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  • Izzie Koh

Influencer Marketing in Malaysia

Updated: Apr 5, 2022

Have you ever tried Dalgona coffee?

During MCO, this magical creamy coffee floating on IG everywhere forms an impactive trend. If brand could create a trend and link it directly to a product, it would be a powerful marketing strategy.

Before starting, let’s have a quick view of the social media landscape in Malaysia:

  • There were 29.55 million internet users in Malaysia in January 2022.

  • There were 30.25 million social media users in Malaysia in January 2022.

  • Facebook had 21.70 million users in Malaysia in early 2022.

  • Instagram had 15.55 million users in Malaysia in early 2022.

  • TikTok had 14.59 million users aged 18 and above in Malaysia in early 2022.

In aged 16 -64, there are 98.9% of internet users browse the internet by smartphone.

They spend an average of 9 hours 10 minutes on the internet per day.

According to Datareportal, the top 10 websites that got the most traffic were:

1. Google

2. Facebook

3. Youtube

4. Wikipedia

5. Malaysiakini

6. Blogspot

7. Shopee

8. Thestar

9. Maybank2u

10. Instagram

Brand can use these websites to get traffic, and also brand can be more focused on social media platforms because it is a “daily routine platform” and it is an interactive platform for brand and customer. Besides, social media has a wide range of users, for example,


There were 30 115 400 Facebook users in Malaysia in February 2022, which accounted for 89% of its entire population.

The majority of them were men - 50.9%.

People aged 25 to 34 were the largest user group (9 900 000).

The highest difference between men and women occurs within people aged 25 to 34, where men lead by 500 000.


There were 15 756 600 Instagram users in Malaysia in February 2022, which accounted for 46.6% of its entire population.

The majority of them were women - 55.8%.

People aged 25 to 34 were the largest user group (5 600 000).

The highest difference between men and women occurs within people aged 18 to 24, where women lead by 500 000.

The most age group using IG and FB is 25 to 34 years old group.

The 25-year-old female group is very important for a brand. They have been out of university for 2-3 years and they start to control their spending freely.

Meanwhile, 18 to 19-year-old women want to be more mature and look up to see how 25 age group female spend their money, while 30 to 40-year-old women want to stay young and look down on 25 age group female.

By targeting 25 age group, you've got 18, 30, even 40-year-olds audience. In addition, after a 25-year-old woman gets married, she will soon influence people around her. After she has a child, she will also start to make decisions about the consumption of mother and child, and at the same time, she also begins to show filial piety to her parents, so she will also influence their parents' shopping decisions.

This 25 age group uses social media to share their life. Other age groups follow their IG or FB to get the latest trend.

Instagram puts more emphasis on photos than other social media platforms. Your profile or photos has to be clean, sharp, and provocative to pique people's interests. Otherwise, people will scroll through photos that they are not interested in.

Instagram is a mobile platform, and with 80% of social media viewing taking place on mobile devices, brands also can use Instagram to build brand image.

80% of shoppers use their phones to check product reviews or compare prices online. Smartphones are convenient and are like daily life necessities, people use them frequently. If you want your business to succeed, your Instagram needs to keep up to pace.

Brands can interact with customers, advertise products, and build brand awareness via Instagram! It's not just posting photos, Instagram is a social platform, and the brand should take advantage of it no matter what product or service you provide, brand testimonials are very important. You can use Instagram stories and highlights, and new features to build your trust with potential customers.

Besides, Instagram is linked to Facebook. It is more convenient for brands, you can link both platforms covering your Facebook and Instagram audience or content.

Facebook is the most popular social networking platform. Facebook has a highly detailed and in-depth targeting system that allows you to reach not just a broad audience, but instead focus on a particular person or a group of people based on your marketing objectives. Businesses can target their audience by creating ads based on segments.

Facebook Insights help marketers better understand consumers and what they like, want, or need to reach them more effectively across various device types such as desktop computers, smartphones, or tablets. The best part is that it will reach people who have interacted with your brand in the past, making it an easy way to keep up engagement.

Take a closer look at influencers in Malaysia.

Influencers are categorized based on their follower sizes:

  • Mega-influencers - 1M+ followers

  • Macro-influencers - 100K to 1M followers

  • Micro-influencers - 10K to 100K followers

  • Nano-influencers - 1K to 10K followers

Which category of influencer brand needs to engage? It depends on your marketing goal:

  • Raising brand awareness – 86%

  • Reaching new or targeted audiences – 74%

  • Improving brand advocacy – 69%

  • Increasing sales conversion – 46%

  • Other objectives of influencer marketing include driving engagement, reaching new target audiences, improving brand reputation, generating sales, and more.

Next you will need to think of content and strategy.

Now, do you have an influencer marketing goal?

You have a step closer to launching your first influencer marketing campaign.

Influencer Marketing is a Best channel to deliver brand's message to niche audiences.

Check out our website Colevent here. To get more information.

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