SushiVid's 2023 Influencer Marketing Digest (dated 18 October 2023) analyses more than 30 influencer campaigns run between January and September 2023. You will find cost benchmarks by category and content type, the effect of ad boosting influencer content on TikTok, why TikTok-only content beats content synced to Instagram, and how Instagram compares with TikTok over time.
About the data
To keep the report balanced, SushiVid used data normalisation:
- All influencer costs were recalculated to remove any discounts influencers may have offered.
- Unless stated otherwise, all reach, view and engagement figures exclude the effect of ad boosting.
- The dataset covers more than 30 campaigns, each with at least 30 KOLs, all completed between January 2023 and the end of September 2023.
Definitions
- CPV: cost per view
- CPR: cost per reach
- CPE: cost per engagement
- KOL: Key Opinion Leader (influencer)
- View rate: total views ÷ total followers
- Reach rate: total reach ÷ total followers
- Engagement rate: total engagement ÷ total followers
What does influencer marketing cost per view, reach and engagement?
Category averages for influencer marketing in 2023:
| Category | CPV | CPR | CPE |
|---|---|---|---|
| Mobile App | 0.12 | 0.13 | 0.97 |
| F&B | 0.04 | 0.04 | 0.95 |
| Travel | 0.16 | 0.18 | 1.10 |
| Skincare and Beauty | 0.21 | 0.23 | 2.46 |
| E-Commerce | 0.28 | 0.33 | 4.77 |
F&B had the lowest costs across all three measures. E-Commerce had the highest, with a CPE of 4.77.
The winning formula: influencer content plus TikTok ad boosting
TikTok boosting cost about RM1,000 per ~300,000 views.
SushiVid uses influencers for three core aims: diverse content, maximum reach, and an organic, unsponsored feel. Strategically boosting influencer-generated content is now reshaping that approach.
With an ad investment of about RM243,000, less than 26% of the KOL spend, campaign views grew from 12.1 million to 85.4 million, an over 7-fold increase.
| Content type | Views | Views + boosting |
|---|---|---|
| General | 1,300,564 | 6,410,800 |
| F&B | 4,979,900 | 8,907,396 |
| Mobile App | 537,680 | 3,976,947 |
| Travel | 525,977 | 361,092 |
| Skincare and Beauty | 4,831,024 | 65,585,659 |
| Total KOL spend | 943,587 | 943,587 |
| Total ad spend on boosting | – | 242,671 |
| Average campaign CPV | 0.122 | 0.018 |
Boosting influencer content fits all three aims: diverse content, maximum reach and an authentic, unsponsored feel. SushiVid recommends exploring and adopting this strategy in future campaigns.
Which influencer content types perform best?
| Content type | CPV | CPR | CPE |
|---|---|---|---|
| Thematic Video / Transition Videos | 0.27 | 0.32 | 4.77 |
| New Product Launch | 0.16 | 0.16 | 1.67 |
| Outpost Visit | 0.06 | 0.05 | 0.63 |
| Mini Vlog | 0.11 | 0.13 | 3.22 |
| Get Ready With Me | 0.24 | 0.23 | 2.10 |
Thematic/transition videos and mini vlogs have notably higher costs, as expected, because this content focuses on entertainment rather than direct engagement. New product launch and Get Ready With Me videos talk about products, which prompts questions from viewers.
The clear winner is still outpost visit content (CPV 0.06, CPR 0.05, CPE 0.63), just as in 2022. Events and outdoor locations offer plenty of visuals and activities to create content around.
Tip: When running an outpost event campaign, have influencers promote the event's special offers or giveaways. A secret code for a free gift has proven especially appealing.
Should you share TikTok videos to Instagram Reels?
SushiVid found a big gap in performance between TikTok videos that were also shared to Instagram Reels and those that stayed only on TikTok. TikTok-only content consistently beat synced content on view rate, reach rate and engagement rate. This supports the idea that TikTok's algorithm favours content that is exclusive to the platform.
| Metric | TikTok video, standalone | TikTok video, synced to IG |
|---|---|---|
| View rate | 27.7% | 10.3% |
| Reach rate | 25.8% | 9.6% |
| Engagement rate | 6.9% | 6.1% |
Tip: Avoid posting the same content on both platforms on the same day, or change the music. These simple steps help avoid the problem.
Instagram vs TikTok: which performs better over time?
Content sometimes goes wildly viral on TikTok. That is a big part of its appeal, and a major reason why over 60% of SushiVid's campaigns moved to TikTok within one year.
But the long-term comparison surprised the team. Over time, Instagram content achieved clearly higher view rates and reach rates than TikTok content. TikTok can deliver viral hits, but Instagram appears to be the more dependable source of views and reach in the long run.
| Metric | TikTok | |
|---|---|---|
| View rate | 30.50% | 51.71% |
| Reach rate | 29.23% | 43.09% |
| Engagement rate | 7.28% | 3.25% |
"Hit the restart button and reinitiate your Instagram journey. Think about leveraging Instagram and TikTok in distinct ways to connect with your potential customers."
Key takeaways
- Boosting influencer content with TikTok ads multiplied views more than 7 times for less than 26% extra spend.
- Outpost visits remain the most cost-efficient content type.
- Keep TikTok content native. Do not sync it to Instagram Reels on the same day without changes.
- Do not abandon Instagram. It gave higher view and reach rates over time.
The report was prepared by Yuhwen Foong (CEO) and Armand Md Saat (COO) of SushiVid. The findings come from data analysis, and SushiVid has formed several theories to explain them. If you would like to hear and discuss these theories, SushiVid is happy to meet.
Use these benchmarks in your next campaign
See current rates in the influencer marketing cost guide for Malaysia, learn about TikTok influencer marketing, or talk to SushiVid about managed influencer campaigns.
Download the 2023 Digest (PDF)
1-page PDF report, free, no sign-up.
Frequently asked questions
What is the average CPV for influencer marketing in Malaysia?
In SushiVid's 2023 data, average CPV ranged from 0.04 for F&B to 0.28 for E-Commerce. Mobile App was 0.12, Travel 0.16 and Skincare and Beauty 0.21.
Does boosting influencer content on TikTok work?
In SushiVid's 2023 campaigns, about RM243,000 of ad spend (under 26% of KOL spend) lifted views from 12.1 million to 85.4 million, an over 7-fold increase. TikTok boosting cost about RM1,000 per ~300,000 views.
Should I post the same video on TikTok and Instagram Reels?
SushiVid found TikTok-only videos had a 27.7% view rate against 10.3% for videos synced to Instagram. If you post on both, avoid the same day or change the music.
Is Instagram or TikTok better for influencer marketing?
TikTok can go viral, but over time Instagram content had higher view rates (51.71% vs 30.50%) and reach rates (43.09% vs 29.23%) in SushiVid's 2023 data. SushiVid suggests using the two platforms in distinct ways.