Influencer Advertising - Cambodia

Ad spending in the Influencer Advertising market in Cambodia is forecasted to reach US$5.29m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 7.82%, leading to a projected market volume of US$8.31m by 2030.
The average ad spending per internet user in the Influencer Advertising market is expected to be US$0.54 in 2024.
When compared globally, China is anticipated to have the highest ad spending with US$19.16bn in 2024.
In Cambodia, Influencer Advertising is gaining traction among brands seeking to tap into the country's growing social media-savvy population for targeted marketing campaigns.

Definition:
Influencer Advertising refers to advertising that allows marketers to promote products or services by collaborating with influencers on social media. Influencer Advertising allows marketers to reach targeted audiences based on the influencer’s performance and their follower profiles; they also have the ability to measure the performance of campaigns. Influencer Advertising refers to all advertising fees paid directly to influencers (or to their person of trust or representative) for posting or streaming sponsored content (e.g., posts, videos, and/or stories) on social media to promote products or services to their followers. This sponsored content typically includes images, videos, live streams, and/or text.

Additional information:
Influencer Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Advertising spending paid directly to influencers to post sponsored content

The values of giveaway products as well as services that influencers receive in exchange for reviews, mentions, or giveaways for their followers
Advertising spending allocated to paid social media campaigns to boost content
Affiliate commissions, i.e., the commissions that are paid to influencers when someone makes a purchase based on their content or links
Gross merchandise volume (GMV) of transactions from sponsored posts or live streams

The Influencer Advertising market in Cambodia has experienced significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Cambodian customers are increasingly turning to social media platforms for entertainment, information, and inspiration. This has created a demand for authentic and relatable content, leading to the rise of influencer marketing. Customers are more likely to trust recommendations from influencers they follow, making influencer advertising an effective way for brands to reach their target audience.

Trends in the market: One of the key trends in the Influencer Advertising market in Cambodia is the growing popularity of micro-influencers. These are influencers with a smaller but highly engaged audience. Brands are realizing that micro-influencers can have a more targeted reach and higher engagement rates compared to macro-influencers. This trend is driven by the desire for more personalized and niche content among Cambodian consumers. Another trend in the market is the increasing use of video content. Video-based platforms such as YouTube and TikTok are gaining popularity in Cambodia, and influencers are leveraging these platforms to create engaging and entertaining content. Brands are recognizing the power of video in capturing the attention of Cambodian consumers and are partnering with influencers to create video campaigns.

Local special circumstances: Cambodia has a young population with a high internet penetration rate. This makes it an attractive market for influencer advertising, as young Cambodians are active on social media platforms and are receptive to influencer content. Additionally, the cost of influencer advertising in Cambodia is relatively lower compared to more developed markets, making it an affordable option for brands.

Underlying macroeconomic factors: Cambodia has been experiencing steady economic growth in recent years, leading to an increase in disposable income among its population. This has resulted in higher consumer spending, including on products and services endorsed by influencers. Furthermore, the rapid urbanization and modernization of Cambodia have created a conducive environment for influencer advertising, as consumers are increasingly exposed to new products and brands. In conclusion, the Influencer Advertising market in Cambodia is developing rapidly due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Brands are recognizing the effectiveness of influencer marketing in reaching the Cambodian audience, and influencers are leveraging platforms like YouTube and TikTok to create engaging content. With a young and internet-savvy population, Cambodia presents a promising market for influencer advertising.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Influencer marketing has become one of the most popular and effective forms of online marketing. With millions of internet users browsing social media platforms for entertainment, inspiration, and product recommendations daily, it is no surprise that marketers are harnessing the power of social media’s most recognizable faces for promotion. The global influencer marketing market value stood at 21.1 billion U.S. dollars as of 2023, having more than tripled since 2019. As influencer endorsement continues to mature as an industry, the size and value of influencer marketing platforms also continue to expand every year, making collaborations between brands and creators more profitable than ever.