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  • Izzie Koh

How influencer marketing works.

Have you started an influencer marketing campaign before?

Influencer marketing is a process of using influencers to advocate and communicate brand messages. Besides, influencers make creative content instead of ADs , it will help brands raise awareness, and help convert their followers into your customers.

It is very common now in Malaysia, that brands use influencers to connect their brand with their customer. In addition to helping brand awareness, influencers can also collect customers' feedback on brands. This way of communicating with customers will make customers feel more intimate and have a better impression of the brand.

Marketing is moving in the direction of "communication". There are 4.48 billion people worldwide who use social media. According to Asset Digital Communications, 71% of small and mid-sized startups consider social media platforms to promote their goods. At a low cost, brands can reach the international public.

Influencers are the trendsetters and taste-makers of today, with audiences looking for their recommendations in order to guide their purchasing decisions. They make creative content, shareable and communicative user-generated content about brands.

Common collaboration methods of Malaysian influencers.

There are many ways to collaborate with influencers, depending on the campaign goals and budget. These are some ways that brand can collaborate with influencers:

1. Gifting for product reviews

Nearly 95% of shoppers read online reviews before making a purchase. There is already a certain amount of trust between influencers and their followers. Through product reviews, influencers can be regarded as the reputation of brand products. Followers are more likely to believe their recommendations, which makes the brand to some extent have credibility in the audience's mind.

2. Paid collaboration

Paid partnerships give brands a more formal framework for collaboration with influencers and give brands more control over the content. Brand gives influencers the content guidelines and posting objectives to help them know what the brand expects from them. Accordingly, they’ll create content based on the brief you share in exchange for a fee.

Brands can also use the features offered by each platform to better maximize their influencer marketing results.

IG Collabs feature

IG Collabs feature adds value in terms of maximizing engagement, harnessing the power of two creators in one by overlapping their respective spheres of influence. You get to reap the rewards of pushing out a single piece of content to two audiences without having to repost. All the likes, shares, and comments appear on the same post, allowing you to engage with each other’s communities and double your reach instantly.

IG Reels

IG Reels is offering all accounts growth and vitality. IG Reels are short-form, vertical videos that can be up to 60 seconds long. IG Reels have been an amazing way for brands and businesses to flex their creative muscles and add a visual experience beyond Feed posting. User’s not only seeing Reels from accounts they follow, users see Reels from all IG accounts on the Reels tab.


Besides these trivial steps, brands also need to pay attention to the supervision of the entire influencer marketing campaign. Influencer marketing has a lot of advantages, but also there is a certain risk, in addition to the influencer's personal image collapse will involve the brand also influencer its duration and the popular cycle is short, so its marketing effect is only temporary, brands need according to their own marketing purposes and plan to consider this way.

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