Micro and nano influencers are on the rise in Malaysia, engaging a wide range of audiences, from Gen Zers aged 19-25 years to users above 47 years of age. Talking specifically about nano influencers, with their viral content, they managed to generate higher engagement rates than other influencer categories.

Various brands in Malaysia partnered with these influencers to go viral, create awareness about their products and reach their target audience.  Even as the popularity of nano and micro-influencers increased in 2022, there hasn’t been any significant change in the number of influencer posts in the last two years. 

In this report, you will discover detailed insights into the top-performing influencers of Malaysia, the number of influencer content, engagement generated by each influencer category, and the active user base on the channel. 

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Table of Content

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

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1. Influencer Demographics
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TikTok in Malaysia is dominated by the male audience, comprising 55.73% of the users. The Millennials aged 19-25 years make up 35.49% of the user base, indicating the younger generation widely uses TikTok. On the other hand, only 29.06% of Millennials aged 26-32 years use TikTok. There’s also a significant number of 47+ year-olds who consume content on TikTok in Malaysia, showing the wide range of audience the app targets. 

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2. Number of Influencers by Follower Count
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Micro-influencers dominate the platform in Malaysia, indicating that brands in the region want to go beyond their product or service awareness. According to affable.ai’s data, at least 8113 creators fall under the micro-influencer category with 10k-50k followers. Following them are the mid-tier (50k-100k followers) and macro influencers (100k-250k followers), with a count of 4488 and 3838, respectively. On the other hand, only 1231 creators come under the nano influencer category. 

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3. Influencer Engagement Rates
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Interestingly, the highest engagement is generated by the nano influencers. Despite their low count, the nano-influencers attained 54.28% average views on their TikTok content, which means that brands are increasingly tapping into the potential of nano-creators to gain maximum engagement. Mid-tier (50k-100k followers) and macro influencers (100k-250k followers) generate an almost equal engagement rate of 41.14% and 41.55%, respectively. 

Micro-influencers have the highest count on TikTok, but their engagement rate is lower than other creator categories. The engagement rate of mega influencers reduces further to 19.99%, the lowest among all APAC nations. 

‍Read our global influencer marketing report to see how nano influencers will dominate the influencer industry in 2023. 

4. Influencer Posts: 2021 Vs. 2022
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The number of TikTok influencer content has reduced since 2021. While there were 1.90 million influencer posts in 2021, the number slipped to 1.84 million in 2022, showing a drop  of 3.48%. 

‍Check out our Influencer Rankings to find top-performing TikTok influencers in Malaysia.

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