Influencer Advertising - Eastern Asia

Ad spending in the Influencer Advertising market in Eastern Asia is forecasted to reach US$20.68bn in 2024.
The market is expected to exhibit an annual growth rate (CAGR 2024-2030) of 9.96%, leading to a projected market volume of US$36.54bn by 2030.
The average ad spending per internet user in the Influencer Advertising market is projected to be US$14.74 in 2024.
When compared globally, China is anticipated to generate the highest ad spending, amounting to US$19.16bn in 2024.
Influencer Advertising in South Korea experiences a surge in demand, with brands leveraging K-pop idols and beauty influencers for targeted 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 Eastern Asia is experiencing significant growth and development.

Customer preferences: Influencer Advertising has become increasingly popular among consumers in Eastern Asia. This can be attributed to several factors. Firstly, social media platforms are widely used in this region, with a large number of people actively engaging with influencers and their content. Consumers in Eastern Asia have shown a strong interest in following and engaging with influencers who promote products and services that align with their interests and values. Additionally, there is a growing trend of consumers seeking authentic and relatable content, and influencers are seen as trustworthy sources of information and recommendations.

Trends in the market: One of the key trends in the Influencer Advertising market in Eastern Asia is the rise of micro-influencers. These are individuals with a smaller following compared to traditional influencers, but they have a highly engaged audience and are seen as more relatable and trustworthy. Brands in Eastern Asia are increasingly collaborating with micro-influencers to reach niche markets and target specific demographics. This trend is driven by the desire for more targeted and personalized advertising campaigns. Another trend in the market is the growing use of live streaming as a marketing tool. Live streaming platforms have gained immense popularity in Eastern Asia, with millions of users tuning in to watch live broadcasts. Influencers are leveraging this trend by partnering with brands to promote products and services through live streams. This form of advertising allows for real-time interaction with viewers, creating a sense of urgency and excitement around the promoted products.

Local special circumstances: Eastern Asia is home to some of the world's largest e-commerce markets, such as China and Japan. The rise of e-commerce has provided a significant boost to the Influencer Advertising market in this region. Consumers in Eastern Asia are increasingly turning to online shopping, and influencers play a crucial role in driving purchasing decisions. With their large and loyal following, influencers have the ability to influence consumer behavior and drive sales for brands.

Underlying macroeconomic factors: The growing middle class in Eastern Asia has contributed to the development of the Influencer Advertising market. As disposable incomes rise, consumers in this region are spending more on discretionary items, including fashion, beauty, and lifestyle products. Influencers are seen as trendsetters and opinion leaders, making them influential in shaping consumer preferences and purchasing decisions. Furthermore, the rapid technological advancements and increasing internet penetration in Eastern Asia have created a favorable environment for the growth of the Influencer Advertising market. With more people gaining access to the internet and social media platforms, the reach and impact of influencer marketing have expanded significantly. In conclusion, the Influencer Advertising market in Eastern Asia is thriving due to customer preferences for authentic and relatable content, the rise of micro-influencers, the use of live streaming as a marketing tool, the growth of e-commerce, the increasing middle class, and technological advancements. These factors have created a fertile ground for influencer marketing to flourish in this region.

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.