Brands Shift to Riskier Influencer Tactics
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 Storyboard18 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.