Study Reveals 90% of Filipino Users Prefer Influencer Accounts Over Brand Accounts For Marketing

Partipost, a leading influencer marketing platform in Asia, together with MSW Ventures, has announced the release of Asia Pacific Insights: Influencer Marketing Report 2023. 

The report sheds light on the influencer marketing landscape, revealing key trends, statistics, and valuable insights for brands and marketers operating in the Asia Pacific region. 

Influencer marketing continues to be a dominant force for brands and marketers, with the industry projected to surpass $19 billion in 2023 and anticipated to reach $30 billion by 2027. 

As customers become more accustomed to using social media to stay connected, get information, and make purchase decisions, brands that recognize the unique opportunities presented by collaboration with influencers are increasingly leveraging this strategy to tap into their target audiences, elevate brand awareness, and drive conversions. 

The Influencer Marketing Report 2023 draws upon the findings of two surveys conducted by Partipost, the first involving 200 brands from various industries and the second involving nearly 1,000 social media users. Both surveys spanned across five Asian countries, namely Singapore, Taiwan, Philippines, Malaysia, and Indonesia. 

Key Finding from the Report for the Philippines: 

• Based on our study, 60% of brands in the Philippines would spend up to 50% of their budget for Influencer marketing in 2023 compared to only 4% in the previous years. 28% of brands would spend Php 50,000 – Php 250,000 to run 1 nano influencer campaign. This increase in influencer marketing budget is attributed to our study, where over 90% of PH users prefer influencer accounts over brand accounts. 
• Influencer is the runner-up for Top Media Spend in the Philippines, second to Facebook. The increased spend for social media, such as Facebook, for brands in the Philippines is in line with the increased social media usage of their customers, as Partipost’s survey shows that more than 90% of users spend more than 2 hours on social media in 2023. 

• Next to Facebook, more brands are trying TikTok for their influencer campaigns. There’s a significant increase from 40% in 2021 to 80% this 2023; with this, TikTok Video is the second top content deliverables for Philippines. 
• Meanwhile, for Filipino users, TikTok Video reigns as their favorite social media content format to view with over 48% of user respondents picking TikTok over Instagram Reels and Facebook Video. 
• Social media is a go-to platform for almost 80% of Filipino users to get information. One of the top reasons why PH users use social media is their intent to become an influencer. 

Asia Pacific Insights: The Influencer Marketing Report 2023 by Partipost shows how influencer marketing continues to thrive in the continent. Brands and marketers can find invaluable insights in their respective countries to learn about consumer behavior, platform preferences, and campaign trends.

As influencer marketing continues to reshape the way brands market their products and services, Partipost aims to deliver a reliable solution which equips brands with all their needs for running campaigns seamlessly.