SINGAPORE, February 26 — Influencer marketing across Asia-Pacific has evolved from a brand awareness tool into a key driver of trust, purchase intent, and measurable commercial outcomes, according to AnyMind Group’s State of Influence in APAC 2026 Report.
Drawing on first-party data from nearly 7,000 campaigns and more than 1.1 million influencers across 10 APAC markets, the report shows that outcome-driven influencer campaigns accounted for 42.47 per cent of total activity in 2025, up sharply from 30.67 per cent in 2024.
Reflecting growing pressure on brands to optimise return on investment and justify marketing spend. The study also highlights shifting platform dynamics, with TikTok emerging as a dominant performance-led creator platform in Southeast Asia.
While strategies remain highly market-specific. TikTok accounted for over 60 per cent of influencer campaigns in markets such as Thailand, the Philippines and Vietnam, while Instagram continued to lead in Japan and Taiwan.
In Malaysia, activity was more evenly split between Instagram and TikTok, underscoring how brands are increasingly tailoring influencer strategies to local consumer behaviour as creator-led campaigns become more tightly integrated with commerce and performance objectives.
