Antoine Gross
Feb 5, 2020

Why Southeast Asia could lead influencer marketing’s evolution

Demographics, popular food and travel obsessions and plethora of platforms give SEA a chance to elevate KOL partnerships.

Malaysian food art influencer Samantha Lee has worked with brands like Mastercard and Turkish Airlines.

Somewhere in the first half of the last decade, social media influencer marketing was sitting pretty, somewhere between innovation trigger’ and the peak of inflated expectations’ on Gartner’s hype cycle. Instagram had just launched, influencers’ were gaining well, influence, and marketers were figuring out how to turn it all in their favour.

More recently, however, influencer marketing has been stuck in the trough of disillusionment. On a global level, social-media platforms have faced increasing...

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