The economies of Southeast Asia have been greatly transformed by mobile and internet adoption in recent years. As millions of people use e-commerce as a part of their daily lives, the region’s online economy is projected to reach $300 billion by 2025. Marketers are also responding by investing in social media, streaming video, e-commerce, and esports.
Influencer marketing is one of the fastest-growing areas of digital marketing. It is estimated that Southeast Asia’s influencer marketing industry will reach $2.59 billion by 2024, quadrupling its value within five years. Influencer marketing’s rapid growth has much to do with the expectations and behavior of Southeast Asia’s young and mobile population, which drives the economies of much of the region. Born digital natives, they seek authenticity, individuality, and immediacy.
The Rise Of Influencer Marketing In SEA
The influencer marketing trend that gained a foothold in Southeast Asia during the early days of the COVID-19 pandemic shows no signs of abating. In addition to traditional collaborations between brands and influencers, new and exciting formats are emerging.
The young generation is keener to get information from the experienced people that are successful in a particular category and area. Also with the advancement in short video platforms and online broadcasting, the chances of meeting the influencer online and giving feedback have become higher.
Influencer marketing is no longer a hard ad, instead, it is a soft ad by two-way selection because influencers have a great bond with the fans due to the same interests and thus can easily impact the liking and disliking of the brands, and products, services, and price. They have a piece of deep knowledge in certain areas and by sharing the information, skill, capabilities, and resources with the public they make a trustworthy relationship with the customers. Engagement rates on digital platforms are usually higher than those on traditional digital advertising channels.
How is the ROI performance in influencer marketing better?
In comparison to other common digital marketing channels, influencer marketing generates higher ROI as per the research. The best influencer marketing categories top fashion and beauty as we have seen Gen Z more into online purchases in the past years. Travel, animal care industry, and health and fitness industry are also major categories of influencer marketing.
How Influencer Marketing is beneficial for Marketers to drive sales?
Consumers are more prone to the information they get from online media and are affected easily if the information is given by a known personality or celebrity. Today, brands are shifting towards a performance-based approach in which influencers are treated as strategic partners, rather than just as megaphones for marketing and targeting the consumer more effectively.
Influencer marketing complements digital advertising well. Through it, small and medium-sized businesses can be seen by potential customers. Regardless of the size and niche of the company, there is a possibility it to become a norm and is expected to grow fastly. There will no longer be a monopoly on the audience for big giants. Everyone starts on the same footing. The only thing that can buy traffic is money, but an idea can get traffic if it is a hot topic for the market.
MOCA is a global OEM aggregator and advertising innovator, focusing on the Asian market MOCA is collaborating with global top publishers for user acquisition, branding, and re-engagement advertising solutions. MOCA is dedicated to providing a cost-effective and customized solution for advertisers to maintain top-of-mind awareness within their target audience.