Instagram leads brand spend in 2021 for influencer marketing campaigns in Malaysia

AnyMind Group, an end-to-end commerce enablement company, has today released a report that covers the influencer marketing space in Malaysia. The report leverages data points from close to 10,000 social media influencers in Malaysia on the company’s influencer marketing platform, AnyTag, and highlights shifts in marketing spend for influencer marketing, user followings and social media platform usage of influencers, median engagement rates by influencers in Malaysia, and more.

The report revealed that Instagram was the platform of choice (83.13% of all campaigns) for marketers in Malaysia when running their influencer marketing campaigns on AnyTag in 2021. The total amount of Instagram campaigns in 2021 more than doubled compared to the previous year, but only increased by 6 points for 2021 in proportion to other social media platforms. On the other hand, the proportion of influencer marketing campaigns on Twitter grew from 2.5% in 2020 to 9.64% in 2021.

On the flip side, YouTube was the most popular social media platform for influencers in Malaysia, with a 39.24% usage rate of the video-first platform, and was also the most popular platform used by micro-influencers (10k to 100k followers), macro-influencers (100k to 1m followers) and top stars (more than 1m followers). Instagram trails slightly at 36.07%, but is the most popular social media platform for nano-influencers (1k to 10k followers) and end-users (100 to 1k followers).

In fact, the past year saw influencers in Malaysia gain larger followings. The proportion of end-users and nano-influencers dropped from 2020 to 2021, whilst the number of influencers with more than 100,000 followers and above grew, with influencers gaining larger followings and moving into a higher influencer segment.

Lee Chin Chuan, Country Manager, Malaysia, AnyMind Group said: “We’re seeing strong momentum across the whole ecosystem – brands, influencers and influencer marketing tech – not just in maturation as an ecosystem, but also in innovation as individual players to build an industry. In the year ahead, we will see a greater focus on data-driven influencer marketing, attribution to business ROI and innovation by both brands and influencers to better connect with the end-consumer.”

The report also looks into the top three influencer content verticals: Arts & entertainment, fashion & beauty, and food & beverage, identifying the most-used social media platforms for these three influencer verticals, influencer segment breakdown by the number of followers, and median engagement rate by vertical and social media platform for nano-influencers and micro-influencers.

AnyMind Group’s “Influencer marketing in the Philippines – Market overview 2022” report leverages influencer and campaign data from the company’s influencer marketing platform, AnyTag. Following the same series of reports covering other markets in Asia, data from TikTok was not added into this report, but will be included in the next series of influencer marketing reports later this year.

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