AnyMind Group releases Influencer Marketing in Malaysia 2026 Report

AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, has today released its Influencer Marketing in Malaysia 2026 report. Serving as a specialized, deep-dive version of the company’s regional APAC report, this localized edition offers a comprehensive, three-year data-driven analysis of Malaysia’s creator economy, utilizing first-party insights from the AnyTag platform.

The data outlines a maturing creator economy that stands uniquely apart from broader regional APAC trends. While much of the broader Asian market rushes toward outcome-driven metrics, Malaysia remains deeply anchored in high-visibility awareness, community trust, and a rapidly evolving platform mix.

The strategic role of awareness content

The Influencer Marketing in Malaysia 2026 report reveals that awareness-driven campaigns dominated at 70% of total influencer marketing activity. Performance-driven initiatives, defined in the report as campaigns targeted to meet benchmarks such as engagement rates and link clicks, saw a temporary drop in 2024 to 21%, but picked up in 2025, closing at 30%. This recovery highlights that while brands seek measurable metrics, the baseline for converting Malaysian consumers remains firmly rooted in long-term brand equity and authentic storytelling.

A highly competitive multi-platform shift

A major highlight of the three-year data scope is the diversification of platform market shares. Malaysia has fundamentally shifted away from an Instagram-centric market. TikTok experienced explosive growth, rising from an 8% campaign share in 2023 to a massive 44% in 2025, nearly on par with Instagram, which sits at 48%. Brands are now deploying dual-platform strategies, blending Instagram’s aspirational lifestyle visuals with TikTok’s high-velocity, short-form video formats to drive mass reach.

The rise of XiaoHongShu as a specialized third pillar

Beyond the top two social media companies, XiaoHongShu has firmly established itself as a critical third pillar, capturing over 7% of all official brand influencer campaigns following AnyMind Group becoming an official Tier 1 partner of the platform. Far from a niche channel, XiaoHongShu has become a dominant hub for high-intent community seeding, capturing over 28% of all campaign spend in the Lifestyle & Home category.

The report highlights a clear difference in content strategies between XiaoHongShu and other platforms. While mainstream channels rely heavily on entertainment and rapid trend participation, XiaoHongShu creators prioritize home-centric utility and travel discovery. On legacy platforms, creator content is heavily concentrated around high-energy, broad-appeal categories, led by Entertainment at 23%, followed closely by Fashion & Beauty at 23%, and Food & Drink at 14%.

In contrast, XiaoHongShu has carved out a distinct niche centered on utility and lifestyle aspiration. The platform’s top content categories are uniquely driven by Lifestyle & Home at 31% and Travel at 23%, alongside a strong Fashion & Beauty presence at 25%. This positions XiaoHongShu as the premier search-and-recommendation network for high-consideration purchases in Malaysia, where consumers prioritize depth and credibility over polished advertisements.

Lee Chin Chuan, Country Manager, Malaysia, AnyMind Group, said: “The data clearly underscores that the Malaysian influencer landscape operates on a foundation of long-term validation rather than passive scrolling. While other regional markets are moving towards outcome-driven goals, local brands continue to see the immense value of awareness-led storytelling to build real consumer trust. Our objective is to give marketers in Malaysia the ultimate cross-platform engine, pairing TikTok’s viral velocity and Instagram’s premium brand visuals with a strategic, early-mover advantage on XiaoHongShu’s high-intent discovery ecosystem.”

As the local creator economy matures, the report underscores that true campaign success comes from leaning directly into the distinct attributes of the Malaysian consumer. By structuring campaigns around trusted nano- and micro-influencer networks, balancing mass video awareness on TikTok with visual storytelling on Instagram, and scaling up lifestyle seeding on XiaoHongShu, brands can build long-term consumer confidence that naturally transitions inspiration into purchase action. Moving forward, marketers who view creator partnerships as an always-on strategic investment rather than quick, seasonal bursts will be the ones who successfully build lasting brand equity in Malaysia.