Totem2025亚洲网红营销研究报告英文版

2025INFLUENCERINFLUENCERMARKETINGINASIAABOUTTHISREPORTAug2025INFLUENCERMARKETINGINASIAAsialeadsafundamentalshiftinconsumerbehavior,withsocialcommerceemergingasakeypathway-andcoremodeofmarketingforbrands.Withinthissocialcommerceecosystem,influencersrepresentnotjustanothermarketingchannelbutaretheconnectivetissuethatbindthesystemtogether.UnlikeWesternmarketsconstrainedbytraditionalmediaandlegacyshoppinghabits,mostAsianmarketshavealreadyembracedsocialcommerceasakeypathway.EnthusiasmforsocialcommerceandinfluencersishowevermixedinAsia.WhileChinaleadsandisfollowedbygrowthmarkets(suchasIndia,Indonesia,Philippines),Japanisattheotherendofthespectrum-andhasverylowenthusiasmfornewdigitalroutines(itisinmanyways,lessprogressivethantheUSandEU).Socialcommerce'sdefiningcharacteristicisitscommunity-drivennature,wherepurchasedecisionsemergefromauthentic,collaborativeinteractionsratherthanadvertisinginterruption.Consumersincreasinglyseekgenuineconnectionsandpeervalidationthroughouttheirpurchasejourney,fundamentallyalteringbrandengagementstrategies.Successfulbrandsmustmovebeyondsearchandmarketplace(ecommerceplatform)biasesandonfunnelfixationswhichprioritizeemotionlesstransactions.Instead,theymustembeddeeplywithincommunities,buildinggenuinerelationshipsandrallyingcommunitiesaroundkeybrandmomentswheretrustnaturallyconvertstopurchaseintent.Thismirrorspoliticalcampaigningmorethantraditionalretail–brandsmustcultivateengagementandorchestratemomentumtowarddecisivebrandmoments(suchasevents,livestreamsandothermemorableactivities).Demandformarketingsolutionsthatsimultaneouslyaddressbrandbuildingandperformancewithconstrainedbudgetsaresettorisefurtherastheeconomyremainsslow.Inthiscontext,influencersarelike"silverbullets"–deliveringmultiplemarketingoutcomesconcurrentlywhileoptimizingcostefficiency.Theconditionsarerightforincreasedinfluencerinvestment,asbrandsdiscoverthesepartnershipscandeliverauthenticstorytelling,communityengagement,anddirectconversionwithinasingleintegratedapproach.DespiteAsia'ssocialcommerceleadership,influencerinvestmentsremainssignificantlybelowwhatwewouldexpecttobeoptimallevels.Forinstance,toachieveparitywiththeUS's6.8%shareofsocialcommerce,Asianinvestmentintoinfluencerswouldhavetoincreasenearlytenfold–from$6billioncurrentlyto$54billion.Asplatformtrust,productquality,anduserexperienceimprove,audienceswillmorefullyembracesocialcommerceandinfluencermarketingasanewmodeformarketing.Organizationsinvestingnowingenuinecommunityrelationshipsandinfluencerpartnershipswillestablishcompoundingcompetitiveadvantages,whilethosedelayingriskfallingbehind.FallingbehindinAsia’sdynamic,future-forwardmarketsiseasytodo(Chinaservesasagoodexampleofthis).ChrisBakerFounder,TotemOURAPPROACHTOCREATINGOURAPPROACHTOCREATINGTHISREPORTThisreportlooksintoatthedepthanddetailofinfluencermarketingacrossAsia,coveringsevenmarkets;China,India,Japan,SouthKorea,Philippines,ThailandandIndonesia.InfluencermarketinghasbeenalargepartofTotem’swork,fromwhenwestartedbackin2014.Wehaveseenthepracticegrowfrombeingasecondarytool,toamainstayofthemarketingplaybook-particularlyinChina.Movinginto2025/26andbeyond,webelieveinfluencermarketingisprimedtoshiftfurtherintothelimelightacrossAsia.ThisreportfollowsupontheanalysisandthinkingTotemoutlinedinits2024reportonglobal“RiseofSocialCommerce,”soreadersareencouragedtoreadbothreportstogether-asawayofputtinginfluencermarketingincontext.ThankstoAyazAkhtarandtheteamatRakutenInsightGlobalfortheirprofoundcontributionstothisreport.Theconsumersurveyof3,813peopleacrosssevencountries(byRakutenInsight)formsthecoreofthisreport,andprovidedtheevidence,insightsforkeyquestions.TheconsumersurveycoupledwithTotem’ssurveyofregionalbrandleadersisaimedatprovidingacomprehensiveviewontrends.CONTENTS1OVERVIEW5WHYINFLUENCERS,WHYNOW9INFLUENCERSXSOCIALCOMMERCE214METHODOLOGY15ENTHUSIASMMAPPING16CHANNELS20INFLUENCERS:SIZE,PROFILE21CATEGORYINSIGHTS325STATUSMATTERS27NICHE-DOWN,SCALE-UP29COUNTRIESVARYGREATLY32MARKETPLACESSURGE34KOLSMOVETHEFLYWHEEL37AFFILIATEFEESCOUNT439CONSUMERINSIGHTS44BRAND&MEDIASTRATEGIES548GENZAREDRIVINGCHANGE55COUNTRYCOMPARISONSOVERVIEW5WHYINFLUENCERS,WHYNOW9INFLUENCERSXSOCIALOVERVIEW5WHYINFLUENCERS,WHYNOW9INFLUENCERSXSOCIALCOMMERCEOVERVIEW MARKETINGINASIAWHYAREWEFOCUSEDONTHISRIGHTNOW?INFLUENCERMARKETINGINASIABRANDSBRANDSARETURNINGTOINFLUENCERSTOSOLVEANARRAYOFISSUESIN2025InfluencerscontinuetoInfluencerscontinuetobeamainstayoftheAsiamarketingplaybook.Andinthecurrentcontextwherebrandsarelookingtodrivegainsthroughsocialcommerce,boostDTCwithprivatetrafficandbecomemorecoste仟ective(eg.cuttingagency,productionandmediabudgets),influencerswillbeviewedas‘silverbullets’capableofachievingmultiplegoalsconcurrently.Whethertheinfluencerisbeingaskedtohelpconvertasaleorproduceabrandvideo,thereisauniqueefficiencythatcomesfromcombining(withoneresource);anexistingaudienceoffollowers,theabilitytoinfluenceandimproveconsideration,theabilitytocreatecontent,withthepotentialtoachievebreak-throughresults(eitherfromviral/organicreachorfromsalesconversion).INFLUENCERMARKETINGINASIAWHYITMATTERSIN2025ThereasonsweareresearchinginfluencermarketinginAsia.Whyit’simportantforbrandsin2025.BUDGETEFFICIENCYBUDGETEFFICIENCYBrandslooktogetbudgetefficiencies,combiningcreative(PGC&UGCcontent),media/reachtoaudiences,andimprovedconsideration/salesimpact.MEDIAVERSATILITY&SCALEMEDIAVERSATILITY&SCALEInfluencersoperateacrosschannelsandallowbrandstoshiftmediabudgetsawayfrommediaownerstoKOLs…whilegettingMCN(‘multi-channelnetwork’)e仟ects.CONTENTCONTENT&BRANDLOCALIZATIONTheyallowglobalbrands(withHQ’soutsidetheregion)tosub-outthecreationofbrandedcontentandrespondmorequicklyandefficientlytolocalizationneeds.SOCIALSOCIAL&LIVESELLINGWiththeongoingshiftstosocialcommerceandlivecommerce,brandsarelookingtotakeadvantageofpotentialgainsfrominfluencer/affiliatesales.BYTHENUMBERSINFLUENCERMARKETINGBILLIONBYTHENUMBERSINFLUENCERMARKETINGBILLION(USD)Globalinfluencermarketingspendin2025,accordingtoStatista.Thegrowthratebetween2024Thegrowthratebetween2024and2025,forglobalspendingoninfluencermarketing.PerMarketingHub’s2024InfluencerReportASIA. havegrownby2.5Xbetween2021and2025accordingtoAccenture.willPER$1.00SPENDPER$1.00SPENDBasedonresearchfromConvince&ConvertInfluencermarketingspendROIoutpacessearchads($4-5/dollarspent)andsocialads.OfconsumersinAsiahavewatchedaOfconsumersinAsiahavewatchedalivestreamfromabrandorinfluencer.46%ofAsia’sGenZhaveboughtfromalivestreamsale.INFLUENCERSDRIVESOCIALCOMMERCEINFLUENCERSAREAMAJORCONTRIBUTORTOTHEGROWTHOFSOCIALCOMMERCE.LESSONSFROMCHINASUGGESTTHATSOCIALCOMMERCEWILLCONTINUETOEXPANDRAPIDLYACROSSMOSTOFASIA.INFLUENCERMARKETINGSHOULDFOLLOWTHEGROWTHOFSOCIALCOMMERCEANDPLATFORM(MARKETPLACE)EXPANSION.Influencerspendingasashareofoverallsocialcommerceandlivestreamrevenueisstillverylow-particularlyinAsia.InfluencerspendintheUSisa6.8%shareofthe$80BillioninsocialcommerceGMV.InAsia,influencerspendisonly0.75%ofthe$800BillioninsocialcommerceGMV.Toreachthe6.8%leveloftheUS,influencerspendinAsiawouldhavetoriseto$54Billion(anearly10xincrease).2025MARKETVALUES;INFLUENCERSPEND,LIVESTREAM,SOCIALCOMMERCE(Billions,USD)AsialnfluencerSpendLivestreamCommerceSocialCommerceSources:MordorIntelligence,PrecedenceResearchSOCIALCOMMERCEREVENUEPROJECTIONS(GLOBALVSUSA)(Billions,USD)GlobalUSABy2025,socialcommerceBy2025,socialcommercewillaccountfor17%ofallglobalecommercespending.ThevastmajorityofglobalsocialcommerceGMVisfromChina.6995705901,0856995705901,0859979087202320242025202620272028Source:Statista2024,AccentureInfluencersoperateacrosschannels,Influencersoperateacrosschannels,providingacriticallinkbetweenbrandsandaudiences-elevatingtheconnectionbeyondindividualmedia,forumsandchats.25yearsago,itwaseditorsandexpertswhohelpedreview,model/demoandinspirenotionsaboutwhattobuy,whattotry,wheretogo…andoffercluesaboutimage,statusandstyle.Thatrolehas(almost)completelybeenpassedovertoinfluencers,bloggers,andKOLsin2025.InfluencersareactiveacrossallchannelsinAsia,frommarketplaces,tosocialmedia,fromlivestreamstomessengers.InAsia,largeinfluencersknownasMCNs(multi-channelnetworks),provideomni-presentaccesstoaudiencesacrossanincrediblyfragmentedmedialandscape.ItisbecauseoftheseattributesthatinfluencersarecriticaltoolsintheAsiamarketingplaybook…andareacentralforceinthe‘socialcommerce’modeofmarketing.Fromabrandperformancepointofview,influencersareessentialfordrivingsalesresults.Theyhaveacriticalroleinkickstartingthe‘SocialCommerceFlywheel’andinachievinglastingmomentum.Socialdiscussiongroups(‘privaSocialdiscussiongroups(‘privatetraffic’)(Eg.WeChat,Kakao…)Affiliate,referralcodes,incentivesforuser-get-userGroupsaleswithtiereddiscounts(eg.Pinduoduo)UGCcontent,referralsandothertoolstobuildconsiderationIdentifyingwithaninterestgroup(tribe/community)ContentandExperiences(inc.video,livestream,AR/VR,games)Brand-ConsumerCo-createdproducts(Eg.ConsumertoManufacturer(C2M)Brandsbuildassociationsw/customers(Eg.Collabsw/events,brands,celebs)Livestream,Group-SaleonSocialApp(Eg.TikTok)Deep-LinkfromSocialSitetoBrandSite(Eg.Instagram)Deep-LinkfromSocialSitetoPlatform(eg.Facebook-Shoppee)Influencersarethe‘greaseJthatkeepthe“SocialCommerceFlywheel”spinning.Theyalsocanbe‘sparksJthathelpignitenewvelocity(activity)whenmomentumslows.Influencerscanbeappliedtactically(sometimesbluntly)tokeygoalsJhelpingbrandsrallycustomersbetweeneachstagealongpath(s)-to-purchase.Product&BrandSearchDiscoveryEngagementSOCIALASTHEPLACEWHEREACHECK-OUTTAKESPLACEON-SITE-ORWHERESOCIALACTSASJUMPING-OFFPOINT,WITHDIRECTLINKTOAPOINT-OF-SALE.SOCIALASTHEPLACEWHEREDISCOVERY,OCCURS,CONSIDERATIONGROWSANDADECISIONISMADE-ALLINFLUENCEDBYCOMMUNITIES(TRIBES)OFINTEREST.BeingAccessibleWhen/WhereConsumersWanttoBuyLeveragePost-PurchaseExcitement/SentimentUGC(UserGeneratedContent)(Eg.Un-boxingvideos)AffiliateandInfluencer-SupportedSalesNetworksINFLUENCERSMOVETHEFLYWHEELCheck-OutWordofMouthCONSIDERATIONACCELERATIONPost-purchasereviews,ratingsandrecommendationsTHESOCIALCOMMERCEFLYWHEELCOMMUNITYNativeCheck-OutonSocialPlatformCONSIDERATIONCONVERSIONEncouragingGroupDynamicsLeadingtoSaleBuildAffinityBetweenBrand/ConsumerWWWSALES(eg.LINE)$14METHODOLOGY15ENTHUSIASM14METHODOLOGY15ENTHUSIASMMAPPING16CHANNELS20INFLUENCERS:SIZE,PROFILE21CATEGORYINSIGHTSSURVEY&RESEARCH ASIAINFLUENCERSURVEYSWithanticipatedincreasesinsocialcommerceandinfluencermarketingacrossAsiafor2025/26,Totemsoughttobetterunderstandcurrentperceptionsandusageacrosskeymarketsintheregion.ThehighlightofthisreportisthecomprehensivereviewofconsumersacrossAsia(n=3,813)-surveyresultsprovidedbyRakutenInsightGlobal.BRANDSURVEYThebrandsurveywasconductedinJuly2025byTotem:TotalSampleSize(n=):54Theprofileofbrand-siderespondentisthatofasenior(MarketingDirector,CMO),coveringmultipleregions/countriesacrosstheregion.Therespondentscoveredarangeofindustriesincluding;fashion,beauty,gaming,travel,autoandelectronics.CONSUMERSURVEY3,3TheconsumersurveywasconductedinJuly2025byRakutenInsightGlobal,coveringthefollowinggroupsacrossAsia:TotalSampleSize(n=):3,813SevenCountriesCovered:China,Japan,S.Korea,Indonesia,Philippines,Thailand,IndiaGenderAim50:50:1,848female,1,965maleGenZ(16-28yrs)=25%Millennials(29-44yrs)=25%GenX(45-60yrs)=25%Boomers(61-79yrs)=25%SurveyDataBy:LOWWebsitesMarketplacesSocialChannelsMessengerSocialP2PSellingLiveCommerceHIGHMorePragmatic,SOCIALCOMMERCEMoreFun,SOCIALCOMMERCE(INFLUENCER)ENTHUSIASMEnthusiasmforsocialcommerceandinfluencersvarieswidelyacrossAsia.Wefindsomemarketsandcategorieswhicharecenteredaroundmorebasicchannels,whileothersembraceawiderangeofactivitiesandmixthoseactivitiesinnovel,innovativeways.Thevaryinglevelsofenthusiasmintheregionarearesultof;(1)consumerhabits,routinesandculture,(2)sophisticationofmarketingtactics,and(3)thechannelsavailablepermarket.TikTokisamajordriverofenthusiasmatacountry/marketlevel.InmarketswhereTikTokisestablishedandfullyfunctional(has“shops”),enthusiasmishigher.InmarketswhereTikTokislimited(Japan&S.Korea)orbanned(India),socialandinfluencerenthusiasmisnotablylower.AutoTravelGamingSportsGearMovies,MusicElectronicsF&BBeautyFashionJAPANS.KOREAINDIATHAILANDPHILIPPINESINDONESIACHINATikTokJsrevolutionaryapproachtobundlinginfluencers,livecommerce,contentandshopsispushingsocialcommerceforward-mostnotablyinmarketswhereitisfullyfunctional.pausedin2023Re-enteredthruDouyin(2016)isthetemplateforgrowth.launchin2025launchin2025in2020since2022since2022CHANNELPREFERENCESPERCENTOFPEOPLEWHO’VEUSEDTHESECHANNELS“Whichofthefollowingdoyouhaveexperiencewith?”MARKETPLACESARESTILLTHECENTEROFDIGITALACTIVITYACROSSASIA.GENZCONSUMERSHINTATTHEFACTTHATYOUNGERNETIZENSAREDRIFTINGTOWARDSOTHERCHANNELSANDACTIVITIES,WITHSOCIALCOMMERCEPRIMEDTOBETHENEXTMAJORMODEOFCONSUMERENGAGEMENT.InTotem’s2024reportonSocialCommerce,wechartedtheshifttakingplacefrom“search”asthedominantmodeofmarketing,tosocialcommerce.Asiaisleadingthischange.OnlineMarketplaceBrandWebsiteSpecialtySites/AppsSocialMediaChannelsMessagingAppslnfluencersAffiliatesLivestreamSellingSellingtoOthersCONSUMERSCONSUMERSGenZAsia(All)PERCENTOFPEOPLEWHOHAVEEXPERIENCEWITHRakutenInsightGlobalxTotemSurvey,Jun’25(n=3,813)BRANDSARE(RIGHTLY)INVBRANDSARE(RIGHTLY)INVESTINGINTOMARKETPLACEGROWTH,WITHPLANNEDBUDGETINCREASESFORECOMMERCEPLATFORMADS.80%OFBRANDSSURVEYEDHAVEPLANNEDFORINCREASESINMARKETPLACEADS.INFLUENCERRANKSECOND,WITH74%OFBRANDSPLANNINGINCREASEDINVESTMENTS.SOCIALMEDIAADSANDSPONSORSHIPSARENEXTONTHERANKING,BOTHBEINGSUPPORTIVEOFANACCELERATIONINSOCIALCOMMERCEROUTINES.commerceMarketplaceAdslnfluencersSocialMediaAdsSponsorshipDigitalDisplayAdsSearchMarketingOOHTVAdsVerticalMediaChannelsDecreaseNoChangelncreaseHOWDOYOUPLANONADJUSTINGYOURBRAND’SINVESTMENTSINTHECOMING18MO?BRANDSBSource:TotemMedia“Brand”SurveyonInfluencersn=54COMMERCEPREFERENCESWHENITCOMESTOCOMPLETINGASALE(CONVERSION),MARKETPLACESREIGNSUPREMEACROSSASIA-WITHALLAGEGROUPS,ACROSSALLMARKETS.INFLUENCERSPLAYASMALLROLEINFINALCONVERSION.THEYARENOTADESTINATIONUNTOTHEMSELVES,BUTINSTEADPLAYAKEYROLEINGETTINGCUSTOMERSWHEREBRANDSWANTTHEMTOCONVERT-SUCHASONAMARKETPLACEP.O.S.,AWEBSITEORASOCIALCHANNEL.Whileinfluencersoperateacross-platformsasMCNs(Multi-ChannelNetworks),andhelpdelivertra所ctobrands’favoreddestinations,theyarealsoveryactivewithin(andaspartof)ecommercemarketplaces.AlmostallecommerceplatformsinAsia(aswellassocialcommercesiteslikeTikTok)havesystemsforinfluencersanda所liates.Wethereforeviewmarketplaceoperationsashavingheavy,native-levelsupportfrominfluencers.TOPCHANNELSFORONLINEPURCHASES(AVE.ASIA,ALLGROUPS)“Pleaserankthefollowingchannelsintheorderofwhichyoumostoftenpurchasefromonline”SpecialtySites/AppsSpecialtySites/AppsBrandWebsiteSocialMediaChannelsMessagingAppslnfluencersCONSUMERSGenZASIAOnlineMarketplaceRakutenInsightGlobalxTotemSurvey,Jun’25(n=3,813)ROLEOFlNFLUENCERSSource:TotemMedia“Brand”SurveyonInfluencersn=54BRANDSBRANDSUSEINFLUENCERSASFLEXIBLE,VERSATILE‘TOOLS,’HELPINGTOACCELERATECONSUMERINTERESTATALLSTAGESOFTHEFUNNEL(ORFLYWHEEL).BRANDSCURRENTLYFOCUSINFLUENCERSTOWARDMORETOP-OF-FUNNELGOALS(AWARENESS).THEREMAYBEADDITIONALGAINSTOBEHADWITHINFLUENCERSINSUPPORTINGCONVERSION(SUCHASWITHINFLUENCERLIVESTREAMS).PERHAPSTHEBIGGESTOVERSIGHTISWITHNOTUSINGINFLUENCERSMOREFORPOST-PURCHASEREVIEWS.NotRelevantMinimallmportantKeyRoleSupportNewAwareness(Discovery)lmproveConsiderationConversion&Sales(eg.Affiliate)Post-purchaseReviewsRATETHEIMPORTANCEOFTHEROLEINFLUENCERSPLAYINEACHOFYOURMARKETINGGOAL?BRANDSBlNFLUENCERSlZE/PROFlLEWHILECONSUMERSMIGHTPREFERAFINALNODOFAPPROVALFROMAFRIENDORFAMILYMEMBER,ITISTHELARGERINFLUENCERSTHATCANBESTHELPBOOSTAWARENESSANDCONSIDERATION.FROMTHECONSUMERPOINTOFVIEW,THEREISACLEARBIASTOWARDSLARGERINFLUENCERS.THISCOULDSIMPLYBEAQUESTIONOFRECALLINGLARGERINFLUENCERS(SURVEYBIAS)BUTINTHEWORLDOFMARKETING,MEMORY&RECALLAREHALFTHEBATTLE.INFLUENCERMARKETINGNEEDSTOBESETAGAINSTTHECONTEXTOFSTATUSGAINS.AND,STATUSSCALESINFAVOROFLARGERKOLS.INFLUENCERS’INFLUENCERS’IMPACTONPURCHASEDECISION“Pleaseratetheimpacteachtypeofinfluencershaveonyourpurchasedecisions”CONSUMERSCelebritiesCelebritiesMegalnfluencersMacrolnfluencersMicrolnfluencersNanolnfluencers%ofnegative%ofneutral%ofpositiveRakutenInsightGlobalxTotemSurvey,Jun’25(n=3,813)GENZDRIVINGCHANGEFASHION,BEAUTYANDF&BLEADTHEWAYINTERMSOFINFLUENCER-LINKED-SALES.GENZOUTPACETHEAVERAGESACROSSALMOSTALLCATEGORIES.TOPTHREECATEGORIESFORINFLUENCERSALES33F&B1FashionBeautyCategoriesthatleadthewayintermsofinfluencer(affiliate)salesalsotypicallyleadinlivestreamselling.Eachofthesecategorieshavesomecommoncharacteristics,in;(1)beinglow-involvement-quick,emotionaldecisionswhichdontrequiredeepevaluations,(2)statusandstylematter,and(3)therearestrongincentives(commissions)forinfluencersinreselling.INFLUENCERS’IMPACTONDIFFERENTPRODUCTS“Whichcategoriesofproductshaveyoupurchasedbecauseitwasrecommendedbyaninfluencerorcelebrity?”FashionFashionBeautyFood&BeverageElectronics/AppliancesMovies,Music&OtherOnlineContentVideoGamesSportsGearTravelCars(auto)CONSUMERSNoneGenZASIARakutenInsightGlobalxTotemSurvey,Jun’25(Asia:n=3,813,GenZn=935)25STATUSMATTERS2725STATUSMATTERS27NICHE-DOWN,SCALE-UP29COUNTRIESVARYGREATLY32MARKETPLACESSURGE34KOLSMOVETHEFLYWHEEL37AFFILIATEFEESCOUNTINFLUENCERMARKETING INFLUENCERMARKETINGKeyissuesandinsightsforbrandsuccess,relatedtoinfluencermarketinginAsia.1.STATUSMATTERS2.NICHE-DOWN3.CHINASETSTHETREN10LEARNINGS&INSIGHTSStatushierarchymatters.Largerinfluencersconfergreaterstatusandareviewedasworthyoffollowing.Thisrunscountertothecurrenttrendofbrandstappingsmaller,microinfluencers(movingawayfromlargerones).Customerspreferinfluencersofclear,high-status.Asoursurveyhasshown,consumersview‘larger’influencersasmoreimpactful.Thelargertheinfluencer,themorethestatustheyconfertofollowers-thegreaterthe‘aspirationale仟ect.’Oursurveysshowthatthereisamorethat2xpreference/impactfrommega-influencers(65%positive)overnano-influencers(31%positive).Thisisstatusand‘aspirationale仟ect’isfurtherillustratedfrom‘thereasonstobuyfrominfluencer’wherethetopthreemotivationswererelatedto‘seeingtheproductmodeled’(aspiration,envisioning),‘trustingthemtopresentqualityproducts(statustransfer,assurance),and‘filteringproductsclosetomyinterest’(fitsmyvisionoffuture,realizedself).Statusandconcernsfor‘fittinginJareparticularlystronginAsia.RepeatedresearchshowthatmostAsiancustomershave;(1)strongerintereststofit-inJand(2)checkmoresourcespriortomakingapurchase.REASONSTOBUYFROMINFLUENCERS(ASIAAVE.)Gottoseetheproductdemo/modeledTrustthemtopresentqualityproductsGottoseetheproductdemo/modeledTrustthemtopresentqualityproducts HelpsmefindproductsthatIlikeTrusttheyareo仟eringagooddealGivesmeagoodstoryforfriendsMakesmefeelclosertotheinfluencerMakesmefeelmoreapartofacommunityGivesme‘cred’Influencermarketingisadelicatedanceofstatus.Customersfollowanuanced(andmostly)unobservedprocessofstatusassessmentwhenitcomestofollowinginfluencers…andin-turntherecommendationstheyfollowfrominfluencersaboutwhattobuy…andhowthosepurchasesfittheirstatusgoals.Itsanendlessprocessofstatusappraisalandsignaling.RakutenInsightGlobalxTotemSurveyJJunJ25(Asia:n=3J813JGenZn=935)STATUSMATTERSINSOCIALSTATUSEFFECTSWITHONLINEINFLUENCERSThereissomethingcounterintuitiveaboutinfluencersasstatussymbols.Theactofbeinganinfluencerlacksthesubtletyanddetachmentofwhatwewouldimaginetobetypicalofahighstatusindividual.AtypicalhighstatusIndividualwouldrarelygraspforattentionandrecognitioninthewaythatmostonlineinfluencersdo.Inouranalysisofinfluencers,celebritiesand‘mega-influencers’rankhighest,whilesmall(KOCs)oftenrankhigherthanmedium-influencersinthestatusappraisalsofconsumers-it’sanS-Curvedistribution.Thelogicisthatlargerinfluencersdonothavetoworkashardforattention,andconfergreaterstatusthanmediuminfluencerswhogenerallyworkhardertogetrecognition.Attheotherendofthescale,smallinfluencersoftenholdandconfergreaterstatusthanmediuminfluencers.AswehavefoundinChina,small“KOC’s”areoftentheleadersamongsttheirpeergroupandthereforeholdrelativelyhighstatus(andtrust)withinsmallnichegroups.WHICHINFLUENCERSTOUSE,WHENTOUSETHEMBrandsthatwanttomakequickimpactshouldworkwithwithcelebritiesandlargeinfluencerstocreateacombinedeffectofstatusandscale.Mediuminfluencerscanbebestusedtobuildscaleinmoreblunteffortstosaturateachanneloracommunity-ifthepriceisright.KOC‘sandsmallinfluencerscanbewellusedtocreatebottom-upsupportfordecision-making-particularlywithinnichecommunitiesJinterestgroups..Mostcustomerslookatreviewsandratingsofpeople‘closertothemJassignalsoftrust.Mappingstatuse仟ectsbetweenlarge,mediumandsmallinfluencersCommunity(Niche)StatusStatusEffects&AmplitudeKOCsKeyOpinionConsumerswhoareleadersinpeer&interestgroupscano仟erstrongstatuse仟ects.LargerInfluencersHavelessimpactwithnichecommunities,asthey’reseenasbeingtoomainstream.Nano-InfluencersSmallinfluencerswithoutstrongcommunityvalueo仟ertheloweststatuse仟ect.LowerStatusRising,fallingmediumKOLsmayhavestrongreach(following)buttendtoconferlessstatuse仟ects.PeakStatusOccurswithlegitleaders,celebritieswhohavequalityoffline(IRL)status.SizeofnfluencerCelebrityMega-InfluencersMediumInfluencersSmallInfluencers10LEARNINGS&INSIGHTS2.2.NICHE-DOWNTOSCALE-UPWhilelargerinfluencersarefavoredoversmalleronesingeneral-amongmainstreamaudiences-mostbrandsarenotgeneral(mass)enoughtotrulybenefitfromthecost/scaletradeo仟sofworkingwiththelargest(higheststatus,highestpriced)influencers.Mostbrandsshouldinstead‘niche-down’intocategoriesandcultureswheretheycana仟ordtocompeteforownershipofacommunity.Intechcirclesthisstrategyof‘owningaculture/community’wouldbecalledproduct-marketfit.Intheworldofinfluencermarketingandsocialcommercebrandsshouldaimforstrongalignmentbetween;(1)abrand’s‘heroproduct,’(2)anichecategory/culturalcommunityand(3)theinfluencersthathavethemostrelevantfitbetweenthetwo.“Ownershipofacategory/culture”requiresaninvestmentbutismorelikelytopayareoccurringdividendtothebrandthanworkingwithmassKOLs.Affinity,memoryandgoodwillcountforalotwhenitcomestobranding.VeryJveryfewbrandsshouldbetargetinggeneralJmassstatusgoals.Theyshouldinstead‘nichedownJintocommunitiesofinterest(targeting