In today’s world, the only currency that matters is attention. You can buy impressions and chase clicks, but none of it matters if people aren’t truly paying attention. And once you have it, the real question begins: what do you do with it? That’s the line between popularity and influence — where the former grabs the spotlight, but the latter builds trust, loyalty, and cultural relevance.
Few people understand this better than Datuk Jake Abdullah. From shaping how the airwaves sound to launching AI radio announcers and leading major radio networks, he has always been ahead of the curve in media innovation. Today, as a coach, advisor, and mentor, he continues to guide Malaysia’s creative landscape with a focus on authenticity and reinvention.
At the 21st Malaysian Media Conference on November 4, Datuk Jake Abdullah’s session on the Rise of the Influencer reframes creators as cultural architects, challenging brands to go beyond vanity metrics and embrace trust-driven, purposeful partnerships. We sit down with him ahead of this November for a sneak peek of his session.
You’ve mentored stars and leaders. What makes an influencer more than just popular?
Popularity is like bubble tea. Sweet, colourful, and everyone wants a sip for a while. But it does not last. Real influence is when you shape culture, when people believe in what you stand for, and when your voice still matters after the trend fades. That is when you stop being just popular and start becoming a cultural architect.
How do you personally spot authenticity in a world of filters?
I look for cracks. If everything is too polished, it feels like a commercial. Authenticity shows up in the imperfect moments when someone laughs at their own blooper, admits they are scared, or shares something they do not have to. The world has enough mannequins. I am drawn to humans.
What’s the most surprising collaboration between a brand and creator you’ve seen work?
When K pop idols sell fried chicken, it makes perfect sense. But when I saw a grandmother on TikTok teaming up with a tech brand and absolutely owning it, that surprised me. The unexpected works when the values align. Surprise and sincerity together are magic.
Do you think influencers today underestimate their cultural responsibility?
Some do, because they think they are just posting content. But when thousands follow your every word, you are not just posting, you are shaping. You can normalize kindness, or you can normalize chaos. Influence is a superpower, and like every superhero story, with great power comes great responsibility.
What’s one piece of advice you give young talents that brands should also follow?
Do not chase trends. Set them. Trends are like durian season. Exciting for a while, then gone. Values are like nasi lemak. Always relevant, always in demand. Whether you are a person or a brand, stand for something people will still care about next year, not just next week.
If you had to bet, which micro tribe of influencers will dominate Malaysia in 2026?
The tribe to watch in 2026 will be the Faithful and Family crossover. This is where values, culture, and togetherness meet creativity and community. These are not influencers in the old sense of the word. They are anchors in a time of noise.
As AI takes over more of the content factory, people will crave voices that feel real, rooted, and reassuring. Faith and family cut across demographics. They represent meaning, belonging, and identity. The influencers who can celebrate tradition while staying relevant, who can inspire pride while being relatable, will lead the next wave.
The most powerful influencers in 2026 will not be the ones with the loudest reach. They will be the ones who build tribes that feel like home.
On November 4th, the 21st Malaysian Marketing Conference brings together media strategists, brand leaders, storytellers, and cultural observers to share case studies, fresh data, and lived experiences from the frontlines of tribe-driven marketing. Learn more: https://marketingmagazine.com.my/mmc/2025/
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