5 Easy Steps to Start Influencer Marketing in Southeast Asia

Influencer marketing has become a major part of brand strategies worldwide, and this is especially true in Southeast Asia. Southeast Asia is a developing region where majority of its people are great with mobile, but did not start their digital journey with computers and laptops. In a mobile first region, it is not uncommon that social media plays an important role as a form of news, communication and entertainment. 

To succeed in this vibrant market, it's important to understand the unique cultural diversity present in Southeast Asia. Each country has its own distinct language, traditions, and consumer behaviors. For example, Malaysians and Indonesians are predominantly Muslim, Thailand, Vietnam, and Cambodia are mostly Buddhist, while the population of the Philippines is predominantly Christian. While we are geographically close, we have had very different Western influences. The Philippines were largely influenced by the Spanish and the Americans, Malaysia and Singapore were once part of the British colony, Indonesia by the Dutch, and Vietnam was largely influenced by the French.

What does this mean for marketers intending to enter our region? It means that a one-size-fits-all approach won't be effective. Tailoring your marketing campaigns to resonate with local audiences is essential. By doing so, you can create deeper connections and foster trust with potential customers. Before jumping the gun and searching for influencers in each region, we ask that you respect our region and take the time to truly understand us before rushing into the market.

Choosing the right agency that understand the local market that could introduce you to the right influencers to partner with is crucial for your campaign's success. What you would really need are influencers who truly connect with their followers who can help amplify your brand's message and drive real engagement. With the right strategy and careful planning, your brand can harness the power of influencer marketing to grow and thrive in the Southeast Asian market.

Understanding the Southeast Asian Market

Southeast Asia comprises a diverse range of countries, cultures, and languages, making it one of the most unique regions in the world. Countries like Malaysia, Indonesia, Singapore, the Philippines, and Thailand each have their own cultural norms, traditions, and social behaviour. This diversity means that a one-size-fits-all approach to influencer marketing will not work effectively here.

Understanding regional differences is crucial if we want to succeed in influencer marketing. Each country has its own preferred social media platforms, types of content, and influencer characteristics. For example, while Instagram might be hugely popular in Indonesia, Facebook may dominate in the Philippines. Recognising these differences helps us craft more targeted and effective campaigns that resonate genuinely with local audiences. 

Choosing the Right Influencers for Your Brand

Selecting the right influencers is a crucial step in developing any successful influencer marketing campaign. Several factors need to be considered to ensure we make the best choice:

1. Relevance: The influencer’s content should align with our brand values and appeal to our target audience.

2. Engagement: Look beyond the number of followers. Engagement rate, including likes, shares, and comments, can provide a better indication of an influencer’s impact.

3. Authenticity: Choose influencers who genuinely connect with their audience. Authentic influencers foster trust and have more significant influence over their followers.

To find the perfect influencers in different Southeast Asian countries, we must also consider local nuances. For example, in Malaysia and Indonesia, we might favour influencers who can create content in Bahasa to connect better with local audiences. In contrast, English-speaking influencers might be more effective in Singapore and the Philippines. Using local influencer directories and tools specialised in Southeast Asia can help identify the most suitable influencers for our campaigns.

The market also adapts and moves quickly. Five years ago, TikTok was just a budding platform in Southeast Asia. However, last year, it became one of the Top 3 social commerce platforms in Southeast Asia. Last year, there was some demand for Lemon8, but that social media platform proved short-lived. Of course, we all know Twitter, since July 2023, became known as X, and Meta launched an X-like platform known as Threads. That whole episode was the talk of 2023. This year, there is a huge demand for Xiao Hong Shu (RED), a social media platform from China. 

Building a Winning Influencer Marketing Strategy

Crafting an effective influencer marketing strategy involves several key steps. Firstly, setting clear goals is essential. These goals could range from increasing brand awareness to boosting sales or engaging a specific audience segment. Clear objectives provide direction and make it easier to measure success.

Next, identifying our target audience is crucial. Knowing who we want to reach helps in selecting the right influencers and creating messages that resonate. We should conduct thorough research on our audience's preferences, behaviours, and the platforms they frequent. Also, do note that within each country, there are multiple pockets of audiences split by income group, language spoken, age, education level, religion, race, etc. 

Creating engaging content is the third step. Content should be tailored to the specific tastes and preferences of the Southeast Asian audience. This might involve using local languages, highlighting regional festivals, or featuring familiar cultural references.

Defining campaign timelines is also important. Having a well-planned timeline ensures that content is consistently delivered and remains relevant. We should align the campaign schedule with key dates and events in Southeast Asia to maximise impact.

Considering the Southeast Asian audience, it's essential to be culturally sensitive and regionally aware. Tailoring our strategies to fit local customs and norms helps in building a stronger connection with the audience.

Measuring and Optimising Your Campaign Results

Measuring the success of our influencer marketing campaigns is vital. Important metrics to track include engagement rates, reach, impressions, and conversion rates. Engagement rates show how much our audience interacts with content, while reach and impressions indicate how many people see our content. Conversion rates tell us how effective the campaign is in driving actions like sales or sign-ups.

Utilising feedback and data to improve future campaigns is equally important. Analyzing what works and what doesn't help refine our strategies. We should gather detailed insights from campaign data, look for trends, and identify areas for improvement. This iterative process ensures our campaigns become more effective over time.

At SushiVid, we understand our market through data. You may download some of our e-books and check out our research here.

Conclusion

Influencer marketing in Malaysia comes with its own set of challenges and opportunities. Understanding the diverse and unique aspects of the market, choosing the right influencers, and building a well-thought-out strategy are critical components for success. Additionally, measuring and optimising campaign results ensures that we continually improve and achieve our marketing goals.

As the digital landscape evolves, staying ahead requires continuous learning and adaptation. By leveraging the expertise and local knowledge of SushiVid, brands can confidently navigate the complexities of influencer marketing in this vibrant region. Embrace the power of influencer marketing and elevate your brand's presence in Southeast Asia with our tailored solutions.

Partner with us to unlock the full potential of influencer marketing in Southeast Asia today!