Influencer Marketing Malaysia
How much does it cost to hire an influencer to market your products in Malaysia?
It basically depends on the objective of your company. It can start from as low as zero upfront cost up to hundreds of thousands of ringgit.
We will assist you by suggesting the influencers suitable for your business and filter out the rest based on your requirements. Making sure that you can maximize your marketing budget used for social media influencers.
A closer look at social media influencers and KOLs in Malaysia The influencer scene in Malaysia is thriving! “YouTubers“ (or YouTube content creators), “Key Opinion Leaders” (or KOLs) and “Social influencers” are some common terms bandied about, and ultimately, these terms refer to individuals or groups of people who create content for their social media followings.
In fact, a social influencer can be anyone that holds an influence on purchase behaviour over their social media following based on their area of expertise, and can include celebrities, topic experts, or even your friends.
We categorize influencers based on their follower sizes in the following way:
• Top stars (1M+ followers) • Macro-influencers (100K to 1M followers) • Micro-influencers (10K to 100K followers) • Nano-influencers (1K to 10K followers) • End users (100 to 1K followers)
It is also important to note that markets might have different categorizations, depending on the total population size of a market.
Top Influencer Marketing Statistics Every Marketer Should Know
- 70% of teenage YouTube subscribers trust influencer opinions over traditional celebrities.
- 86% of women turn to social networks before making a purchase.
- 32% of influencers who currently work with brands cite Facebook as the best platform, followed by Instagram at 24%.
- 71% of consumers are more likely to make a purchase based on a social media reference.
- 86% of the most-viewed beauty videos on YouTube were made by influencers, compared to 14% by beauty brands, themselves.
- 57% of beauty and fashion companies use influencers as part of their marketing strategies.
- On average, businesses generate $6.50 for every $1 invested in influencer marketing.
A recent report released by Google, Temasek and Bain & Company showed growth in new digital service consumers by 36% versus the total digital service consumers in Malaysia – a growth that is on par with the Southeast Asia region’s average, and higher than Singapore and Thailand.
Additionally, the report showed that this digital penetration of new consumers is reaching non-metropolitan areas in Malaysia (59% of all new consumers), and is the region’s top market for non-metropolitan penetration.
Going back to our favourite data source, We Are Social and Hootsuite’s Digital 2020 reports, YouTube is seeing the strongest social media usage (93% of all users surveyed), followed by Facebook (89%) and Instagram (72%). This can also be attributed to Malaysia’s robust content creator ecosystem on YouTube, creating noteworthy and locally relevant content that drives audiences to consume content on the popular video platform.
Influencer Marketing Trends This Year
Brands looking into influencer marketing should take note of the trends in the industry in order to fully strategise their campaign. We have identified 3 prominent trends of influencer marketing coming year:
Trend #1: Emphasis Towards Content Marketing
Currently, we have seen and experienced both the good and not-so-positive impact influencer marketing can bring to a brand. Some prominent mistakes made by brands include the overuse of influencers, selecting influencers irrelevant to your brand and so on. But one big mistake that should be avoided is the posting of content which is irrelevant to the audience.
In the upcoming years, the emphasis on quality content will be largely noticeable. Content posted by Malaysia influencers not only have to be engaging and interactive, it also have to be new, natural, suited to the influencer and brand, shareable and encompasses a call-to-action to be able to reach out to a wide network of your target and produce positive results. Consequentially, brands which invest greatly in creating quality content will have an edge over the rest.
Trend #2: People-Centric Influencer Marketing
Most brands and marketers are focused on tapping on the hype of influencer marketing without considering the rationale behind those marketing efforts. In the upcoming year, it is crucial for brands to become more people-centric and focus on the audience when implementing each campaign.
Influencer marketing in 2017 will need to provide consumers with what they desire and explain how purchasing your product or service will add value to their life. With many marketers executing their marketing campaigns without much thought regarding their audience, being the first few to resonate with the audience will bring your brand ahead.
Trend #3: Malaysian Becoming Risk-Adverse
Being risk-adverse, Malaysia consumers are increasingly relying on influencers and word-of-mouth to decide on their purchases. This should be seen as an opportunity to leverage on the available influencers to bring about more sales through the online platform. To be able to leverage on influencer marketing to provide a form of reassurance for the consumers would definitely bring about positive impact on your brand’s ROI.
Influencer marketing would hence be a great platform to reach out to the Malaysia market, especially the young Malaysian who constantly look online for reviews. These characteristics of the community is what make influencer marketing extremely effective in Malaysia.
Which industries are utilizing influencer marketing effectively in Malaysia?
Looking at the past year’s worth of influencer marketing campaigns, there are several industries that stand out for Malaysia: telecommunications, gadgets, automotive, beauty, healthcare and gaming.
Interestingly, Instagram emerged as the most-used social media platform for influencer marketing campaigns in Malaysia (even though the platform ranks 3rd most-used social media platform in Malaysia), whilst Facebook and YouTube are tied in 2nd place.
The report showed that engagement on an influencer’s post does not necessarily equate to clicks to a landing page, and the same holds true for campaigns in Malaysia.
Influencer Marketing Results
Marketers should instead focus on the desired objectives and plan influencer selection around that: Selecting influencers based on similar or extended target audiences to the followers of a brand’s existing social media account, potential affinity with a brand and ability to deliver the desired impact, whilst conveying the brand’s objectives for the campaign. This way, influencers will be able to craft content based on clear requirements and deliver mutually beneficial relationship and value.
Social media influencer engagement rate sweet spots With engagement measurement (likes, comments, views, shares and post saves) most commonly used for awareness and even user interest, marketers have a wealth of indicators to choose from when targeting a specific objective.
It may be blatantly obvious, but post likes are just the tip of the iceberg when it comes to measurement. Running a giveaway to generate awareness? Post shares would be the most valuable indicator of success. Running informational content about your product? Look towards measuring post saves (and post shares) to evaluate if your content is resonating with the right target audience.
Here are the engagement rate sweet spots for social influencers and KOLs in Malaysia based on data from the AnyTag platform:
Instagram: 1,500 to 15,000 followers Facebook: 500 to 5,000 followers YouTube: 5,000 to 30,000 subscribers
It’s also important to note that this is just a data point for higher post engagement, and is not a gauge of how much reach an influencer marketing campaign can receive.