Raw, Real, Relatable is Malaysia’s New Influencer Currency

By The Malketeer

In 2025, Malaysian influencer marketing is undergoing a major glow-down and that’s a good thing.

Forget the polished perfection of yesteryear. Winning content is raw, real, and refreshingly human.

From TikTok comedy skits at the Tealive counter to viral confessionals filmed in a Myvi, it’s the everyday moments that are breaking through.

Gloss is out.

Grit is in.

Whether it’s lo-fi humour, behind-the-scenes chaos, or emotionally honest storytelling, brands that embrace relatability are building deeper trust — and driving better results.

Because in a market flooded with filters, it’s authenticity that cuts through.

Even the most aspirational brands are leaning into this shift.

Globally, campaigns like Gucci’s #GucciModelChallenge tapped into creator culture with user-generated parodies that reimagined the brand’s signature style in everyday settings.

It went viral not because it was on-brand, but because it was offbeat.

That same energy is fuelling local wins, with Malaysian brands like Mr DIY, Lotus’s, and Watsons riding the relatability wave to massive organic reach.

And it’s not just the content that’s changing — it’s the strategy.

The best influencer campaigns today aren’t bolted-on product plugs.

They’re co-created, culturally embedded, and community-first.

The influencers who win are those who live in the scroll, who speak the language of their followers — not like spokespeople, but like trusted friends.

The results speak volumes.

Campaigns that lean into this human-first approach are delivering serious numbers:

• 104% higher engagement
• 1,370% more link clicks
• 87.5% reduction in CPM

Realness performs.

So how can Malaysian marketers make the most of this new playbook?

Here’s your fast five:

1. Relevance Beats Reach

Don’t chase big numbers chase big fit.

A niche TikToker in Sabah with a loyal fanbase may drive more meaningful action than a macro-influencer with millions of passive followers.

2. Speak in Micro-Moments

Malaysia is a cultural patchwork.

Tailor your content to different scenes, subcultures, and vernaculars from Manglish jokes to Hari Raya glow-ups.

One-size-fits-all doesn’t cut it.

3. Don’t Just Collaborate — Co-Create

Give influencers space to interpret the brief their way.

Let them remix, parody, localise.

If the output feels native to their feed, it won’t just be watched, it’ll be shared.

4. Build Relationships, Not Just Reach

Start with gifting.

Let them try your product, live with it, play with it.

Only move to paid partnerships if there’s genuine chemistry.

Because if it feels forced, your audience will know.

5. Embrace the Mess

Perfect content is forgettable.

What sticks are the stumbles, the laughter, the chaotic edits and bloopers.

Show the process. Show the people. Show the reality. It works.

Ultimately, the new currency in Malaysian marketing isn’t celebrity, slickness or even scale.

It’s connection.

When your brand feels human when your content makes someone say “That’s so me” you don’t just earn eyeballs. You earn loyalty.

As Maya Angelou said, “People won’t remember what you said, but they’ll remember how you made them feel.”

In 2025, the brands making people feel seen, heard, and understood?

They’re the ones winning the algorithm and the audience.

TIME TO ENTER APPIES

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2024 to May 2025

SUBMIT YOUR ENTRY

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