Influencer marketing in the Asia-Pacific (APAC) region is undergoing a significant transformation, as revealed by AnyMind Group’s new report, “The State of Influence in Asia 2026”. The report highlights a notable shift from awareness-led campaigns to performance-driven strategies, with such campaigns increasing from 28% in 2023 to 42% in 2025. This change reflects brands’ growing emphasis on measurable outcomes beyond mere reach.
The report, based on data from AnyMind’s influencer marketing platform AnyTag, analysed nearly 7,000 campaigns across 10 APAC markets, including Singapore, Malaysia, and Japan. It provides insights into regional platforms, demographics, and category trends, offering a comprehensive view of the evolving influencer landscape.
Key findings indicate that whilst Instagram’s dominance is waning, platforms like TikTok and Xiaohongshu are gaining traction, particularly in Southeast Asia. The report also notes a rise in the use of Nano- and micro-influencers, who are valued for their high engagement rates and authenticity.
Brands are increasingly investing in lifestyle verticals such as Fashion & Beauty and Food & Drink, focusing on authentic storytelling that resonates with consumers’ daily habits. The report suggests that to succeed in 2026, brands must adopt a locally informed strategy, leveraging trusted creator networks and integrating influencers into the commerce journey.
As the influencer ecosystem continues to mature, AnyMind’s report provides actionable recommendations for brands aiming to maximise their impact in this dynamic landscape.
