US$1.2 Trillion by 2030: TikTok’s ‘Art and Science of Authenticity’ Study on Creator-Driven Growth in APAC

In an era where consumers skip past polished content, authentic, creator-led storytelling has become a measurable driver of commercial impact across Asia Pacific. In our latest Whitepaper "The Art and Science of Authenticity", we found that APAC's Creator Commercial Contribution is projected to reach US$1.2 trillion by 2030. This is up 1.4 times from 2025.

TikTok with brand partners, creators from around the region at "The Art & Science of Authenticity" Whitepaper launch

While creator-led marketing is frequently associated with lifestyle categories, the whitepaper indicates that Creator Commercial Contribution is increasingly prevalent across a more diverse range of industries. Beyond beauty and fashion, sectors such as gaming, financial services, apps, and consumer electronics are emerging as key areas of growth. Brands within these categories strategically turn to creators to build trust, explain complexity, and influence consumer consideration at scale. This evolution reflects a wider shift in creator impact: moving beyond awareness to driving meaningful action.

Why authenticity matters now

The digital landscape has fundamentally shifted: the study shows that three in four consumers now skip content that feels too polished or inauthentic. As a result, expectations of brands have changed. 76 per cent of consumers across APAC want brands to show up with more authentic content.

"Authenticity has shifted from a creative preference to a performance strategy," said Chew Wee Ng, Head of Business Marketing for Asia Pacific at TikTok. "In today's post-perfection era, influence belongs not only to top-tier creators, but to anyone who feels real. On TikTok, 'flawsome' content - with its rough edges, raw emotions, and unfiltered moments - connects because imperfections aren't mistakes; they're the texture of truth."

The art and science of authenticity

Nine in ten consumers in APAC say authentic content directly influences their purchase decision. That's the art of authenticity: audiences connect more deeply with genuine stories than with polished ads. And authenticity depends less on who posts and more on what makes people truly believe. Brands can bring this to life across ads, organic content and everything in between.

According to the whitepaper, 76 per cent of consumers are more likely to search, click through, or add a product to their cart after engaging with authentic content, particularly during the consideration phase. While authentic content captures attention, the real science lies in translating that authenticity into tangible outcomes. With tools like TikTok Market Scope, brands now can analyse more than 12 consideration signals and map consumer journeys, allowing them to adjust their content in real-time for maximum impact.

Compound creativity

AI-generated content (AIGC) supercharges creative workflows, helping brands produce content faster and more efficiently than ever. By combining human craft, creator participation, and intelligent tools, brands can scale ideas quickly while preserving what makes content feel authentic. And consumers are responding positively: Two in three consumers want creators and brands to use AIGC for content creation, with TikTok users showing 1.5 times more interest in AIGC-enhanced content than users on other platforms.

This shift is also reflected in how authenticity can be scaled in practice. For example, TikTok Symphony has been used by brands such as Unilever to enable the creation of content that feels personal and platform-native, while allowing them to observe how audiences engage and act. By making it easier to generate and adapt authentic creatives at scale, this approach helped Unilever generate high-quality user-generated content with remarkable efficiency for its Vaseline campaign: 2,000 images animated in just three days and 330+ campaign-ready videos created with creators and consumers.

The Creative Powerhouse

This projected US$1.2 trillion growth is driven by TikTok's vast, diverse creator ecosystem where creators across APAC turn their lived experiences into meaningful commercial impact.

In Thailand, Turk (@turk_tk) turned an accidental press of "record" into a thriving jewelry business. In Vietnam, Jayni (@Jaynitravel) transformed a career setback into a cultural storytelling powerhouse, driving 87 times revenue growth and 94 times commission volume between 2024 and 2025. Meanwhile, Singapore's Caitanya (@caitofalltraits) brings authentic storytelling to life through culture-driven content, alongside her build-your-own food sticker business, Pointy Rice, inspired by everyday local food moments.

This community of creators represents a powerful gateway for brands to move beyond traditional advertising and partner with the voices that already hold the keys to community trust and measurable growth. With tools like TikTok One, a centralised platform that connects brands and creators, brands can collaborate seamlessly with these creators, turning brand messages into lived relevance.

Growth pressure isn't easing, but how brands respond can change. The brands that win will connect creators, content, and commerce in one system that makes authenticity measurable, scalable, and a real driver of growth.

Download the full whitepaper: [LINK]