How likely will social media users buy products recommended by influencers

Users in Indonesia, India, and the Philippines were likely influenced.

Around 80% of social media users in Asia who follow influencers online indicated that they are more likely or much more likely to buy brands or products that were endorsed by the influencers they follow.

In a report, Nielsen said this can be observed more amongst social media users in Indonesia (61%), India (60%), and the Philippines (60%).

On the other hand, social media users in Hong Kong and Japan are the least to be likely influenced with 16% of the user from both markets indicating that recommendations by influencers make them much more likely to buy a brand or product.

“Due to the lower reach in Hong Kong and Japan, it could be more of a challenge to adopt a successful influencer marketing campaign. Hence, a more diverse media strategy may be necessary to drive campaign objectives,” Nielsen said.

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Nielsen, however, said that each market in Asia is looking for something different from the influencers they follow, with social media users in China and Taiwan leaning towards “likeability” and “inspiration” in following an influencer.

Social media users in India, Thailand, and Vietnam, meanwhile, placed importance on “trustworthiness” and “authenticity.”

The regional report was conducted with Rakuten and surveyed 6,007 individuals across China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam. Of the respondents, 5,323 follow influencers.