Here are key insights & trends of the state of influencer marketing in Malaysia for 2025 👇
- 28.68 million Malaysians use social media. That’s 83.1% of the population.
- Average usage: 2 hours and 48 minutes per day.
- 36.2% use it to find products, 25.9% follow influencers.
- 83% of brands use Instagram for influencer campaigns.
- Top platforms: YouTube (39.24%), Instagram (36.07%).
- Micro-influencers = 52% of all influencers in Malaysia.
- Nano creators lead in engagement at 4.79%.
- 58% of users have bought from influencer promotions.
- Top niche: Fashion & Beauty.
- Rates: RM100–300 (nano) vs. RM5,000–6,000 (macro).
The influencer advertising market in Malaysia is projected to grow by 9.14% annually, resulting in a market volume of $119.29 million by 2030.
Malaysian online consumers also trust influencer recommendations before buying a product or service.
So, it’s safe to say that influencer marketing is a prominent marketing channel for Malaysian brands and marketers.
This article will reveal important influencer marketing statistics & trends in Malaysia, so you can run well-informed campaigns in 2025.
The state of social media in Malaysia
Malaysia has a very high internet penetration rate with 97%.
That means around 33.59 million people in the country are connected to the web.
Social media penetration is lower, but still quite high:
83.1% of the total population or 28.68 million active users.
And Malaysians are chronically online.
In fact, Malaysia ranks sixth in the world in terms of time spent online.
On average, Malaysians spend 8 hours and 17 minutes daily on the internet.
Roughly 2 hours and 48 minutes of them are spent on social media.
So, what’s keeping Malaysians glued to their screen?
Popular social media platforms
As you can see, Meta is basically dominating in Malaysia.
The top 3 most-used social media in Malaysia are all Meta products.
But TikTok is slowly but surely disrupting Meta’s domination.
| Platform | Usage Rate |
|---|---|
| 90.7% | |
| 84.9% | |
| 77.0% | |
| TikTok | 68.8% |
However, the popularity ranks are different in terms of influencer marketing.
According to a report, 83% of Malaysian brands & marketers use Instagram to run their influencer marketing campaigns.
While YouTube is the most popular platform for Malaysian influencers.
Micro, macro, and mega creators all prefer YouTube to post content, whether it’s sponsored or not.
Instagram is a close second, mostly used by nano influencers.
Here is the full list of every social media used by Malaysian creators.
Brands are set to spend over $77 million on influencer advertising in 2025
Malaysian brands are estimated to spend $77.3 million on influencer marketing in 2025.
That’s almost a 14% increase from last year.
And with an annual growth rate of almost 10%, the influencer advertising market size is set to reach $119.29 million by 2030.
| Year | Ad Spending (USD) | YoY Growth (%) |
|---|---|---|
| 2017 | $9.87M | – |
| 2018 | $13.00M | 31.71% |
| 2019 | $17.12M | 31.69% |
| 2020 | $22.55M | 31.72% |
| 2021 | $29.70M | 31.71% |
| 2022 | $39.12M | 31.72% |
| 2023 | $51.52M | 31.70% |
| 2024 | $67.89M | 31.78% |
| 2025 | $77.30M | 13.86% |
| 2026 | $82.42M | 6.62% |
| 2027 | $90.80M | 10.17% |
| 2028 | $99.98M | 10.11% |
| 2029 | $110.80M | 10.82% |
| 2030 | $119.29M | 7.66% |
This indicates that influencer marketing has gained an important position in brand marketing.
If your brand is still insisting on classic advertising channels, you are very far behind.
Start leveraging influencer marketing ASAP to flourish your business.
How much does an influencer cost in Malaysia?
I’ve tried digging into some databases, but there’s no exact answer.
Influencer rates in Malaysia depend on various factors, but follower count is probably the biggest differentiator.
For instance, nano influencers charge between RM100 – RM300 per post ($22.60 – $67.80).
But macro creators are 50 times more expensive.
They cost between RM5,000 – RM6,000 for a single post ($1,131.80 – $1,358.16).
Different platforms and niches also have different prices.
A single product featured on a YouTube cooking video will cost you at least RM 2,000 ($450).
While the most expensive charge will be on entertainment videos, which cost at least RM 18,000 (over $4,000) for a product placement.
Return on investment (ROI) in influencer marketing
According to studies, influencer marketing is proven to bring 11x more ROI than traditional ads.
Most brands earn an average of $5.78 for every $1 invested in influencer marketing.
Say you invest $1,000 in a campaign. If everything works well, you can expect to make $5,780 in return.
That’s a hell of a good business, isn’t it?
Of course, the actual results will depend on the quality of your products and influencers.
So, make sure to listen to your existing customers. Seek feedback. Always improve your products.
Case studies of influencers campaigns
Here are several brands that have successfully launched influencer campaigns in Malaysia.
| Brand | Influencer Name | Campaign Goal | Key Results |
|---|---|---|---|
| Skin Inc | @mmmiinnn and other key opinion moms (KOMs) | Increase brand awareness and boost app downloads | Over 3.1 million impressions across Instagram & Facebook |
| Provital | @tiarajacquelina and other KOLs | Highlight the immunity-boosting ingredients to increase sales | Generated over 20 million in reach and sales value increase by more than 200% |
| Jollibee | @ItsMeWacip and other food vloggers | Create buzz among Gen Z & Millennials consumers in Malaysia | 12.34% engagement rate across different social media accounts |
Distribution of Malaysian influencers
Micro-influencers are the most crowded influencer tier in Malaysia, making up around half of the total population.
Unsurprisingly, mega influencers or celebrities are the least populated influencer tier.
| Influencer Tier | Population |
|---|---|
| Mega influencers (1M+ followers) | 0.36% |
| Macro influencers (100K – 1M) | 5.7% |
| Mid-tier influencers (20K – 100K) | 31.4% |
| Micro influencers (5K – 20K) | 52.7% |
| Nano influencers (1K – 5K) | 9.8% |
Although micro influencers are dominating Malaysia, nano-influencers still have the highest engagement rate in the country.
| Influencer Tier | Engagement Rate |
|---|---|
| Mega influencers (1M+ followers) | 1.33% |
| Macro influencers (100K – 1M) | 1.16% |
| Mid-tier influencers (20K – 100K) | 1.24% |
| Micro influencers (5K – 20K) | 1.62% |
| Nano influencers (1K – 5K) | 4.79% |
Nano influencers are generating a 4.7% of engagement rate on average.
While other tiers only generate 1.6% at max.
That’s a very very huge gap, to be honest.
No wonder nano creators have become a sought-after commodity among Malaysian brands & marketers.
Engagement rate represents the audience’s trust toward a content creator.
The higher the number is, the more likely people will trust their product recommendations.
Malaysians follow influencer recommendations
75% of Malaysia Online Consumers rely on influencers to find problem solutions & expand product knowledge
Influencers play a huge role in shaping Malaysians’ buying decisions.
A survey revealed that the majority (79%) of social media users in Malaysia follow at least one influencer.
More importantly, 58% of Malaysian consumers had bought a product endorsed by an influencer.
Now we’re coming to interesting statistics from Malaysian online consumers.
The first indication we can see in this section,
That 75% of Malaysian consumers rely on influencers,
Whenever they are having a problem or want to know more about products in a specific niche.
Exactly, they go to influencers to search for solutions and expand their product knowledge.
All these stats conclude that Malaysian online consumers put a heavy trust in influencers.
It’s because word-of-mouth marketing is the most effective strategy to reach Southeast Asian consumers.
They prefer honest reviews of a product before actually buying it.
Influencers are not just promoting the brand’s product, but also giving their own experiences using it.
Fashion & Beauty are the most popular niche for Malaysian influencers
Here are the top 5 most popular influencer content in Malaysia:
- Fashion & Beauty
- Arts & Entertainment
- Food & Beverages
- Travel
- Sports
There’s influencer content for almost everything in Malaysia.
Looking for a new skincare brand?
Fashion & Beauty is the most popular influencer niche in Malaysia, so you’ll never run out of recommendations.
Want the latest news on your favorite console?
There’s also a never-ending list of content in the Games & Gadgets category.
However, the popularity ranks are different in terms of influencer marketing.
Instagram is the most popular social media platform for influencer marketing.
Brands & marketers prefer Instagram to run their influencer marketing campaigns.
Following Instagram, Facebook becomes the second most popular social network for influencer marketing in Malaysia.
The statistics indicate that Instagram is an important platform for influencer marketing in Malaysia,
Both for brands and also influencers.
In the future, TikTok might be the strongest Instagram rival to running influencer marketing.
In 2021, TikTok is the most downloaded app in Malaysia.
Now seeing the most-used social media chart, TikTok is nearing the gap with Facebook Messenger, making it rank sixth.
While Instagram still remains the popular app for influencer marketing, brands in Malaysia can also be ready for the TikTok rush in the future.
34% of Malaysian consumers consider recommendations from influencers before making a purchase
Not only finding solutions & expanding product knowledge,
Malaysian online buyers are considering suggestions from influencers before buying a product or service, 34% of them to be exact.
Even if the product choice is not coming from influencers’ suggestions,
30% of Malaysian digital customers are going to an influencer account to reaffirm their shopping choices.
This is just how powerful influencers are in front of Malaysian buyers.
When asked how Malaysian influencers build this powerful consumer’s trust,
The answer to this is absolute: you have to stay relevant & keep interacting with your audience.
When not, you’re done.
There are a lot of influencers already in Malaysia, but winning the competition is a whole new thing.
When they can create a genuine relationship with their audiences, trust me,
Those influencers’ emails will be packed with brand sponsorship requests.
Malaysian consumers relate the most with micro & nano Influencers
Now, we’re getting into the main point of Malaysian digital buyers’ insights.
That 5 in 10 Malaysian online customers relate the most with micro & nano influencers.
This is because the audience of micro & nano influencers is most likely friends, family, or related acquaintances.
Their audience scoop is narrow and that’s what makes the bond so strong.
Another notable stats, 3 in 10 Malaysian consumers want the influencer to connect with them on a personal level.
Now it’s a demand, not just a hack to stand out from the crowd.
Also, Malaysian influencers need to pay attention to their content creation
Since 33% of Malaysian digital consumers prefer watching reviews, vlogs, & unboxing video content from influencers,
They need to focus more on video content.
Exposing the Malaysian Follower Fraud among creators
Fraud, strange account growth to reach 10k followers, buying likes and comments or using engagement pods is still really popular.
If there is a sudden surge of followers, then that is a big red flag.
This shady practice continue to grow among new and long time creators.
Well, it’s sad because the influencer tier that uses this trick the most is nano-influencers.
Legal and regulatory landscape
Before running influencer campaigns in Malaysia, beware of the country’s consumer protection law.
Here are the 3 most important clauses to remember:
- Misleading claims, intellectual property infringements, and false statements about someone will result in a lawsuit.
- Sponsored posts must be clearly disclosed with relevant tags.
- Revealing personal information of others is strictly prohibited.
How is influencer landscape evolving in Malaysia?
From how things are looking at the moment, I have no doubt influencer marketing will only grow bigger in Malaysia.
More brands have faith in influencer marketing by increasing their budgets and seeking better ways to achieve the best ROI.
The demand also comes from Malaysian digital consumers, which rely so much on influencers for almost every purchase decision they make.
If your brand is not on influencer marketing yet, you are way behind.
Start leveraging influencers to reach more customers and get more sales.
But always double check & audit the influencer you want to collaborate with.
Fake influencers are everywhere, don’t fall for one.
Sources: 414 Media Pte Ltd, DataReportal, AnyMind, Shopee, Sushivid