Asia, Eldorado of influencers
The global social media influencer industry is expected to exceed $22 billion in two years, driven mainly by the Asian market, where cellphones are king. Asia is the Eldorado of influencers.
Micro-influencers, like Peggy , have a few hundred thousand subscribers and are the most popular in Asia.
TAICHUNG – At the baseball stadium in Taichung, Taiwan, the crowd dances to the movements of the cheerleaders of the local team. With her bright smile, Peggy leads the crowd. She naturally attracts the spotlight.
I have to say that I'm a little embarrassed in private, but I can be more passionate in the stadium. I don't consider myself famous. What you see is my true personality.
They are however more than 300,000 subscribers to follow Peggy on Facebook and Instagram. And some do not hesitate to move when she participates in activities to boost the sales of a shoe or video game company.
Many admit to being more attentive to many products that she promotes on her social networks.
Sometimes I find products through her social media activities and posts, says a fan who attends as many of Peggy's events as possible, whether it's baseball and basketball games or her business ventures.
Asia has become the eldorado of influencers on social networks. An industry that should exceed 22 billion dollars within two years, mainly thanks to the Asian market. In Taiwan, 80% of social media users say they change their buying behavior based on recommendations from these influencers. Report by Philippe Leblanc
Micro-influencers, like Peggy, can interact with their subscribers whose number does not exceed a few hundred thousand.
They are the most popular influencers in Asia. Their recommendations are perceived to be more credible and less misleading. Even more in Taiwan, where Internet users are used to being wary of false information in the current tense context with China.
In fact, influencers are not only accepted in Taiwan, they are at the heart of the consumer market. Many Taiwanese joke that only products touted by celebrities or influencers are sold on the island.
Several fans travel as much as possible to the activities in which Peggy participates, who does not hesitate to offer her autograph.
In a recent survey, 80% of people who follow celebrities and social media influencers in Asia said they were likely to change their shopping behaviors based on recommendations from influencers.
In the Philippines, 70% of respondents to a marketing survey said they had purchased a product recommended by an influencer.
And within two years, the global market for influencers will represent 22 billion dollars, mainly thanks to the Asian market, birthplace of TikTok, among others.
The influencer market is so easy to penetrate today, explains Froggy Chiu, pioneer YouTube videos and social networks in Taiwan.
“You can quickly build an online presence and influence from scratch. »
— Froggy Chiu
Froggy Chiu, YouTube video and social media pioneer in Taiwan .
Wanting to use his YouTube stardom to improve online content, he created the Walk Bell John Awards for web productions in Taiwan four years ago. Among other things, he wants to fight against misleading advertising, the dark side of influencers. Especially in Taiwan, bombarded daily by disinformation from China.
I will soon be finishing my term as a city councilor in Taipei. I said I would only do one term to change what I wanted to change, then leave. I will continue to make my YouTube comedy videos, but I also want to use this platform to educate people on social media about the political reality of Taiwan. It's important.
Peggy also wants to promote what is close to her heart among her fans, such as the adoption of abandoned animals. She has four at home.
Each influencer tries to differentiate themselves through their own niche. Peggy has chosen authenticity.
Our correspondent in Asia Philippe Leblanc will be based in Taiwan in the coming months, to help us discover this island of nearly 24 million people. inhabitants, its society and the challenges that animate it. And also to cover current issues from the entire Asia-Pacific region.