The Southeast Asian influencer marketing segment is growing at a 10.83% compound annual growth rate as the global market heads toward $480 billion by 2027, according to new research from Vero.
The report, based on a survey of nearly 150 influencers in Indonesia, the Philippines, Singapore, Thailand, and Vietnam across ages, experiences, niches, and follower bases, reveals that brand sponsorships now constitute 90% of influencer income in the region, with most creators posting sponsored content on a weekly basis.
With a 72% increase in sponsored content requests this year, the sector shows substantial momentum.
Platform Dynamics Shape Revenue Opportunities
Instagram leads as the primary platform choice, with 78% of Southeast Asian influencers reporting it as their most active channel.
The platform’s highly engaged user base, sophisticated user interface, and diverse content creation formats drive this preference, enabling daily interaction between creators and audiences.
Source: Vero
“While social media platforms are constantly evolving, with algorithms shifting regularly, content creators continue to captivate audiences and achieve significant reach and engagement,” Charissa Sevilla, Vero Influencer Relations Specialist for the Philippines, said in the report. “A key factor driving this success is the ability to craft compelling narratives and foster genuine connections with viewers.”
TikTok, which entered the Southeast Asian market in 2018, has quickly gained traction, particularly during the pandemic. The research shows 81% of regional influencers maintain a presence on the platform.
TikTok’s algorithm amplifies content based on real-time audience preferences, creating both challenges for specific brand messaging and opportunities for targeted audience reach.
Content Strategy and Market Adaptation
The research identifies storytelling as the most effective engagement strategy, with 34% of respondents across countries citing it as their primary approach.
Market preferences vary significantly across the region, with live streams showing particular strength in Singapore and Indonesia. Interactive quizzes have gained traction in Singapore, Indonesia, and Vietnam, while user-generated content demonstrates notable success in Thailand, where the local UGC market is projected to reach $426.7 million by 2028.
Source: Vero
“Thai social media users interact with their favorite influencers more actively than most other markets, driving the popularity of user-generated content,” noted Rachat Ploungphet, Vero Senior KOLs and Influencer Manager for Thailand. “This underscores the value of co-creating content that feels personal and participatory, where influencers inspire conversations and turn campaigns into community-driven moments.”
Market Evolution and Creator Adaptation
“Long-term partnerships are a game-changer for both brands and influencers,” said Adisty Primatya, Vero Creative KOLs Communication Senior Manager for Indonesia. “It can enhance brand recognition and loyalty, while empowering influencers to build stronger audience connections through authentic, consistent content.”
In 2025, the research predicts several significant trends shaping the industry. Artificial intelligence emerges as the leading disruptive force, with 36% of influencers acknowledging its impact. Social commerce follows closely as an emerging revenue channel, cited by 33% of respondents.
“Influencers in Vietnam have gained popularity because of their authenticity and their fearlessness to challenge social norms and stereotypes, particularly in a conservative society,” explained Doan Ngoc Mai Khanh, Vero Strategic KOLs and Influencer Manager for Vietnam. “This makes them the real voices of the community–and effective channels for addressing sensitive topics with nuance and reliability.”
Source: Vero
Regional Platform Preferences and Future Outlook
“There’s more than enough evidence that social media as a platform and influencers as trendsetters are going to be bigger, and their impact on society (and economy) will become even more pronounced,” said Claudia Pusung, Vero KOLs and Influencer Relations Manager for Indonesia. “The rise of social commerce and the increase of artificial intelligence and other emerging technologies will only amplify their influence in the coming years.”
The research reveals distinct patterns of platform usage and content strategy across Southeast Asia. In Vietnam, TikTok has established itself as the primary platform for 39% of influencers. Thai influencers show a significant TikTok presence at 26%, while Indonesian creators demonstrate particular strength in understanding target audiences and leveraging live streaming formats.
The sector maintains strong optimism about its future, with influencers reporting an average sustainability score of 4.02 out of 5. The research notes that social commerce adoption varies significantly by market, with Indonesia’s TikTok Shop ban leading to increased live shopping activity on other platforms, while the Philippines embraces TikTok as part of its “budol culture” for product recommendations.
Read the full “Impact, Engagement, and the Future of Influencer Marketing: Insights from Influencers” report here.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
The Southeast Asian influencer marketing segment is growing at a 10.83% compound annual growth rate as the global market heads toward $480 billion by 2027, according to new research from Vero.
The report, based on a survey of nearly 150 influencers in Indonesia, the Philippines, Singapore, Thailand, and Vietnam across ages, experiences, niches, and follower bases, reveals that brand sponsorships now constitute 90% of influencer income in the region, with most creators posting sponsored content on a weekly basis.
With a 72% increase in sponsored content requests this year, the sector shows substantial momentum.
Platform Dynamics Shape Revenue Opportunities
Instagram leads as the primary platform choice, with 78% of Southeast Asian influencers reporting it as their most active channel.
The platform’s highly engaged user base, sophisticated user interface, and diverse content creation formats drive this preference, enabling daily interaction between creators and audiences.
Source: Vero
“While social media platforms are constantly evolving, with algorithms shifting regularly, content creators continue to captivate audiences and achieve significant reach and engagement,” Charissa Sevilla, Vero Influencer Relations Specialist for the Philippines, said in the report. “A key factor driving this success is the ability to craft compelling narratives and foster genuine connections with viewers.”
TikTok, which entered the Southeast Asian market in 2018, has quickly gained traction, particularly during the pandemic. The research shows 81% of regional influencers maintain a presence on the platform.
TikTok’s algorithm amplifies content based on real-time audience preferences, creating both challenges for specific brand messaging and opportunities for targeted audience reach.
Content Strategy and Market Adaptation
The research identifies storytelling as the most effective engagement strategy, with 34% of respondents across countries citing it as their primary approach.
Market preferences vary significantly across the region, with live streams showing particular strength in Singapore and Indonesia. Interactive quizzes have gained traction in Singapore, Indonesia, and Vietnam, while user-generated content demonstrates notable success in Thailand, where the local UGC market is projected to reach $426.7 million by 2028.
Source: Vero
“Thai social media users interact with their favorite influencers more actively than most other markets, driving the popularity of user-generated content,” noted Rachat Ploungphet, Vero Senior KOLs and Influencer Manager for Thailand. “This underscores the value of co-creating content that feels personal and participatory, where influencers inspire conversations and turn campaigns into community-driven moments.”
Market Evolution and Creator Adaptation
“Long-term partnerships are a game-changer for both brands and influencers,” said Adisty Primatya, Vero Creative KOLs Communication Senior Manager for Indonesia. “It can enhance brand recognition and loyalty, while empowering influencers to build stronger audience connections through authentic, consistent content.”
In 2025, the research predicts several significant trends shaping the industry. Artificial intelligence emerges as the leading disruptive force, with 36% of influencers acknowledging its impact. Social commerce follows closely as an emerging revenue channel, cited by 33% of respondents.
“Influencers in Vietnam have gained popularity because of their authenticity and their fearlessness to challenge social norms and stereotypes, particularly in a conservative society,” explained Doan Ngoc Mai Khanh, Vero Strategic KOLs and Influencer Manager for Vietnam. “This makes them the real voices of the community–and effective channels for addressing sensitive topics with nuance and reliability.”
Source: Vero
Regional Platform Preferences and Future Outlook
“There’s more than enough evidence that social media as a platform and influencers as trendsetters are going to be bigger, and their impact on society (and economy) will become even more pronounced,” said Claudia Pusung, Vero KOLs and Influencer Relations Manager for Indonesia. “The rise of social commerce and the increase of artificial intelligence and other emerging technologies will only amplify their influence in the coming years.”
The research reveals distinct patterns of platform usage and content strategy across Southeast Asia. In Vietnam, TikTok has established itself as the primary platform for 39% of influencers. Thai influencers show a significant TikTok presence at 26%, while Indonesian creators demonstrate particular strength in understanding target audiences and leveraging live streaming formats.
The sector maintains strong optimism about its future, with influencers reporting an average sustainability score of 4.02 out of 5. The research notes that social commerce adoption varies significantly by market, with Indonesia’s TikTok Shop ban leading to increased live shopping activity on other platforms, while the Philippines embraces TikTok as part of its “budol culture” for product recommendations.
Read the full “Impact, Engagement, and the Future of Influencer Marketing: Insights from Influencers” report here.