Asia Pacific Insights - Influencer Marketing Report 2023

Influencer Marketing Report 2023
Asia Pacific Insights

Singapore | Taiwan | Indonesia | Philippines | Malaysia
How the ring light has revolutionised marketing capital

ROI and decision making
1
Introduction
Entering the end of the first half of 2023, despite the offline
market recovering, digital marketing strategies including
influencer marketing are continuously embraced by brands to
stand out in the minds of their customers.
Consumers still spend a great deal of their time online on social

media platforms. Combining word-of-mouth marketing and
social proof, influencer marketing remains a critical part of any
successful marketing strategy, especially in this post-COVID
landscape.
Survey Objective
The first survey, with two hundred respondents from
brands and marketers across various industries, explored
how brands are managing their top social media spends
and influencer marketing strategy.
The second survey, involved nearly a thousand social

media users aged 21-45, studied their social media
consumption behaviors and interest towards influencers.
2
Index
Introduction ● Influencer Marketing Continues to Grow in 2023 02
Regional Influencer Marketing Landscape

Insights
● Brands Continue Increasing their Influencer Marketing Budgets 09
● Brands are Working with More Influencers 10
● Driving Awareness with Influencers across Tiers 11
● Top Media Spends of SMEs 12
● Top Media Spends of Large Enterprises 13
Consumer Behavior
● Emerging Social Media Trends 14
● The Impact of Social Media on Buying Decisions 15
● Short-Form Videos are Highly in Demand 16
● The Search for Authentic Influencers 17
● The Rise of Long-Term Campaigns 18
Challenges & Opportunities
● Pain Points & Challenges with Influencer Marketing 19

3
Index
● How Brands Are Allocating Budgets for Influencer Marketing 22
Singapore ● Top Media Spends in 2023 23

Insights ● Intent and Frequency of Running Influencer Campaigns 24
● Social Media User Insights 25
● The Role of Influencers in Users’ Daily Lives and Purchase Decisions 26

● Top Media Spends in 2023 29
Taiwan ● Intent and Frequency of Running Influencer Campaigns 30
Insights ● Social Media User Insights 31

Philippines
● Intent and Frequency of Running Influencer Campaigns 36
Insights
4
Index
Malaysia
Insights

Indonesia
Insights
5
Index
● How to Incorporate Influencer Marketing in 2023 and Beyond 51
Summary ● Embracing the Post-Pandemic Era 52
● Moving Forward with Influencer Marketing in 2023 53
● About Partipost 54
● Growth of Partipost 55
Partipost 56
● Recognized Regionally & Globally
● Resources 57
6
Influencer Marketing in Asia
Projected to Cross $19 Billion in 2023
In this post-pandemic era, social media has taken on a new significance,

serving as a lifeline for people seeking connection, information and
documentation through content creation. Social media users globally
are still spending an average of 2h 30m per day, despite a dip in time
spent on the internet, consuming behavior-changing contents that
could make big differences for businesses big and small[1]. This constant
engagement presents a golden opportunity for brands to leverage on
influencer marketing, tapping into the trust and influence these
influencers hold over their audiences.
Influencer marketing is expected to cross $19 billion in 2023 and

projected to hit $30 billion in 2027[2]. Brands are realizing that
collaborating with influencers strategically, frequently and consistently,
presents a unique opportunity to tap into niche audiences, boost
awareness and drive conversions.
7
Regional
Insights.
8
Bouncing Back from the Pandemic,
Brands Are More Confident
to Increase their Influencer % Marketing Budget Spent on Influencer Marketing
Marketing Budgets
Partipost’s survey in 5 Asian countries (Singapore, Taiwan, Philippines, Malaysia, and
Indonesia) indicated that more than half of all the brands increased their marketing
budget up to 50% from 2021-2022. From the budget, more brands are using it for
influencer marketing. The percentage of brands that has invested in influencer
marketing increased from 73.2% in 2021 to 87.8% in 2023.
Brands are also spending more on influencer marketing, as more than half (58%) of
the brands will spend 10-50% of their marketing budget for influencer marketing in
2023. This may be mainly because it is one of the cheapest forms of branded
content[3]. However, it is important for brands to ensure that they are not only
increasing their influencer marketing budgets, but also crafting campaigns that truly
resonate with their audience in terms of social platforms used, content deliverables
in demand, and influencer type.
9
No. of influencers Worked with
80%
60%
1 to 10
11 to 100
Brands are Working with
40%
100 and above
Have not used influencers

More Influencers in 2023
20% In 2021, 68.3% of brands have worked with influencers. This number increased to
76.6% in 2022 and again to 83.9% in 2023. There is an increase of brands who
0% worked with 51-100 influencers from 2021 (7.3%) to 2023 (18%). Moreover, there is
2021 2022 2023 an increase in brands that run influencer campaigns once a month, from 13.7%
in 2021 to 22.4% in 2023.
With nearly 60 percent (4.76 billion) of the total global population being social
Frequency of Running Influencer Campaigns
media users[4], the increase in frequency of brand influencer campaigns is
50%
foreseeable. The impact of COVID on increased social media usage has
remained, even until this year, and social media accounts for the biggest share
Once a month
40% of total online time. On average, almost 4 in every 10 minutes online is spent on
Once every quarter social media activities.
30% Once every six months
20% Only on an adhoc basis Influencers are highly active and impactful on social media. More than 86% of
social media users from Partipost’s survey prefer influencer accounts over
I did not run Nano
10% influencer campaigns brand accounts due to relatable content and honest reviews. It is therefore
fitting for brands to seek influencers’ expertise to engage with target customers
0%
on social media platforms, where they spend most of their time on.
2021 2022 2023
10
Nano Influencer Remains the Tier Brands Leverage
the Most to Drive Awareness
90% of brands are aware of existing influencer tiers (nano, micro,
58.8%
macro, mega). Throughout the years, they are most engaged with
nano influencers, followed by micro, macro, and mega/celebrity
41.1%
influencers, to reach objectives such as brand awareness, driving
traffic, and using influencer content for ads. This is in line with nano
36.1%
influencers being the influencer tier that is followed the most by
31.4% Nano Influencer
social media users at over 58%, followed by higher tiers from micro,
Micro Influencer
macro, to mega influencers.
Macro Influencer
Celebrity Influencers
Percentage of brands who are aware of influencer tiers
% of influencer tier followed by

consumers on social media
10% 90% While nano influencers are known for their high
engagement and high level of trust from their audiences,
brand may benefit more by running cross-tier campaigns,
for instance, using nano influencers to drive engagement
and higher tier influencers to widen reach.
Yes No
11
SMEs sees better ROI with Influencer Marketing
SMEs Top Media Spends

Instagram spend remained stable at 65-69%, while the use of
Facebook decreased as more SMEs are using TikTok and
2021 2022 2023
influencers in 2023.
80%
Unlike large enterprises, SMEs also use display ads as part of their
top media, this could be due to SMEs focusing more on building
brand awareness. Interestingly, influencer spend is higher than 60%
display ads consistently from 2021-2023.
40%
SMEs sees better ROI with influencer marketing as

20%
compared to display ads. In line with this finding, a
report by Influencer Marketing Hub found that 61% of
customers trust influencer recommendations more 0%
than branded content[5]. Instagram Facebook TikTok Influencers Display Ads
12
TikTok Becoming a Large Enterprises Top Media Spends
Staple for Marketers 2021 2022 2023
in 2023
80%
60%
For larger enterprises, Instagram spend remained stable at
66-71% from 2021 to 2023, while the use of Facebook and
YouTube has decreased over the same period as brands turn to 40%
TikTok and influencers. This may be due to the fact that 65% of
TikTok users rely on online reviews and influencer
recommendations in making purchase decisions. 2 in 3 20%
shoppers also say they are inspired to buy something on TikTok
even when they are not actively shopping[6].
0%
Instagram Facebook Influencers TikTok YouTube
13
88% Spent More Than
Social media plays an important role in consumers’ daily life, with
over 70% of them stating that they use social media to get
information and create content to share. More than 65% of users
2 Hours A Day on also use social media to stay connected with family and friends.
Social Media Not only that, the platforms’ users preference also saw a new trend.
There is a 83.6% increase in users who prefer TikTok in 2023
compared to 2022, while the use of Facebook dropped by 50.9%.
Partipost’s survey with consumers also Interestingly, the use of Xiao Hong Shu has also increased by 17.7%.
Indicated that the time spent on social media
increased from 2022 to 2023.
What are your main reasons for using social media?
Time spent on
2022 2023
social media 80%
72.3% 71.6%
63.6% 65.9% Become an influencer
Less than 1 hour a day 2.9% 1.7% 59.7%
60% Create content to share
46.8% Document daily life

Between 1 to 2 hours a day 14.9% 10%
40% Follow influencer
Get information
Between 2 to 5 hours a day 43.7% 40% 20% To connect and stay
up to date with
friends and family
More than 5 hours a day 38.5% 48% 0%
14
Nano Influencers Continue to
Impact Purchase Decisions
Tier of Influencers Who Influenced
While social media used to only be a channel for users to simply connect
with family and friends, it has now evolved to a channel for users to browse 60% 54.4%
products and make purchase decisions. Partipost’s survey shows that the
role of social media in customer purchasing decisions is significantly
Micro Influencers
40%
increasing.
Macro Influencers
Celebrity Influencers
When it comes to social media platforms that affect buying decisions, 18.4%
20% 16.4% Nano Influencers
Instagram still takes the lead at 45.8%, followed by TikTok and Facebook, 15.8%
both at 18.7%. It is worth noting that these platforms are even more
impactful towards buying decision compared to product reviews on 0%
e-commerce and websites.
“54.4% of users also agree that nano influencers are

Platform that Affects Buying Decision
the tier of influencers that most frequently affects
their purchase decisions. This is over 3 times higher
11 Instagram (45.8%) than other influencers tiers.” - Partipost
2 TikTok (18.7%) 5 Website product review (8.5%)

Thus, it is worth noting that nano influencers are not just good
3 Facebook (18.7%) 6 Twitter (0.8%)
for awareness and engagement, but also moving users down
4 Ecom product review (11.7%) 7 Xiao Hong Shu (3.6%) the marketing funnel and driving them to make a purchase.
8 YouTube (7%) *Nano influencers are everyday people with less than 5,000 followers on social media. Most of their
followers are family and friends with whom they share reviews, recommendations, and experiences
from their daily lives. 15
The Era of Short-Form Videos
For the first time in 2023, TikTok videos are in the top 3 content
deliverables that brands ask from influencers, along with
Top 3 content deliverables
Instagram Reels in second place and Instagram Post in first place.
TikTok videos and Instagram Reels are hugely in-demand due to 2021 2022 2023
their short and attention-grabbing nature; in fact, the short-form
video trend is expected to experience the highest growth in 2023
as it is seen as most effective and has the highest ROI[7]. 1 Instagram Post Instagram Post Instagram Post
This is also reflected in Partipost’s survey, in which Instagram 2 Instagram Story Instagram Story Instagram Reels
Reels emerged as the favorite content format that users prefer to
watch. Furthermore, over 50% of users also prefer short form
3 Instagram Reels Instagram Reels TikTok Video
video content when an influencer shares about a product or
service.
16
Authenticity Wins for
Both Brands and Consumers
Most
From Partipost’s survey, most brands agree that authenticity is the Authenticity of influencer
Important
most important quality when working with nano influencers, while
an aesthetic social media feed is the least important quality.
2 Engagements
Similarly, 54% of users also find content authenticity is more
important than quality, and more than 90% of users do not mind
sponsored content as long as it is authentic, relevant, and 3 Quality of photo
well-crafted.
4 Quality of caption
Do users mind sponsored content?

5 Follower count
30% No, if it’s from

28.6%
someone I’m following Least
25.8% Aesthetic feed
23.9% No, if the content is Important
authentic
20% No, if the content is

from people I follow
No, if the content is As shown by the surveyed users and brands, trust is one of
relevant to me
10.5%
8.6% No, if the content
the strongest forces in driving successful influencer
10%
is well crafted campaigns. When an influencer has an authentic connection
1.7% Not at all with their community, their recommendations will be taken
0.9%
0% Yes I mind
more seriously and their audience will more likely take the
action desired by brands, such as clicking a link, visiting a
store, or making a purchase.
17
Frequency and Consistency is How many times do you have to see an
influencer promote a product/service before
you make a purchase?
Key for Influencer Campaigns
5.7%
As influencer marketing gets pushed higher up as a go-to
94.3%
marketing strategy[1], brands aren’t just working with influencers on
transactional, one-off campaigns. A survey[3] revealed that 52% of
1 time At least 2 times
brands are building long-term relationships with influencers and
turning them into brand ambassadors. 70% of influencers also say
long-term campaigns are their favorite way to work with brands.
What impacts consumers’ buying decision more
This matches Partipost’s findings that more than 94% of social
media users have to see an influencer promote a product/service at A product recommended by
least 2 times before making a purchase, showing that one-off
campaigns are simply not enough for consumers to convert into
customers. They will also more likely make a purchase if the 20.4% 25.7% 17.3% 36.6%
product is recommended by many influencers within a period of
time, as stated by 36.6% of users.
Family & Friend Influencer Family & Friend Influencer
many times many times within a period within a period
of time of time
18
Pain Points & Challenges with
Influencer Marketing Pain points when running
influencer campaigns
Brands view compiling post campaign report, time spent sourcing &
reaching out to influencers, and negotiating rates with influencers as the Least
Tracking campaign performance
Frustrating
top pain points when running influencer campaigns.
For those of them that have not tried influencer marketing, two of the 2 Chasing influencers for deliverables
biggest reasons are having no budget set aside for influencer marketing
and the high commitment of resources to run influencers marketing
3 Negotiating rates with influencers
campaign internally, such as sourcing, negotiating, and chasing Influencers.
As brands have a number of priorities to attend to besides planning, 4 Time spent sourcing & reaching out
to influencers
running, and monitoring influencer campaigns, using an influencer
marketing platform can greatly reduce the resources and efforts of running
campaigns on their own. Assisting brands from the beginning of planning Most Compiling post campaign report
their campaigns until obtaining campaign performance results for future Frustrating
improvements, such a platform is a solution worth looking into for brands
that have or have not tried influencer marketing.
19
Country
Insights.
20
Singapore
With a total population of 6 million, Singapore boasts a high
number of Internet users. There were 5.81 million internet
users in Singapore in early 2023, and 5.08 million of them are
active on social media[8].
The Singaporean market is one of the most developed

information and communications markets in the world, with
heavy technology users and avid media consumers. This has
further created the opportunity for brands to harness the
capabilities of influencers as a new wave over traditional forms
of advertising.
Influencers in Singapore strive towards personalized content,

being relevant and authentic, and aim to increase brand
awareness through their influence.
Total Population
6 Million
21
Marketing Budget Allocation in Singapore
Over 60% of Brands in

Singapore Would Spend
Up to 50% of their Budget
for Influencer Marketing
While 29.4% of brands only set a marketing budget of under SGD$10,000 a
year in 2021, an equal percentage is now increasing their marketing budget to
SGD$50,001 - SGD$100,000 a year in 2023. This can be due to the lifted COVID
restrictions where brands are willing to spend more for their marketing efforts % Marketing Budget Spent on Influencer Marketing
to secure their footing after the previous slowed growth.
The number of brands that has tried influencer marketing increased from
66.7% in 2021 to 90.2% in 2023, while those that set aside 10-50% of their
marketing budget for influencer marketing has also increased from 35.3% to
60.8% in the same period. 49% of brands would spend SGD$1,000 - SGD$5,000
to run 1 nano influencer campaign. 43% of them would also recommend their
friends to trial influencer marketing with a similar budget range.
22
Influencer Is the Top Media Spend for
Brands in Singapore in 2023
Although Facebook was the top media spend in Singapore for 2021, it has
been replaced by influencers in 2023, as 60.8% of brands say it is their top
Top Media Spends in Singapore media spend. Facebook still takes second place followed by SEM,
Instagram, and TikTok.
80%
Rise of New Social Media Platforms

60%
Social media continues to be a promising channel for brands in Singapore

40% to market their products and services, with Partipost’s survey indicating
that over 85% of users spend more than 2 hours on social media in 2023.
20%
Aside from the already well-known social media platforms, brands
cannot ignore the impact of new rising platforms which are gaining
traction from users. TikTok Now, a standalone app launched by TikTok
0%
which allows users to share their most authentic moments, is one of
Facebook Influencers Instagram SEM Youtube TikTok the most downloaded new applications along with BeReal, a similar
platform. Another platform worth mentioning is Xiao Hong Shu, a social
2021 2022 2023
media and e-commerce platform from China[9].
23
More Brands Are Intending No. of Influencers Engaged
to Work with Influencers for

50%
40%
Instagram Content
1 to 10
30% 11 to 100
20% 100 and above

In 2023, 62.7% of brands intend to work with influencers. This is a 10%
significant increase from only 33.3% in 2021. Nearly half (45%) of brands are
working with 11 to 1,00 influencers this year. Roughly the same percentage 0%
(43%) is still running influencer campaigns on an adhoc basis. However, 2021 2022 2023
there is a notable increase in brands that run influencer campaigns once a
month, from only 6% in 2021 to 22% in 2023.
In working with influencers, both Instagram Post and Story are still the Frequency of Running Influencer Campaigns
most popular content type that brands ask from influencers (63%) from
2021-2023. This is now followed by Instagram Reels (59%) which rose 100%
significantly from 37% in 2022 and TikTok (45%). 24%
I did not run Nano
75% 55% 47%
Influencers campaigns
Only on an adhoc basis
43%
50%
Once every six months
Top Content Deliverables for Singapore in 2023 25%
2% Once every quarter
25% 2%
25% 10%
16% Once a month
4%
10% 22%
10%
Instagram Instagram Instagram 0%
6%
Post Story Reels

2021 2022 2023
24
Singapore Users are On Social Media to Stay
Connected and Get Information
77.5%
80% 72.3%
66.5%
57.3%
60% Singapore users are still highly attached to Instagram, as
their favorite content format to view is Instagram Reels
followed by Instagram Stories. This can be a useful
40%
insight for brands when considering the content
deliverable they ask from influencers. However, it should
20%
be noted that TikTok videos cannot be ruled out just yet,
as it takes the third place together with Instagram post.
0%
To connect Get Create Document

and stay up Information Content to daily life
to date with share
friends and
family
Favorite social media content format to view
With their high digital and technology usage, it is fitting for Instagram Reels 30.4%
Singapore users to pick staying connected as the top reason Instagram Story 29.1%
for using social media, followed by getting information. Also, TikTok Video 17.6%
over 66% of them use social media to create content, further
Instagram Post 17.6%
proving that social media is now used as a two-way platform.
25
The Role of Influencers in Users’ Daily Lives
and Purchase Decisions
Over 74% of Singapore users prefer influencer accounts over

brand accounts, as their content is seen as more relatable. As How many times do you have to see an
another report found, 27.2% who enjoy influencer videos and influencer promote a product/service before you
vlogs[6]. Using influencer content can help brands drive make a purchase?
awareness and interest from their target customers.
7.5%
92.5%
A product recommended by
44% 21.2% 14.5% 20.3% When it comes to buying decisions, nearly 93% of Singapore
users need to see a product/service being promoted by an
influencer at least 2 times before making a purchase. It is
interesting to note that they are more likely to buy a product
recommended by a family/friend many times, emphasizing
of time of time the potential of lower-tier influencers (nanos and micros) in
impacting purchase decisions.
26
Taiwan
Taiwan has a population of over 23.9 million people. According
to a report by Data Reportal in January 2023, there were 21.68
million internet users in Taiwan in January 2023, and 20.20
million of them also use social media. This accounts for nearly
85% of the total population.
The high internet and social media usage rate in Taiwan

opens up more opportunities and ways for business owners
and marketers to showcase and promote themselves,
especially through social media influencers.
Influencers in Taiwan strive towards personalized content,

being relevant and authentic, and aim to increase brand
awareness through their influence.
Total Population
23.9 Million
27
Marketing Budget Allocation in Taiwan
Over 70% of Brands in

Taiwan Would Spend Up to
50% of their Budget for
Influencer Marketing
The marketing budget of brands in Taiwan remained stable
from 2021-2023, with 28% of brands setting a budget of
% Marketing Budget Spent on Influencer Marketing
NTD$2,000,000 - NTD$5,000,000.
While nearly all (96%) brands surveyed in Taiwan have tried

influencer marketing, the number of brands that set aside
10-50% of their marketing budget for influencer marketing has
also increased from 45.8% in 2021 to 70.8% in 2023. 36% of
brands would spend NTD$100,000 - NTD$500,000 to run 1 nano
influencer campaign. 67% of them would recommend their
friends to trial influencer marketing with a budget of
NTD$20,000 - NTD$100,000.
28
Influencer Joins Instagram and Facebook
Consistently in Brands’ Top Media Spends
While Facebook was the top media spend in Taiwan for 2021-2022 with a
Top Media Spends in Taiwan
percentage of 79.2%, it is now just as popular as Instagram, with both
platforms hitting a percentage of 62.5% in 2023. This is followed by
80%
influencers, which has been a consistent runner up since 2021, at 54.2% this
year.
60%

40%
Similar to other countries, Partipost’s survey shows that over 87% of users in
20%
Taiwan spend more than 2 hours on social media in 2023. Apart from
Facebook and Instagram, another rising social media platform in Taiwan is
0% Xiao Hong Shu, gaining popularity due to its highly personalized short
Facebook Influencers Instagram SEM Youtube Online videos and posts[10].
Publication
2021 2022 2023
29
No. of Influencers Engaged
Brands Working with
Influencers Have Doubled 60%
1 to 10
in 2023
50%
11 to 100
40%
100 and above
30% Have not used influencers

In 2023, 80% of brands intend to work with influencers. This is a
significant increase from only 40% in 2021. 60% of brands are working 20%
with 11 to 100 influencers this year, compared to only 44% in 2021. And
10%
brands engaging more than 100 influencers tripled from 2021 to 2023 at
24%. Also, there is a notable increase in brands that run influencer 0%
2021 2022 2023
campaigns once a month, from only 12% in 2021 to 28% in 2023.
In working with influencers, both Instagram Post and Story are still the
most popular content type that brands ask from influencers from
2021-2023. This is now followed by Instagram Reels (52%) which
100%
increased from 36% in 2022.
20%
40% I did not run Nano
75% 48% Influencers campaigns
24%
Only on an adhoc basis
Top Content Deliverables in Taiwan (2023) 50% 16% 12%
8%
12%
20%
Once every quarter
8% 16%
25% Once a month
16%
Instagram Instagram Instagram 12% 20%
28%
Post Story Reels 0%
2021 2022 2023
30
Taiwan Users are On Social Media to
Document Their Daily Life
77.5% 75.9%
80%
68.2%
63.1%
60%
Instagram is still the sole favorite of Taiwan users when it
comes to the type of content they enjoy viewing. Instagram
post takes the lead with Instagram story at over 30%,
40%
followed by Instagram reels at almost 19%. As Instagram
Reels is slowly gaining popularity along with the already
20% popular Post and Story formats, brands should take a look at
video trends among their target audience, as well as
0% showing how their products can fit as a part of influencers’
and consumers’ daily lives in their content.
Document Create Become an Get
daily life Content to influencer Information
share
Favorite social media content format to view
Taiwan users enjoy using social media to document their daily

Instagram Post 33.3%
life and create content to share. Also, over 68% of them use social
Instagram Story 31.4%
media to become an influencer. In Taiwan, social media is no
longer just a platform for getting information, as Partipost’s data Instagram Reels 18.6%
highlights how a majority of Taiwan users love creating their own
content, be it to document daily life or to influence others.
31
The Role of Influencers in Users’ Daily Lives
and Purchase Decisions
Nearly 96% of Taiwan users prefer influencer accounts over brand

accounts, as they are able to get more relatable content from
How many times do you have to see an influencer
influencers. Another report shows that 33.2% enjoy influencer videos
promote a product/service before you make a
and vlogs[11]. Using videos as a channel for influencers to share about
purchase?
their daily lives while naturally placing brand messages can be a
strategy for brands to be better connected with their customers.
4.5%
What impacts consumers’ buying decision more 95.5%
A product recommended by 1 time At least 2 times
4.8% 18% 26% 51.3% When it comes to buying decisions, more than 95% of Taiwan
users need to see a product/service being promoted by an
influencer at least 2 times before making a purchase. They are
also more impacted by a product recommended by many
of time of time influencers within a period of time.
32
Philippines
Philippines has a population of 116.5 million in early 2023.
Although 48.2% of them live in urban areas, there are 85.16
million internet users in the Philippines, accounting for 73.1% of
the total population. 84.45 million of them also use social media.
The high internet and social media usage rate in the Philippines
allows brands to have the opportunity to promote themselves
through influencers to reach various objectives such as
awareness, traffic, and purchase.
Total Population
116.5 Million
33
60% of Brands in % Marketing Budget Spent on Influencer Marketing
Philippines Would Spend

The marketing budget of brands in Philippines remained stable
from 2021-2023, with 60% of brands setting a budget of above
PHP3,000,000 a year.
Marketing Budget Allocation in Philippines

The number of brands that tried influencer marketing increased
from 76% in 2021 to 92% in 2023, while those that set aside 10-50%
of their marketing budget for influencer marketing also
increased from 32% to 60%. Notably, more brands (16%) are willing
to spend more than 50% of their marketing budget for influencer
marketing in 2023 compared to only 4% in the previous years.
28% of brands would spend PHP50,000 - PHP250,000 to run 1

nano influencer campaign. When it comes to recommending
influencer marketing to their friends. 32% of them would
recommend their friends to trial influencer marketing with a
budget of PHP250,000 - PHP500,000.
34
Influencer Is the Runner-Up for Top Media
Spend in Philippines
Facebook remains the top media spend in Philippines from 2021-2023. This
year, it is followed by influencers at 52% and SEM at 48%.
Top Media Spends in Philippines
While display ads were quite popular in 2021 (40%), it has experienced a
significant decrease to 12% in 2022 and 2023, which may be caused by
80%
brands finding other media channels to reach their objectives.
60%
40%
The increased spend for social media such as Facebook for brands in
Philippines is in line with the increased social media usage of their
20%
customers, as Partipost’s survey shows that more than 90% of users spend
more than 2 hours on social media in 2023.
0%
Facebook Influencers Instagram SEM Youtube Online
Publication
As most brands in Philippines are still focused on Facebook for their media
strategy, it is best to also consider other social media platforms such as
2021 2022 2023
Instagram, TikTok, and others that are gaining popularity. Pinterest, a
pinboard social media sharing platform, and Reddit, a social discussion
platform, are particularly worth highlighting[12].
35
More Brands Are Trying
TikTok for their Influencer Frequency of Running Influencer Campaigns
Campaigns 100%
32%
16%
I did not run Nano

75% 44% 28% Influencers campaigns
In 2023, 80% of brands intend to work with influencers, an increase from 20% 28%
8% Only on an adhoc basis
50%
only 56% in 2021. 36% of brands are working with 11 to 100 influencers, a 8%
0% 28%
drop compared to 52% in 2022, however, the engagement of 100 Once every quarter
25% 24% 16%
influencers and above grew by 5x from 8% in 2021 to 40% in 2023. 28% of Once a month
20%
brands are running their campaigns once every quarter, and the same 0%
16% 16%
percentage are running campaigns on an adhoc basis.

2021 2022 2023
As Facebook is the top media spend in the country, it’s no surprise that
Facebook is also the most popular content type that brands ask from
influencers from 2021-2023. This is now followed by TikTok at 80%, a No. of Influencers Engaged
significant increase from only 40% in 2021, and Instagram Post, which
remains stable at 60%.
50%
1 to 10
40% 11 to 100
Top Content Deliverables for Philippines in 2023
100 and above
30%
20%
TikTok Video Facebook Post
10%
0%
2021 2022 2023 36
Philippines Users are On Social Media
to Share Their Own Content
100%
85.1%
79.6% 79.6% 75.9%
75% Among all content types, TikTok videos are users' favorite to
watch, as picked by over 48% respondents. The runner-up is
50% Instagram Reels at 24% and Facebook post at 11%, while other
content types are far behind. As brands are already leveraging
25%
TikTok videos and Facebook post as their top content
deliverables from influencers, it can be helpful to also start
incorporating Instagram Reels.
0%
Create Get To connect Become an

Content to Information and stay up influencer
share to date with Favorite social media content format to view
friends and
family
TikTok Video 48.2%

For Philippines users, social media is a platform to create their own Instagram Reels 24.1%
content to share, as over 85% of them select this as their top reason Facebook Video 7.4%
using social media over getting information. The percentage of users
using social media to be an influencer also surpasses 75%, further
highlighting the interest of Philippines users to create and share
content on their social platforms.
37
The Role of Influencers in Users’ Daily
Lives and Purchase Decisions
Over 90% of Philippines users prefer influencer accounts over brand accounts,
as their content is seen as more relatable content. Citing an external report,
How many times do you have to see an influencer
63.1% of Philippines Internet users enjoy comedy, meme, or viral videos, while
promote a product/service before you make a
50.6% enjoy tutorial or how-to videos[12]. Video content can be a media for
purchase?
brands to share both informative type and entertaining type of content to
educate, drive interest, and stay engaged with their audience.
5.6%
What impacts consumers’ buying decision more 94.4%
27.8% 38.9% 9.3% 24.1%

Nearly 95% of Philippines users need to see a product/service
being promoted by an influencer at least 2 times before
Family & Friend Influencer Family & Friend Influencer making a purchase. They are also more impacted by a product
of time of time recommended by many influencers within a period of time.
38
Malaysia
In January 2023 Malaysia has a population of 34.13
million, with 78.4% of them living in urban centres.
Malaysia has 26.8 million social media users, or over 78%
of the total population.
With the majority of Malaysians using social media,

leveraging influencers to promote brands is a promising
strategy to reach various objectives such as awareness,
traffic, and purchase.
Total Population
34.13 Million
39
Marketing Budget Allocation in Malaysia
Half of Brands in Malaysia Would

Spend Up to 50% of their Budget
From 2021 to 2023, 26.1% of brands in Malaysia are setting a marketing
budget of above RM500,000 a year. In 2023, one of the most noticeable
findings is a significant increase in brands setting a budget of RM250,001 -
RM500,000 (17.4%) for their marketing activities, compared to only 4.3% in % Marketing Budget Spent on Influencer Marketing
the previous years.
The number of brands that tried influencer marketing increased from

58.3% in 2021 to 75% in 2023, and those that set aside 10-50% of their
marketing budget for influencer marketing also increased from 33% to
50%. 29% of brands would spend RM10,000 - RM25,000 to run 1 nano
influencer campaign. 38% of them would recommend their friends to trial
influencer marketing with a budget of RM5,000 - RM10,000.
40
TikTok and Influencers are Slowly Rising
in Popularity
Top Media Spends in Malaysia Facebook remained the top media spend in Malaysia from 2021-2023 with
a percentage of 87.5% this year, followed closely by Instagram at 70.8%.
TikTok is slowly rising in popularity, reaching third place in 2023 (37.5%),
80%
followed by influencers (20.8%), which also experienced a significant
increase from only 8.3% in 2021.
60%

40%
Various social media channels continue to be an essential part of users’

20%
daily lives, with up to 95% of Malaysian users spend more than 2 hours on
social media in 2023. While brands in Malaysia have learned to slowly
0%
incorporate TikTok as part of their media strategy apart from Facebook,
Facebook Instagram TikTok YouTube Display Influencers
Ads they should also consider other rising social media platforms. Lemon8 is
2021 2022 2023
also particularly gaining popularity among Malaysia users[13].
41
More Brands Are Trying Instagram Reels and
TikTok for their Influencer Campaigns
In 2023, 62.5% of brands intend to work with influencers. This is a
significant increase from only 33% in 2021. 45.8% of brands are 50%
working with 11 to 100 influencers this year, up from 37.5% in 2022.
12.5% of brands are working with more than 100 influencers, a stark 40% 1 to 10
contrast from 0% in 2021. 25% of brands are running influencer 11 to 100

30%
campaigns on an adhoc basis, and there is an increase of brands 100 and above
running campaigns once a quarter from 4% in 2021 to 17% in 2023. 20% Have not used influencers
10%
Frequency of Running Influencer Campaigns 0%

2021 2022 2023
100%
While Instagram Story used to be the most popular content type
I did not run Nano
50%
33% Influencers campaigns that brands ask from influencers from 2021-2022, it has now been
75%
58% Only on an adhoc basis replaced by Instagram Reels at 71%. TikTok videos are also rising in
50%
25% popularity from 33% in 2022 to 54% this year.
Once every quarter
17% 29% 17% Once a month
25%
8%
Top Content Deliverables for Malaysia in 2023
13% 17%
4% 4%
8% 8% 8%
0% Instagram Story Instagram Post Instagram Reels
2021 2022 2023
42
Malaysia Users are On Social Media to Get
Information and Stay Connected
77.6%
76.7% 76.7%
80%
64.2%
60% Among all content types, short-form video takes the lead as
Malaysian users' favorite content to watch, with Instagram
40% Reels at 36.6% and TikTok videos at 21.4%. This shows that
brands should consider TikTok videos as a content
deliverable to ask from influencers together with the
20%
already-popular Instagram content types.
0%
Get Create To connect Become an

Information Content to and stay up influencer
share to date with Favorite social media content format to view
friends and
family
Instagram Reels 36.6%
For Malaysia users, the top reasons for using social media is a tie
TikTok Video 21.4%
between getting information, staying connected, and creating
content, all at over 76%. Moreover, over 64% use social media to Instagram Post 14.3%
become an influencer. Malaysia users have used social media both
as a means to obtain information, share their own content, and also
to create content to influence.
43
Over 88% of Malaysian users prefer influencer accounts over brand
accounts, as their content is seen as more relatable content. As noted
in another report, 43.3% of Malaysia Internet users enjoy comedy, How many times do you have to see an influencer
meme, or viral videos, while 38.7% enjoy tutorial or how-to videos[13]. promote a product/service before you make a
Keeping these two types of content in mind when working with purchase?
influencers can help brands gain better results for their campaigns.
5.4%
94.6%
23.2% 35.7% 12.5% 28.6%

Nearly 95% of Malaysians need to see a product/service being
promoted by an influencer at least 2 times before making a
purchase. They are also more impacted by a product
many times many times within a period within a period recommended by an influencer, many times, emphasizing the
of time of time importance of long-term influencer campaigns for brands in
Malaysia.
44
Indonesia
As the largest archipelagic country in the world, Indonesia has
a population of 276.4 million, as recorded by Data Reportal in
February 2023. Although only 58.2% of Indonesians lives in
urban areas, 77 percent or 212.9 million of the total
population are Internet users, and 167 million of them use
social media.
With the intense social media usage in Indonesia, business

owners and marketers can leverage it as a promising channel
to showcase and promote their products. One way marketers
have used social media is by using social media influencers,
who are viewed as authentic, notable and trustworthy source
of reviews.
Total Population
276.4 Million
45
Marketing Budget Allocation in Indonesia
55% of Brands in
Indonesia Would Spend
In 2023, more than half (57.5%) of Indonesian brands are setting
a marketing budget of above IDR 100 million. This is an
increased compared to 42.5% in 2021. There is also an increase in % Marketing Budget Spent on Influencer Marketing
brands who have tried influencer marketing from 73.8% in 2021
to 86.3% in 2023, and those that spend 10%-50% of their
marketing budget for influencer marketing increased from
38.8% to 55%.
40% of brands also stated they would spend under IDR 10

million to run 1 nano influencer campaign. 61% of them would
recommend their friends to trial influencer marketing with a
similar budget.
46
Influencer Is In The Top Media Spends along with
Instagram and TikTok
Instagram was the top media spend in Indonesia from

2021-2023 with a percentage of 92.5% this year, followed by
Top Media Spends in Indonesia
TikTok at 65%, which has significantly increased from 36.3% in
2021. Influencers came in third in top media spends at 38.8%.
80%
60%
40%
It is just fitting for brands in Indonesia to prioritize their media
spends on social media platforms, as up to 90% of Indonesian
20% users spend more than 2 hours on social media in 2023.
Although most Indonesia brands have been focused on
0% Instagram and recently TikTok for their media strategy, brands
Facebook Instagram TikTok Influencers YouTube SEM should also consider other platforms that are gaining
popularity in the country, such as Snackvideo and Likee, which
2021 2022 2023
are both platforms for short videos[14].
47
More Brands Are Running Monthly Campaigns
with Instagram Reels and TikTok
In 2023, 71.3% of brands intend to work with influencers. 47.5% of brands 50%
are working with 11 to 100 influencers this year and 8.8% of brands are 1 to 10
engaging more than 100 influencers, a sharp increase from 2.5% in 2021. 40% 11 to 100
29% of brands are running influencer campaigns on an adhoc basis.
Interestingly, the percentage is closely matched with brands that run 100 and above
30%
influencer campaigns once a month at 26% in 2023. Have not used influencers
20%
10%

0%
2021 2022 2023
100%
38%
33% 24%
I did not run Nano
Influencers campaigns
While Instagram Story and Post used to be the most popular
75%
Only on an adhoc basis content type that brands ask from influencers from 2021-2022, it has
26% 25%
29% Once every six months now been replaced by Instagram Reels at 73%, followed by TikTok
50% 6%
4% Once every quarter videos at 63% despite only attaining 38% in 2021.
3% 15% Once a month
16%
13%
25%
21% 23% 26% Top Content Deliverables for Indonesia in 2023
0%
2021 2022 2023 Instagram Reels TikTok Video Instagram Post
48
Indonesia Users are On Social Media to Get
Information and Stay Connected
100%
85.7%
75%
66.3% 65.1%
55.10% Among all content types, short-form video takes the
50% lead as Indonesian users' favorite content to watch,
with TikTok videos leading at 39.8% and Instagram
25%
Reels at 30.6%. This coincides with the content
deliverables brands are already leveraging from
influencers.
0%
Get Create To connect Become an

Information Content to and stay up influencer
share to date with
friends and Favorite social media content format to view
family
TikTok Video 39.8%

Aside from using social media to get information, which is the top
Instagram Reels 30.6%
reason Indonesian users selected, there is a balance between users
who use social media to stay connected with one another and users Instagram Post 10.2%
who create content to share. Not only that, over half of Indonesian
users (55%) use social media to become an influencer. For Indonesians,
social media is no longer just a means to obtain information, but also
to share their own content with the aim to influence others.
49
Almost 80% of Indonesian users prefer influencer accounts over brand
accounts, as they are able to get more information and relatable
content from influencers. Instagram Reels and TikTok are now hugely
popular for both brands and influencers. As shown in another report, How many times do you have to see an influencer
53.1% of Indonesia’s Internet users enjoy comedy, meme, or viral videos, promote a product/service before you make a
while 46.3% enjoy tutorial or how-to videos, and 40.5% enjoy live stream purchase?
videos[14]. Having a mix of these content types in brands’ campaigns
with influencers secures better campaign performance and impact.
6.12%
93.88%
Nearly 94% of Indonesians need to see a product/service being

8.2% 41.8% 6.1% 43.9% promoted by an influencer at least 2 times before making a
purchase. They are also more impacted by a product
recommended by many influencers within a period of time.
of time of time
50
How to Incorporate Influencer Marketing into
the Second Half of 2023 and Beyond
Short-form videos may take the lead, but be on the Integrating influencers across different tiers
lookout for emerging content platforms and formats Although nano influencers are well-known among brands and users
2023 will continue to see a steady rise in the popularity of short-form due to their high engagement and authenticity, brands should not
video content, which will likely be reflected in influencers’ content for neglect the potential of influencers from higher tiers such as micro,
brands even with each country’s users having different preferences for macro, and mega influencers. As brands strive to boost awareness,
social media platforms. Brands should also keep their eyes open for traffic, and conversions with increased budgets this year, leveraging
emerging apps and content types that might benefit them in the future. the synergized power of influencers across different tiers can help
With most brands indicating that their influencer marketing budgets brands gain both the reach and engagement that they need to
have increased, this should be in line with running campaigns with reach their objectives.
content that is relatable to have an impact over its audience.
Running campaigns frequently and consistently is Making your influencer marketing journey easier
helping brands in terms of authenticity and trust Partipost’s survey showed that brands are still facing obstacles that
Authenticity and trust are essential values brands should pursue above are preventing them from running influencer marketing campaigns
awareness, traffic, and conversions. Running campaigns frequently and despite being aware of its short and long-term benefits. Joining
consistently should be prioritized over one-off campaigns as consumers hands with an end to end influencer marketing platform greatly
need to see the brand at least 2 times before they would consider simplifies the process of sourcing for influencers, as well as reviewing
purchasing it. The frequency and consistency of influencers sharing their content and compiling post-campaign reports to review
about your brand has an impact on purchase decisions as the more performance.
often the product is seen in the content, the more authentic it is
deemed. 51
Embracing the Post-Pandemic Era with
Confidence and to Double Down on Influencers
Emerging into a post-pandemic world, Partipost's survey has

shown how brands are more confident in allocating more
budgets for their influencer marketing efforts. Brands across
Singapore, Taiwan, Philippines, Malaysia, and Indonesia all agree
that influencer marketing has been and will continue to be a
crucial strategy for them to boost awareness, traffic, and
conversions, as a majority of them set aside up to 50% of their
budgets for influencer marketing alone.
As social media has become a lifeline for consumers seeking

connection, information and documentation, brands should bear
these in mind when considering their marketing spend and
strategy. Consumers value authenticity above all, working with
influencers who are able to drive authenticity and relevance will
ultimately drive purchase decisions. And with short-form videos
being the preferred format of content consumption across
various platforms, brands should definitely consider this
format when crafting influencer campaigns.
52
Moving Forward with Influencer
Marketing in 2023
Brands across 5 countries agree that nano influencers continue to be

their top priority when it comes to the tier of influencers to
collaborate with. However, it can be beneficial for brands moving
forward to incorporate influencers across different tiers to gain
both the reach and engagement that they need to reach their
goals. Not only that, the frequency and consistency of running
influencer campaigns matters as well as consumers revealed that
they need to see a product being reviewed by influencers multiple
times before making a purchase decision.
The promising potential of influencer marketing is not without any

challenges. Brands still admit to facing pain points, particularly with
compiling post-campaign reports and searching for influencers that
suit their needs. Supported by an influencer marketing platform
that manages processes in one place, brands can optimize their
influencer marketing campaigns with less hassle and achieve
significant, measurable outcomes from their campaigns.
53
About Partipost
Partipost is a crowd marketing platform
that connects brands to a network of
influencers across the various tiers, from
nano to macro influencers. Specializing in
nano influencers, the firm ignites the
social voices of everyday people to give
brands the authentic and genuine reviews
they need to boost their business.
Combining the user-facing mobile application with the client-facing

Campaign Manager dashboard, influencer marketing campaigns no
longer need to be manual and time-consuming. Partipost has worked
with over 3500 industry-leading brands such as HiteJinro, Reckitt
Benckiser, Unilever, Grab, Gojek, and many more.
With the founders recently clinching a USD 7 Million investment, the

future plans are to accelerate the tech platform, continuous expansion
across Asia, and to grow the Nano influencer industry.
54
Growth of Partipost Taiwan
Hongkong
Partipost has expanded extensively across 8 markets in

Asia. Philippines
Thailand
With a network of 900,000+ influencers, Partipost allows

Vietnam
brands to run campaigns at a scale and with speed.
Partipost has one of the most robust app features and

services across Asia. They have a complex data-centred Malaysia
system by optimising artificial intelligence to improve
personalisation for everyone. This way, brands find their Singapore
desired group of influencers, and influencers receive
campaigns that resonate with their lifestyle and interests.
Total Partiposters
900K+
Indonesia
55
Recognized Regionally and Globally
56
Resources
1. Digital 2023 Deep-Dive: How much time do we spend on social media? https://datareportal.com/reports/digital-2023-deep-dive-time-spent-on-social-media
2. Influencer Advertising - Asia | Statista Market Forecast. Statista. https://www.statista.com/outlook/amo/advertising/influencer-advertising/asia
3. HypeAuditor, State of Influencer Marketing 2023
4. Digital 2023: Global Overview Report; DataReportal – Global Digital Insights. https://datareportal.com/reports/digital-2023-global-overview-report
5. Geyser, W. (2022, January 24). The State of Influencer Marketing 2023: Benchmark Report. Influencer Marketing Hub.
https://influencermarketinghub.com/influencer-marketing-benchmark-report/
6. TikTok, What’s Next 2023 Trend Report
7. The HubSpot Blog’s 2023 Marketing Strategy & Trends Report: Data from 1,200+ Global Marketers. (2022, October 31). The HubSpot Blog’s 2023 Marketing Strategy & Trends Report: Data
From 1,200+ Global Marketers. https://blog.hubspot.com/marketing/hubspot-blog-marketing-industry-trends-report
8. Digital 2023: Singapore; DataReportal – Global Digital Insights. (2023, February 8). DataReportal – Global Digital Insights. https://datareportal.com/reports/digital-2023-singapore
9. Social Media Statistics in Singapore (50+ Updated Stats). (2022, December 31). Traffv. https://traffv.com/blog/social-media-statistics-singapore/
10. Social Media in Taiwan - 2023 Stats & Platform Trends - OOSGA. (n.d.). OOSGA. https://oosga.com/social-media/twn/
11. Digital 2023: Taiwan; DataReportal – Global Digital Insights. (2023, February 13). DataReportal – Global Digital Insights. https://datareportal.com/reports/digital-2023-taiwan
12. Digital 2023: The Philippines; DataReportal – Global Digital Insights. (2023, February 8). DataReportal – Global Digital Insights. https://datareportal.com/reports/digital-2023-philippines
13. Digital 2023: Malaysia; DataReportal – Global Digital Insights. (2023, February 13). DataReportal – Global Digital Insights. https://datareportal.com/reports/digital-2023-malaysia
14. Digital 2023: Indonesia; DataReportal – Global Digital Insights. (2023, February 8). DataReportal – Global Digital Insights. https://datareportal.com/reports/digital-2023-indonesia
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Inﬂuencer Marketing Report 2023

Asia Paciﬁc Insights

How the ring light has revolutionised marketing capital

Consumers still spend a great deal of their time online on social

The second survey, involved nearly a thousand social

Regional Inﬂuencer Marketing Landscape

Challenges & Opportunities

● Pain Points & Challenges with Inﬂuencer Marketing 19

Singapore ● Top Media Spends in 2023 23

● How Brands Are Allocating Budgets for Inﬂuencer Marketing 28

● How Brands Are Allocating Budgets for Inﬂuencer Marketing 34

● How Brands Are Allocating Budgets for Inﬂuencer Marketing 46

In this post-pandemic era, social media has taken on a new signiﬁcance,

Inﬂuencer marketing is expected to cross $19 billion in 2023 and

Have not used inﬂuencers

% of inﬂuencer tier followed by

SMEs Top Media Spends

SMEs sees better ROI with inﬂuencer marketing as

Staple for Marketers 2021 2022 2023

Instagram Facebook Inﬂuencers TikTok YouTube

46.8% Document daily life

More than 5 hours a day 38.5% 48% 0%

e-commerce and websites.

“54.4% of users also agree that nano inﬂuencers are

2 TikTok (18.7%) 5 Website product review (8.5%)

Do users mind sponsored content?

30% No, if it’s from

20% No, if the content is

The Singaporean market is one of the most developed

Inﬂuencers in Singapore strive towards personalized content,

Over 60% of Brands in

Rise of New Social Media Platforms

Social media continues to be a promising channel for brands in Singapore

to Work with Inﬂuencers for

20% 100 and above

Have not used inﬂuencers

Post Story Reels

To connect Get Create Document

Over 74% of Singapore users prefer inﬂuencer accounts over

The high internet and social media usage rate in Taiwan

Inﬂuencers in Taiwan strive towards personalized content,

Over 70% of Brands in

While nearly all (96%) brands surveyed in Taiwan have tried

Rise of New Social Media Platforms

2021 2022 2023

30% Have not used inﬂuencers

Post Story Reels 0%

2021 2022 2023

Favorite social media content format to view

Taiwan users enjoy using social media to document their daily

Nearly 96% of Taiwan users prefer inﬂuencer accounts over brand

What impacts consumers’ buying decision more 95.5%

A product recommended by 1 time At least 2 times

Philippines Would Spend

Marketing Budget Allocation in Philippines

28% of brands would spend PHP50,000 - PHP250,000 to run 1

I did not run Nano

percentage are running campaigns on an adhoc basis.

Create Get To connect Become an

TikTok Video 48.2%

27.8% 38.9% 9.3% 24.1%

With the majority of Malaysians using social media,

Half of Brands in Malaysia Would