2025亚洲网红营销调查与报告

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). collaborative interactions rather than advertising interruption. Consumers increasingly seek genuine connections and peervalidation throughout their purchase journey, fundamentally altering brand engagement strategies. prioritize 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). 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. Influencer marketing has been a large part of Totem’s work, set 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 direct practice 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. would have to increase nearly tenfold – from $6 billion currently to $54 billion.As platform trust, product quality, and user experience improve, audiences will more fully embrace social commerce and together - 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.The Rakuten 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. influencer 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). 3 2 10 KEY LEARNINGS OVERVIEW DEMOGRAPHICS & MARKETS 4LIVESTREAM COMMERCE SURVEY HIGHLIGHTS INFLUENCERS X SOCIAL COMMERCE9 INFLUENCERMARKETING IN ASIA WHY ARE WE FOCUSED ON THIS RIGHT NOW? INFLUENCERS AS SILVER BULLETS BRANDS ARE TURNING TO INFLUENCERS TO SOLVE AN ARRAY OF ISSUES IN 2025 WHY IT MATTERS IN 2025INFLUENCER MARKETING IN ASIA The reasons we are researching influencer marketingin Asia. Why it’s important for brands in 2025. from media owners to KOLs …while gettingMCN (‘multi-channel network’) effects. media/reach to audiences, and improvedconsideration/sales impact. take advantage of potential gains frominfluencer/affiliate sales. branded content and respond more quicklyand efficiently to localization needs. Global influencer marketing spend inBILLION(USD) 2025, according to Statista. THE GROWTH,PROMISE ANDPOTENTIAL OFINFLUENCER The growth rate between 2024 and2025, for global spending on influencermarketing.Per Marketing Hub’s 2024 Influencer Report Influencer marketing spend ROI outpacessearch ads ($4-5/dollar spent) and social ads.6.5086% from a brand or influencer. 46% of Asia’s GenZhave bought from a livestream sale. INFLUENCERS ARE A MAJOR CONTRIBUTOR TO THEGROWTH OF SOCIAL COMMERCE. LESSONS FROM CHINA SUGGEST THAT SOCIALCOMMERCE WILL CONTINUE TO EXPAND RAPIDLYACROSS MOST OF ASIA. INFLUENCER MARKETING livestream revenue is still very low - particularly in Asia. Influencerspend in the US is a 6.8% share of the $80 Billion in social commerceGMV. In Asia, influencer spend is only 0.75% of the $800 Billion in socialcommerce GMV. To reach the 6.8% level of the US, influencer spend in Influencers operate across channels,providing a critical link between brands andaudiences - elevating the connectionbeyond individual media, forums and chats. 25 years ago, it was editors and experts whohelped review, model/demo