Top Malaysia Influencer Trends to Watch This Year

The influencer marketing industry in Malaysia is evolving rapidly, shaped by new technologies, changing consumer behaviour, and the explosive growth of platforms like TikTok. For brands that want to stay relevant and competitive, understanding current and emerging influencer trends is crucial.

Here’s a deep dive into the top influencer marketing trends in Malaysia — and how your brand can take advantage of them.

Introduction

Influencer marketing in Malaysia has matured far beyond simple product endorsements. Today, influencers act as brand storytellers, content creators, and even live sellers. With social commerce on the rise, more brands are looking to influencers to help them connect with audiences in a more authentic and engaging way.

Let’s explore the key trends that are shaping the Malaysian influencer landscape in 2025.

Emerging Influencer Trends in Malaysia

A. Growth of Live Streaming & Real-Time Shopping

Live streaming isn’t just popular — it’s changing the way people shop. On platforms like TikTok, Shopee Live, and Instagram Live, influencers can showcase products in real time, answer questions, and guide purchasing decisions instantly.

Brands are increasingly partnering with influencers to host live selling events, which combine entertainment and e-commerce. Viewers feel a sense of urgency, resulting in higher conversion rates. For local businesses, this trend represents a huge opportunity to boost sales quickly and directly.

B. Surge in Short-Form Video Content on TikTok & Instagram

Short-form video continues to dominate. TikTok remains a powerhouse in Malaysia, especially among Gen Z and millennial users. Influencers are using 15-60 second videos to:

• Launch products

• Share unboxing experiences

• Create viral challenges

• Tell bite-sized stories

Instagram Reels and YouTube Shorts are also gaining traction. These formats are fast, engaging, and easy to consume — perfect for audiences with short attention spans.

C. Rise of Niche Micro-Influencers with High Engagement

Gone are the days when only celebrity influencers mattered. Now, micro-influencers (with 5K–50K followers) are delivering higher engagement and better ROI. Why? Their content feels more personal, and their audiences trust them more.

In Malaysia, micro-influencers are thriving in categories like:

• Food & beverage

• Beauty & skincare

• Fitness

• Travel

• Education & parenting

For brands with specific target audiences, micro-influencers offer a cost-effective way to reach potential customers.

How Brands Can Leverage These Trends

A. Creating Interactive Content to Boost Engagement

Interactive formats like polls, Q&A stickers, countdowns, and live giveaways are powerful tools for capturing attention. Influencers who use these elements in stories and livestreams help brands create a two-way connection, rather than just broadcasting messages.

Interactive content increases watch time, boosts platform algorithms, and encourages user participation — which ultimately drives brand loyalty.

B. Collaborating with KOLs for Personalised Marketing

More brands are opting for customised influencer campaigns — tailoring messages to each KOL’s audience. Instead of giving every influencer the same script, successful campaigns allow creators to integrate products into their everyday life in a way that feels natural.

For example:

• A fitness influencer might showcase a protein shake during a post-workout routine.

• A skincare influencer could share a “night-time routine” featuring your product.

This approach builds trust and authenticity, which leads to better results.

C. Using AI & Data Analytics for Performance Optimisation

Today’s influencer marketing is not just creative — it’s data-driven. More Malaysian brands and agencies are using AI-powered tools to:

• Track influencer engagement

• Predict campaign performance

• Identify top-performing creators

• Analyse audience demographics

These insights help brands refine their strategy and allocate budget more effectively. The result? Stronger campaigns with higher ROI.

The Future of Malaysia’s Influencer Industry

Looking ahead, several long-term shifts are expected:

• Focus on authenticity: Audiences are becoming more selective. Influencers who promote too many brands may lose credibility. As a result, brands are seeking long-term partnerships rather than one-off promotions.

• Diversity in influencer types: Expect more virtual influencers, AI-generated avatars, and regional creators to rise.

• Multi-platform presence: Influencers will expand beyond one platform to maximize reach — combining Instagram, TikTok, YouTube, and even LinkedIn (for B2B).

FAQs About Malaysia Influencer Trends

Q: What is the most popular social media platform for influencers in Malaysia?

A: TikTok and Instagram are currently leading the market. TikTok is especially strong for younger audiences, while Instagram offers a more curated content experience.

Q: Are long-term KOL collaborations more effective than one-off campaigns?

A: Yes. Long-term partnerships build trust and credibility. Audiences are more likely to convert when they see consistent endorsements.

Q: How does AI impact influencer marketing?

A: AI tools help brands select the right influencers, predict campaign outcomes, and optimise content for performance.

Q: What industries benefit most from influencer marketing in Malaysia?

A: Beauty, fashion, F&B, health, and tech are top-performing categories — but almost every sector can benefit when campaigns are tailored.

Q: How do brands track influencer campaign performance?

A: Brands use metrics like engagement rate, reach, click-throughs, sales conversion, and ROI — often with the help of influencer management platforms.

Conclusion

Malaysia’s influencer marketing scene is more dynamic than ever. From the explosive growth of live shopping to the power of micro-influencers and data-driven strategies, the trends of 2025 point toward more personalised, authentic, and interactive campaigns.

To stay competitive, brands should keep a close eye on these developments, adapt quickly, and collaborate with influencers who genuinely resonate with their target audience.

When done right, influencer marketing in Malaysia can be one of your brand’s most powerful growth engines.