Influencer Advertising - Taiwan | Statista Market Forecast

Ad spending in the Influencer Advertising market in Taiwan is forecasted to reach US$213.90m in 2024.
The expected annual growth rate (CAGR 2024-2030) for ad spending is 7.79%, leading to a projected market volume of US$335.50m by 2030.
The average ad spending per internet user in the Influencer Advertising market in Taiwan is projected to be US$10.33 in 2024.
When compared globally, the highest ad spending is anticipated China, amounting to US$19.16bn in 2024.
In Taiwan, Influencer Advertising is rapidly growing, with brands leveraging local influencers to reach targeted audiences and enhance brand engagement.

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 Taiwan is experiencing significant growth and development.

Customer preferences: In recent years, there has been a shift in customer preferences towards influencer advertising in Taiwan. Consumers are increasingly relying on recommendations and endorsements from influencers to make purchasing decisions. This is due to the rise of social media platforms and the increasing popularity of influencers who have a large following and engage with their audience on a personal level. Customers are more likely to trust the recommendations of influencers they follow, as they perceive them to be more authentic and relatable compared to traditional advertising methods.

Trends in the market: One of the key trends in the Influencer Advertising market in Taiwan is the rise of micro-influencers. These are individuals who have a smaller but highly engaged following. Brands are increasingly collaborating with micro-influencers as they are seen as more niche and can provide targeted exposure to specific demographics. This trend is driven by the desire for more authentic and relatable content, as micro-influencers are often seen as more genuine and trustworthy compared to larger influencers who may have more sponsored content. Another trend in the market is the diversification of influencer platforms. While Instagram remains the most popular platform for influencer advertising in Taiwan, there has been a growing presence of influencers on other platforms such as YouTube and TikTok. This is driven by the changing preferences of consumers, who are seeking different types of content and engagement from influencers. Brands are adapting to these trends by diversifying their influencer marketing strategies and collaborating with influencers across multiple platforms to reach a wider audience.

Local special circumstances: Taiwan has a highly connected and tech-savvy population, with a high internet penetration rate and strong social media usage. This makes it an ideal market for influencer advertising, as consumers are actively engaged on social media platforms and are receptive to influencer content. Additionally, Taiwanese consumers are known for their interest in fashion, beauty, and lifestyle products, which are popular categories for influencer collaborations. This creates a favorable environment for brands to leverage influencer advertising to reach their target audience in Taiwan.

Underlying macroeconomic factors: The Influencer Advertising market in Taiwan is also influenced by macroeconomic factors. Taiwan has a strong economy and a growing middle class, which has led to increased consumer spending power. This has created opportunities for brands to invest in influencer advertising as a way to reach and engage with consumers. Additionally, the government in Taiwan has been supportive of the influencer industry, providing tax incentives and regulations to promote its growth. These factors have contributed to the development and expansion of the Influencer Advertising market in Taiwan.

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.