- TikTok’s whitepaper reports that creator-led content is increasingly influencing trust, consideration, and purchasing behaviour across the Asia Pacific.
- Audiences are responding more strongly to authentic creator storytelling than to picture-perfect brand advertising.
- TikTok’s research indicates that AI-assisted content is welcomed by audiences
- House of Marketers’ insights on what this means for marketers.
TikTok has recently come out with new research on analysing how influencer content is driving commercial growth across the Asia Pacific. It outlined all the details in its new whitepaper, labelled The Art and Science of Authenticity.
According to this paper, APAC’s creator commercial contribution will reach US$1.2 trillion by 2030. That is a 1.4× increase from 2025.
As an influencer marketing agency, we know that this study just further cements how influencer-led marketing and storytelling are only going to get more and more popular as time goes on. Some figures in this study suggest that increased trust and authenticity are factors that are most effectively delivered through influencer marketing. With the advent of AI-generated content, people are going to seek more and more human-validated recommendations.
This paper highlights that,
- 3 in 4 consumers across APAC skip content that feels overly produced or inauthentic
- 76% of consumers want brands to show up with more authentic content
- 9 in 10 consumers in APAC say authentic content influences their purchase decisions
- 76% of consumers are more likely to search for a product, click through, and add a product to their cart after engaging with authentic content, especially during the consideration phase
- 2 in 3 consumers want brands and creators to use AI-generated or AI-assisted content tools
- TikTok users show 1.5× higher interest in AI-enhanced content compared to users on other platforms
Let’s see what this information means for the influencer marketing landscape.
76% of users on TikTok say they want brands to show up with more authentic content.
TikTok’s data shows that three in four consumers now skip content that feels overly produced or inauthentic as well.
This clearly indicates a growing trend that marketers should focus on content that is gritty and realistic. The less polished your content is, the more trustworthy and human it looks. Rather than relying on high production value, this is a signal to be as flawed and human as possible. Rather than signalling lower quality, it instead signals relatability. This is increasingly influenced by Gen Z’s preference for a more realistic online experience, as picture-perfect perfection is no longer authentic.
Chew Wee Ng, Head of Business Marketing for Asia Pacific at TikTok, explains:
“Authenticity has shifted from a creative preference to a performance strategy. In today’s post-perfection era, influence belongs not only to top-tier creators, but to anyone who feels real.”
76% of TikTok Users search, click, or add a product to their cart after engaging with authentic content
This highlights the commercial impact of authentic content. The more honest the storytelling is, the more convinced users are to give the product a shot. In TikTok’s research, 9 out of 10 consumers say authentic content influences their purchase decisions
TikTok also promotes its TikTok Market Scope in this context. This is a tool marketers can use to analyse consideration signals and track how audiences respond from content exposure to purchasing behavior. This will provide great insight into how authentic your content is coming across and where you need to tweak your strategy.
The Global Brand VP of Unilever, Gaurav Datta, says
We bridge the authenticity gap in two ways: making what ‘brands say’ more compelling through science-backed storytelling; and dramatically boosting ‘others say’ — trusted creator voices that address the middle funnel gap between ‘I’m aware of it’ and ‘Does it really work?’.
Influencer Marketing is Moving Beyond Beauty and Fashion
The report also shows that creator-led growth is expanding across gaming, financial services, apps, and electronics sectors, too. It makes sense for creator-led marketing for such sectors because they can help brands explain their product’s value and help users understand its various use cases with real-life demos. This helps build trust in ways traditional advertising often cannot.
2 in 3 consumers want brands and creators to use AI-generated tools
This indicates there is a 1.5× higher interest in AI-enhanced content compared to users on other platforms.
TikTok frames the use of AI as an enabler rather than a replacement for creativity. For this, TikTok tools like TikTok Symphony can help marketers to adapt and localise content while keeping it platform-native.
House of Marketers’ Insight
As an influencer marketing agency, we understand the impact of influencer marketing at its core. This study just further proves what we already know to be true: creator-led content is not going to go out of fashion any time soon.
This report is most useful for brands catering to an Asian audience, as most of these insights are gathered from the Asia Pacific. This is why what stands out to us is the numbers in favor of AI support, as studies conducted in the West indicate a vehement rejection of AI use and content. But this study was conducted in Asia and hence highlights a different trend. This means that the jury is still out for the “to AI or not to AI” trend. While it is true that AI can support the creative process and make it swifter, that is only on the condition that the creative itself has a clear strategy. Used without intent, AI can quickly cause content over-saturation and audience fatigue.
For marketers, our advice is this: do not focus on producing more influencer content just for the sake of more content. Do not take this new research as a signal to go and start creating influencer marketing campaigns with just any creator. Instead, focus on building creator systems that consistently deliver credible results and have an authentic report with their audiences.
Read more on how to do influencer marketing the correct way below.
Ultimate 5-Step Social Media Influencer Marketing Strategy
[2026] Influencer Marketing Stats – Data-Driven Insights
Influencer Marketing Stats You Need to Know
5 Predictions That Will Reshape Influencer Marketing in 2026
Conclusion
TikTok’s Art and Science of Authenticity research reinforces a clear shift in how influence works across Asia Pacific. Creator-led content shapes consideration and purchase as audiences grow more sceptical of polished brand advertising.
For marketers, winning in influencer marketing is no longer about volume or visibility alone. It is about building creator systems that consistently deliver authentic signals to both audiences and platforms.
At House of Marketers, we help brands design and execute influencer marketing strategies built for this shift. From creator selection to content structuring and paid media boosting, our focus is on long-term performance in environments where authenticity and relevance drive results. So partner with House of Marketers today!
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.
