Mid-Year Influencer Marketing Report - 2021 Southeast Asia

It's been over a year since Covid-19 was declared a pandemic by the World Health Organisation. While vaccinations are underway and countries are trying to transition back to normal, the pandemic has shown us new ways to work and live. It has emphasised the importance of a strong online presence for brands and the power of influencer marketing.

Creating impactful influencer campaigns requires profound knowledge about influencers, platforms, and their audience. From data about influencers to audience’s interests, we provide a look into Southeast Asia’s influencer marketing landscape over the past year to help brands navigate their influencer marketing strategies for the rest of 2021.

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About Influencer Marketing

Influencer Marketing has seen tremendous growth in the past few years. Especially with the pandemic, its importance has only grown. With an annual compound growth rate of 30.3%, this industry is expected to reach $13.8 billion in 2021.

In Southeast Asia, Instagram is leading in terms of number of influencers on the platform which may suggest that it is the most popular platform choice for influencers among the four.

About Instagram Influencers

In Southeast Asia, female influencers (42%) account for a large proportion. According to the data, a large proportion of influencers are between ages 19 to 25 years old (43%), followed by influencers between ages 26 to 32 years old (31%). ​

Percentage of Suspicious Instagram Followers Per Country

When working with influencers, brands should look for influencers with a genuine following to optimise true reach and engagement for an impactful campaign.

Indonesia has the highest percentage of suspicious followers among Southeast Asian countries with 8.4% followed by Vietnam (7.2%) and Thailand (6.3%).

On the other hand, Malaysia has the lowest percentage of suspicious followers among the 6 countries.

*Suspicious followers are potential bots, fake accounts or inactive accounts.

TikTok Audience

Approximately 70% of Southeast Asian TikTok Influencers’ audience comprises Gen Zs. males make up slightly more than half of Southeast Asian TikTok Influencers’ audience and their audience is generally most concentrated in Indonesia (23%).

Impact of Covid-19 on Influencer Marketing 

Though the Covid-19 pandemic has been around for quite some time now (and is not expected to leave anytime soon), their impacts are nevertheless always evolving - just like how Covid-19 is also always evolving. 

As the market constantly adapts to new changes, the impacts of Covid-19 on influencer marketing last year may not be the same as their impacts this year. Check out some of our past blogs where we talked about the impacts of Covid-19 on influencer marketing, and see how they differ!

Check out the full version of our report by filling in the form below to keep yourselves updated about the latest influencer marketing trends in 2021 and predictions on influencer marketing!