2025年亚洲意见领袖营销报告

INFLUENCER MARKETING IN ASIA Asia leads a fundamental shift in consumer behavior, with social commerce emerging as a key pathway - and core mode ofmarketing for brands. Within this social commerce ecosystem, influencers represent not just another marketing channel butare the connective tissue that bind the system together. Unlike Western markets constrained by traditional media and legacy shopping habits, most Asian markets have alreadyembraced social commerce as a key pathway. Enthusiasm for social commerce and influencers is however mixed in Asia.While China leads and is followed by growth markets (such as India, Indonesia, Philippines), Japan is at the other end of thespectrum - and has very low enthusiasm for new digital routines (it is in many ways, less progressive than the US and EU). Social commerce's defining characteristic is its community-driven nature, where purchase decisions emerge from authentic,collaborative interactions rather than advertising interruption. Consumers increasingly seek genuine connections and peervalidation throughout their purchase journey, fundamentally altering brand engagement strategies. Successful brands must move beyond search and marketplace (ecommerce platform) biases and on funnel fixations whichprioritize emotionless transactions. Instead, they must embed deeply within communities, building genuine relationships andrallying communities around key brand moments where trust naturally converts to purchase intent. This mirrors politicalcampaigning more than traditional retail – brands must cultivate engagement and orchestrate momentum toward decisivebrand moments (such as events, livestreams and other memorable activities). OUR APPROACH TO CREATING THIS REPORT This report looks into at the depth and detail of influencermarketing across Asia, covering seven markets; China, India,Japan, South Korea, Philippines, Thailand and Indonesia. Demand for marketing solutions that simultaneously address brand building and performance with constrained budgets areset to rise further as the economy remains slow. In this context, influencers are like "silver bullets" – delivering multiplemarketing outcomes concurrently while optimizing cost efficiency. The conditions are right for increased influencerinvestment, as brands discover these partnerships can deliver authentic storytelling, community engagement, and directconversion within a single integrated approach. Influencer marketing has been a large part of Totem’s work,fromwhen we started back in 2014.We have seen thepractice grow from being a secondary tool, to a mainstay ofthe marketing playbook - particularly in China. Moving into2025/26and beyond,we believe influencer marketing isprimed to shift further into the limelight across Asia. Despite Asia's social commerce leadership, influencer investments remains significantly below what we would expect to beoptimal levels. For instance, to achieve parity with the US's 6.8% share of social commerce, Asian investment into influencerswould have to increase nearly tenfold – from $6 billion currently to $54 billion. Thisreport follows upon the analysis and thinking Totemoutlinedin its 2024 report on global“Rise of SocialCommerce,”so readers are encouraged to read both reportstogether - as a way of putting influencer marketing in context. Thanksto Ayaz Akhtar and the team at Rakuten InsightGlobal for their profound contributions to this report.Theconsumer survey of 3,813 people across seven countries (byRakuten Insight) forms the core of this report, and providedthe evidence, insights for key questions. The consumer surveycoupledwith Totem’s survey of regional brand leaders isaimed at providing a comprehensive view on trends. As platform trust, product quality, and user experience improve, audiences will more fully embrace social commerce andinfluencer marketing as a new mode for marketing. Organizations investing now in genuine community relationships andinfluencer partnerships will establish compounding competitive advantages, while those delaying risk falling behind. Fallingbehind in Asia’s dynamic, future-forward markets is easy to do (China serves as a good example of this). Chris BakerFounder, Totem 3 2 OVERVIEW DEMOGRAPHICS & MARKETS SURVEY HIGHLIGHTS 10 KEY LEARNINGS 4LIVESTREAM COMMERCE STATUS MATTERS25NICHE-DOWN, SCALE-UP27COUNTRIES VARY GREATLY29MARKETPLACES SURGE32KOLS MOVE THE FLYWHEEL34AFFILIATE FEES COUNT37 METHODOLOGY14ENTHUSIASM MAPPING15CHANNELS16INFLUENCERS: SIZE, PROFILE20CATEGORY INSIGHTS21 CONSUMER INSIGHTS39BRAND & MEDIA STRATEGIES44 GENZ ARE DRIVING CHANGE48COUNTRY COMPARISONS55 WHY INFLUENCERS, WHY NOW5INFLUENCERS X SOCIAL COMMERCE9 INFLUENCERMARKETING IN ASIA WHY ARE WE FOCUSED ON THIS RIGHT NOW? Influencers continue to be a mainstay of the Asia marketing playbook. And in the current context where brands are looking to drive gains throughsocial commerce, boost DTC with private traffic and become more cost effective (eg. cutting agency,