Influencer marketing is finally paying off in APAC, not just for likes

Scrolling TikTok or Instagram isn’t just fun anymore. AnyMind Group found that influencer campaigns in Asia-Pacific are now driving trust, purchase intent, and measurable sales, not just likes and views.

The company’s State of Influence in APAC 2026 Report analyzed nearly 7,000 campaigns and 1.1 million influencers across Cambodia, Hong Kong, Indonesia, Japan, Malaysia, the Philippines, Singapore, Taiwan, Thailand, and Vietnam. It shows brands are treating influencers like performance partners across the whole shopping journey.

Outcome-driven campaigns jumped to 42.47 percent of all influencer activity in 2025, up from 30.67 percent in 2024 and 28.24 percent in 2023. That is a clear signal that businesses want ROI and accountability, not just buzz.

TikTok is leading this commerce shift in Southeast Asia, hosting 66 percent of influencer campaigns in Thailand, 64.3 percent in the Philippines, and 62.9 percent in Vietnam. Its short-form videos are pushing viewers from discovery straight to action. Japan is catching up, with TikTok campaign usage up 16.3 percent in 2025 after TikTok Shop launched there, although Instagram still dominates with 56.4 percent of campaigns. Taiwan relies heavily on Instagram too, with 57.7 percent of influencer campaigns running there.

Brands are now tracking clicks, engagement, and conversions, integrating influencer activity directly with performance marketing and commerce strategies. This means when you tap a product link in your feed, the influencer behind it is being measured for the actual money they help move, not just your double-tap.

For creators and marketers, the takeaway is simple. Influencer content is no longer just a popularity contest. It is a revenue engine shaping what people buy, where they shop, and which platforms they trust.

If you scroll, click, or shop online, you are part of the proof.