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4 Reasons Why Influencer Marketing Works in Southeast Asia


To reach Southeast Asia’s diverse and tech-savvy audience in the digital age, you need to create the right marketing materials. At Kobe, a top marketing company based in Singapore that has worked with more than 30,000 influencers worldwide, we know how important it is to keep up with regional marketing trends. In this article, we’ll look at the 4 reasons why influencer marketing strategy works in Southeast Asia.

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Influencer Marketing Benefits 1:

Influencers whose values and personalities are similar to your brand’s can create content that is relatable and engaging.

Influencers’ video reviews often show how they use the products and fit into their daily lives. People follow influencers to find out about their lives. And this creates the opportunity to build trust in the product when the influencers use the products often. Although it is subtle, the effect is huge. The products will begin to stay in the consumers’ minds. And when the need arises for them to buy the products, the brand will be one of the few considerations and this is important to encourage purchase. If the brands continue to engage with the consumers, it will increase the probability even more.

Influencer Marketing Benefits 2:

People’s attention is getting shorter and brands’ videos should be kept short to capture attention.

Southeast Asians watch more videos than anyone has ever seen. People watch a lot of short movies on apps and websites like TikTok and Instagram Reels. Brands use these platforms to make videos that are interesting, entertaining, and useful for their audience. Polls and Q&A meetings are two examples of interactive features that make content more interesting and make it easier to share. Leverage influencers to create short and entertaining videos on Instagram and TikTok to keep your consumers engaged.

Influencer Marketing Benefits 3:

Localized content helps you speak the language of the market.

Southeast Asia consists of different cultures and languages. It can be challenging for brands to tweak their marketing messages so they can speak to the locals. One way to scale and address this issue is to work with local influencers. They know the culture and speak the language. Brands first need to identify the main marketing message that they want to convey. Give the creative freedom to the influencers to create content that tells the marketing message. You will be surprised at how dynamic the content can be, and yet tell the one main message to your consumers.

Influencer Marketing Benefits 4:

E-commerce Integration: Shopping Goes Smoothly

Southeast Asia’s online shopping is growing fast, so brands are adding shopping experiences to their content. Supported by different social media platforms such as Instagram, TikTok and YouTube, consumers now can buy immediately from social media posts, live shopping events, and shopping videos with “Shop Now” buttons. This is game-changing. By getting influencers to review and use your products, can you imagine how this would encourage purchases from the consumers? Content, Reviews, and Convenience. These are the recipes that help to boost your online shopping sales.


Influencer Marketing in Southeast Asia moves very quickly. Together with the different trends on Instagram and TikTok, it’s important to know what strategies brands can use to keep up with it. If you would like to know what is the best practices for using influencer marketing strategy in Southeast Asia to help you achieve your marketing goal, have a chat with us here.