Combining word-of-mouth marketing and social proof, influencer marketing remains a critical part of any successful marketing strategy, especially in this post-COVID landscape. The first study, with two hundred respondents from brands and marketers across different industries, examined how brands manage their best social media spend and influencer marketing strategy. The second study, involving nearly a thousand social media users aged 21-45, examined their social media consumption behavior and interest in influencers.
Brands are also spending more on influencer marketing, as more than half (58%) of brands will spend 10-50% of their marketing budget on influencer marketing in 2023. With nearly 60 percent (4.76 billion) of the total global population social media users[4], the increase in frequency of brand influencer campaigns is foreseeable. Over 86% of social media users from Partipost's survey prefer influencer accounts over brand accounts due to relatable content and honest reviews.
It is therefore appropriate for brands to seek the expertise of influencers to engage with audiences on social media platforms, where they spend most of their time. Once every six months. Only on an ad hoc basis, I have not run any Nano influencer campaigns.
Nano Influencer Remains the Tier Brands Leverage the Most to Drive Awareness
Instagram spend remained stable at 65-69%, while Facebook usage declined as more SMEs use TikTok and influencers in 2023. Unlike large companies, SMEs also use display ads as part of their best media, which may be a result of SMEs focusing more on building brand awareness.
SMEs sees better ROI with Influencer Marketing
For larger enterprises, Instagram spend has held steady at 66-71% between 2021 and 2023, while Facebook and YouTube usage has declined over the same period as brands have turned to TikTok and influencers. This may be due to the fact that 65% of TikTok users rely on online reviews and recommendations from influencers when making purchasing decisions. 2 in 3 shoppers also say they are inspired to buy something on TikTok, even if they are not actively shopping[6].
TikTok Becoming a Staple for Marketers
88% Spent More Than 2 Hours A Day on
Social Media
Partipost’s survey with consumers also Indicated that the time spent on social media
Nano Influencers Continue to Impact Purchase Decisions
The Era of Short-Form Videos
Authenticity Wins for
Both Brands and Consumers
Frequency and Consistency is Key for Influencer Campaigns
How many times do you have to see an influencer promote a product/service before
Pain Points & Challenges with Influencer Marketing
Pain points when running influencer campaigns
Country
Total Population
6 Million
Singapore
Over 60% of Brands in Singapore Would Spend
43% of them would also recommend their friends try influencer marketing with a similar budget range.
Influencer Is the Top Media Spend for Brands in Singapore in 2023
Rise of New Social Media Platforms
More Brands Are Intending to Work with Influencers for
Singapore Users are On Social Media to Stay Connected and Get Information
The Role of Influencers in Users’ Daily Lives and Purchase Decisions
Million
Taiwan
While nearly all (96%) brands surveyed in Taiwan have tried influencer marketing, the number of brands spending 10-50% also increased from 45.8% in 2021 to 70.8% in 2023 of your marketing budget for influencer marketing.
Over 70% of Brands in
Influencer Marketing
Influencer Joins Instagram and Facebook Consistently in Brands’ Top Media Spends
Brands Working with
Influencers Have Doubled in 2023
Taiwan Users are On Social Media to Document Their Daily Life
Nearly 96% of Taiwanese users prefer influencer accounts over brand accounts, as they are able to receive more similar content from influencers. Using videos as a channel for influencers to share about their daily lives while naturally placing brand messages can be a strategy for brands to better connect with their customers. How many times do you need to see an influencer promote a product/service before making a purchase?
When it comes to purchasing decisions, more than 95% of Taiwanese users need to see a product/service promoted by an influencer at least twice before making a purchase. They are also more influenced by a product that is recommended by many influencers over a period of time.
116.5 Million
Philippines
60% of Brands in
Influencer Is the Runner-Up for Top Media Spend in Philippines
More Brands Are Trying TikTok for their Influencer
Philippines Users are On Social Media to Share Their Own Content
The Role of Influencers in Users’ Daily Lives and Purchase Decisions
Million
Malaysia
TikTok and Influencers are Slowly Rising in Popularity
More Brands Are Trying Instagram Reels and TikTok for their Influencer Campaigns
Malaysia Users are On Social Media to Get Information and Stay Connected
The role of influencers in users' daily lives and purchase decisions Lives and purchase decisions. Over 88% of Malaysian users prefer influencer accounts over brand accounts as their content is perceived as more relatable content. Keeping these two types of content in mind when working with influencers can help brands get better results for their campaigns.
Nearly 95% of Malaysians need to see a product/service promoted by an influencer at least twice before making a purchase. They are also more influenced by a product that is often recommended by an influencer, highlighting the importance of long-term influencer campaigns for brands in Malaysia.
276.4 Million
Indonesia
55% of Brands in
Influencer Is In The Top Media Spends along with Instagram and TikTok
More Brands Are Running Monthly Campaigns with Instagram Reels and TikTok
Indonesia Users are On Social Media to Get Information and Stay Connected
Almost 80% of Indonesian users prefer influencer accounts to brand accounts because they can get more information and comparable content from influencers. As shown in another report, 53.1% of Indonesian Internet users enjoy comedy, memes, or viral videos, while 46.3% enjoy tutorial or how-to videos, and 40.5% enjoy live videos [14]. Combining these types of content in brand campaigns with influencers ensures better campaign performance and impact.
Nearly 94% of Indonesians need to see a product/service being promoted by an influencer at least 2 times before making a purchase.
How to Incorporate Influencer Marketing into the Second Half of 2023 and Beyond
Short-form videos may take the lead, but be on the lookout for emerging content platforms and formats
Running campaigns frequently and consistently is helping brands in terms of authenticity and trust
Making your influencer marketing journey easier
Integrating influencers across different tiers
Emerging in a post-pandemic world, Partipost's survey has shown how brands are more confident in allocating more budgets to their influencer marketing efforts. Brands across Singapore, Taiwan, the Philippines, Malaysia and Indonesia all agree that influencer marketing has been and will continue to be a crucial strategy for them to increase awareness, traffic and conversions, as most share up to 50 % of their budgets only for influencer marketing. As social media has become a lifeline for consumers looking for connections, information and documentation, brands must keep these in mind when considering their marketing spend and strategy.
Consumers value authenticity above all else, working with influencers who are able to create authenticity and relevance will ultimately drive purchasing decisions. And since short-form videos are the preferred format for content consumption across different platforms, brands should definitely consider this format when creating influencer campaigns.
Embracing the Post-Pandemic Era with
Confidence and to Double Down on Influencers
However, it can be beneficial for brands moving forward to incorporate influencers across different levels to gain both the reach and engagement they need to achieve their goals. Not only that, the frequency and consistency of running influencer campaigns matters, as well as consumers have revealed that they need to see a product reviewed by influencers multiple times before making a purchase decision. Brands continue to admit that they face pain points, especially with creating post-campaign reports and finding influencers that fit their needs.
Backed by an influencer marketing platform that manages processes in one place, brands can optimize their influencer marketing campaigns with less hassle and get significant, measurable results from their campaigns.
Moving Forward with Influencer Marketing in 2023
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