In today’s digital landscape, where social media reigns supreme, influencer marketing has emerged as a powerful and often potent strategy for businesses across various industries. With its rapid advancements and ever-evolving innovations, influencer marketing in tech has become a vital channel for brands to connect with their target audience in a more authentic and engaging manner. 

But how is this move towards using influencers in the tech sector changing the marketing of products and services? We look at how current trends in the field are impacting on business. 

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The growth of influencer marketing in Southeast Asia

Influencer marketing, a prominent strategy for executing marketing campaigns, has gained widespread recognition on a global scale. Despite concerns surrounding its future during the recent pandemic, it has persevered and thrived. The practice has witnessed remarkable growth in recent years, with the influencer global market experiencing a significant surge. In 2016, the market value was USD 1.7 billion, climbing to USD 6.5 billion in 2019, reaching an impressive USD 13.8 billion in 2021, demonstrating exponential growth over just five years. It continues to flourish unabated, with predictions showing that the sector will be worth over USD 2.5 billion in Southeast Asia alone by 2024.

The regional scene is heavily influenced by the significant internet penetration rates and the prevalence of mobile usage among its population. In 2022, Brunei emerged as the frontrunner, recording Southeast Asia’s highest internet penetration rate, surpassing an impressive 119%. This rate may be a result of Brunei having multiple internet subscriptions simultaneously. Following closely behind, Malaysia, Singapore, and the Philippines boasted internet penetration rates of over 90% each, indicating a substantial online presence among their respective populations.

Mobile devices have become the primary means of connectivity in Southeast Asia, with users strongly preferring smartphones over other connected devices. This trend is evident across various digital industries in the region. Smartphones reign supreme as the most widely used devices for streaming video content, while mobile gaming apps dominate the gaming market. 

The high adoption rate of smartphones (ownership surpasses 90% in major Southeast Asian markets) makes mobile devices the most accessible way for consumers to access the internet throughout the region giving influencers access to a captive audience. 

Artificial intelligence and influencer marketing

The rise of social media platforms has provided tech brands with numerous opportunities to collaborate and engage with influencers. Technological innovations, such as artificial intelligence (AI) and machine learning (ML), are driving the growth of influencer marketing in tech. 

AI-powered tools enable marketers to analyse vast amounts of data and identify influencers who align perfectly with their brand values and messaging. These tools consider factors such as engagement rates, relevant followers, and the potential to reach the target audience, ensuring the choice of the right influencers for collaborations.

One remarkable AI-powered product, BENlabs Smart Creator Matching, taps into a database of over 13 million pre-qualified content creator influencers, ranging from mega to micro-influencers. This platform goes beyond mere profiling and prioritises influencers who align not just superficially but genuinely with the brand’s values. By leveraging AI algorithms, marketers can streamline the influencer discovery process and find the most suitable partners for their campaigns. 

AI empowers marketers with in-depth insights into audience preferences, needs, and behaviours. These tools can uncover valuable information about its target audience by analysing extensive volumes of structured and unstructured data. This data-driven approach ensures marketers can tailor their marketing strategies involving influencers to resonate with their audience on a deeper level.

The rise of influencers in Southeast Asia

The continued growth of marketing using influencers in Southeast Asia highlights the need for tech brands to adapt to evolving trends in this space. Influencers have gained significant trust and credibility among their followers, who often perceive them as relatable and authentic voices. 

As a result, tech brands must identify influencers who align with their brand values and messaging, ensuring that the collaboration resonates genuinely with the target audience. Effectively doing this requires a thorough understanding of the evolving influencer landscape and staying up to date with emerging trends and technologies.

To maximise the impact of influencers, tech brands must leverage evolving marketing trends and technologies. This includes harnessing the power of AI and data analytics to identify the right influencers, analyse audience demographics, and measure campaign effectiveness. AI-powered tools can streamline the influencer discovery process, providing tech brands with valuable insights to make informed decisions. 

Influencer marketing has become integral to many brands’ marketing strategies, offering immense growth opportunities. The future of influencer marketing in tech holds great potential to reach and resonate with tech-savvy consumers. Tech brands that prioritise marketing using influencers can quickly adapt to emerging trends and leverage innovative technologies, making them well-positioned to drive brand awareness and achieve their marketing goals in the dynamic world of technology.