Influencer Marketing Whitepaper

Industry report: Hong Kong influencer marketing spending report (Q2 2022)

Published August, 2022

How much influencer marketing spending happened in Q2? Which industry has the most spending on influencer marketing?

We analyzed over 12,000 Hong Kong influencers Instagram activities across 4,000+ local and international brands among 22 industries from April to June 2022. Here are some notable highlights in Q2:
  • In 2022 Q2, an estimated HK$93 million was spent on influencer marketing. Compared to 2021Q2, the overall spending dropped 6%.
  • Beauty & Cosmetics and Clothing, Footwear & Accessories industry spent less than last year (-24.5% & -27.3%)
  • Compared to 2021Q2, Personal care industry has increased its spending by 102%.
  • Macro influencers accounted for 76.1% of influencer spending (approximately HK$70.8 million).
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