Optimizing Your Investment in Asia’s Complex Influencer Ecosystem
Shufen Goh, APAC President of mediasense outlines thoughtful strategies for effectively optimizing the scale and nuance of Asia’s rapidly evolving influencer landscape.
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With social now leading ad spend, Asia’s complex influencer ecosystem demands sharper strategies to balance scale, authenticity, and performance across increasingly niche creator segments.
Featured in Campaign Asia, Shufen provides guidance on tackling the evolving influencer marketing dynamics in Asia:
- Influencer selection starts with purpose: With countless influencer options, from nano to mega, marketers must conduct deeper due diligence, ensuring each partnership aligns with both brand values and sales objectives.
- Contracts are your safety net: Influencer delivery gaps are common, making strong contracts essential, clearly defining deliverables, fees, and tracking.
- Regulations on the rise: Asian regulators are tightening rules on influencer marketing, with many markets introducing stricter disclosure and compliance requirements, especially in sensitive sectors, to protect consumers and ensure fair practices.
Read the full article here.
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