New York, June 15, 2026, 06:02 (EDT)
- New data puts Indonesia near the top for influencer marketing that converts into sales, not just reach.
- Meghan Markle’s As Ever brand is getting attention as new reports point to trouble spots in creator-led brands. Early hype can backfire, causing inventory trouble if sellers misjudge demand.
Creator economy comes under new pressure as the market asks if attention will actually drive sales this week. ContentGrip’s guide out Monday says Indonesia is the Asia-Pacific’s most performance-driven influencer market. On the brand side, BBDO India’s Jitender Dabas told Storyboar… some marketers may treat creators and influencers alike, but their impact on sales is not always the same.
Outcome-driven influencer campaigns grabbed 42.47% of tracked spending in 2025, up from 28.24% in 2023, the 2026 APAC report from AnyMind Group said. Indonesia led again. ContentGrip put Indonesia’s market share at 74%, the highest in the survey. TikTok gained ground. TikTok influencer campaigns took 50.58% of Southeast Asia’s influencer marketing in 2025, climbing from 28.35% two years earlier, AnyMind said. AnyMind Group
Indonesia is giving big brands a reason to shift away from splashy, celebrity-heavy campaigns. ContentGrip tracked over 1.1 million Instagram influencers in Indonesia, finding about 980,000 are nano creators. The report said these smaller creators have better engagement rates than bigger ones. TikTok is also everywhere—DataReportal’s Digital 2026 Indonesia report says the app reached 180 million adult users by late 2025, covering 88.9% of Indonesian adults. “High polish has become a trust signal for ads, not for recommendations,” said Dinda Anandita, Account Director at Content Collision. ContentGrip DataReportal – Global Digital Insights
Meghan Markle’s As Ever label risks a $5 million profit hit because of jam that isn’t selling, Page Six said Saturday, citing the Daily Mail. The loss could happen if stock expires as sales cool. As Ever ramped up production when it sold out in early 2025. Page Six noted a website glitch in January listing 650,190 jars available. U.S. visitors to the As Ever site dropped from 180,000 in December to 61,500 by April.
As Ever’s future is still unclear. Back in January, People quoted sources saying the big inventory was for meeting demand and expanding to new markets, not because of weak sales. Meghan told People they went from “a few thousands jars and lids” to “a purchase order of a million.” So far, the company hasn’t put out full sales or profit numbers, so it’s not clear how much they’re actually selling. The episode points to a bigger problem for celebrity and creator brands: it’s one thing to reach fans, but getting them to buy again, managing the supply, and making the brand fit the market is something else. people.com
