Instagram is most-used by influencers but has the lowest growth: AnyMind

Campaigns that ran on YouTube and Twitter increased YoY by more than two times.

AnyMind Group, through its State of Influence in Asia 2021 report, revealed that Instagram was the most-used social media platform for influencers, with 37.08% of marketing campaigns posted on the site.

This was followed by Facebook in second (27.53%), YouTube (19.44%), and Twitter (15.95%). The reverse is true when looking at the year-on-year (YoY) growth rate of influencer marketing campaigns run on each platform, with campaigns on Twitter increasing by 165.03%, 117.92% increase on YouTube, 68.56% on Facebook, and 44.43% on Instagram.

The report also revealed that although 44.08% of influencers are micro-influencers—social media users with 10,000 to 100,000 followers, macro-influencers—100,000 to 1 million followers, had a YoY growth rate of more than 4.3 times compared to the growth rate of micro-influencers (65.65% and 15.05%, respectively).

The State of Influence in Asia 2021 report covers 11 markets, including Singapore, Thailand, Indonesia, Vietnam, Malaysia, the Philippines, Cambodia, Hong Kong, Taiwan, Japan, and India. It analyses over 200,000 influencers and influencer data points, and more than 2,000 influencer marketing campaigns run through the AnyTag platform.