Influencer Marketing in Taiwan

Influencer marketing in Taiwan is now a serious channel for brands & businesses.
The Influencer Advertising market is projected to reach $189.50 million in 2023 in Taiwan and the projected market volume of $278.70 million by 2027. 
Here’s an introduction to influencer marketing in taiwan

1. What is Influencer Marketing
2. Popular Social Media Platforms in Taiwan
3. Types of Social Media Influencers
4. Why Influencer Marketing Is Effective In Taiwan
5. Key elements to a successful influencer marketing campaign in Taiwan
6. Conclusion

1.What is Influencer Marketing

Influencer Marketing is a type of marketing strategy that focuses on using influential individuals (influencers) to promote products or services to a specific target audience. These influencers typically have a dedicated and engaged following on various social media platforms such as Instagram, YouTube, TikTok, Twitter, or blogs.

The primary goal of influencer marketing is to leverage the credibility, authority, and reach of these influencers to create authentic and genuine connections with their audience, thereby influencing their purchasing decisions or behaviors. Influencers are often perceived as experts or trendsetters in their respective niches or industries, and their recommendations or endorsements can carry significant weight with their followers.

2.Popular Social Media Platforms in Taiwan

Here is the detail of the most-used social media platform in Taiwan:

LINE

95% of Taiwanese love chatting very much on LINE, making it the most-used social media platform in 2023.

Facebook

90% of Taiwanese still love using Facebook today in 2023.

Instagram

70% of Taiwanese use Instagram which lands third as the most-used social media in Taiwan in 2023.

Facebook Messenge

68% of Taiwanese are also on Facebook Messenger in 2023 to use it daily.
※Based on Oasga

3.Types of Social Media Influencers

In Taiwan, influencers are often categorized into different tiers based on the size of their following, engagement rates, and the scope of their influence. Here are the typical tiers observed in influencer marketing

Mega-Influencers

• Followers: Typically have a large following, often ranging from over 1 million followers.
• Reach: They have the highest reach on the influencer spectrum, with their influence driven by their celebrity (they tend to be brands in their own right).
• Engagement: Actors, artists, athletes, social media stars who drive 2%  to 5% engagement per post.

Macro-Influencers

• Followers: Typically have a large following, often ranging from hundreds of thousands to millions of followers.
• Reach: High visibility and broad audience reach across various demographics or interests.
• Engagement: Although their engagement rates might be lower compared to smaller influencers, their broad reach makes them suitable for wide-scale campaigns.

Micro-Influencers

• Followers: Have a smaller but highly engaged following, often ranging from a few thousand to tens of thousands of followers.
• Engagement: High engagement rates due to a more focused and niche-specific audience.
• Niche Expertise: Known for expertise in specific niches or industries, allowing for targeted campaigns and authentic connections with followers.

Nano-Influencers

• Followers: Have a very modest following, typically ranging from a few hundred to a few thousand followers.
• Hyper-Local Influence: Often have a highly localized or specialized audience in a specific community or interest group.
• High Engagement: Despite a small following, they tend to have very high engagement rates and authentic interactions with their audience.　

4.Why Influencer Marketing Is Effective In Taiwan

Social Media Dominance

Taiwan has a high social media usage rate, with platforms like Facebook, YouTube, Line, and Instagram being extremely popular. This widespread usage provides a fertile ground for influencer marketing campaigns to reach a broad audience.

Trusted Influencer Relationships

Influencers in Taiwan often have strong relationships with their followers, who trust their recommendations and perceive them as credible sources. This trust makes influencer endorsements and content more influential and persuasive.

Cultural Context and Trends

Taiwanese influencers have a strong impact on shaping trends and consumer behavior, particularly in sectors like fashion, beauty, technology, food, and entertainment. Their ability to set trends and influence purchasing decisions makes them valuable for brands seeking market penetration.

Influencer Regulations and Transparency

Similar to other regions, Taiwan has regulations and guidelines that require influencers to disclose sponsored content. This transparency helps maintain trust between influencers and their audiences.

Emergence of Micro-Influencers

Micro-influencers, with smaller but highly engaged followings in specific niches, are gaining traction in Taiwan. Their ability to connect with a highly targeted audience makes them effective for brands looking to reach specific demographics.

Overall, the combination of a tech-savvy population, influential social media personalities, culturally relevant content, and the strong influence of influencers in various niches contributes to the effectiveness of influencer marketing in Taiwan. Brands that strategically partner with influencers to align with their audience and objectives can yield significant benefits in terms of brand awareness, engagement, and conversions.

5.Key elements to a successful influencer marketing campaign in Taiwan

Creating a successful influencer marketing campaign in Taiwan requires careful planning, understanding of the local market, and strategic execution. Here are key elements to consider

Local Market Research

Understand the nuances of the Taiwanese market, including cultural preferences, trends, language, and consumer behavior. Tailor your campaign to resonate with the local audience.

Choose the Right Influencers

Select influencers whose audience demographics align with your target market. Look for influencers who have genuine engagement, credibility, and relevance in their niche.

Authentic Partnerships

Build genuine relationships with influencers. Ensure that collaborations feel authentic and align with the influencer’s content style while effectively conveying your brand’s message.

Content Localization

Create content that is not just translated, but culturally adapted for the Taiwanese audience. Use local language, references, and cultural nuances to resonate with the audience.

Timing and RelevanceC

Consider local events, holidays, and trends when planning your campaign. Timing your campaign to coincide with relevant occasions can significantly enhance its impact.

Mobile Optimization

Ensure that your campaign is mobile-friendly as mobile devices are widely used in Taiwan. Optimize content for various screen sizes and mobile platforms.

6.Conclusion

Taiwan is a great place to start influencer marketing. The Taiwanese marketing platform market is projected to continue growing through 2030, and social commerce will become even more common in Taiwan. If you are interested in starting an influencer marketing campaign in Taiwan, this article may be of interest to you.

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We support influencers and creators in various aspects so that they can be continuously active on SNS.

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