Influencer marketing has become a driving force in the industry. An industry report by Partipost and Quest Ventures found that the number of brands in Southeast Asia spending more than 30% of their total marketing budget on influencer marketing has increased to 25.4% in 2022, up from 21.4% last year. Meanwhile, 69.4% of brands are spending 1% to 30% of their total marketing budget on influencer marketing.
While influencer marketing has become popular among brands, another up-and-coming engagement strategy is NFTs, which has seen more brands jump on board the trend. Metaverse-linked NFTs, for example, will be the fastest-growing NFT segment over the next five years, according to Juniper Research, increasing from 600,000 transactions in 2022 to 9.8 million by 2027.