80 pc social media users in Asia are likely to purchase products recommended by influencers: Nielsen Report

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by Jacob Solomon Sep 16, 2022 News
80 pc social media users in Asia are likely to purchase products recommended by influencers: Nielsen Report

With a focus on brand building, marketers are always looking for new strategies to stay top of mind with potential buyers. The global marketers plan to spend more on social media in the next year. According to the annual marketing report, social media is the most effective paid channel for global marketers.

Expected change in social media spending by region
Expected change in social media spending by region

There are three considerations that marketers engage with.

  1. Each Asia market should have a different social strategy

80% of social media users in Asia who follow an influential person on social media are more likely to purchase products recommended by them. In Indonesia, India, and the Philippines, this appears to be the case. It could be more difficult to adopt a successful campaign in Hong Kong and Japan due to their lower reach. There is a need for a more diverse media strategy.

Each target audience in each market is looking for something different from the people they are following. In China and Taiwan, likeability and inspiration seem to be key themes, whereas in India, Thailand and Vietnam, trust and authenticity are more important. The key to a successful campaign is engaging with influential people.

  1. All age groups matter and are unique

It is important to keep in mind the older demographic when building a social strategy. Older people in the Philippines, China, India, and South Korea are just as likely to like and share a post as younger people. Seniors have definitely come of age on social media. There is no need to assume that influencer marketing should only be used for Gen Zs andMillennials. It's possible for brands to include influencer marketing in their strategy mix.

Mid-lifers engage with social media posts the most through commenting on posts, reposting and sharing, and clicking on links, according to a new report. It may be better to adopt an interactive campaign for this audience.

Mid-lifers are more interested in politicians than youths, while kids are more interested in gaming. Brands can increase their campaign effectiveness by partnering the right type of influencer.

Product reviews have a lot of power.

Product reviews are the most popular type of branded content in Asia, with the exception of influencer followers in China. Most of Asia will find honest reviews of your product appealing. It is possible for brands to stand out in China's crowded consumer market by partnering with influential people. Product demos can be very engaging. This would allow others to sample the product.

The markets across Asia generally have healthy creator economies, not just in terms of growing numbers of influential people, but also in the number of people who follow them. Changing market trends are what brands must watch out for. The right combination of persona, content and engagement can be achieved with the help of influencer marketing. The brands that align themselves with the right people can become trusted sources of information for consumers.

The study was done in conjunction with Rakuten Insight Global, which analysed 6000 responses from their panels in 12 Asian markets to better understand sentiment around social media.

Tags: Influencer MarketingNielsenSocial Media Marketing