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1、The Power of InfluenceE-commerce Influencer Marketing in Southeast AsiaSECTOR REPORT|20232023Report bySponsored byWhy we wrote this reportThis is an important moment for e-commerce in Southeast Asia.The market has evolved from breakneck early growth to a new phase of maturity,requiring brands and re
2、tailers to work harder than ever to stand out and succeed.The e-commerce landscape is also shifting rapidly,with new channels,platforms,brands,and consumer expectations emerging across the region.We decided to look at influencer marketing against this backdrop.While influencer marketing has been par
3、t of e-commerce marketing for years,it has often struggled to rise above tactical pay-and-pray sponsored engagements and affiliate campaigns.But what if it could be more than that?For this report we surveyed thousands of consumers across Southeast Asia to better understand how they consume influence
4、r content,and we spoke with more than a dozen brand marketing leaders and influencers to better understand their challenges and best practices.One thing is clear:Influencer marketing can be a differentiator today and will likely only get more important for e-commerce in the coming years.We have gath
5、ered all our findings in this report,made available for free with the kind support of our sponsor,Happy reading,Cube AsiaTable of contents1Southeast Asias e-commerce economy and the role of influencer marketing62Southeast Asias influencer landscape and consumer attitudes towards influencers103Best p
6、ractices:How brands work with influencers for e-commerce184Sponsored section:How can help brands work better with influencers235Predictions:what is next for influencer marketing in Southeast Asia?286Country deep-dives:Insights for Singapore,Malaysia,Thailand,Indonesia,Vietnam,and the Philippines32x
7、xx x3Executive Summary:5 Quick FactsBrand engagements with influencers and creators are estimated to contribute US$11bn of direct e-commerce sales value in Southeast Asia in 2023,and more than twice that including transactions that cannot be accurately attributed to influencer marketing todayOPENING
8、 PAGESMore than 90%of Southeast Asian online shoppers1actively follow influencers online,and more than 80%have previously purchased a product because it was recommended by one;authenticity ranks as the#1 factor in deciding which influencers to follow onlineSoutheast Asias influencer landscape is as
9、diverse and localized as it is vibrant;more than 80%of the top influencers2in each market are locals,and there are almost no instances of influencers from the region gaining significant traction outside theirhome countryAmong Southeast Asian consumers,purchase recommendation power from influencers a
10、nd celebrities increases in proportion with following size;Mega influencers with more than 1 million followers hold the most sway across the region also more than traditional celebritiesInfluencer marketing is a significant revenue driver for e-commerceConsumers trust influencers and act on their ge
11、nuinerecommendationsRegional success requires a tailored approach for every marketTop influencers hold greater recommendation power than celebritiesLive selling is reaching significant scale and professionalizing rapidly1:Surveyed,n=2,300 2:As defined by purchase recommendation powerLive selling has
12、 been a niche in Southeast Asia e-commerce for years but is finally reaching critical scale,complete with celebrity mega sellers;the biggest live sellers,like celebrity actor Raffi Ahmad in Indonesia and singer Rosmar in the Philippines,now generate up to US$500k per streaming session3x x4Methodolog
13、y and definitionsThis research report is based on thorough primary and secondary research from quantitative and qualitative sources,conducted during August and September 2023 Online consumer survey on sentiments towards influencers and marketingSingapore(n=300),Indonesia(n=400),Thailand(n=400),Vietn
14、am(n=400),Malaysia(n=400),the Philippines(n=400),total n=2,300 Online consumer survey on sentiments towards different types of online marketing and adblockersSingapore(n=150),Indonesia(n=150),total n=300 Survey of 10 brand and e-commerce leaders in Southeast Asia about influencer marketing and e-com
15、merce In-depth interviews with 3 brand and e-commerce leaders In-depth interviews with popular live sellers and influencers Southeast Asia e-commerce market data from Cube AsiaResearch methodologyKey definitionsSoutheast Asia6 markets;Singapore,Malaysia,Thailand,Vietnam,Indonesia and the Philippines
16、Formal e-commerceOnline business-to-consumer trade of physical goods with use of an online payment gatewayNet Merchandise Value(NMV)Total online transaction value(Gross Merchandise Value)excluding cancelled and returned orders4OPENING PAGESSource:Cube Asiax x5Defining influencers and influencer mark
17、etingInfluencers are individuals who have established credibility and a sizeable audience on social media platforms like Instagram,YouTube,Snapchat,TikTok or other online channelsThey affect others buying habits by sharing some form of original,often sponsored,content on these platformsInfluencer ma
18、rketing is a type of digital marketing that involves endorsements and product placements by influencersIts objective spans the entire consumer journey,from building awarenessand influencing consideration to amplifying conversion and loyalty5OPENING PAGESSource:Cube Asiax xSoutheast Asias e-commerce
19、economy and the role of influencer marketingSECTION 1Southeast Asia e-commerce market size and projected growth outlookProjected impact of influencer marketing on e-commerce sales in Southeast AsiaEstimated marketing expenditure on influencer marketing for e-commerce6x x7e-commerce sales on formal c
20、hannels in Southeast Asia1were$105bn in 2022,and are projected to grow to$235bn by 2028Key Insights More than two-thirds of Southeast Asias e-commerce market is concentrated in Indonesia,Thailand and the Philippines The largest e-commerce categories in Southeast Asia are:Electronics&Appliances(30%of
21、 NMV)Fashion&Shoes(20%of NMV)Beauty&Personal Care(15%of NMV)2023%of NMV21:See definition on page 5 2:Net Merchandise Value,see definition on page 5 3:Forecast4:Most e-commerce platforms reported GMV estimates include cancellations and returns;these are excluded from the analysis in this reportSource
22、:Cube AsiaSoutheast Asia e-commerce sales(NMV)2,Formal channels,USD bn7SECTION 1 SOUTHEAST ASIAS E-COMMERCE ECONOMY AND THE ROLE OF INFLUENCER MARKETING$105bn$122bn$235bn2022$20 25bn2023F3$122bn2028F3$235bn9516%14%Cancellations and returns444%17%12%11%11%5%PHTHSGIDVNMYx x8Influencer marketing is a s
23、ignificant sales driver for e-commerce in Southeast Asia,directly contributing$11bn of NMV in 2023This evolution will be driven by several factors including;the rise of closed e-commerce ecosystems with high tracking ability(e.g.,TikTok Shop)gaining popularity of commission-based influencer campaign
24、s continued improvements in the performance tracking features of influencer marketing platforms95Contribution of influencer marketing on e-commerce sales Illustrative,2023 Total E-commerce122bnTotal online sales influenced by influencer marketing1924bnTrackable+Indirect impactEstimated value from aw
25、areness building,influencing considerations to amplifying conversion and loyalty.Directly attributed to influencer marketing11bnTrackableEstimated from various conversion-focused activities,e.g.,affiliate partnerships and campaigns with UTM product links.Prediction:By 2028,influencer marketing sales
26、 contribution andthe share of trackable sales impact will increase20239%16-20%:202813-17%18-22%:Source:Brand and e-commerce leader survey and interviews,desktop researchSECTION 1 SOUTHEAST ASIAS E-COMMERCE ECONOMY AND THE ROLE OF INFLUENCER MARKETINGx x9Fixed versus variable influencer feesFixed fee
27、s,such as those for a sponsored product review with specific,agreed-upon social collaterals,are the most common way to pay influencers;variable fees in the form of sales commissions are however becoming more common,especially on emerging channels like TikTok Shop that are heavily focused on immediat
28、e sales conversionMarketing expenditure on influencers will reach US$4bn in 2023Key Insights:The cost structure of influencer marketingThe role of agencies and platformsBrands work with influencers in several ways,including direct engagements and through partnerships with agencies and e-commerce pla
29、tforms;most brands combine several engagement models to reach their marketing objectivesLearn more about influencer engagement and payment models on page 21-22It can be challenging to accurately measure the full cost of influencer marketing because the cost of providing free products can be consider
30、able.Nutrition FactsInfluencer marketingInfluencer feesfixed fees,sales commission,travel expensesProduct sponsorship product cost,logistics handlingAgencies and enablersVarious service feesOther costsBeauty brand marketing leader60%25%10%5%1:Linked to e-commerce 2:Brand and e-commerce leader survey
31、Source:Brand and e-commerce leader survey and interviews,influencer interviews,desktop research9SECTION 1 SOUTHEAST ASIAS E-COMMERCE ECONOMY AND THE ROLE OF INFLUENCER MARKETING%of marketing expenditure,illustrativex xSoutheast Asias influencer landscape and consumer attitudes towards influencersSEC
32、TION 2Most popular social media platforms and time spent on influencer contentOverview of popular influencer archetypes and top influencers by marketInsights about the impact of influencer recommendations on consumer purchase behavior10 x x11YouTube and Facebook are the most popular social/content p
33、latforms in Southeast Asia;TikTok is#3 with high growth momentum YouTube and Facebook are the most popularsocial media platforms in Southeast Asia,butTikTok,which has only been available in the region for a few years,is closing in on them In Thailand,Vietnam and Philippines,Facebook continues to lea
34、d as the most popular platform TikTok,while relatively new,has already secured the second spot in the Philippines and is a strong contender for the second position in Indonesia and Vietnam;this underscores the growing significance for brands to consider expanding their reach on TikTokTHIDSEAVNPHMY S
35、GKey InsightsQ:“Which of the following social media and content platforms do you currently use?”%of respondents,n=2,30086%76%93%98%92%83%75%87%91%91%96%78%84%81%82%86%85%90%81%79%68%70%91%67%68%62%71%61%47%58%57%44%38%45%37%23%30%19%18%17%25%35%Source:Southeast Asia consumer survey,n=2,30011SECTION
36、2 SOUTHEAST ASIAS INFLUENCER LANDSCAPE AND CONSUMER ATTITUDES TOWARDS INFLUENCERSx x12Consumers follow different accounts on social media platforms;browsing on YouTube,X(Twitter)and TikTok is most oriented towards influencersAccording to survey respondents,roughly one-third of social media browsing
37、is devoted to Influencer&Celebrity accountsKey InsightQ:“What kind of accounts do you consume the most content from on your favourite social media platforms?”Survey respondent allocation of 100 time units for each social media platformFriends&Family41%32%24%19%23%23%Brands&Retailers15%15%18%15%14%17
38、%Other Organizations11%10%11%13%13%24%Other Individuals12%13%16%15%15%16%Influencers&Celebrities20%29%31%39%35%19%12Source:Southeast Asia consumer survey,n=2,300SECTION 2 SOUTHEAST ASIAS INFLUENCER LANDSCAPE AND CONSUMER ATTITUDES TOWARDS INFLUENCERSx x13Especially suitable forProduct/services that
39、require a high degree of consideration,like electronicsReaching a large audience and building instant credibilityDelivering emotional messages and communicating brand ethosCreating authentic impact and high engagementCampaigns on content-heavy platforms like Instagram and TikTokMega influencers1mn f
40、ollowersMacro100k-1mn followersMicro 10k-100k followersNano1k-10k followersPossess deep knowledge or expertise on a specific subject or product category;brands collaborate with them for key product launches and for building credibility for specific product or servicesAre mostly public figures with h
41、igh credibility and influence;brands collaborate with them to gain reach and brand awarenessTend to be passionate about a cause or topic and inspirational in delivering messages and creating purpose;brands use them to promote social,environmental and other causesCreate visually attractive content th
42、at followers find inspiring and pleasing especially suitable for brands in the beauty,fashion and lifestyle categoriesSoutheast Asia has a diverse landscape of influencer archetypes;each has their own set of traits and advantagesThe ExpertThe CelebrityThe CampaignerThe CreativeInfluencer segments(by
43、 follower count)Are relatable and approachable;brands collaborate with them for personalized content,creating community and building trust with high engagementXXXXXThe FriendInfluencer archetypesSource:Brand and e-commerce leader survey and interviews,influencer interviews,expert interviewsSECTION 2
44、 SOUTHEAST ASIAS INFLUENCER LANDSCAPE AND CONSUMER ATTITUDES TOWARDS INFLUENCERSx x14Survival BuilderNas Daily10.8M4.4M6.7MSINGAPORE36.1M71.7MRia RicisRaffi Ahmad and Nagita Slavina40.6MAlieff IrfanSiti Nurhaliza TarudinEbit Lew5M9.1M6.8MMALAYSIALike Nastya VNMDao Le Phuong Hoa18M15.2MVIETNAMWinmeta
45、winKikk14.5M8.5MTHAILANDINDONESIAIvana AlawiAnne CurtisRosmar16.8M19.5M17.3MPHILIPPINESIndonesia has 167M active social media users,the highest inthe regionSource:DataReportal,desktop researchThere are mega influencers with several million followers in all Southeast Asian countries;they are generall
46、y only popular in their home country and focus on 1-2 platformsList of top influencers by country,illustrativeSECTION 2 SOUTHEAST ASIAS INFLUENCER LANDSCAPE AND CONSUMER ATTITUDES TOWARDS INFLUENCERSx x15Consumers are however not monogamous;most actively follow several influencers and seek different
47、 kinds of inspiration and entertainment58%6%35%23%12%6%5%13%01-1011-2021-3031-4041-5050+15Q:“How many influencers do you follow and regularly consume content from?”%of respondentsQ:“Why do you consume content from influencers and celebrities online?”%of respondentsEntertainmentLifestyleBuying recomm
48、endationLearn new things82%62%50%59%7%Do not consumeSource:Southeast Asia consumer survey,n=2,300SECTION 2 SOUTHEAST ASIAS INFLUENCER LANDSCAPE AND CONSUMER ATTITUDES TOWARDS INFLUENCERSx x16More than 80%of consumers in SEA have made purchases due to an influencer recommendation;beauty and fashion a
49、re the top categories1:Travel(flight,hotel and other)2:Financial services(bank,credit card,others)3:Media(Music/video streaming,others)Source:Southeast Asia consumer survey,n=2,300Q:“Have you ever purchased a product or service because it was recommended by an influencer or a celebrity?”%of responde
50、nts,n=2,316Q:“Which category/categories of products have you purchased because it was recommended by an influencer or a celebrity?”%of respondents,n=1,888NoYes82%18%67%61%37%42%19%17%28%Beauty productsFashion and shoesElectronicsGroceries and foodTravel1Financial Services2Media3“I wanted to try MrBe
51、astschocolate brand because it looked good”(SG)“Lionel Messi inspired me to buy Adidas shoes”(MY)“I got inspired to try SK-II skincare by Zoe Tay”(SG)16SECTION 2 SOUTHEAST ASIAS INFLUENCER LANDSCAPE AND CONSUMER ATTITUDES TOWARDS INFLUENCERSx x17SGTHVNIDPHMY56%2Not all influencers are equal;Southeas
52、t Asian consumers trust mega influencers product and service recommendations the most Mega influencers(with 1mn followers)are the most trusted group across Southeast Asia,beating even star actors and musicians.Purchase recommendation power correlates with influencer audience size across the region;V
53、ietnam has the starkest gap between mega and nano influencers might The overall purchase recommendation power of influencers and celebrities also varies by market;When combining the scores of all influencer tiers by market(chart below),Thailand and Vietnam stand out for their high purchase recommend
54、ation power while Malaysia and Singapore trail behindKey Insights57%62%56%59%51%49%CelebritiesFamous from TV/movies/etcMega influencers1mn followersMacro influencers100k-1mn followersMicro influencers10k-100k followersNano influencers1k-10k followers73%63%71%63%76%67%54%55%49%45%47%37%30%36%Q:“How d
55、o product recommendations by influencers that you follow online affect your purchase decisions and habits?”%survey respondents indicating“Positive”or“Very positive”1,n=2,300Southeast AsiaVietnamSingapore53%17SECTION 2 SOUTHEAST ASIAS INFLUENCER LANDSCAPE AND CONSUMER ATTITUDES TOWARDS INFLUENCERS1:F
56、ull wording:“Positive-makes me more likely to buy the product/service”,“Very positive-makes me much more likely to buy the product/service”2:SEA averageSource:Southeast Asia consumer survey n=2,300 x xBest practices:How brands work with influencers for e-commerce in Southeast AsiaSECTION 3Influencer
57、 marketing landscape mapOverview of popular influencer engagement models and their pros and consIntroduction to common influencer marketing payment models and their outlook18x x19Landscape map:Southeast Asia has a robust influencer marketing ecosystem,allowing online sellers to work with influencers
58、 directly or through enablers Successful execution of influencer marketing requires brands to master a long list of capabilities spanning from performance tracking,optimisation,contracting and payments to influencer discoveryKey Insights Brands in Southeast Asia solve these tasks in different ways;s
59、ome handle everything in-house while others outsource end-to-end campaign management to agencies;most fall somewhere in betweenBrandsEnablersInfluencer AgenciesProvide high-touch,end-to-end influencer campaign managementInfluencer NetworksProvide access to groups of influencers and creatorsInfluence
60、rsChannelsConsumersInfluencer PlatformsHelp sellers automate,streamline and scale influencer contracting,payments,engagement and trackingSellers include incumbent and indie brands of all sizes19SECTION 3 HOW BRANDS WORK WITH INFLUENCERS FOR E-COMMERCE IN SOUTHEAST ASIASource:Brand and e-commerce lea
61、der survey and interviews,influencer interviews,expert interviewsBrand dotcomx x20Influencer marketing can be utilized for a wide range of marketing objectives;there are best practice strategies for all parts of the funnelBest Practice(illustrative.)Pros and ConsUpper FunnelDiscovery/AwarenessWider
62、AudienceMiddle FunnelAwareness/ConsiderationPotential customersLower FunnelConsideration/ConversionCustomersLoopAdvocates/Re-EngageExisting customersPartner with influencers with a large following and high engagement rates to increase visibilityReach broad audiences beyond usual potential customersH
63、ard to quantify impact towards conversion and attribute resultsPartner with influencers who are more aligned with brand values and create content specific to certain product/collectionsPersonalization of content with more curated content for the brandCan be challenging to find those that reflect bra
64、nd values and reach a broad audiencePartner with vertical-specific,micro and nano influencers with high levels of trust to drive sales from new customersVery targeted and ROI focusedMay be more expensive to work with influencers with performance-based compensationPartner with influencers who have a
65、loyal following and brand affinity to create and/or co-create user generated contentOpportunities to get feedback and increase revenue per customerCan be challenging to measure direct sales impact20SECTION 3 HOW BRANDS WORK WITH INFLUENCERS FOR E-COMMERCE IN SOUTHEAST ASIASource:Brand and e-commerce
66、 leader survey and interviews,influencer interviews,expert interviews,desktop researchx x21Brands engage with influencers in several ways to reach theirmarketing objectivesCategoryEngagement examplesKey jobs to be done(illustrative)InfluencerdiscoveryCampaign fundingPayment processingBrand AdoptionP
67、ros/ConsDirectBrands working directly with influencersCan unlock deeper and more meaningful long-term partnershipsRequires resources for discovering and liaising with influencers Direct payment can create procurement challengesChallenging to scale beyond a few influencers without systemsSponsored pr
68、oduct reviewE.g.,a brand engages an influencer to review a product and publish 1x Instagram Reel and 2x StoriesAgencyBrands engaging influencers through marketing agenciesReduces direct and indirect workload for brand team Agency expertise can lead to engagements with higher ROIRequires payment of i
69、ntermediary fees for agency servicesReduced transparency on campaign performance and metricsProduct launch campaignE.g.,a brand engages an agency to identify and engage 10 influencers to promote a new productE-commerce PlatformBrands engaging influencers through e-commerce platforms Co-funding of in
70、fluencer fees reduces brand investmentOnly aims to generate sales through one platformOften requires brands to offer deep discounts or other attractive promotions 9.9 Mega Sales campaignE.g.,A brand gets an offer from Shopee to participate in co-funded influencer engagements for the 9.9 saleRequires
71、 very little oversight and management from brand teamTransparent cost structure with“no-cure-no-pay”commissionsReach is mostly limited to nano and micro influencersNo direct control on campaign and selection of influencersPlatform affiliate programE.g.,A brand signs up for the Lazada affiliate progr
72、am with a set%commission for all sales generatedHighLowBrandBrandBrandAgencyBrandAgencyPlatformBrand 2PlatformPlatformShared 1PlatformSource:Brand and e-commerce leader survey and interviews,expert interview21SECTION 3 HOW BRANDS WORK WITH INFLUENCERS FOR E-COMMERCE IN SOUTHEAST ASIAx x22There are t
73、hree main payment models for influencer marketing;new channels like TikTok Shop leverage a combined hybrid modelPayment modelDescriptionBrand AdoptionSource:Brand and e-commerce leader survey and interviews,expert interviewTikTok Shop,the fastest-growing e-commerce channel in Southeast Asia,offers a
74、n integrated end-to-end influencer marketing ecosystem with a high focus on live shoppingBeyond offering an affiliate model,TikTok also connects brand partners and retained influencers for custom partnerships that include fixed hourly appearance fees and free products HighLowOutlookSales commission
75、feesCommissions on realized sales,typically for a specific e-commerce channel net of returns and cancellations;rates vary by product category,most commonly between 1030%Positive momentum Improved online sales attribution,including on emerging channels like TikTok Shop,is driving both brands and infl
76、uencers to pursue commission-based payment models more aggressivelyProduct sponsorship/payment-in-kindInfluencers,especially those with a smaller following,often receive free products as the sole remuneration for their workStable Sponsorship of free products for review is table-stakes for influencer
77、 marketing;advanced brands often seed free product to 100 influencers per campaignFixed engagement feesCash fees for specific deliverables,for example a product review with one Instagram Post and two Stories;can include brand usage rights and campaign expensesStable Fixed fees remain the most popula
78、r payment model despite brands widespread concerns about the lack of guaranteed impact;agencies and enablers are attempting to create more transparency about value-for-moneyEmerging model:TikTok Shop live commerce utilizes a hybrid of three payment models Fixed hourly appearance feeGuaranteed paymen
79、t of US$350550 per hour for live streaming about the brand;usually 1-3 hours Affiliate sales commissionThe live streamer receives 2040%of generated sales as affiliate commission;products are shipped directly from brand warehouse Product sponsorshipBrands send free products to live streamers studio;h
80、e decides which products to feature 22SECTION 3 HOW BRANDS WORK WITH INFLUENCERS FOR E-COMMERCE IN SOUTHEAST ASIAx xSponsored section:How can help brands work better with influencersSECTION 4Introduction to sets apart as an influencer management platformZALORA and Sephora case studies23x x24The#1 in
81、fluencer marketing platform for ROI in SEA is the first full-funnel performance and influencer management solution that brings brands and creators together in a single platform to collaborate,contract with tailored terms,manage end-to-end campaigns,set up flexible payouts and optimise influencer par
82、tnerships based on comprehensive performance insights.Campaign ManagementGet flexible contract terms,automated task reminders and payouts,usage rights,and more.AnalyticsGain best-in-class performance tracking and reporting,access to first-party creator data,and customisation.Content ManagementStore,
83、review,share,and amplify influencer content.Hands-on CollaborationWork with creators,internal teams,brands,and agencies for seamless in-platform collaboration.CompensationAutomate agreements,choose between different payment terms,and build a commissioning structure based on full-funnel tracking.SECT
84、ION 4 INTRODUCING IMPACT.COM/CREATOR THE TOP INFLUENCER MARKETING PLATFORMx x25Customised contractingAutomate and tailor your contracts and payouts to your influencers across more than 100 data points and in any currency across the Southeast Asia region.Better tracking and attributionMeasure both to
85、p funnel and bottom funnel metrics like reach,impressions,engagement,sales and conversions driven by your influencers to maximise ROI.Flexible payoutsChoose between flexible and diverse payout models,such as commission or other performance-based payment models,flat fee or any combination of both,bas
86、ed on contract terms that are put in place.Creators also receive the fastest payouts in the industry,processed as fast as the next day.x xWhat Makes DifferentSECTION 4 INTRODUCING IMPACT.COM/CREATOR THE TOP INFLUENCER MARKETING PLATFORMA Global Company With Operations in Asiax x26Case study:ZALORASt
87、ep-changing partner and creator management for Southeast Asias leading online fashion and lifestyle retailerSource:ChallengeWith a focus on customer acquisition,theZALORA team faced challenges when managing their partners like content creators,including:Manually cross-checking with finance on payout
88、s which was time-consuming Limited customization options that could cater to different business needs Complicated onboarding and overall user experience Could not have flexible contracting terms95SolutionResultsZALORA needed a more efficient way to manage their partners throughout the partnership li
89、fe provided ZALORA with a solution that enables:Smoother onboarding for a diverse range of partners including creators Automate the manual process of finding partners,recruiting and tracking performance Flexible contracting and adjusting payouts to seasonal product categories Reliable attribution en
90、suring accurate payouts and avoid overpaying partnersZALORAs referral program grew by over 150%Time-saving automation saves ZALORA over 25 hours per monthIncreased partner ROI by more than 50 percent,all while shortening payment delays from 120 to 90 days.SECTION 4 INTRODUCING THE IMPACT.COM/CREATOR
91、 INFLUENCER MARKETING PLATFORMx x27Case study:Sephora SEAProviding a scalable and seamless platform for one of Southeast Asias largest partner programsSource:ChallengeSephora operated a partnership program with hundreds of content creators but was facing scaling challenges,including:Managing uniform
92、 tracking and reportingof partner campaigns Spending too much time identifying and recruiting suitable partners Customizing contracts and pay-outs for different product types and categories Generating high-quality program reports to manage growth and optimizationSolutionResultsTo better grow its par
93、tner program and manage its partners,Sephora needed a solution that can:Manage partnerships across regions and automate manual processes like partner approval and set-up.Expand its partner mix to include influencers across diverse demographics and social group.Offer flexible contracting and payout s
94、tructure,including SKU-level contracting.Optimize customer acquisition and partner collaborations based on in-depth reports and real time data.3x revenue growth after joining 101%increase in partner growth after joining $7.4 million in revenue from a mix of almost 300 partnersSECTION 4 INTRODUCING T
95、HE IMPACT.COM/CREATOR INFLUENCER MARKETING PLATFORMx xPredictions:What is next for influencer marketing in Southeast Asia?SECTION 5Virtual influencers:More hype than disruptionLive selling:China comes to Southeast Asia Adblockers:Native advertising becomes crucial for reaching young consumers28x x29
96、A surge of new virtual influencers is incoming,but lack of original,human content will limit their appeal to consumers for the foreseeable future While virtual influencers are an exciting trend,we predict their real influence on consumer purchase behavior will remain very limited;brands should explo
97、re them for their potential with brand awareness,buzz,and innovationImplications for brands Recent technological advances have given rise to the creation of hyper-realistic virtual influencers like lilmiquela who has 3 million followers on Instagram Southeast Asian consumers appear open to this tren
98、d,with 35%of survey respondents indicating being either supportive or very supportive;only 18%are opposed Virtual influencers are however not likely to gain significant traction for the foreseeable future;the regions consumers are mainly attracted to influencers because of authentic reviews,expertis
99、e and humour;three qualities reserved for humans for nowThe ScoopSource:Southeast Asia consumer survey,n=2,300,desktop researchQ:“How do you feel about the rise of AI influencers like lilmiquela?”%of respondents,n=2,30018%47%35%OpposedSupportiveNeutralQ:“Which of the following factors draw you to fo
100、llow an influencer or celebrity online?”%of respondents,n=2,300HumorAuthentic reviews71%ExpertiseLifestyleAppearance60%54%46%40%29SECTION 5 PREDICTIONS:WHAT IS NEXT FOR INFLUENCER MARKETING IN SOUTHEAST ASIA?x x302024 will be the year of the mega live seller in Southeast Asia,with million-dollar liv
101、e selling stars emerging in all markets Mega live sellers present a new tool in the e-commerce toolbox for consumer brands in Southeast Asia While the marketplace is still nascent,we expect influencer-driven live selling to grow fast into 2024 as more celebrities and brands get in the game Brands in
102、 Southeast Asia must however be aware of the same risks as in China;while mega live sellers can drive impressive sales volumes,they also demand deep discounts and a significant cut(often 2040%)of the sales they generateImplications for brands Live selling has existed as a niche in Southeast Asia e-c
103、ommerce for years,but focused on small independent live sellers with limited reach and low ability to partner with well-known brands That is about to change,as the first mega live sellers previously a China-only trend emerge in countries like Indonesia and the Philippines A mix of traditional celebr
104、ities and native live streamers,mega live sellers are increasingly partnering with well-known brands in categories like beauty,fashion and FMCG to turn their tens of thousands of viewers into shoppersThe ScoopLi Jiaqi/Austin Li/Lipstick KingChinas#1 live streamer has previously generated more than U
105、S$2bn of sales in one live streaming sessionRaffi Ahmad/Papa RaffiOne of Indonesias most famous actors has started live selling on Shopee and TikTok;his recent 12-hour marathon streams have crossed US$450,00030Source:Desktop research,live seller interview,expert interviewSECTION 5 PREDICTIONS:WHAT I
106、S NEXT FOR INFLUENCER MARKETING IN SOUTHEAST ASIA?x x31Native advertising like influencer marketing will become necessary to reach young consumer segments that actively tune out from digital ads Southeast Asias young consumers are getting more difficult to reach through mainstream online advertising
107、,due both to use of Adblockers and other factors like the rise of advertising-free subscriptions like YouTube Premium We predict this trend to continue,requiring consumer brands to find new ways to reach consumers that they neither can,nor want to,suppressImplications for brands Adblockers are piece
108、s of software that consumers install to suppress/hide digital ads across the web Use of Adblockers has become mainstream,especially among younger consumers;in Singapore,52%of 16-34-year-olds use one1 Widespread use of Adblockers reduces the efficacy of popular paid media formats like YouTube and Fac
109、ebook ads,making native advertising increasingly important for reaching younger consumersThe Scoop1:According to online consumer surveySource:Online consumer survey,September 2023,n=158SGIDCountryQ:“Do you use an adblocker?”%of respondents aged 16-34Q:“Why do you use an adblocker?”%of respondentsCon
110、tent not relevantWorried about data privacyDisturbs online experience34%59%56%52%48%48%53%73%41%59%YesNoYesNo31SECTION 5 PREDICTIONS:WHAT IS NEXT FOR INFLUENCER MARKETING IN SOUTHEAST ASIA?x xCountry deep-divesSECTION 6Social media platform usage statisticsPurchase recommendation power of different
111、influencer typesInsights about influencer-driven purchases and top influencers32x x3381%19%Thailand Influencer Marketing OverviewSocial media platform usageCurrent regular platform use,%of usersFacebook and YouTube are the most popular social media and content platforms in Thailand;Thailand has the
112、highest usage rate of X(Twitter)in Southeast Asia,with a high focus on consuming influencer contentThai consumers weigh recommendations from influencers highly;especially mega influencers and macro influencers over-index versus other groups and other countriesPimrypie,a popular live streamer with a
113、brash style and personality,is the#1 influencer for influencing consumers purchases;most Top 10 entries are local actors/actresses and influencers,except for the band BTSKey InsightsInfluencer purchase recommendation powerPositive or Very positive recommendation impact,%of usersInfluencer-driven pur
114、chase behaviorPurchase adoption,category trend,and most popular influencers91%93%86%19%85%82%67%47%70%87%23%57%70%64%63%49%71%59%67%63%45%37%Kaykai SalaiderYodetchPimrypieYaya UrassayaNadechMadam PamBTSFeungladaBellaBaitai20%71%30%58%33%42%58%CelebritiesFamous from TV/movies/etcMega influencers1mn f
115、ollowersMacro influencers100k-1mn followersMicro influencers10k-100k followersNano influencers1k-10k followers1:Most common free text entriesSource:Southeast Asia consumer survey,n=400Q:Have you bought something because of a celebrity/influencer recommendation?Q:If yes,which categories of products a
116、nd services did you buy?Q:Which influencer or celebrity were you influenced by?1NoYesYesNoThailandSEA82%18%33SECTION 6 COUNTRY DEEP-DIVESx x3487%13%Indonesia Influencer Marketing OverviewSocial media platform usageCurrent regular platform use,%of usersYouTube and Instagram are the most popular socia
117、l media and content platforms in Indonesia;the market particularly over-indexes on Instagram where influencer content is popular87%of Indonesians surveyed have made a purchase due to a recommendation from an influencer or celebrity,well ahead of SEA average;top categories are fashion and beautyLocal
118、 actors,actresses and influencers are the most powerful drivers of purchase;NagitaSlavina(#1)and Raffi Ahmad(#2)are a married couple with a joint online presenceKey InsightsInfluencer purchase recommendation powerPositive or Very positive recommendation impact,%of usersInfluencer-driven purchase beh
119、aviorPurchase adoption,category trend,and most popular influencers91%76%86%29%86%82%91%47%70%87%23%58%62%66%63%49%73%46%67%63%37%37%18%61%35%67%18%40%38%CelebritiesFamous from TV/movies/etcMega influencers1mn followersMacro influencers100k-1mn followersMicro influencers10k-100k followersNano influen
120、cers1k-10k followers1:Most common free text entriesSource:Southeast Asia consumer survey,n=400Q:Have you bought something because of a celebrity/influencer recommendation?Q:If yes,which categories of products and services did you buy?Q:Which influencer or celebrity were you influenced by?1NoYesYesNo
121、IndonesiaSEA82%18%Nagita SlavinaRaffi AhmadTasya FarasyaDeddy CorbuzierDavid GadgetinAtta HalilintarArief MohammadFelicya AngelistaKeanuBaim Wong34SECTION 6 COUNTRY DEEP-DIVESx x3570%30%Singapore Influencer Marketing OverviewSocial media platform usageCurrent regular platform use,%of usersSingapore
122、exhibits the lowest social media usage rates and influencer purchase recommendation power of the region;YouTube and Facebook are the most popular platforms70%of Singaporean respondents have purchased a product or service recommended by an influencer or celebrity before,with beauty and fashion the to
123、p categories The top influencers and celebrities for driving purchase in Singapore are a dynamic mix of local,western,and Chinese stars ranging from“Lipstick King”live streamer Li Jiaqi to Jackie Chan and Taylor SwiftKey InsightsInfluencer purchase recommendation powerPositive or Very positive recom
124、mendation impact,%of usersInfluencer-driven purchase behaviorPurchase adoption,category trend,and most popular influencers82%76%86%34%68%82%63%47%70%87%23%37%53%54%63%49%55%47%67%63%36%37%14%60%20%53%17%35%40%CelebritiesFamous from TV/movies/etcMega influencers1mn followersMacro influencers100k-1mn
125、followersMicro influencers10k-100k followersNano influencers1k-10k followers1:Most common free text entriesSource:Southeast Asia consumer survey,n=300Q:Have you bought something because of a celebrity/influencer recommendation?Q:If yes,which categories of products and services did you buy?Q:Which in
126、fluencer or celebrity were you influenced by?1NoYesYesNoSingaporeSEA82%18%Li JiaqiFann WongAileen TanWendy ChengJackie ChanZoe TayTaylor SwiftNaomi NeoElvin NgMr Beast35SECTION 6 COUNTRY DEEP-DIVESx x36Social media platform usageCurrent regular platform use,%of users89%11%Vietnam Influencer Marketin
127、g OverviewVietnam has the highest overall use of social media and content platforms in Southeast Asia,with both Facebook,YouTube,and TikTok showing+90%current regular useThe purchase recommendation power of influencers and celebrities is also very high,although Vietnamese consumers value the recomme
128、ndations of large-audience profiles far higher than micro and nano influencersThe top influencers and celebrities for driving purchases in Vietnam range from local singers and actresses to global superstars like Ronaldo and even Elon Musk(for cryptocurrencies)Key InsightsInfluencer purchase recommen
129、dation powerPositive or Very positive recommendation impact,%of usersInfluencer-driven purchase behaviorPurchase adoption,category trend,and most popular influencers96%98%86%18%90%82%68%47%70%87%23%44%73%71%63%49%76%45%67%63%30%37%20%68%33%66%19%44%44%CelebritiesFamous from TV/movies/etcMega influen
130、cers1mn followersMacro influencers100k-1mn followersMicro influencers10k-100k followersNano influencers1k-10k followers1:Most common free text entriesSource:Southeast Asia consumer survey,n=400Q:Have you bought something because of a celebrity/influencer recommendation?Q:If yes,which categories of p
131、roducts and services did you buy?Q:Which influencer or celebrity were you influenced by?1NoYesYesNoVietnamSEA82%18%M TmRonaldoH LinhPhm ThoiElon MuskSn Tng MTPTaylor SwiftTrn Thnh MixiNinh Dng Lan Ngc36SECTION 6 COUNTRY DEEP-DIVESx x37Social media platform usageCurrent regular platform use,%of users
132、71%29%Malaysia Influencer Marketing OverviewYouTube,Facebook,and TikTok are the most popular social media and content platforms in Malaysia;overall usage trails Southeast Asia averageThe purchase recommendation power of influencers and celebrities in Malaysia is significantly lower than its neighbor
133、ing countries;recommendations from mega influencers(1mn followers)carry the most weightThe most influential celebrities and influencers for driving purchases are mostly local YouTubers and actors/actresses;Korean boy band EXO and girl group Blackpink also make the top 10 listKey InsightsInfluencer p
134、urchase recommendation powerPositive or Very positive recommendation impact,%of usersInfluencer-driven purchase behaviorPurchase adoption,category trend,and most popular influencers84%83%86%25%79%82%71%47%70%87%23%45%57%55%63%49%59%48%67%63%38%37%14%62%25%65%20%36%41%CelebritiesFamous from TV/movies
135、/etcMega influencers1mn followersMacro influencers100k-1mn followersMicro influencers10k-100k followersNano influencers1k-10k followers1:Most common free text entriesSource:Southeast Asia consumer survey,n=400Q:Have you bought something because of a celebrity/influencer recommendation?Q:If yes,which
136、 categories of products and services did you buy?Q:Which influencer or celebrity were you influenced by?1NoYesYesNoMalaysiaSEA82%18%Khairul AmingSiti NurhalizaWawa ZainalNora DanishRonaldoAlif SatarMira FilzahBlackpinkNeelofaEXO37SECTION 6 COUNTRY DEEP-DIVESx x38Social media platform usageCurrent re
137、gular platform use,%of users89%11%Philippines Influencer Marketing OverviewFacebook,TikTok,and YouTube are the most popular social media and content platforms in the Philippines;especially Facebook has a much higher penetration than in other SEA markets89%of Filipino consumers have previously bought
138、 a product or service due to the recommendation of an influencer or celebrity,with beauty as the clear#1 categoryThe most powerful influencer and celebrities for driving purchase in the Philippines are all local;a musical artist and cosmetic brand owner,is the#1,followed by a mix of actors,actresses
139、 and even comedian/tv host Vice GandaKey InsightsInfluencer purchase recommendation powerPositive or Very positive recommendation impact,%of usersInfluencer-driven purchase behaviorPurchase adoption,category trend,and most popular influencers78%92%86%17%81%82%62%47%70%87%23%38%60%65%63%49%68%51%67%6
140、3%37%37%CelebritiesFamous from TV/movies/etcMega influencers1mn followersMacro influencers100k-1mn followersMicro influencers10k-100k followersNano influencers1k-10k followers1:Most common free text entriesSource:Southeast Asia consumer survey,n=400Q:Have you bought something because of a celebrity/
141、influencer recommendation?Q:If yes,which categories of products and services did you buy?Q:Which influencer or celebrity were you influenced by?1NoYesYesNoPhilippinesSEA82%18%12%75%23%57%9%26%34%RosmarVice GandaIvana AlawiAndrea BrillantesCong TVZeinab HarakeMarian RiveraViy CortezNinong RyKathryn B
142、ernardo38SECTION 6 COUNTRY DEEP-DIVESx x39Closing thoughtsThank you for reading The Power of Influence,our research report about e-commerce influencer marketing in Southeast Asia.We hope you found the insights helpful.We began this research project to better understand the link between influencer ma
143、rketing and e-commerce in the region,and we close the report with high conviction that influencer marketing will become an increasingly important tool in the e-commerce marketing toolbox in the years to come.We also urge brands to raise their expectations of influencer marketing.Influencers and enab
144、lers alike must be held to a high standard for execution,measurement,and tracking for the discipline to unleash its full potential.We would like to thank our sponsor,for making it possible to share this report for free.Cube Asia September 2023Get in touchCube AsiaMarket data and insights provider for e-commerce in Southeast Asia;works with brands,investors,and consulting The leading partnerships management platform;transforms the way enterprises manage and optimize all types of x x