Tag: Social Media

Do you remember the days when celebrities in glossy magazine ads were the pinnacle of marketing? Those days are long gone. Today, the person recommending you the latest holiday destination, restaurants to check-out this weekend might just be doing so from their bedroom, kitchen, or local cafes. The rise of influencer marketing has transformed how brands connect with consumers, and there are no signs of slowing down. As we step into 2025, one thing is clear: nano creators are leading the next wave of influencer marketing. 

First Blogging, Now Multi-Platform Creation 

The journey of influencer marketing began over a decade ago. In 2010, blogging was at the frontier of content creation. Bloggers reviewed products on personal websites and shared their experiences in long-form posts. These were often trusted sources for recommendations because they felt authentic and relatable. Fast forward to today, and the social landscape has evolved dramatically. 

Platforms like Instagram, TikTok, YouTube, and even newer entrants like XiaoHongShu have become the playgrounds for creators to share their lives and promote products. Influencers are no longer confined to a single platform or format – they create across multiple channels to reach diverse audiences. This shift reflects changing consumer habits; people now consume content in bite-sized pieces and expect it to be engaging and visually appealing.  

As traditional advertising effectiveness declined, brands realised that audiences respond better to recommendations from people they trust rather than advertisements. Influencer marketing filled this gap by providing authenticity that traditional marketing often lacked. 

The Big Shift 

One of the most significant transformations in influencer marketing has been the evolving relationship between brands and creators. Not too long ago, influencers were primarily seen as distribution channels – tools for brands to amplify their messages. They were hired for one-off sponsored posts designed to generate quick buzz around a product or service. 

Today, this dynamic has shifted dramatically. Brands now view creators as valuable partners who bring their own insights and creative direction to campaigns. These partnerships go beyond transactional arrangements: they are collaborative efforts where both parties work together to achieve shared goals. 

This shift has led to longer-term partnerships replacing one-off sponsored posts. Many brands are moving away from working with dozens of influencers for single campaigns and instead focusing on maintaining year-long relationships with fewer creators who genuinely use their products and align with their values. This approach not only builds trust but also ensure consistency in messaging – an important factor in a busy digital space. 

Bigger Isn’t Always Better 

While celebrities and macro influencers still command attention, the industry has discovered a new truth: smaller creators are becoming the rising stars of influencer marketing. Nano influencers with fewer than 10,000 followers are gaining traction because they offer something unique that larger influencers often lack: authentic connection. 

Nano influencers may not have millions of followers, but what they do have is a loyal and engaged audience that trusts them. Their content feels personal and relatable because it comes from someone who seems like a close friend rather than an unattainable celebrity figure. This authenticity translates into higher engagement rates and stronger conversion power. 

Consumers are increasingly seeking authenticity and trust in their online interactions making nano-influencers, with their intimate and focused interactions, highly appealing according to Starsandstories.

AI Is Reshaping How Influencers Work 

Artificial intelligence is transforming how creators work across the influencer ecosystem. AI tools now handle the time-consuming aspects of content creation, allowing influencers to focus on strategy and authentic connection. 

For the established creators, AI-powered editing tools now automatically colour-grade footage, generate captions, and even suggest optimal posting times based on audience analytics. But the biggest impact is happening at the nano influencer level, where AI has completely changed the workflow for this community. 

Brands are leveraging these technologies too. There are algorithms now that pair brands with the most aligned nano influencers based not just on demographics but on tones, values, and content style. This technology evolution has made nano influencer campaigns scalable in ways that weren’t possible even two years ago. 

The New Frontier 

As we look ahead to the next phase of influencer marketing, several trends indicate that nano influencers will continue gaining traction: 

• Brands are creating “community marketing hubs” – networks of hundreds of nano influencers who promote products within their specific communities, creating powerful word-of-mouth momentum through multiple trusted voices rather than a single celebrity endorsement. 

• New platforms dedicated to connecting brands with verified nano influencers are emerging, streamlining the discovery and partnership process. These platforms offer transparent metrics and standardised partnership terms.

• Rather than one-off posts, brands are developing ongoing nano influencer ambassador programs that foster deeper integration of products into authentic content. 

Navigating the New Landscape 

As influencer marketing continues to evolve, authentic connection matters more than ever. The future isn’t about reaching everyone – it’s about reaching the right people through voices they truly trust. And increasingly, those voices belong to nano influencers who may be small in follower count but are mighty in influence. 

Brands that understand this evolution will thrive by forming meaningful partnerships with creators who truly resonate with their target customers. The power has shifted permanently from brands to creators and their communities. 

The most successful marketing strategies will be those that embrace this new reality and work within it rather than fighting against it. As we navigate this evolving landscape, one thing remains clear – human connection remains at the heart of effective marketing, even as tools and platforms continue to change. 

This thought leadership piece is written by Hazel Yap, co-founder at Serious Media.

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT in Marketing 2025, a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for 2025 and beyond.

Kuala Lumpur, Malaysia – Chariot has retained its role as global social media agency for virtual reality (VR) technology brand PICO, following a competitive pitch held earlier this year. The win extends a growing partnership now entering its third year, as PICO continues its push to expand brand influence and deepen engagement across international markets.

The two-way pitch culminated in Chariot securing the renewed mandate for 2025. This marks another significant milestone in a relationship that first began in 2023, when Chariot was selected as PICO’s global social agency for the first time.

As part of the renewed scope, Chariot will continue to lead content planning, community building, and data-driven analysis across PICO’s global social media platforms, including X (formerly Twitter), Instagram, Facebook, and TikTok.

PICO is a VR technology brand established and developed in 2015 by ByteDance, known for pushing boundaries in immersive tech through high-quality content and innovative experiences. In 2025, PICO is set to amplify its presence in key overseas markets such as Germany, the UK, France, Italy, Spain, China, Japan, South Korea, Malaysia, amongst others.

Adrian Cheah, managing director at Chariot, said, “We’ve built a strong foundation of storytelling and community with PICO. The next phase is all about deepening impact. From emerging markets to core territories, our focus is on making PICO’s vision of VR a more immersive and inclusive experience for everyone.”

The renewed partnership reflects a shared ambition to accelerate global visibility for PICO, and to solidify its role as a leader in shaping the future of virtual reality.

Kuala Lumpur, Malaysia – Sticky Rice, a social-first agency under Trapper Group, has achieved two significant wins: the regional social media mandates for Kia APAC, the automotive brand represented by their master agency, Innocean Malaysia, and Emborg, a food company. 

The agency has been entrusted with providing a comprehensive suite of social media services for both brands across the ASEAN region. These strategic victories highlight Sticky Rice’s proficiency in delivering innovative, data-driven social media solutions that foster brand growth and enhance audience engagement across the diverse cultures and countries within ASEAN.

The regional wins with Kia and Emborg highlight Sticky Rice’s ability to adapt to diverse industries, from automotive to FMCG, across a variety of different countries in Asia, while maintaining a relentless focus on storytelling and audience connection.  

Janice Wee, business growth director at Sticky Rice, said, “Social media isn’t just about posting content—it’s about sparking conversations, building communities, and turning engagement into tangible results. Kia APAC and Emborg represent two very different but equally exciting challenges. For Kia APAC, we’ll be leveraging social to amplify their innovation in mobility, while for Emborg, we’re crafting a strategy that highlights their dairy expertise, wide portfolio of quality and nutritious products, and how these products make everyday cooking tastier and easier for families. Tackling the nuances of consumers in Malaysia and across the ASEAN markets is an exciting challenge and our team thrives on this kind of variety, proving that a tailored, insight-led, data-driven approach always wins.”  

She added, “Winning Kia APAC and Emborg isn’t just a milestone—it’s validation that our social-first philosophy works. Brands today need more than a content calendar; they need a partner who understands the algorithms, the audience psychology, and the art of turning engagement into loyalty. That’s where we excel. And this is just the beginning—we’re ready to engineer growth for every bold brand seeking to dominate social.”

April Fools’ Day has come and gone once again, bringing with it a wave of pranks and playful antics. As always, brands didn’t miss the opportunity to join in on the fun, using humor to engage their audience and showcase a more lighthearted side.

In the Philippines, companies have fully embraced this tradition, rolling out clever and amusing April Fools’ campaigns. Here are some of the most creative and entertaining ones we spotted this year.

Cebu Pacific

The popular low-cost airline seems to really tap into our shared love for singing, as they ‘announced’ that beginning April 1st, passengers must be able to birit or sing at a prolonged moment using a higher-pitched voice. Moreover, it also ‘asked’ passengers to practice their choice of song before boarding the plane to ‘ensure a timely, smooth, and seamless boarding experience’.

McDonald’s

This one is too relatable: McDonald’s April Fool’s gag plays on the irresistible urge to get some French fries from your friend or loved one, but teases the viewer that it’s April Fools, and that the fries should be for only who actually bought them.

LBC

Remember the time when Neil deGrasse Tyson said in an interview that spherical boxes are more efficient than conventional square boxes? Worry no more, as popular courier service LBC is proud to ‘release’ to the public its kilobox bilog, the ‘first’ round box available for shipping anything round nationwide.

Clover Chips (Leslie’s)

When you think of an exotic chip flavor, what do you imagine? Wasabi? Peach? Definitely not balut–right? Turns out, Clover Chips wants to ‘elevate’ the chip experience with their ‘Sea Salt Balut’ flavor, perfect for those who want to try our exotic delicacy without the risk of encountering a fully fertilised duck when you’re just about to eat it.

Angkas

If you really are very environmentally-conscious with your choice of transportation for travelling, popular motorcycle ride-hailing service Angkas has announced its eco-friendly venture ‘Angkas EcoMode’, giving a zero-emissions-guaranteed travel experience. Plus, with their riders switching to bicycles, passengers are provided with proper gear equipment for safety–you can also pedal for a proper workout!

Pizza Hut

For this gag, pizzas are the true stars of the show–but Pizza Hut now says their Hawaiian Pizza is now pineapple-free? And while you are still processing this, perhaps you can beat the heat with their three ‘newly-launed’ pizza punches. The flavors ‘available’ are Hawaiian Supreme Punch, Super Supreme Punch, and Bacon Cheeseburger Punch.

Domino’s Philippines

If the last entry shared that they are removing pineapples fully in their Hawaiian, this one fully embraces it, perhaps a bit too much. While the brand asks the question if it’;s genius or a joke, the real question is: if someone gets the pizza with the biggest diameter, will they have a pineapple of the same diameter on standby?

Trust Condoms

This one…you don’t really play it in public. This condom brand has ‘announced’ a new condom variant that releases a high-pitched note every time it is…used. (Don’t ask us for more context).

Jollibee (United Kingdom)

The British arm of Jollibee really had to go the extra mile–quite literally. Introducing the Long Spaghetti, Jollibee ‘claims’ they had to discontinued every other product just to promote their new product, stretching across huge swaths of land in the UK.

CoCo Fresh Tea & Juice

Want to enjoy a cup of milk tea but you’re still watching your weight? This milk tea brand has released ‘CoCo Air’, the true zero-calorie milk tea experience! Just make sure to savour every last drop of it!

Philippine Star

Last but not least, Philippine Star really plays into our frustration of images not loading properly on social media across our phones–but this one just really makes chuckle at how we fell for it the first time we saw it.

Manila, Philippines – With the news that the Michelin Guide is expanding its reach to review restaurants in the Philippines, many restaurants–especially in the target places of Metro Manila and its Environs, as well as Cebu–are now vying to get the coveted Michelin Star recognition, which has been used commonly as a symbol of high quality-cooking.

Amidst all of this, Chinese hotpot brand Jiang Nan, like any other restaurant, also aspired to achieve the elusive and prestigious Michelin stars, but they won the race through wit and humor. 

In their latest campaign, the Chinese hotpot restaurant found Michelle Lyn Espiritu, a Filipina with a name that rings just like that of the expert food critic organization’s. She ate at the restaurant, and gave her judgment on Google reviews: 5 stars.

Said campaign is done alongside Katok, the social media agency of GIGIL.

Following this, Jiang Nan announced this ‘recognition’ on Meta which created buzz online. From avid fans of the restaurant to people scrolling and having a good laugh, and even to heavily followed pages, the stars used as a joke skyrocketed Jiang Nan’s traction. 

Over the weekend alone when it was posted, the post organically garnered millions of views with zero media budget. 

Singapore – Financial services company Manulife Singapore is encouraging Singaporeans to share their recovery stories in its latest social media campaign. The initiative aims to nurture a supportive community, helping others persevere amidst recovery from serious illnesses.

The ‘Journey to Better SG’ campaign invites survivors, caregivers, family members or friends of a patient to share stories of healing. 

These stories can be posted on their Facebook or Instagram accounts including the hashtag ‘#JourneyToBetterSG’ to join the contest. Participants can also post on Manulife Singapore’s social contest post to join until March 16, 2025.

Manulife Singapore is awarding shopping vouchers to selected participants who shared the most inspiring stories.

“Manulife Singapore wants to use ‘Journey To Better’ to start a conversation on health and longevity in Singapore. As a leading global insurer, Manulife wants to support our customers not just in financial health but also physical and mental wellbeing. ‘Journey To Better’ is a celebration of resilience and the remarkable strength found in community support. By sharing these journeys of recovery, we aim to inspire hope and remind everyone that they are not alone in their battles,” Mark Czajkowski, chief marketing officer of Manulife Singapore, said.

Kuala Lumpur, Malaysia – WEBQLO has been appointed for a one-year contract to lead the social media strategy for Malaysia Airports.  This engagement aims to enhance Malaysia Airports’ digital presence, transforming the traveler experience through cutting-edge social media initiatives. 

The appointment follows a highly competitive pitch process, solidifying WEBQLO’s expertise and its innovative approach to audience engagement.

WEBQLO’s data-driven strategy focuses on AI-powered insights, personalized content, and emerging platform integration to better engage Malaysia Airports’ diverse traveler demographics. By managing their social media presence, the agency will build a dynamic online community, highlight airport developments, and promote seamless travel experiences. 

At the core of this collaboration is WEBQLO’s 360 AI Marketing Analytics SaaS, powered by its proprietary Adqlo platform. This AI-driven tool enables WEBQLO to conduct advanced social listening, identify key industry trends, and craft highly targeted content. 

By analysing real-time traveller concerns and emerging themes, WEBQLO ensures Malaysia Airports’ social media channels remain relevant, engaging, and informative. 

Ginz Ooi, founder and CEO of WEBQLO, said, “Our team is thrilled to spearhead Malaysia Airports’ social media transformation, leveraging data insights to create highly engaging content to elevate the brand’s presence. With a strong mix of storytelling and AI-driven insights, we aim to create impactful, real-time content that  resonates with travellers while showcasing Malaysia Airports’ commitment to innovation.” 

It is worth noting that the news follows the privatisation of Malaysia Airports through a consortium composed of Malaysia’s sovereign wealth fund Khazanah and BlackRock’s Global Infrastructure Partners. Said consortium secured an 84.1% stake in the company, with Malaysia Airport officially delisting after 25 years.

The privatisation of Malaysia Airport has been aimed at improving the airport’s infrastructure and management systems, as well as addressing long-standing concerns related to maintenance, efficiency, and competitiveness.

Singapore – Nearly two-thirds (61.5%) of Southeast Asia’s population are active on social media, accounting for 10.2% of the world’s social media identities, according to a report by We Are Social and Meltwater.

The report highlights Southeast Asia’s strong affinity for social media, with users in every country exceeding the global average of 6.83 platforms. On average, Filipinos use 8.36 platforms, followed by Malaysians (8.12), Indonesians (7.93), Singaporeans (7.24), and users in both Vietnam and Thailand (7.11).

Delving deeper, Filipinos spend an average of 3 hours and 32 minutes on social media daily—over an hour more than the global average. They also have a strong affinity for influencers and vlog content, with 44.9% following influencers on social media and nearly half (48.3%) watching vlogs or influencer videos weekly.

Meanwhile, in Indonesia, social media accounts for nearly half (42.6%) of the country’s total online activity. Two-thirds of Indonesian users actively search for brands on social media, while 82.1% use it for brand research.

Indonesians are also among the world’s most engaged TikTok users, spending close to two full days per month (44 hours and 54 minutes) on the app. Malaysia follows closely, with users averaging 42 hours and 44 minutes on TikTok each month.

Thailand ranks as YouTube’s second most engaged market, with users spending an impressive 42 hours and 14 minutes on the platform—far exceeding the global average of 27 hours and 10 minutes. Meanwhile, Singapore stands out as a top market for Reddit, with users spending 3 hours and 56 minutes on the platform each month and accessing it an average of 116.9 times.

Notably, over a third of the region also relies on social media as a source of news.

Anton Reyniers, head of strategy at We Are Social Singapore, commented, “Southeast Asia is home to some of the most active and engaged social media users in the world. With users across the region spending their time across more than seven platforms – above the global average – and more than half using social media for brand research, it’s integral for marketers to ensure they have a carefully considered strategy to capture their audience’s attention across each platform.”

“This latest report highlights the nuances across different demographics in the social and broader digital ecosystem to help marketers make informed decisions in their plans for 2025 and beyond,” he added.

The report names YouTube as the most used social platform at the start of 2025, with a user base 16% larger than WhatsApp. Instagram leads as the world’s favourite platform, with 16.6% of users pledging loyalty, followed by WhatsApp (16%) and Facebook (13.1%).

Meanwhile, TikTok’s Android users are spending almost 35 hours per month on the app, with time spent increasing by nearly two hours from August to November 2024. In terms of growth, Threads has 320 million monthly active users, with over 100 million active daily users, while Bluesky, with more than 30 million registered users, still has fewer than 25 million monthly active users.

Meltwater and We Are Social further highlight the growing importance of social media for marketers, as half of adult users now visit platforms to learn more about brands—a trend that’s steadily rising. Instagram leads in brand research, with 62.3% of users using it for this purpose, followed by Facebook (52.5%) and TikTok (51.5%). Additionally, 22% of social media users follow influencers, a figure that rises to 30.8% among women aged 16 to 24.

In 2024, global ad spend reached US$1.1t, a 7.3% increase from 2023, with digital channels now accounting for 72.7% of this investment. Online ad spend surpassed US$790 billion, growing 10.3% year-on-year. Social media ad spend rose to $243 billion, up 15%, while global influencer marketing spend increased 14%, reaching $35 billion.

“With digital ad spend exceeding $790 billion in 2024 and social media ad spend growing more than 15% within that, it’s clear that businesses are investing more than ever in capturing consumer attention. Along with this growing investment comes the growing need to prove ROI and show results based on marketing campaigns. With user behaviour on social platforms continuing to shift, teams need data to inform decisions about what platforms to prioritise and create strategies for,” said Alexandra Bjertnæs, chief strategy officer at Meltwater.

The report also highlighted ChatGPT’s growth, with its mobile app averaging over a quarter of a billion monthly active users from September to November 2024. It ranked as one of the world’s most downloaded apps, placing eighth globally. Additionally, ChatGPT.com saw 310 million unique visitors, generating 3.5 billion visits during the same period.

Toby Southgate, global group CEO at We Are Social, said, “Social is where brands can win or lose – it’s central to brand discovery, consumer engagement, and commerce. At the same time, AI is revolutionising how we search, create, and interact, while influencers continue to shape content trends and consumer behaviours.”

“The opportunities for marketers to drive meaningful engagement have never been broader, but the complexity of digital and social media – evident in our 630+ page report – means there’s no single route to success. To create effective work, brands need to understand the cultural nuances of the online world and create ideas worth talking about. Those who do will make an impact,” he added.

Australia – Droves of Australians say social media has seduced them to spend, according to new research by Finder, a comparison site. Said survey of 1,009 respondents revealed 2 in 5 (40%) have bought something online after seeing it on social media – equivalent to 8.4 million people.

The average social media shopper spent $420 over the past year, adding up to $3.5 billion nationally. Moreover, social media has driven Aussies to purchase everything from clothing (25%), to beauty products (16%), electronics (15%), and accessories (12%).

Meanwhile, Facebook (61%), Instagram (52%), and TikTok (40%), are the top social media players when it comes to influencing Aussies to buy something.

It comes as no surprise that digital natives Gen Z were the most likely to have been influenced by these ads. More than 2 in 3 (68%) admit to buying an item they saw on social media, followed by more than half (52%) of millennials and 29% of Gen X.

Baby boomers were the least likely to be influenced – only 15% had bought something after seeing it on social media. Of those who were plied by their socials to splash out, the average Gen X spent $400 in the last year, compared to Gen Z ($293). While men (36%) were less likely to buy from social media than women (44%), they spent almost double ($553) that of women ($322).

Rebecca Pike, money expert at Finder, said social media platforms are increasingly shaping how people choose to spend their money.

“With advanced algorithms and data-driven strategies, advertisements are now more personalised than ever before. Have you ever mentioned a product in conversation and then immediately seen an ad for it the next time you opened your phone? By analysing users’ behaviours, interests, and online activity, these platforms seamlessly present tailored content that aligns with individual preferences,” she said.

She also said that it’s important to balance “treat yourself” culture with financial well-being.

“There’s absolutely nothing wrong with indulging in small luxuries every now and then – after all, treating yourself can be a great way to boost morale. But these splurges should come with a sense of balance and awareness, especially in today’s climate,” she stated.

Pike further added, “Ask yourself whether you can truly afford the item, and whether you will feel good about the decision later. That clothing or gadget might feel irresistible at the moment, but a pattern of these purchases can add up quickly and create financial strain in the long-run.”

She encouraged Australians to be mindful of scams when purchasing items through social media.

“Scammers often exploit social media platforms by creating fake advertisements or accounts to deceive unsuspecting consumers. It’s more important than ever to verify the authenticity of sellers, review feedback or ratings, and be cautious of deals that appear too good to be true,” Pike concluded.

Indonesia – The Indonesian government, through its communications minister, has revealed plans to introduce a regulation setting a minimum age for social media use, aiming to enhance child protection in the digital space.

According to The Jakarta Post, the Communications and Digital Ministry is drafting a regulation to impose age restrictions on social media use. However, Minister Meutya Hafid has not disclosed the specific age limit being considered for Indonesia. 

The report also highlighted that Minister Meutya’s remarks about the age restriction followed her discussion of the plan with President Prabowo Subianto.

“We discussed how to protect children in digital space. The president said to carry on with this plan. He is very supportive of how this kind of child protection will be done in our digital space,” Meutya said on a video posted on the YouTube channel of the president’s office. 

A key factor considered to be driving the proposed social media age restriction is Indonesia’s internet penetration, which reached 79.5% last year, according to a survey by the Indonesia Internet Service Providers’ Association. The survey revealed that 48% of children under 12 use the internet, with many accessing platforms like Facebook, Instagram, and TikTok, while 87% of Gen Z users (ages 12–27) are online.

The announcement of Indonesia’s proposed social media age limit follows Australia’s recent approval of a regulation banning social media access for children under 16.

Late last year, Australia introduced the ‘Social Media Minimum Age bill,’ requiring platforms such as Meta’s Instagram and Facebook, along with TikTok, to prevent minors from logging in or face fines of up to A$49.5 million ($32 million). The ban is expected to take full effect within a year, Reuters reported.

The Straits Times also reported that Singapore is considering age limits for social media to protect young users. Under the new Code of Practice for Online Safety, app stores are required to block children under 12 from downloading apps like Instagram and TikTok, which are rated for users aged 12 and above.