TikTok Sees $1.2T APAC Creator Economy
A new TikTok whitepaper predicts that creator-driven commercial activity in the Asia-Pacific region will grow to US$1.2 trillion by 2030, up from a projected US$850 billion in 2025. The platform is encouraging brands to shift from polished advertising to more authentic, creator-led content to capitalize on the trend.
- The shift to authenticity is a key driver, with nine in ten APAC consumers stating that genuine content influences their purchasing decisions more than production quality. Consequently, 76% of consumers are more likely to search for, click on, or buy a product after seeing authentic content. - This trend extends beyond traditional retail, with sectors like gaming, financial services, and consumer electronics increasingly using creators to build trust and explain complex products. - The number of monetized creators on TikTok in the Asia-Pacific region grew by 1,267% year-on-year as of the third quarter of 2025, indicating a rapidly expanding supply of potential brand partners. - Underscoring the platform's regional dominance, TikTok accounted for the majority of influencer marketing campaigns in several key Southeast Asian markets, including 66% in Thailand and 64.3% in the Philippines. - Brands are increasingly shifting their focus from awareness to measurable outcomes, with performance-driven influencer campaigns in Asia rising to 42.47% of all such marketing in 2025, a significant increase from 30.67% in 2024. - The adoption of AI in content creation is supported by consumers, with two-thirds of those in APAC open to AI-generated content; TikTok users show 1.5 times more interest in AI-enhanced content than users on other platforms. - For small businesses, TikTok has introduced dedicated programs like "Follow Me," a 6-week initiative designed to guide SMBs in Asia on creating effective marketing campaigns and video content.
