Study: YouTube And Facebook Key To Affiliated Strategy In Southeast Asia

JAKARTA - Global commerce partnership platform, impact.com, together with e-commerce market intelligence provider Cube, released an annual report titled the 2025 edition of the E-commerce Influencer Marketing in Southeast Asia.

This report highlights the role of affiliates in driving the growth of emerging influencers in Southeast Asia, amid growing consumer expectations of original, valuable, and relevant content.

Based on a survey of more than 2,400 consumers, creators, and industry experts in Singapore, Indonesia, Thailand, Vietnam, Malaysia, and the Philippines, this report reveals a new trend in brand and creator collaboration.

The impact.com report reveals that Facebook (91%) and YouTube (89%) maintain the highest level of usage for engagement with influencer content and celebrities.

Affiliated marketing is a key to measurable and sustainable growth. Our data show that building an authentic connection with creators is an important step towards achieving real impacts," said Adam Fu Badminton, Managing Director of APAC impact.com.

Reports also note a shift in consumer motivation in consuming influencer content. Although entertainment is still the main reason (77%), the desire to learn new things has increased significantly, with 64% of respondents calling education aspects the main reason they follow content creators.

Interestingly, trust in mega influencers is starting to fade. Only 59% of respondents admitted to being still affected by influencers with more than 1 million followers down 7% from last year.

On the other hand, Google content accompanied by direct links to products has proven to be more effective in encouraging purchase decisions, with product links from creators (31%) and promotions from platforms (30%) outperforming traditional promotions from brands or influencers.