Riding the Wave of Short Video Influencer Marketing in Malaysia

The short video trend is on a rapid rise. Besides social media giants like YouTube and Meta, TikTok has also seen a rapid increase in its usage in Malaysia. It has climbed up to become the top five most popular apps among Malaysians. The future of the short video format in the social media market looks promising. Leveraging user engagement when it comes to short videos across various platforms, brands carrying out cross-border marketing in Malaysia can allocate a significant portion of their marketing budget to collaborative models utilizing short videos, thereby driving a more diversified monetization strategy. Today, let’s follow KOL Radar to unravel the world of influencer marketing with Malaysian short video content creators!

Over Eight Hours a Day! Malaysia Ranks as One of the Countries With the Longest Daily Online Time for Short-Form Video Content Worldwide

According to the report from Digital 2023, Malaysians now spend over 8 hours a day online with a high social media usage rate of 81%. Of this population, 90% are mobile phone users. These statistics highlight the importance for brands to prioritize the consumer experience on mobile devices if they intend to use social media as their primary marketing channel.

In addition to its mobile-friendly nature, short video platforms use an auto-play feature that pushes the next video to the forefront in a seamless fashion, capturing users’ attention and keeping them engaged on social media without them realizing it. This is particularly noteworthy as Facebook and Instagram boast usage rates of 84% and 74%, respectively, making them among the top three most popular social media platforms in Malaysia.

Therefore, brands can focus on the aforementioned social media platforms, leveraging short video content through official accounts or advertising. They have the opportunity to stay at the forefront of influencer marketing trends and ride on the Malaysian short video trend!

Short Video Marketing Brings Advantages

A Vast Short Video User Base

For most users, Facebook, Instagram, and TikTok are merely social platforms. However, there are over a billion users on each of them and serve as powerful platforms that combine social and business services. Among them, TikTok Shop is making significant strides in Southeast Asia. Research indicates that watching short videos triggers consumer desires, leading to nearly 60% of users making impulsive purchases.

Instagram and Facebook offer diverse social features such as posts, short videos, and marketplaces, while YouTube dominates in terms of video traffic. KOL Radar provides in-depth analysis and various data dashboards for these three major social platforms. Brands can harness the immense potential of short video marketing and apply it effectively to the short video market on each social platform.

Ample Exposure to Product Information

The performance of short videos can be enhanced by influencers who directly introduce products through their usage experience. As Malaysians place high importance on product information and value for money, short videos showcasing the immediate and effective use of products have become a powerful channel for exposure, significantly stimulating consumer interest. Renowned influencer 手癢計畫 masterfully integrates brand uniqueness, environmental concepts, and product effectiveness in their short videos. They utilize entertaining and engaging narratives to capture the audience’s attention quickly and amplify brand visibility.

Impressive Viewership Rates for Short Videos

KOL Radar’s statistics on short video content in Taiwan reveal an impressive growth of 971% within just four months after the introduction of Reels in late April 2022. This upward trend continued into 2023 and drove a steady increase in short video marketing content. To analyze short video viewership data and identify suitable influencers to boost exposure and brand recognition, brands can utilize KOL Radar’s influencer analysis and visualized charts to gain insights into influencer data across various platforms. Additionally, KOL Radar offers a budgeting feature for assessing the anticipated value of influencer marketing, helping brands estimate the value of influencer marketing efforts.

The 3 Major Content Strategies for Short Video Marketing in Malaysia

Short Video Unboxing of New Products

Unboxing products can generate significant marketing benefits for brand owners. It enhances consumers’ purchase desire through three key elements: trust-building, brand exposure, and entertainment. Additionally, the visual effects of short videos allow the audience to witness the actual appearance and usage of the product, contributing to increased brand trust. Electronic and 3C products are highly suitable for creating unboxing short videos. Kate 可恩, with her clever use of short videos, showcased the convenience of folding smartphones. The engaging storyline makes the benefits of folding phones crystal clear, thereby stimulating consumer interest.

Immersive Situational Short Video Marketing

Influencers or brands can resonate with audiences by incorporating daily life into short video content to highlight inconvenient situations. By first revealing common pain points in life, brands can address the consumer’s question of “Why do I need this?” Diorlynn Ong, with her 900,000 followers on Instagram, used a scenario where women find it inconvenient to blow dry their hair to create a situational short video marketing campaign for hair dryers.

Short Video Showcases Trust Economy

Brands that want to achieve significant and immediate results should focus on showcasing their unique characteristics through direct product demonstrations. Additionally, it’s important for brands to collaborate with influencers who prioritize  “Trust Economy.” When influencers use the brand’s products in short videos, it becomes difficult to fabricate, leading to increased brand visibility and trust. Renowned KOL WINCY used a brand’s cosmetics in a short video and showcased the actual usage. It helps consumers gain confidence in the product’s effectiveness, ultimately boosting sales.

If brands want to monitor various content marketing strategies or understand current trends, they can use the ‘Hashtag Monitoring’ feature introduced by KOL Radar. This one-click function allows them to gain insights into influencer marketing trends instantly.

By clicking on the hashtag and accessing the detailed data page, you can view the information provided by KOL Radar, including hashtag rankings, number of mentions, total engagements, and the number of influencers mentioning the hashtag. It’s a valuable source of data!

Furthermore, KOL Radar visualizes trend data and provides a ‘Daily Mentioned Content Count Trend Chart’ for monitored tags. This makes it easier for brands to gain insights into hashtag trends, track data, and plan short video marketing content effectively.

Conclusion

The short video trend is rapidly surging worldwide with Malaysia being one of the countries with the highest online engagement. Compared to other forms of content, short videos have a quicker and more effective way of grabbing consumers’ attention, especially among the younger demographic. As a result, more brands are exploring the short video format for influencer marketing by integrating their products into everyday life to increase brand exposure.

With KOL Radar’s AI data analysis of influencer communities, brands can easily find suitable influencer partners and swiftly capitalize on hashtag trends. Click the link below to register for the KOL Radar platform for free and seamlessly carry out your influencer marketing strategies!

If you want to learn more about short video marketing strategies, all the most comprehensive influencer marketing strategies can be found on KOL Radar! Feel free to inquire for free: https://www.kolradar.com/my/solution

▶︎ Reproduction, reprinting, public broadcasting, or public transmission of this article in any form is strictly prohibited. The copyrights and portrait rights of the images and data quoted in this article belong to the holders of their respective rights.