In the vibrant digital landscape of Malaysia, influencer marketing is a marketing tool that has proven its worth in capturing the attention of target audiences, especially in the younger generation.
The latest statistics from the Digital 2023 Global Overview Report by Meltwater, an online media monitoring service, paints a promising picture. With a 96.8 percent internet penetration rate among its population of 34.13 million, about 78.5 percent (equivalent to 26.8 million) individuals are actively using social media.
Let’s zoom in further on the stars of this narrative—Generation Z (Gen Z), the individuals who were born between 1997 and 2012. These tech-savvy generations, who never knew a world without the internet, are currently aged between 11 and 26 years old. As per the latest demographic breakdown, those aged 13 to 24 constitute a substantial 19 percent of the nation’s total population. The Generation Y (Gen Y) cohort, spanning ages 25 to 34, accounts for 17.6 percent of Malaysia’s populace.
Social Media Behaviour of Gen Z
Diving deeper into the psyche of these digital natives, a survey conducted by the Malaysian New Straits Times in late 2022 highlighted some fascinating facts. Both Gen Z and Gen Y are active patrons of multiple social media platforms including TikTok, Instagram, YouTube, WhatsApp, Pinterest, Twitter, and so on. They navigate this digital universe with ease and purpose, visiting various platforms for different reasons.
Given the undeniable value of social media and the profound value wielded by influencers among Gen Z and Gen Y, it’s imperative for companies and brands to use this to their advantage through the medium of influencer marketing.
Stay with us in this article as we unravel the top five strategies to effectively market to Generation Z through influencer marketing.
Influencer Marketing Strategies to Capture Malaysian Gen Z
1. Accuracy in Suitable Influencers
In a recent New Straits Times survey, it was revealed that Gen Z and Gen Y flock to social media platforms, with a significant 58 percent following influencers on TikTok, closely trailed by Instagram (55 percent) and YouTube (53 percent). What’s more, an impressive 54 percent of this demographic openly admitted to making purchase decisions influenced by their favourite celebrities and influencers.
The takeaway here is clear: Brands that collaborate with influencers stand to make substantial gains in marketing outcomes and sales profits. While Malaysia boasts its share of mega influencers like Siti Nurhaliza (9.1M IG followers) and Neelofa (8.7M IG followers), and Angelloweee (10.5M followers) and Roshan Jeet (7.9M followers) on TikTok, their vast followings don’t always guarantee conversion. Research from around the world suggests that social media content authenticity often thrives in the hands of smaller, niche influencers who enjoy a devoted local following and craft engaging, relatable content.
To maximize impact, it’s advisable to strike a balance by including various influencers of different tiers in your campaign strategy. With a flexible budget, macro to mega influencers can amplify their reach. Alternatively, even on a tighter budget, leveraging mid-tier, micro and nano-influencers can effectively engage Gen Z, thanks to their trust-based relationships with followers who share common values and lifestyles.
Brands can discover influencers in their industry niche by using KOL Radar’s filters by “Type” and “Gender”, then narrow it down further to select influencers by follower count by applying the filter “Followers”.
2. For Mass Appeal, Promote Across Multiple Languages
Malaysia’s rich cultural heritage is woven from three primary ethnic groups: the Bumiputera, comprising 70.1 percent of the population (encompassing Malays and indigenous peoples), the Chinese at 22.6 percent, and the Indian community at 6.6 percent. In this multi-faceted landscape, the path to influencer marketing success lies in a tailored influencer strategy.
To achieve optimal outreach, brands should consider influencers with a national appeal or multi-lingual influencers to connect authentically with diverse audiences. Based on psychological research, humans have a strong desire for belonging, therefore, selecting influencers who speak in one’s native language is a brilliant approach.
Furthermore, brands can tap into influencers who enjoy popularity within their specific ethnic group. This nuanced approach to influencer marketing allows you to cast a wide net while resonating deeply with the distinctive preferences and nuances of each group.
Here are some examples of influencers who effortlessly bridge linguistic and cultural divides:
Influencer, Alvin Chong, had broken racial barriers by playing the role of a Malay in Malaysian TV dramas. As a singer, he performs songs in Chinese, Malay and English. He also publicly declared that his BFF is Emma Maembong (5.2M followers on IG).
His contemporary, Elizabeth Tan, kickstarted her career as a multilingual singer before venturing into acting. She can be seen promoting various promotes and services on her popular Instagram channel.
3. Align to Generation Z’s Values
Generation Z is unapologetically vocal about their stance on social issues and environmental concerns. This socially-conscious generation gravitates toward brands that champion principled causes that resonate with societal and environmental challenges.
To captivate and retain Gen Z’s loyalty and trust, it’s imperative for brands to align themselves with these values when promoting their products and services. Prioritizing data privacy and transparency in all consumer interactions is equally vital.
Highlighting the eco-friendly features of your offerings can be a solid strategy. Companies can create campaigns that not only benefit the environment but also emphasize your brand’s green initiatives. Gen Z appreciates and supports brands that contribute positively to the planet.
Furthermore, given Gen Z’s strong reliance on user-generated content and peer reviews, consider launching campaigns that encourage posts and reviews submitted by consumers. These contents not only engage but deeply resonate with this influential generation, forging authentic connections that can drive brand success.
4. Create Memorable Content
With a staggering 66 percent flocking to platforms like TikTok for humorous memes, closely trailed by Instagram and YouTube, it’s clear that laughter is the way to Gen Z’s hearts. What’s more, nearly half of them (49 percent) crave humorous content from brands.
Video content takes the centre stage in the Gen Z playbook, with short-form videos being their ultimate favourite. But here’s the catch: Gen Z doesn’t just want any videos; they crave uniqueness, originality, and, above all, humour.
A stellar example of humour’s potency is the viral YouTube video created by Malaysian-UK comedian, Nigel Ng. His video, “Uncle Roger DISGUSTED by Egg Fried Rice Video,” took the internet by storm during the COVID-19 lockdown. Nigel Ng’s playful jabs at the BBC Food presenter’s rice-washing technique, channelled through his character “Uncle Roger” struck a chord with audiences.
Source: Nigel Ng YouTube
Parody videos are another hit among Gen Z and Gen Y. Influencers like Arwind Kumar and seasoned comedian Douglas Lim rose to stardom with their comedic skits. Characters like Makcik Rosmah, Aunty Chai Ling, and Douglas Lim’s Kipitriel created waves and continue to amass a widespread following. Douglas’ satirical takes on local trending topics have also garnered widespread acclaim.
When selecting influencers for your campaign, it’s crucial to choose those who stay true to their authentic style, even when collaborating with brands. Authenticity increases loyalty and trust among Gen Z, thereby ensuring that your content not only captures the hearts of your audience but also influences purchase decisions.
5. Fuel Excitement in On-the-Ground Campaigns
Gen Z spends more time on social media and their smartphones than any other generation. Their penchant for sharing personal reviews and experiences on social platforms further highlights their influence in shaping opinions.
One dynamic strategy involves inviting influencers to participate in real-world marketing campaigns, like product launches, exclusive member events, or meet-and-greet sessions. By harnessing the allure of celebrity influencers, brands can draw Gen Z into these experiences, amplifying brand exposure. The outcome is a compilation of authentic, user-generated content—created by Gen Z themselves—enriching the campaign’s social media presence.
A recent case in point is the Barbie movie launch, where attendees not only savoured the movie but also shared their experiences at Barbie-themed photo booths in major cinemas.
Conclusion
Effectively captivating Malaysian Gen Z through influencer marketing requires a multifaceted strategy tailored to their distinctive preferences and values. KOL Radar recommends five key approaches: the precise selection of influencers, considering authenticity and relatability over mere follower counts; using multi-lingual and engaging influencers for genuine connections; alignment with Gen Z’s strong values; the creation of unique and humourous content; and generating excitement through influencers in on-the-ground campaigns.
By integrating these strategies, brands can successfully influence the dynamic online world of Malaysian Gen Z, fostering lasting connections and achieving phenomenal results with influencer marketing.
Interested in delving deeper into influencer marketing? Reach out to KOL Radar for a free consultation: https://www.kolradar.com/en/
▶︎ This article may not be reproduced, reprinted, publicly broadcast, or publicly transmitted in any manner. The copyrights and portrait rights of images and data cited in this article remain with the original rights holders.
