Digital Marketing Asia 2024 Singapore
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
The rise of influencer marketing in Malaysia

The rise of influencer marketing in Malaysia

share on

This post is sponsored by Cloudbreakr.

In Malaysia, no matter if you are a primary school student or a 70-year-old auntie, almost everyone now has a social media account. In the past few years, newspapers have become thinner, TV ads cheaper, and radio has got quieter.

The rise of the internet and social media has given us so many alternatives that we no longer access information and consume content in the way we used to. Riding on the digital wave that is sweeping across ASEAN, there is a rapid increase in the demand for influencer marketing.

With new forms of engagement and interaction, social media provides a stage for influencers to shine. With 80% of marketers investing in influencer marketing strategies in 2018, influencers have become the go-to solution to overcome a growing list of ad hurdles in the social media landscape of Malaysia.

In response to this rising interest in influencer marketing, Cloudbreakr announced the release of “The Landscape of Influencer Marketing in Malaysia”, a white paper resource for marketers looking to incorporate the use of influencer marketing as a branding strategy.

Here are a variety of examples showing the landscape of influencer marketing in Malaysia, how brands are working with influencers, followed by key learnings on how best to collaborate with them. To read more about how big data analytics can boost your influencer marketing, download the free white paper here and explore the new marketing strategy with Cloudbreakr!

The key findings of this report include:

The influencer marketing overview

i.  Influencer category and tiering distribution

Influencers can be categorised into different identities based on their professionally generated content. They are also in different tiers by taking into account the size of their audience. Brands are now increasingly looking for influencers in diversified categories and tiering to roll out comprehensive influencer marketing strategies to maximise both reach and engagement. Let’s take Instagram as an example – influencers are classified and tiered as below.

Influencer category:

ii.   Engagement rate and influence power score

The engagement rate is one of the criteria that brands use when searching for influencers to work with. This white paper shows the average engagement rate of different types of influencers. An AI-powered algorithm is also used to take five main features into account to measure the influencer popularity (influence power). It finds that influencers with smaller followings tend to have higher engagement rates than those of mega influencers.

Average engagement rate:

KPI measurement on influencer campaign

Whether your influencer marketing campaign takes off immediately or takes time to build momentum, it’s important to continuously monitor and track its performance. There are many KPIs that serve a purpose for different elements of your strategy, but when it comes to influencer marketing, here are five essential ones to focus on to help you to stay on track with your influencer marketing campaign.

Five essential KPIs for measurement:

Common influencer marketing tactics and case studies

After activating 4,000 influencers across 120 campaigns, we’ve seen influencers used in different ways. Here are the most common marketing tactics to help you shine when it comes to influencer marketing campaigns. Learn from the best influencer marketing examples and discover the top performing influencer marketing tools.

Challenges and future trends of influencer marketing

Influencer marketing has made huge strides in the past couple of years as social media channels such as Facebook and Instagram have broadened their reach, but, as influencer marketing grows as a discipline, it still has a long way to go with challenges ahead.

The good thing is, influencer marketing will have more opportunity than ever to shine with the application of artificial intelligence (AI). More, and increasingly diverse brands, are now expanding their influencer marketing efforts globally by using AI, in an attempt to understand how it can be optimised to benefit their bottom line.

Discover social influence

Cloudbreakr is a marketing technology company based on big data analytics, helping brands to analyse and optimise their marketing performances through AI application and social media big data. The company offers platform software, custom analysis services and full solutions covering more than seven Asian regions, with the company located in Malaysia, Hong Kong, Taiwan and Thailand.

And if this white paper has piqued your interest, Cloudbreakr will be delighted to help you find the right influencers to work with as well as optimising your campaign’s effectiveness. Find out more about the company at

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window