Malaysia Facebook Trend Report 2022

Editorial Team
February 2, 2023
min read

Millennials and GenZ are the most active users on Facebook in Malaysia. But the platform witnessed a 78.51 % decline in influencer posts. However, with the sizable community of micro-influencers and active users in the country, brands managed to churn out reliable content for consumers in 2022.

In this report, exhibited data regarding metrics such as audience demographics and the number of influencers under categories with their engagement rates.

Table of Content:

  1. Influencer Demographics
  2. Number of Influencers by Followers Count
  3. Influencers Engagement Rates
  4. Influencer Posts: 2021 Vs. 2022

1. Influencer Demographics

A large section of the user base is females, accounting for 55.38%. On the other hand, male users stand at 44.64%. Additionally, 44.89% of users are GenZ, and 26.06% are between the ages of 26-32 years. At least 7.06% of users are in the age group 40-46 years, and 4.71% fall under the 47 years and above age category. Facebook can be an ideal platform to reach all generations in the country, from GenX to GenZ.

2. Number of influencers by Followers Count

Micro-influencers with 10k-50k followers are a large segment of content creators on Facebook, accounting for 5003 individuals, followed by 2141 nano-influencers. Facebook can still see growth in this category of influencers as they continue to thrive. Mid-tier (50k-100k) and macro (100k-250k) influencers come next with 1326 and 1223 individuals, respectively. Celebrity influencers with 1M followers record the lowest number.

Discover top-performing content creators in your region through our Influencer Ranking page.

3. Influencer Engagement Rates

All the categories of influencers on Facebook generated low engagement rates compared to other social media channels in Malaysia. Micro and macro influencers generated almost equal engagement rates at 0.7%, and nano-influencers stood at 0.9%. Celebrity influencers with followers above 1M+ generated a minor engagement rate of 0.14%, indicating a low connection between followers and consumers.

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4. Influencer Posts: 2021 Vs. 2022

The number of influencers' posts decreased drastically by 78.51% in 2022 compared to 2021. Overall, influencers created 1.39M posts in 2021, reducing to 608.9K in 2022.

Check out our global influencer marketing report to see how TikTok will emerge as a powerful platform in 2023.

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