Instagram Influencer Marketing in 2022

For Instagram, 2022 was the year to chase TikTok and YouTube for their growing popularity. After all, the two diverted a certain share of Instagram's audience to their platforms. It ultimately led to a drop in the volume of influencer posts on Instagram in the USA, seven Southeast Asian nations, and the UAE. 

According to affable.ai data, the USA saw a maximum dip of 30.80% in influencer content between 2021 and 2022. In the SEA region, Malaysia noticed a decline of 16.83%, followed by a 14.28% and 11.15% downfall in Thailand and Singapore, respectively. In India, however, the volume stood steady, with a minuscule drop of 0.40%. For Instagram and its parent company Meta, India continues to be the strongest market globally. 

India has the highest number of male users ( 67.62%), while Vietnam has the highest number of female users (60.11%). The platform is widely used by Gen Zers (45.11%) in Thailand, followed by Vietnam (44.19%) and the USA (40.11%). Among millennials, the maximum users (37.43%) are in India and Indonesia (33.25%).

The data shows that the number of nano-influencers is the highest in Indonesia (12,490), followed by India (9395). Vietnam has a minimum of 1132 nano influencers than the other 6 SEA nations. The percentage of micro-influencers is also higher in all nations compared to different influencer categories. In Indonesia, it is about 33,335, while India holds the second position with 24,459 micro-influencers. 

In India, micro-influencers are almost 89% higher than nano-influencers. They accounted for at least 6989 individuals. Interestingly, India has the highest number of at least 2038 celebrity influencers in the SEA region. In comparison, Singapore has a minimum of 11 celebrity influencers.  

Nano-influencers (5k-10k followers) and micro-influencers (10k-50k) drove the maximum engagement rate across SEA. Among nano-influencers, the engagement rate stood at 5.09%, with 4.43% in Malaysia and 4.16% in Indonesia. 

Combining the engagement rate driven by influencers across all categories, from mid-tier to celebrities, Singapore reported a maximum engagement of 4.97%. India's figure stood at 4.85%, while the Philippines reported a lowest of 3.33%. 

‍Read our 2023 Annual Report: 10 Trends To Ace Your 2023 Influencer Marketing Goals

Check out our regional reports 2022: 

1. UAE Instagram Trend Report 2022
2. Vietnam Instagram Trend Report 2022
3. Thailand Instagram Trend Report 2022
4. Singapore Instagram Trend Report 2022 
5. Philippines Instagram Trend Report 2022
6. India Instagram Trend Report 2022
7. Indonesia Instagram Trend Report 2022
8. USA Instagram Trend Report 2022
9. Malaysia Instagram Trend Report 2022

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