Influencer Marketing in Malaysia

The Social Media & Influencer Marketing Landscape in Malaysia

Key Metrics About Malaysia



That's the total number of active social media user in Malaysia


That's the number of hours Malaysian people spend on social media every day



of internet user in Malaysia use social media as their main source when researching brands



of internet user in Malaysia used some form of ad-blocking tool in the past month

Most Used Social Networks in Malaysia

Based on We Are Social and Hootsuite’s Digital 2021 reports, YouTube is seeing the strongest social media usage (94% of all users surveyed), followed by Facebook (89%) and Instagram (74%).

This can also be attributed to Malaysia’s robust content creator ecosystem on YouTube, creating noteworthy and locally relevant content that drives audiences to consume content on the popular video platform.

most used social networks Malaysia


There were 16 131 500 Instagram users in Malaysia in January 2022, which accounted for 47.7% of its entire population. 64.5% of them are aged between 18 and 35yo.



TikTok’s rapid development and appeal among young Malaysians, coupled with the rise of video engagement in Malaysia, make TikTok a platform to highly consider and incorporate as part of their social media strategy, especially for businesses that would like to reach out to the younger audience in Malaysia.



In Malaysia, entertainment-related categories see the most significant number of searches with terms such as ‘Movie’ and ‘Lagu’ (which means ‘song’ in Malay) taking the top two most searched terms on this channel.



There were 30 987 000 Facebook users in Malaysia in January 2022, which accounted for 91.7% of its entire population. 55.5% of them are aged between 15 and 34yo.