Influencer Marketing Strategy - The Comprehensive Guide

By Stephen Paul Samynathan on September 21, 2023


Hey there! đź‘‹

Struggling with your brand's social media ads? No worries, you're in the right place. Welcome to your ultimate guide on crafting the perfect influencer marketing strategy in Malaysia. We've got easy checklists, templates, and real-life examples to boost your brand's social media engagement. So, let's dive in!


What is Influencer Marketing Strategy?

Asian woman micro influencer record live viral video camera at home studio. Continue reading for influencer marketing strategy
Asia woman micro influencer record live viral video camera at home studio.

Here's the deal: an influencer marketing strategy isn't just about getting a famous face to endorse your product; it's a comprehensive plan to elevate your brand's social media presence and reach in Malaysia, a country where social media engagement is sky-high.

Types of Influencers: The Good, The Bad, and The Fabulous

Navigating the influencer marketing strategy landscape in Malaysia is like choosing a dish from a mamak stall—you've got a plethora of options, each with its unique appeal and engagement potential!

Nano Influencers: The "Girl/Guy Next Door"

Description: These are your everyday heroes, the ones who have a small but dedicated following. They're the influencers who are just starting out but have a community that genuinely values their opinions.


  • Budget-Friendly: You won't need to dig deep into your pockets.
  • High Engagement: Their followers are like close friends who trust their teh tarik recommendations.


  • Limited Reach: They're not going to make you an overnight sensation.
  • Newbies: Some are so fresh, they think 'influencing' is a new dance move.

Micro Influencers: The "Niche Celebs"

Description: These influencers are the go-to experts in specific niches. They've built a reputation for being the authority on particular subjects, from vegan cooking to K-pop.


  • Experts in the House: They're the Wikipedia of their niche.
  • Quality Over Quantity: Their followers are fewer but more engaged.


  • Still Not Mainstream: They're the indie band of influencers—beloved but not yet a household name.

Macro Influencers: The "Almost Kardashians"

Description: These influencers are the ones who've made it big but are not quite global superstars. They have a broad reach and are often approached for bigger campaigns.


  • Big Leagues: They're the VIPs of the social media world.
  • Pro Status: They've got the experience to make your campaign run smoothly.


  • Pricey: Your wallet might feel the pinch.
  • Lower Engagement: They have tons of followers, but not all are actively engaged.

Mega Influencers: The "I Can't Believe They Even Replied to My Email"

Description: These are the A-listers, the ones who need no introduction. They have a global following and can command attention like no other.


  • Global Reach: They're the international superstars of the influencer world.
  • Instant Cred: Just being associated with them makes your brand look like gold.


  • Big Bucks: You'll need a blockbuster budget.
  • Overshadow Risk: They're so famous, your product might play second fiddle to their latest escapade.

Choose your influencer like you'd choose your nasi lemak—carefully and with an eye on the sambal (or in this case, the details)! 🌟

Budget Time: The "Show Me the Money" Section

Budgeting is where your influencer marketing strategy dreams meet the financial reality of your brand. It's the moment you find out if you can actually afford that superstar influencer in Malaysia or if you're shopping in the "great potential" aisle.

Nano Influencers: The "Teh Tarik" Budget

Cost: RM500 - RM2,000 per post
What You Get: Think of this as the teh tarik of influencer marketing. It's affordable, it's sweet, and it hits the spot for a specific craving. Perfect for small businesses or if you're just dipping your toes into the influencer pool.

Micro Influencers: The "Nasi Lemak with Extras" Budget

Cost: RM2,000 - RM5,000 per post
What You Get: Now we're talking some extra sambal and a fried chicken wing on the side. These influencers offer a bit more spice and reach, ideal for brands looking to target a specific niche.

Macro Influencers: The "Fine Dining" Budget

Cost: RM5,000 - RM20,000 per post
What You Get: Welcome to the fine dining experience of influencer marketing. You're not just paying for the meal; you're paying for the ambiance, the reach, and the Michelin-star-level credibility.

Mega Influencers: The "Sky's the Limit" Budget

Cost: RM20,000 and above per post
What You Get: If you're here, you're not messing around. You're ready for the red carpet, the champagne, and the global reach that comes with it. Just make sure your product is ready for the limelight!

Your Simple Checklist for Influencer Marketing: The "Don't Fly Blind" Guide

What's the Goal? The "Why Are We Even Doing This?" Conundrum

A 2021 survey found that 34% of Malaysian shoppers considered recommendations from influencers before making purchases on social media. So, if you're targeting the Malaysian market, a well-executed influencer marketing strategy can be your golden ticket to consumer trust and brand engagement.

Who's Your Crowd? The "Who Do We Want to Impress?" Query

According to Warc’s report, 85% of influencers consider building higher levels of authenticity and trust to be their greatest strength. In a world where 67% of marketers agree that authenticity is crucial, knowing your audience and picking the right influencer can make all the difference.

Budget Time: The "Can We Afford the Bling?" Reality Check

We've already talked money, but let's get real. Your budget isn't just about affording the influencer; it's also about managing the campaign. Nano and micro-influencers won't break the bank but might require more hands-on management. It's like choosing between a DIY Ikea table and a pre-assembled one. Both have their pros and cons. A report reveals that nearly 60% of brands plan to allocate 10-50% of their marketing budgets specifically for influencer marketing in 2023. So, whether you're in the "Teh Tarik" or "Fine Dining" budget range, you're in good company.

Type of Content & Pick Your Stage: The "What's Our Jam?" Dilemma

Different strokes for different folks—or in this case, different posts for different platforms. Instagram is your go-to for anything that looks pretty on camera. YouTube, on the other hand, is where you go deep, like a movie night with friends where you actually watch the movie. In this era of short-form videos, TikTok and Instagram Reels are the kings of content, preferred by over 50% of users. So, if you're wondering where to showcase your brand, these platforms are a good bet.

Eight Easy Influencer Marketing Strategy to Boost Your Brand: The "Let's Get Famous" Playbook

1. Find Your Star: The "Talent Scout" Maneuver

Influencers aren't just people with a phone and a dream anymore. A whopping 54% now identify themselves as content creators, producing polished content that aligns with both their followers and the brands they partner with. Don't just go for the influencer with a follower count that rivals the population of a small country. Find influencers whose engagement rates are hotter than a bowl of Malaysian laksa.

Pro Tip: High engagement rates often mean the influencer's audience actually cares about what they're saying, which is what you want, right?

2. Be the Talk of the Town: The "Festive Opportunist" Strategy

In Malaysia, we love our festivals like we love our food—wholeheartedly! Leverage local events like Hari Raya, Chinese New Year, or even Merdeka Day for campaigns that resonate with the local crowd.

Pro Tip: Time your campaigns to coincide with these events for maximum impact. It's like launching fireworks—timing is everything!

3. Be the Best in Your Field: The "Niche Dominator" Game Plan

If you're in skincare, maybe you've got a product that's perfect for Malaysia's humid climate. Or if you're in tech, perhaps you've got a gadget that solves a uniquely local problem. Whatever it is, make it your selling point.

Pro Tip: Your unique selling proposition (USP) should be as clear as a bowl of Nasi Lemak is satisfying.

4. Win Over Bigger Stars: The "Climb the Ladder" Tactic

Start with nano or micro-influencers and then use your campaign's success to attract bigger fish. It's like starting with a scooter and working your way up to a sports car.

Pro Tip: Document your successes meticulously. Think of it as your influencer marketing resume.

5. Do Your Own Thing: The "Be a Trailblazer, Not a Copycat" Rule

Sure, keep an eye on your competitors, but don't mimic them. You want to be the trendsetter, not the echo. Your brand should have its own voice, like a lead singer in a rock band.

Pro Tip: Originality stands out. Be the durian in a world of apples.

6. Build a Fan Club: The "Cult Leader, but Make It Fashion" Approach

Use interactive Instagram polls or Twitter Q&As to engage your audience. Make them feel like they're part of an exclusive club, not just passive followers.

Pro Tip: Engagement is a two-way street. Don't just talk; listen.

7. Keep It Real: The "No Fakes Allowed" Policy

Authenticity is key. Choose influencers who genuinely align with your brand values, not just those who'll say anything for a paycheck.

Pro Tip: Authenticity shines brighter than any filter. Keep it real, and your audience will too.

8. Patience is a Virtue: The "Slow Cooker" Method

Track your KPIs, but don't expect to become an overnight sensation. Good things take time, like a well-marinated rendang.

Pro Tip: Keep an eye on long-term trends, not just short-term spikes. Rome wasn't built in a day, and neither is a successful influencer campaign.


Influencer marketing is a powerful tool, especially in Malaysia where social media is a big part of daily life. With this enriched guide, you're more than ready to launch a successful influencer marketing campaign.

Key Takeaways:

  • Different types of influencers serve different needs and budgets.
  • Planning and strategy are crucial; it's not a one-size-fits-all approach.
  • Authenticity and engagement are key to long-term success.

Now, you're all set to make your brand the talk of Malaysia! 🌟

Looking to be receive InFlux of enquiries through Influencer Marketing

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Article written by Stephen Paul Samynathan
Co-founder of Specflux Solution, he builds IT products that work. He is also running Ipoh based website design agency with his partner. If not working on client's project, he's a part of a vibrant IT community in Ipoh locally known as Digital Perak.

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