In the second quarter of 2024, major brands from food and beverage industry in Hong Kong diversify their influencers(KOL) marketing choices. Notably, most brands, apart from Kronenbourg 1664 and Watson's Water, showed less interest in collaborating with top-tier influencers. Vita Family allocated about 31 percent of its influencer spending on micro and nano influencers.
Distribution of influencer spending of leading food and beverage brands in Hong Kong in 2nd quarter 2024, by influencer tier
Figures of micro and nano influencer tiers have been combined for better understanding.
According to the source, influencers are classified into four tiers according to the number of followers as follows:
Top influencers: above 1 million followers;
Macro influencers: 100,000 to 1 million followers;
Mid-tier influencers: 30,000 to 100,000 followers;
Micro-influencers: 10,000 to 30,000 followers;
Nano influencers: 1,000 to 10,000 followers.
According to the source, the marketing spending was based on a comprehensive analysis of various influencer content from photo posts to Instagram Reels and video posts.
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IAB Hong Kong, & Cloudbreakr. (July 30, 2024). Distribution of influencer spending of leading food and beverage brands in Hong Kong in 2nd quarter 2024, by influencer tier [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1536802/hong-kong-food-and-beverage-brands-influencer-spending-distribution-by-influencer-tier/
IAB Hong Kong, und Cloudbreakr. "Distribution of influencer spending of leading food and beverage brands in Hong Kong in 2nd quarter 2024, by influencer tier." Chart. July 30, 2024. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1536802/hong-kong-food-and-beverage-brands-influencer-spending-distribution-by-influencer-tier/
IAB Hong Kong, Cloudbreakr. (2024). Distribution of influencer spending of leading food and beverage brands in Hong Kong in 2nd quarter 2024, by influencer tier. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1536802/hong-kong-food-and-beverage-brands-influencer-spending-distribution-by-influencer-tier/
IAB Hong Kong, and Cloudbreakr. "Distribution of Influencer Spending of Leading Food and Beverage Brands in Hong Kong in 2nd Quarter 2024, by Influencer Tier." Statista, Statista Inc., 30 Jul 2024, https://www.statista.com/statistics/1536802/hong-kong-food-and-beverage-brands-influencer-spending-distribution-by-influencer-tier/
IAB Hong Kong & Cloudbreakr, Distribution of influencer spending of leading food and beverage brands in Hong Kong in 2nd quarter 2024, by influencer tier Statista, https://www.statista.com/statistics/1536802/hong-kong-food-and-beverage-brands-influencer-spending-distribution-by-influencer-tier/ (last visited December 22, 2024)
Distribution of influencer spending of leading food and beverage brands in Hong Kong in 2nd quarter 2024, by influencer tier [Graph], IAB Hong Kong, & Cloudbreakr, July 30, 2024. [Online]. Available: https://www.statista.com/statistics/1536802/hong-kong-food-and-beverage-brands-influencer-spending-distribution-by-influencer-tier/
