapore; UAE in the middle east and the USA. After India, the UAE noticed a major downfall of 92.43%. At the same time, Thailand and the Philippines saw a minimal drop of 1.11% and 4.29%, respectively. The volume of influencer posts in the USA also declined by 3.39%.
The impact of this could be seen in the engagement rate driven by the influencer content. Facebook reported the lowest engagement rate compared to other social media platforms. But macro-influencers (100k-250k followers) managed to generate higher engagements, helping brands to reach a larger audience. In the UAE, these influencers reported a maximum of 13.39% engagement rate, followed by Vietnam’s 8.04% and Indonesia’s 7.16%. Macro-influencers in the USA saw an engagement of 5.37%.
The engagement rate driven by nano-influencers, however, fluctuated from 0.9% to 1.43% in different countries. India managed to drive the second-highest engagement rate by nano-influencers at 1.25%, after Thailand’s 1.43%. Notably, India has the highest count of nano-influencers, and the USA has the maximum number of micro-influencers. Even though the USA has the highest number of celebrity influencers, they managed to attract an engagement of 0.25%. Singapore reported the lowest of 0.11%, while India stood at 0.35%.
Interestingly, India has the highest male audiences (72.02%), largely in the age bracket of 26-32 years. Whereas the Philippines has the highest number of female users (63.99%). Across all the 7 SEA nations, most users fall under 19-32 years.
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