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Malaysia Social Media Marketing : Ultimate Guide for 2024

AJ Marketing - Malaysia Social Media Marketing : Ultimate Guide for 2023

Social media marketing has become increasingly important in Malaysia, with businesses investing more in this area each year. In 2024, Malaysia's annual spend on social media advertising is expected to reach $419.2 million, marking a significant increase of 35.8% from the previous year.

This growth is a testament to the power of social media marketing, which is now an integral part of the country's digital marketing landscape. In fact, social media advertising and marketing account for a large portion of the total digital marketing spend in Malaysia, making up 38% of the overall budget.

Social Media Advertising Overview in Malaysia

In this ultimate guide, we will explore the ins and outs of social media marketing in Malaysia, including the most popular platforms, the best strategies, and ways to stay ahead of the game. By the end of this guide, you will have a better understanding of how to leverage social media marketing to achieve their marketing goals and stay competitive in the market.

So, what are you waiting for? Let’s dive in!

AJ Marketing - Malaysia Social Media Marketing : Ultimate Guide - Connect

Ultimate Guide to Social Media Marketing in Malaysia 🔽

1. The Malaysian Social Media Crowd

Understanding the Audience That Matters

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Understanding your target audience is crucial in social media marketing. In Malaysia, social media has become an integral part of everyday life, with 26.8 million active users, accounting for 78.5% of the entire population. On average, Malaysians spend 2 hours and 47 minutes each day on social media, making it a prime channel for businesses to connect with potential customers.

In terms of demographics, the majority of social media users in Malaysia fall within the 25 to 34 years old age range, followed by the 18 to 24 years old age group. However, social media usage is not limited to these age groups, as older generations are also becoming more active on social media platforms. In terms of gender, there is a fairly equal split between males and females.

The main reasons Malaysians use social media are to connect with family and friends, fill spare time, read news, and find video content. This highlights the importance of social media as a means of communication and entertainment, as well as a source of information for the Malaysian population.

By understanding the behavior and preferences of the Malaysian social media crowd, you can tailor your marketing strategies to reach your target audience effectively.

2. Malaysia's Social Media Jungle

An Overview of the Most Popular Platforms


Welcome to Malaysia's social media jungle, where the most popular platforms are constantly evolving! Currently, the top social media platforms in Malaysia include WhatsApp, Facebook, Instagram, Telegram, and TikTok. Over 23.90 million Malaysians are also using YouTube. Twitter is also a favorite among Malaysians, with its short and snappy format fitting perfectly with the country's fast-paced lifestyle.

With social media being a primary source of information and communication for Malaysians, it's no surprise that over 51.3% of internet users use social networks for brand research. This presents a valuable opportunity for businesses to establish a strong online presence and reach their target audience through effective social media marketing.

In this crowded social media landscape, you need to identify which platforms best suit your marketing goals. By understanding the characteristics and features of each platform, you can tailor your social media marketing strategies to achieve maximum impact through your campaigns.

3. Beyond Posting

Developing a Winning Social Media Marketing Strategy in Malaysia

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Developing a winning social media marketing strategy in Malaysia requires more than just creating engaging content and posting it regularly. To really stand out in the crowded social media landscape, you need to think creatively and strategically. One key element is being in touch with Malaysian culture, which can help you connect with their target audience on a deeper level.

Think of it this way: Malaysians are proud of their culture and heritage, and businesses that show an appreciation for these values can gain the loyalty and trust of their audience. This could involve incorporating local customs, traditions, and even language into social media posts.

Another important aspect to consider when developing a social media marketing strategy in Malaysia is remembering Malaysian holidays. The country celebrates numerous holidays throughout the year, including Hari Raya Aidilfitri, Chinese New Year, Deepavali, and Christmas, among others. By incorporating holiday themes and messages into your social media posts, you can show your support for these important events and engage with your audience on a more personal level.

Of course, you shouldn't rely solely on cultural sensitivity and holiday posts to build your social media presence. Video marketing is also an important component of any successful social media marketing strategy in Malaysia. Malaysians are avid consumers of video content, whether it's educational, entertaining, or promotional. By creating videos that resonate with your audience, you can build brand awareness, increase engagement, and ultimately drive sales.

4. Organic, Paid, and Influencer

The Holy Trinity of Social Media Marketing Techniques

When it comes to social media marketing in Malaysia, businesses have a range of techniques at their disposal. However, the most effective strategies often incorporate a combination of organic, paid, and influencer marketing techniques. Think of it as the holy trinity of social media marketing!

Organic marketing involves creating and sharing content on social media without paying for advertising. This can include anything from text posts and images to videos and stories. Organic marketing is great for building brand awareness, fostering community engagement, and establishing a loyal following on social media. By creating organic content, businesses can grow their social media presence without breaking the bank.

Paid advertising, on the other hand, involves paying to promote content on social media platforms. This can include sponsored posts, carousel ads, video ads, and stories ads. Paid advertising is ideal for businesses looking to reach a wider audience, generate leads, and drive conversions.

Finally, influencer marketing involves partnering with social media influencers to promote products or services. Influencer marketing is great for businesses looking to tap into a highly engaged and loyal following, as influencers have established relationships with their audience and can help drive brand awareness and sales. Influencers are also all over different platforms in Malaysia, including Instagram, TikTok, and YouTube.

Take a look at the example above. Oppo knew the power of influence when it decided to collaborate with Bella Khan, a lifestyle and tech influencer in Malaysia. In the video, Bella appeals to her million followers through a comedic product review, while at the same time showcasing the features of the Oppo Reno 5. This video gained over 140,000 views!

Ultimately, the most effective social media marketing strategies in Malaysia involve a combination of these three techniques.

5. Staying Ahead of the Curve

Tips and Strategies for Ongoing Social Media Success

In the fast-paced realm of social media, it's easy to fall behind if you're not constantly adapting and evolving. Remember the rise of the "Sapot Lokal" movement in Malaysia? It was a trend that encouraged locals to support small businesses by sharing their products and services on social media platforms, giving them much-needed exposure during the pandemic.

To keep up with the ever-changing landscape, let's explore a few tips and strategies that'll make sure you're always one step ahead.

First, keep an eye on the trends, but don't just blindly follow them. Think about how you can creatively integrate current trends into your content, making it unique to your brand. For instance, when the "Sapot Lokal" movement started gaining traction in Malaysia, you could've leveraged that momentum by highlighting your brand's commitment to locally sourced materials or your collaborations with Malaysian artisans. This way, you're not only hopping on the trend but also adding a fresh spin that makes your content stand out.

Finally, stay open to learning and experimenting. Embrace new platforms and technologies, while also revisiting and optimizing your tried-and-true tactics. Engage with your audience and see what resonates with them. Remember, social media success isn't achieved overnight; it's an ongoing process that requires adaptability, creativity, and a genuine connection with your audience.


Social media marketing in Malaysia offers an incredible opportunity for businesses to connect with their target audience and achieve their marketing goals. By understanding the Malaysian social media crowd, identifying the most popular platforms, developing a winning strategy, and employing a mix of marketing techniques, businesses can thrive in the ever-changing social media landscape.

Staying ahead of the curve by embracing trends and continuously learning and adapting will also ensure ongoing success in the competitive world of social media marketing. So, dive in, embrace the challenge, and harness the power of social media to propel your business to new heights in Malaysia!

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