This panel at Echelon Singapore 2025 examined how creators and digital platforms are reshaping business visibility across markets.
Speakers stressed the value of TikTok and Instagram for both B2B and B2C outreach, noting that engagement, click rates and conversion rates remain essential metrics. Influencer marketing stood out for its ability to build trust through authentic content, with micro-influencers seen as more cost-effective than celebrity endorsements.
The discussion also covered the growing influence of AI on content production, the need to balance virality with authenticity and the importance of adapting to shifting algorithms. Panellists highlighted regional differences in platform behaviour and the potential for AI to disrupt traditional marketing strategies.
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