YouTube Influencer Marketing in 2022

YouTube remained one of the popular social media channels for influencers and brands globally. With the popularity of short and long-form videos, from product discovery to getting recommendations for every little thing about daily life, many brands preferred YouTube for their influencer marketing strategy. So much so that, across Southeast Asia, the UAE, and the USA, the platform gained attention in terms of high engagement rate and influencer posts.  

Starting from the user base, India has the highest number of male audiences (75.59%), while the Philippines account for the maximum number of female users (60.52%). Gen Zers in Thailand, over 32.84%, constitute the maximum users under the age group of 19-25 years, followed by 31.75% in Vietnam. About 23.67% of Gen Zs in the USA actively use the platform.

Under the millennials category, India has the highest share of the user base, almost 34.85%. The UAE falls second in the list with 31.95%. Vietnam has the lowest count of millennials (24.13 %), followed by the USA’s 27.90%. The users on the platform, irrespective of age category, are mainly inclined towards micro-influencers and nano-influencers. 

The USA has over 74,606 micro-influencers, higher than Southeast Asia and the Middle East. India has the second-highest count of at least 64,311 micro-influencers, and Indonesia has at least 48,939, the third-highest. Singapore accounts for at least 1550 individuals, the lowest in the SEA region. Nano-influencers (5k-10k) have the maximum count in Indonesia (33,457), followed by the USA (30,784). 

Interestingly, Indonesia witnessed a sharp increase in the volume of influencer posts past year. It has increased by 40.20% from 2021 to 2022, indicating more brands worked with YouTube influencers in Indonesia. The second on the list is the Philippines showing a growth of almost 18.65% in influencer content, whereas the USA comes third with at least a 17.47% increase. In other countries, it fluctuated between 4.98% to 13.99%. 

The engagement rate calculated based on the average views stood high in Malaysia for nano-influencers, roughly over 62537%, followed by Vietnam at 43,477. 21% in the SEA region. India’s nano influencers reported the fifth-highest engagement rate. The USA, however, reported a maximum engagement rate across influencer categories, especially celebrity influencers, with more than one million generating an engagement of 1384850.73%. 

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

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Read our regional reports for 2022: 

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

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