Event Calendar Press Releases Tuesday August 4, 2020 09:00

Global digital talent and marketing group Gushcloud International (“Gushcloud”) has released a whitepaper detailing the effects of the COVID-19 pandemic on influencer marketing in Southeast Asia. Titled “The New Normal: How COVID-19 has Changed the Fundamentals of Influencer Marketing in Southeast Asia”, the whitepaper is available for public access on the Gushcloud website.

The ongoing COVID-19 pandemic first hit the Southeast Asian region in January, and has since impacted the countries hard. The economic impact of the pandemic is expected to be on par with the 1997-98 Asian Financial Crisis, or even greater. The IMF projects ASEAN-5 (Indonesia, Malaysia, Philippines, Thailand, and Vietnam) growth at -0.6 percent in 2020, down from its earlier forecast of +4.8 percent (Center for Strategic and International Studies, 2020). The whitepaper explores and discusses the impact of the COVID-19 pandemic on the influencer marketing and digital entertainment industries in key markets in Southeast Asia, namely Singapore, Malaysia, Indonesia, the Philippines, Vietnam and Thailand, while also looking at case studies from China and United States, which often set the standards and practices that Southeast Asian markets follow.

“The changes brought about by COVID-19 has sparked major pivots in consumer behaviour – what they spend on, the content they consume and their priorities. In order for the digital creator and marketing industry to adapt, it will need to embrace these changes and wholly adopt them to put forward newer strategies towards brands,” said Ms Althea Lim, Group CEO of Gushcloud.

The whitepaper also explores how in a post-COVID-19 world, audiences are now equipped with widespread digital-purchasing capabilities, and brands and influencers should look at tapping on e-commerce strategies such as live-commerce and social commerce as new revenue opportunities. In terms of content output, new opportunities from the adoption of new formats and platforms such as TikTok, Twitch, and Instagram Live are expected to stay for the long term, and brands and influencers should look to optimizing their marketing content for these platforms.

The whitepaper features insights from industry professionals from around the region, and was also shaped with a consultation with Dr Crystal Abidin (Internet Studies, Curtin University), an anthropologist and ethnographer who researches influencer cultures, especially young people's relationships with internet celebrity, online visibility, and social media pop culture.

“Indeed, the pandemic has proven to be an extremely difficult period for the entire industry. However, it has also created new opportunities for influencers, content creators, businesses and brand agencies. If there is any industry that is capable of being nimble and quick to adjust and adapt to major changes, it would be the digital creator industry,” Lim added.

For more information on Gushcloud’s COVID-19 whitepaper, “The New Normal: How COVID-19 has Changed the Fundamentals of Influencer Marketing in Southeast Asia”, visit the website at

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