APAC Influencer Campaigns Shift to Performance: 42% Now Measured by Sales

AnyMind Group has released its State of Influence in APAC 2026 report, documenting a sharp regional shift toward performance-driven influencer campaigns across 10 Asia-Pacific markets, nearly 7,000 campaigns, and 1.1 million creators.

Performance Campaigns Nearly Double in Two Years

The report's headline finding is a significant jump in performance-focused campaigns across APAC. The share of campaigns measured by sales and conversions, rather than reach and impressions, rose from 28.24% in 2023 to 30.67% in 2024, then accelerated to 42.47% in 2025.

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The mechanisms driving this shift are concrete. Brands are now embedding affiliate links, TikTok Shop integrations, and live commerce features directly into campaign briefs, transforming influencers from awareness vehicles into measurable points in the purchase funnel.

Southeast Asia's creator ecosystem generated US$21 billion in trackable eCommerce revenue in 2025, representing 20-24% of the region's US$46 billion total eCommerce impact. Affiliate purchase penetration reached 90% in Indonesia and Vietnam, the highest recorded in the region.

Smaller Creators Outperform on ROI

The report identifies a clear shift in how brands select creators. Nano- and micro-influencers now account for more than 40% of total campaign impact across APAC, outperforming macro-creators in return on investment.

Micro-influencers retain 60-70% of viewers per piece of content, compared to 40-50% for mega-creators and 30-40% for celebrities. In some markets, smaller creators deliver engagement rates up to seven times higher than their larger counterparts.

The data also shows that affiliate product links are 31% more persuasive than non-clickable content in driving purchase decisions, directly quantifying the conversion premium that performance-based formats deliver over traditional awareness posts.

TikTok Leads Southeast Asia, Platform Roles Diverge by Market

TikTok has emerged as the dominant performance platform across Southeast Asia. The platform commands 66% of campaigns in Thailand, 64.3% in the Philippines, and 62.9% in Vietnam. In Japan, TikTok recorded 16.3% growth following the launch of TikTok Shop.

Indonesia and Japan lead the region in performance adoption, with 73.89% and 72.34% of campaigns respectively classified as performance-driven. Emerging markets including Cambodia and Hong Kong remain predominantly awareness-focused, revealing a clear maturity gap across APAC.

Platform dynamics vary significantly by market. Singapore concentrates 87.8% of influencer investment on Instagram, yet TikTok delivers the highest median engagement rates in that market. Malaysia presents a near-equal split between Instagram (47.7%) and TikTok (44.4%), while XiaoHongShu, a Chinese lifestyle and review platform, already captures 28.27% of lifestyle and home category spend in the country.

Market-Specific Strategies Replacing Regional Blanket Approaches

The report's dataset, covering Cambodia, Hong Kong, Indonesia, Japan, Malaysia, the Philippines, Singapore, Taiwan, Thailand, and Vietnam, confirms that a single regional influencer strategy is no longer sufficient.

AnyMind Group partnered with Wings Group Indonesia to deploy its AnyTag campaign management platform as a documented example of performance-based measurement in action, tracking conversions and affiliate sales at the individual creator level rather than relying on follower counts.

Overall, influencer marketing ROI across APAC averages US$5.78 per dollar spent, with 61% of consumers reporting that they trust influencer recommendations. The APAC influencer market is growing at a 27% compound annual rate through 2030, with brands currently allocating 25-35% of digital budgets to influencer partnerships, the highest proportion globally.

The report recommends that brands shift from seasonal campaign bursts to always-on influence strategies, treating creators as measurable conversion channels rather than periodic awareness tools.