AnyMind Group has released its Influencer Marketing in Malaysia 2026 Report, offering a detailed analysis of the country’s creator economy from 2023 to 2025. The report highlights Malaysia’s unique focus on awareness-driven campaigns, which accounted for 70% of influencer marketing activity in 2025, contrasting with the broader Asia-Pacific region’s shift towards performance metrics.
The report reveals significant changes in platform preferences among Malaysian brands. TikTok’s campaign share skyrocketed from 8% in 2023 to 44% in 2025, nearly equalling Instagram’s 48%. This shift indicates a strategic move towards dual-platform strategies that combine Instagram’s lifestyle visuals with TikTok’s dynamic video content to maximise reach.
XiaoHongShu has emerged as a crucial platform, capturing over 7% of brand campaigns and 28% of Lifestyle & Home campaign spending. Unlike other platforms focused on entertainment, XiaoHongShu is driven by high-utility content, making it a preferred choice for high-consideration purchases in categories like Lifestyle & Home and Travel.
Lee Chin Chuan, Country Manager for Malaysia at AnyMind Group, emphasised the importance of long-term validation in the Malaysian market. “The data clearly underscores that the Malaysian influencer landscape operates on a foundation of long-term validation rather than passive scrolling,” he stated.
As Malaysia’s creator economy matures, the report suggests that brands should focus on building trust through nano- and micro-influencer networks and leveraging platform-specific strategies. This approach is expected to foster lasting consumer confidence and drive purchase decisions, positioning brands for success in the evolving digital landscape.
