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Influencer Marketing Trends in Southeast Asia in 2023

Posted on February 8, 2023

Influencer marketing has become a mainstream marketing strategy in Southeast Asia, with brands leveraging the power of social media influencers to reach new audiences, build brand awareness, and drive sales. The Southeast Asian market is unique and rapidly growing, with over 600 million active internet users and a growing middle class. As a result, influencer marketing in the region is evolving, and new trends are emerging. In this article, we will explore the latest influencer marketing trends in Southeast Asia and the rise of TikTok as an upcoming platform for influencer marketing.

Micro-Influencers is still the hot thing in 2023

Micro-influencers, individuals with a smaller following (3,000 - 50,000 followers) but high engagement rates (>2.5%), have been a growing trend in influencer marketing in Southeast Asia. In SushiVid alone, we have paid over 4,000 micro influencers last year. Brands are turning to these individuals because their followers trust them and are more likely to purchase a product or service that they recommend. Micro-influencers also tend to be more affordable than larger influencers, making them a cost-effective option for smaller brands.

In Malaysia particularly, micro-influencers are especially popular among younger generations who are more likely to follow and trust their peers over traditional celebrities. This has led to a growth in the number of micro-influencers in the region, and brands are taking advantage of this trend by partnering with these individuals to reach new audiences and build brand awareness.

TIP! Reach out to SushiVid for reviewed and rated micro influencers! 

Seeking out authentic influencers and hidden gems

In Southeast Asia, authenticity is key in influencer marketing. Consumers in the region are becoming increasingly savvy, and they can quickly spot when an influencer is not being genuine. Brands are now focusing on partnering with influencers who genuinely align with their values and products, resulting in more authentic and credible content for their followers. 

Long-term partnerships between brands and influencers are also becoming more common in the region. By establishing a long-term relationship, both the brand and the influencer can build a deeper connection with their audiences, resulting in increased engagement and sales. Brands are also finding that working with the same influencer over time can lead to better results, as their followers become more familiar with the influencer and the brand. As a brand, one should at least aim for a minimum 4 contents per influencer over a course of 2 months. This helps their followers to recall your brand and gain trust. 

TIP! When picking influencers, lookout for over-utilised influencers, their engagement rates would not be too good because there are just way too much sponsored contents but there are always hidden gems to lookout for. We wrote about spotting hidden gem influencers, you may check it out HERE

Video Content trumps Photo contents in 2023

Video content continues to dominate social media in Southeast Asia, with IG photo/ carousel contents phasing out so very quickly. In 2022, we can safely say that 95% of our influencer’s contents were videos. Brands are now focusing on creating video content with influencers, such as unboxing videos, product demonstrations, and vlogs, as this format tends to result in higher engagement rates and conversions. 

In Southeast Asia, video content is especially popular on platforms such as YouTube and Instagram, where users can watch and interact with influencer content. One thing for sure, short form contents are definitely gaining traction. Brands are taking advantage of this trend by creating engaging video content that resonates with their target audiences and builds brand awareness.

TIP! Definitely be on the lookout for trending music when creating video contents as it helps with the reach a lot!

TikTok is the fastest growing platform in Southeast Asia

TikTok has quickly become one of the most popular social media platforms in Southeast Asia, and it is also emerging as a powerful influencer marketing tool. With its short-form video format and user-friendly features, TikTok has attracted a large and highly engaged user base in the region.

Brands are now recognizing the potential of TikTok for influencer marketing and are partnering with TikTok creators to reach new audiences and build brand awareness. TikTok's unique format allows influencers to create creative and engaging content that resonates with their followers, making it an effective platform for influencer marketing campaigns. These short form contents are so addictive that both Meta and Google platforms (YouTube, Instagram and Facebook) has created their own versions of these. 

TIP! If you have physical products, do create a TikTok Shop and start creating contents on your own! 

There are other forms of contents that we have not discussed, such as podcasts, live streaming, metaverses, virtual influencers, BeReal and of course the impact of ChatGPT to content creation and user consumption. So much uncertainties, so many upcoming challenges! 

We look forward to such exciting times in the internet. To conclude this article, influencer marketing in Southeast Asia is an ever-evolving industry, and it is important for brands to stay updated with the latest trends. By focusing on micro-influencers, authenticity, long-term relationships, video content, and TikTok, brands can effectively reach new audiences and build trust with potential customers in the region.

As we move into 2023, these trends are expected to continue shaping the world of influencer marketing and helping brands to achieve their marketing goals. Let us know what you’d love for us to talk about more!

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