Content Trends in Influencer Marketing: What’s Working in 2024 in Malaysia?

2024-11-12

Influencer marketing is a methodical way for companies and people with large and active internet followings to work together. These people, referred to as influencers, are well-known and influential within a certain specialty or business. The authority, knowledge, and reach of the influencer are used by brands to market their goods, services, or messages to a very specific audience. The way businesses interact with their target consumers has changed as a result of influencer marketing. It provides authenticity, accurate targeting, and compelling content that appeals to customers. For organisations wishing to succeed in the digital era, keeping up with trends and utilising this marketing channel successfully will be crucial as the influencer landscape continues to change.

For both companies and influencers, staying ahead of the curve in the fast-paced world of influencer marketing is essential. The environment continues to change quickly throughout Southeast Asia (SEA), including Malaysia. Understanding the content trends that are generating engagement and conversions is crucial for successfully navigating this changing landscape. We will dig into how they have changed to accommodate shifting consumer behaviours as we examine the most significant content trends in influencer marketing in Malaysia in 2024.

Video Content Domination

Without a doubt, video content now dominates influencer marketing. As of 2024, the popularity of video as a content type has changed how influencers and marketers interact with their audience. Here is a closer look at the factors influencing this trend and the strategies influencers are using.

The consumption of video material has exploded in recent years. Videos are becoming the go-to source for entertainment and information, whether they are short-form videos on platforms like TikTok, Instagram Reels, or Youtube Shorts. This trend has been particularly noticeable in Malaysia and the rest of Southeast Asia, where a younger, more tech-savvy demographic is driving the need for video content.

Short-form videos are extremely popular now because of how easily and fast they can grab viewers’ attention. In order to produce interesting, amusing, and educational content, influencers are adopting platforms like TikTok and Instagram Reels. Live streaming has also grown commonplace because it gives viewers a sense of immediacy and real-time involvement.

For example, content creators such as Robin Lim (@robinlim3939), create his content through Instagram Reels and he was able to achieve a high engagement rate of 127.08% based on the data collected from the Cloudbreakr platform. His audience loves his style of creating content and we could see how short-form videos can really showcase creative ability and achieve high levels of engagement.

Influencers in Malaysia and the rest of Southeast Asia quickly adopted the video trend. They are excellent at creating aesthetically engaging, high-quality video material that speaks to their target market. Interactive Q&A sessions, product reviews, unboxing videos, and tutorials are examples of effective tactics. Influencer and business partnerships can feature imaginative video campaigns that present goods or services in an engaging and real way. Forget Hollywood, we’ve got TikTok and Reels to thank for making all these influencers become aspiring directors and producers!

The Impact of Storytelling

In influencer marketing, storytelling has always been a potent weapon, and in 2024, its significance will only increase. An emotional connection is formed between the audience and the tale through effective storytelling. Storytelling is the hidden ingredient in influencer marketing that transforms a brand’s message into a believable narrative. We’re all simply waiting for the “happily ever after” (or at least a decent discount coupon) in the digital age’s equivalent of “Once Upon a Time.” We can’t help but follow along, hoping for our own dramatic twist as influencers share their travels from ordinary to remarkable in the current day.

Storytelling encompasses more than just presenting goods or services. It entails crafting a narrative that appeals to the ideals, goals, and emotions of the audience. Effective storytelling helps close the gap and provide a feeling of relatability in Malaysia/SEA, where varied cultures and ethnicities are common.

The best storytellers are influencers. They create stories that reflect their own experiences and interests. A fashion influencer, for example, may discuss their path from fashion lover to style star, complete with highs and lows. Audiences connect with this openness and vulnerability, which increases their propensity to believe in and interact with the information.

The art of storytelling has been perfected by several companies and individuals. For instance, a fitness influencer in Malaysia may talk about how they underwent a change, emphasising the difficulties they encountered and the items that enabled them to reach their fitness goals. Such stories inspire and encourage the audience in addition to promoting items. Campaigns that effectively convey stories frequently result in improved engagement rates and enhanced brand loyalty.We can see from influencers such as Athisha Khan (@athishakhan), sharing more about how her family and their support drives her. She is able to use the power of storytelling to be able to relate with her audience on a personal level while promoting the brand she is collaborating with.

Sustainability and Social Responsibility

Influencers are selling a better world in 2024, one post at a time, instead of just stuff. They appear to have added “making a difference” to their job descriptions, and we, in all honesty, welcome it! Influencers are demonstrating that creating a good effect is the new type of “influence” that we all require, whether it be through sustainable living advice or support for vital causes. They advocate for ethical consumerism and social concerns in addition to items. This change indicates a rise in social and environmental consciousness as well as a desire to have a good influence.

SEA/Malaysia influencers are creating content in a way that is more environmentally friendly and sustainable. They draw attention to goods and methods that support living sustainably. Influencers encourage their followers to make thoughtful decisions by displaying zero-waste lifestyles or endorsing sustainable fashion products.

Influencer partnerships are becoming more common between brands and nonprofit organisations. Passionate influencers utilise their platforms to spread awareness and promote change for topics like gender equality, mental health, or climate change. These partnerships appeal to people who are socially concerned and go beyond commercial marketing.

Carol Lam (@carol.lamwy)’s campaign with The Body Shop was all about promoting environmental awareness and sharing the brand’s efforts in going green! This allows the audience to learn all about the sustainable products that they can switch to.

Malaysia and Southeast Asia’s influencer marketing industry is a dynamic and ever-changing field. Both companies and influencers must stay current on the newest content trends. The importance of narrative, authenticity, and transparency, as well as sustainability and social responsibility, are transforming the influencer marketing landscape in 2023, as we’ve discussed.

Conclusion

Overall, it is impossible to stress the continuing significance of adjusting to changing content trends. In order to stay current and connect with their audiences, brands and influencers must continue to be flexible and inventive in their strategies. As new platforms and technology continue to appear, we may anticipate even more innovation and experimentation in influencer marketing after 2024.

Influencer marketing will also continue to place a high value on inclusion and diversity, reflecting the many origins and interests of contemporary customers. Authenticity, transparency, and creativity will continue to be at the foundation of this business as it develops, guaranteeing that influencer marketing forges true relationships between companies and their audiences in a constantly changing digital context. 

In conclusion, influencer marketing is booming in Malaysia and the rest of Southeast Asia, and those that adopt these content trends will succeed in the dynamic field of digital marketing. As influencer marketing continues to develop and enthral audiences in the area, keep an eye out for what the future holds. As technology advances, consumer behaviour changes, and regulatory landscapes change, influencer marketing is expected to have an exciting and dynamic future. New interaction possibilities will be offered by emerging platforms and formats, and influencers who cater to highly specialised and devoted audiences will rise to prominence. With the help of Cloudbreakr, marketers will be able to pinpoint the ideal influencers for their campaigns, foresee content trends, and view insights. For brand marketers and agencies looking to optimise their influencer marketing strategies, we provide the finest options. 

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