Totem：2025亚洲网红营销研究报告（英文版）（68页）.pdf

1、2025INFLUENCER MARKETING IN ASIASURVEY&REPORTAsia leads a fundamental shift in consumer behavior,with social commerce emerging as a key pathway-and core mode of marketing for brands.Within this social commerce ecosystem,influencers represent not just another marketing channel but are the connective

2、tissue that bind the system together.Unlike Western markets constrained by traditional media and legacy shopping habits,most Asian markets have already embraced social commerce as a key pathway.Enthusiasm for social commerce and influencers is however mixed in Asia.While China leads and is followed

3、by growth markets(such as India,Indonesia,Philippines),Japan is at the other end of the spectrum-and has very low enthusiasm for new digital routines(it is in many ways,less progressive than the US and EU).Social commerces defining characteristic is its community-driven nature,where purchase decisio

4、ns emerge from authentic,collaborative interactions rather than advertising interruption.Consumers increasingly seek genuine connections and peer validation throughout their purchase journey,fundamentally altering brand engagement strategies.Successful brands must move beyond search and marketplace(

5、ecommerce platform)biases and on funnel fixations which prioritize emotionless transactions.Instead,they must embed deeply within communities,building genuine relationships and rallying communities around key brand moments where trust naturally converts to purchase intent.This mirrors political camp

6、aigning more than traditional retail brands must cultivate engagement and orchestrate momentum toward decisive brand moments(such as events,livestreams and other memorable activities).Demand for marketing solutions that simultaneously address brand building and performance with constrained budgets a