Top 11 Influencer Marketing Trends in Asia in 2022

Top 11 Influencer Marketing Campaigns in Asia in 2022

The Asia-Pacific region is one of the fastest-growing market in the world. Global brands are racing to expand in Asia, and advertisers need to be aware of the local marketing strategies to keep up with the established business giants. The dominating advertising trend in Asia, and the rest of the world, is influencer marketing.

The influencer marketing global market size has continued to be in an upward trajectory since year 2016, which will most probably continue in the upcoming years. You may wonder, why is influencer marketing so popular in the Asia Pacific? Influencers offer something that others cannot—influencers provide brands with the unique opportunity of leveraging on their name, follower base, fostered trust, and authentic relationship with their audience which were all built through the years.

Influencer Marketing Global Market Size

Influencers in Asia are from all shapes and sizes. You may find influencers across various platforms, from TikTok, YouTube, to Instagram. You will also find them varying in niche, from tech, gaming, beauty, crypto, to health and fitness. Whatever product or service you may offer, and whatever target audience you have in mind, a perfect influencer in Asia exists for you to work with.

With many different countries and cultures in Asia, you may wonder what the top influencer marketing trends in the region are.

In this list, we collated the top 11 trends that can be observed in the influencer marketing landscape in Asia. If you want to gain insight on how to expand your business in this area, get your paper and pen, and take some notes!

Top 11 Influencer Marketing Trends in Asia ⬇️

  1. Content Creators with Clear Niche

  2. Influencer Marketing Platforms and Full-Service Agencies

  3. Video Content Marketing

  4. More Genuine Creators

  5. Engagement is the King

  6. Long Term Relationship With Influencers

  7. Data Based Campaign

  8. Nano and Micro Influencers

  9. Sponsored Posts by TikTok Creators

  10. Instagram Sponsored Post

  11. The Rise of Social Commerce

1. Content Creators with Clear Niche

Brands are more interested in working with influencers who fit their brand values.

Partnering with the same niche influencer is more effective because the sponsored content feels more authentic. The authentic content will gain audiences' trust, which will result to better conversions and organic spread.

In this video, a famous travel influencer in Indonesia, Backpacker Tampan, promotes DJI Air 2S by sharing a compilation videos of his travel journey in Bali and Turkey. Can you think of a better way to promote a drone than demonstrating stunning videos filmed with it?

2. Influencer Marketing Platforms and Full-Service Agencies

Traditional influencer marketing agencies who run campaigns manually on primarily excel sheets are gradually losing brand interest. Brands are now looking into using influencer platforms and full-service agencies as the main instrument to manage their campaigns.

In 2022, brands will need more help from influencer platforms and full-service agencies to make campaign process more automated and accessible. Technology and full-service solutions allow brands to optimize the influencer marketing process, increase efficiency, and get ROI.

A perfect example of this is the DIA PICK: influencer marketing platform from Korean creative agency DIA TV. DIA PICK allows brands to search thousands of Korean YouTube creators and sort them by audience data based on geography, age and gender.

3. Video Content Marketing

Digital infrastructure, quality, and speed are improving fast in Asia. Combining it with hundreds of millions of internet users creates an excellent opportunity for video content marketing.

Working together with influencers can produce some of the best and most creative video contents you can imagine. Natural influencer videos create a more powerful connection than scripted ones. In addition, influencers already have devoted audience waiting for new videos on YouTube, Instagram and TikTok.

In the YouTube example above, Korean creator Jella hosted a full length reality show "Bed on The Beach" that is benchmarking Netflix's hits "Too Hot to Handle" and "Singe's Inferno". It demonstrates that influencer video content is constantly improving, from short TikTok dance videos to full length reality shows on YouTube. It is a perfect spot for brand product placement.

4. More Genuine Creators

To be a genuine influencer, one needs to have interest in a particular topic, and specialize in the subjects surrounding it. This means solely having thousands of followers is no longer the only measure for affiliation offers. This trend has been picking up pace during 2021, and 2022 will see this trend becoming more popular in Asia.

Data indicates that genuine creators contribute more value to brands than general content creators when it comes to conversions. What genuine creators do best is promoting brands by telling a real story.

In this Instagram post, Cadbury collaborated with Jeff Ong, a Filipino Instagram influencer, to share his valentine's date story of going to a concert with his girlfriend by purchasing a Cadbury as the ticket.

5. Engagement is the King

The popular opinion is that number of followers means more influence. However, it has been proven that influencers with higher engagement rates are better when calculating Return on Investment (ROI).

Influencers with high engagement rates can influence their audience effectively because their fans are more likely to act on the information. It can be both mega and micro influencers. What matters is that influencer audience would actively like and comment shared content.

For example, K-pop sensation Lisa from Blackpink is the brand ambassador of luxury fashion brand Celine. Lisa constantly wears Celine in public, and often showcases brand apparel on her Instagram account. The reason why Celine partnered with Lisa is not because of her 70 million Instagram followers, but because of Lisa's ability to keep her engagement rate at over 10% consistently.

6. Long Term Relationship With Influencers

In 2022, it is essential to establish a long-lasting relationship with influencers to achieve greater ROI. Consumers can identify short-term influencer campaigns and tend to ignore one-time contents. Thus, brands have shifted their focus to create more content with fewer influencers.

An example of this are brands creating influencer communities and ambassador programs to nurture long-term partnerships, and to inspire brand loyalty.

7. Data Based Campaign

Consumers in Asia are the most active social media users in the world. This means enormous loads of data are generated daily.

Advanced analytics and big data present a substantial way of organizing data loads to gain valuable insights. This data will then put the groundwork for generating campaigns customized according to the target audience's values. This is particularly useful in countries where omnichannel marketing strategies are heavily applied, such as in China and Indonesia.

Big data can help to accurately target individuals based on their likes, dislikes, emotions, hobbies, interests, and much more. This is very beneficial in generating personalized content to create unique brand experiences for customers.

Coca-Cola is one of the brands that implement a data-based campaign. In the video above, Coca-Cola partnered with a local Indonesian influencer to create a vlog where consumers can get a personalized Coca-Cola packaging. Imagine seeing an advertisement with your name on it!

8. Nano and Micro Influencers

Nano and Micro Influencers

Nano-influencers and micro-influencers are the new favorite stars of the Asia influencer marketing scene.

Nano-influencers are individuals with less than 1,000 followers on social media platforms, while micro-influencers have less than 10,000 followers. These influencers post quality content for their audience to see. Their contents can be found everywhere on social media, like on YouTube, Instagram and TikTok.

Micro-influencers are receiving the most brand deals in Asia (38%). It is a cost-effective way for medium-sized brands to do influencer marketing. Working with micro-influencers requires more time and effort, however it also offers opportunities for price negotiations.

9. Sponsored Posts by TikTok Creators

Sponsored posts by TikTok creators

TikTok is taking over Asia as a leading social media platform and marketing tool. More and more influencers have been using TikTok to generate awareness of products among the general public.

TikTok sponsored posts focus on people who use TikTok, generally to connect with friends and get entertained by short videos.

In the TikTok sample video, Indianadap, a famous beauty influencer in Indonesia, collaborated with SK-II PITERA to create a sponsored video post reviewing Street Art Limited Edition gift box and Furoshiki wrap!

10. Instagram Sponsored Post

Instagram sponsored posts are still relevant in 2022, especially in Asia. Instagram is a leading content platform in countries such as Malaysia and Singapore, even overtaking YouTube.

Instagram is centered on storytelling through visual content. This strategy has been proven effective for countries in Asia whose population rely heavily on good imagery. Instagram may be not as popular in other regions, but it sure is effective in this continent.

11. The Rise of Social Commerce

The power of influencers is undeniable. Influencer marketing has gone global and it is no longer limited to the digital sphere. Brands are getting more thoughtful about utilizing this powerful tool, and social commerce is one of the most effective ways to do that.

Marketers are finding that leveraging influencers for their social commerce strategies can be a game-changer. They see brands like Topshop taking over shoppers’ Instagram feeds with shoppable posts, which increases conversions and generates a better ROI.

Shoppable posts created by an influencer allow consumers to click on the product to buy it without leaving the post or video page. The shoppable post can also tell viewers where to find the product online and how much it costs to buy it. Shoppable videos enable viewers to scroll over items and click on them for more information.

Influencers have long been a crucial part of marketing plans, but now they're offering value in a new way, thanks to the rise of social commerce.


To stay ahead of competitors, brands need a marketing strategy that considers new trends and technological innovations. Influencer marketing is one of the leading marketing trends in Asia which can guarantee brand success in expansion.

There are many opportunities for brands to leverage influencers to reach their target audience. Smart marketers, however, would still read on the most popular trends in the region before devising their campaigns.

In this list, we discovered how influencer marketing is done across Asia. We hope this list has given you rich insights on how to successfully create a campaign in this region.

To read more on Asia marketing trends, check this list of Top 7 Social Media Trends in Asia in 2022. If you'd like to know more about advertising and marketing in Asia Pacific, check the AJ Marketing Blog.

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