Influencer marketing is popular across the globe but it is not the same in every corner of the world. In this presentation, we will share our experience with launching influencer marketing campaigns in the Asian market.

1. Theinsandoutsof
promotinggamesinAsia
withinfluencermarketing
KarynaTsvyrava IMSeniorTeamLead

2. One important thing that you
need to know about influencer
marketing is that it’
s going GLOBAL
2021 $13,8b
2022 $15,2b
$17,4b
$19,8b
$22,2b
2023
2024
2025
Estimated Influencer Marketing Market Growth Influencer Marketing Platform Market Size (USD Billion)
North America Europe Asia Pacific Latin America EMEA
2018
2019
2020
2021
2022
2025
2023
2026
2024
2027
2028
2029
2030

3. … and influencer marketing is huge in ASIA
2,5 60%
80% 44% 30%
billion people use social
media in Asia
of all Internet traffic in Asia
accounts for video content
consumption
of the population in Asia
uses mobile internet
of influencers in Asia
are micro-influencers
of TikTok users are
from the APAC region
(excl. China and India)

4. IMinAsiafollowsthesameprinciplesasanywhereelse…
To launch a successful campaign in Asia,
youneed:
Analytics tools and machine learning algorithms
Knowledge and insights about your target audience
Forecasts and posts-campaign analysis
Knowledge of previous campaigns, current trends, approaches
Understanding of what your competitors do
Authentic content that will resonate with your core audience
Mix of micro- and macro-influencers

5. ...but influencer marketing
in Asia has some nuances

6. Nuance #1
Long planning cycles
What can you do?
Campaign planning and preparations often take much more time than in the
U.S. or Europe (more than 3 weeks).
You need to plan well in advance. Make sure that your plan is flexible enough
to account for unexpected changes.
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7. Nuance #2
Not all ad formats are as widespread
as in Europe or the U.S.
What can you do?
In Asia, not all ad formats are common. For example, in Japan influencers
rarely work with integrations on YouTube.
Before planning any campaign, do some research on what type of advertising
is prevalent in a particular country.
When entering a new market, be prepared to play by local rules.
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8. HypeFactory’s Case Studies: Japan
In this campaign, 95% of local influencers agreed to create full-
review videos instead of short integrations. The planning
started 1.5 months in advance.
Game Background: Cross-platform RPG
Target GEO: Japan
Platform: YouTube
Format: Full review, 45-60 sec integration
Channels #: 15
850k+ $40 0,64%
$35 1,2% 20%
Total reach ER
CPM avg CTR
CPI CR

9. Nuance #3
Influencershaveasignificantamount
of negotiation power
What can you do?
The audience trusts influencers much more than in the U.S. and Europe.
Content creators have more influence on their followers and take their
reputation seriously. That’s why they are more demanding of advertisers.
Agreements are also taken seriously. If you cancel a collaboration for any
reason, this may adversely affect your reputation and future collaborations.
Bereadyforlast-minutechanges and don’t leave everything for the last week.
Always have a plan B.
Be realistic. You probably won’t be able to partner with all desired influencers
every time. For example, dating apps are not a usual product to promote in Asia.
Be transparent. Keep an influencer’s manager in the loop.
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10. HypeFactory’s Case Studies: South Korea
Even a small campaign with 10 influencers requires a thorough
planning. There's also a limited number of edits that you can
ask for.
Game Background: Cross-platform Shooter game
Target GEO: South Korea
Platform: YouTube
Format: 45-60 sec integration
Channels #: 10+
1,2m+ $20 0,74%
$30 22%
Total reach CPM CTR
CPI CR

11. Nuance#4
Language,culture play an important
role
Whatcanyoudo?
A campaign tied to local traditions and holidays can perform very well.
A language barrier may become a serious problem. English doesn’t always
help and can scare away potential partners (especially true for Thailand).
In some regions, you need to take into account political neutrality.
Take a look at upcoming holidays in a particular country and integrate them
into your content plan. Make sure that your campaign is run by a multi-lingual
team that can communicate with local talent agencies and influencers.
Carefully review all social media accounts of every influencer that you want
to partner with. If at some point their content was politically sensitive, this
might negatively affect your product.
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12. Nuance #5
Influencersmightbenotinterestedin
collaborations on some social media
channels
What can you do?
You can often buy sponsored posts on Facebook/Twitter not as a standalone
promotion but only as an extra boost for your campaign. In this case, the
main promotion will happen on YouTube. This is especially common in Japan.
If you need promotion on one of these additional social media channels but an
influencer offers them only as a bonus package, you can either try negotiating
or double the price.
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13. Best to use: Different platforms for different purposes
Goal — best performance
for game streaming
Twitch YouTube Gaming Facebook gaming
Most popular platforms for streamers by country
for integrations
YouTube (1st place) TikTok (2nd place)

14. This campaign was run on Twitch. Although Facebook streaming
is very popular in Asia, it lacks some important features compared
to Twitch. To avoid a language barrier, we built a multi-lingual team.
Game Background: Cross-platform RPG game
Target GEO: TW/HK and TH
Platform: Twitch
Format: 2h+ online stream
Channels #:
Taiwan & Hong Kong Thailand
25
330k+ 90k+
22% 15%
$14 $25
11% 13%
Viewers Viewers
CTR CTR
CPR CPR
CR CR
HypeFactory’s Case Studies: Taiwan, Hong Kong and Thailand

15. Best to use: Different platforms for different purposes
We don’t recommend using these platforms for
your influencer marketing campaign:
Twitter
Limited use, especially in Japan
Facebook
Better to use for UA content
Instagram
Not best for game promotion

16. Nuance#6
NotallcountriesinAsiahaveasmany
influencersasChinadoes
Whatcanyoudo?
If you want to launch a campaign in a smaller country, you might face some
difficulties with finding suitable influencers for your campaign.
Prioritize long-term partnerships over one-off campaigns.
Build meaningful relationships with influencers.
Be ready to launch several campaigns with the same influencers.
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17. Number of eligible influencers in major Asian countries
Criteria for YouTube:
Criteria for Instagram:
— Has an email address
— Has an email address
— 10K+ views per video
— 30K+ subscribers
— Audience location: 30+% in the target country
— Audience location: 30+% in the target country
— Channel Quality Score (CQS): 40+%
Korea
Hong Kong, Taiwan
Japan
Philippines
Malaysia
Indonesia
Vietnam
Thailand
— Audience quality score (AQS): 40+% 0 5 000 10 000 15 000 20 000
YouTube Instagram

18. HypeFactory’s Case Studies: Philippines
In countries with a limited number of influencers, it is common
to launch ongoing campaigns with top-performing influencers
every 2–3 months.
Game Background: Cross-platform action-adventure game
Target GEO: Philippines
Platform: Y
ouTube
Format: 45-60 sec integration
Channels #: 19
5m+ $13 1,5%
Total reach (actual) CPM (actual) ER

19. Nuance #7
The economic development level is
not even
What can you do?
Since the economic development level of every country in Asia is different,
the market conditions are also different. Some markets are easier to enter
than others and will require smaller budgets.
Estimate what you need to reach your goals and how many resources you
have. This will help you choose the first country for your market entry.
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20. Your piggy bank size: Easy Mode
CPM Male 25+ $10 – $15
CPM Female 25+ $20 – $30
CPI Male 25+ $6 – $16
CPI Female 25+ $12 – $32
Min budget for TA M 25+
Min budget for TA F 25+
Thailand Indonesia Philippines
$20 000
$45 000

21. CPM Male 25+ $15 – $25
CPM Female 25+ $30 – $50
CPI Male 25+ $8 – $15
CPI Female 25+ $16 – $30
Min budget for TA M 25+
Min budget for TA F 25+
Taiwan Hong Kong
$20 000
$50 000
Your piggy bank size: Normal Mode

22. CPM Male 25+ $15 – $30
CPM Female 25+ $30 – $60
CPI Male 25+ $10 – $20
CPI Female 25+ $20 – $40
Min budget for TA M 25+
Min budget for TA F 25+
South Korea
$25 000
$65 000
Your piggy bank size: Normal Mode

23. CPM Male 25+ $20 – $45
CPM Female 25+ $40 – $90
CPI Male 25+ $15 – $25
CPI Female 25+ $30 – $50
Min budget for TA M 25+
Min budget for TA F 25+
Malaysia
$25 000
$65 000
Your piggy bank size: Hard Mode

24. CPM Male 25+ $25 – $45
CPM Female 25+ $50 – $90
CPI Male 25+ $15 – $30
CPI Female 25+ $30 – $60
Min budget for TA M 25+
Min budget for TA F 25+
$60 000
$120 000
Your piggy bank size: Extra Hard Mode
Japan

25. HypeFactory’sCaseStudies:HongKong/Taiwan
From our experience, this is a top-performing region in Asia in
terms of cost and effectiveness. We achieved good results and
launched a campaign without a long planning cycle.
Game Background: Mobilestrategygame
Target GEO: HongKong/Taiwan
Platform: YouTube
Format: 45-60secintegration
Channels #: 20+
4,2m+ 0,50% $10
$20 32%
Total reach CPM CPI
CTR CR

26. Readytowinnew markets?
Let'sdothistogether
Telegram:@Karyna_Cv | Email:k.tsvyrava@hypefactory.com