TikTok has rapidly become one of Malaysia’s most popular social media platforms. With millions of users engaging daily, it offers significant business opportunities across various industries. In this article, Digital Business Lab collaborated with Dr Crystal Abdin again, giving you a deeper dive into TikTok marketing in Malaysia.
After reading this article, you will better understand TikTok’s growth in Malaysia, the platform’s user behaviour, and industry-specific insights, providing a comprehensive overview for businesses leveraging TikTok in Malaysia.
Overview of TikTok’s Popularity and Growth in Malaysia
Population of TikTok Users:
Over this year, TikTok has experienced phenomenal growth in Malaysia. In the first half of 2024 alone, the downloads reached 81.7 million, marking a 6.6% increase compared to the previous year. Figures published in ByteDance’s advertising resources indicate that in Malaysia, TikTok had 28.68 million users aged 18 and above in early 2024. That equates to 84.40% of total internet users in Malaysia (33.98 million) are now TikTok users.
Gender Distribution:
Globally, 53.4% of TikTok’s users are female and 46.6% are male. In contrast, Malaysia’s TikTok audience skews males, with 55.7% male and 44.3% female users. This indicates a higher male engagement on the platform in Malaysia than the global average.
Content Preferences:
As of January 2024, TikTok has become the most popular social media site, with 21.9% of users loving its engaging short-form video content, surpassing Facebook, which just captured 18.8% as a mainstay of social media for its all-around uses.
If you’re interested in Malaysian culture and want to create more localized content, check out these two articles exploring Malaysian society and customs:
Time Spent:
When we switch gears and look at how much time Malaysians spend on different social media sites each month, we find that TikTok has the highest monthly interaction with the audience regarding time spent. Users stay engaged on the site for 38 hours and 49 minutes per month thanks to its ability to deliver personalised content consistently via its short-form, algorithm-boosted content.
Purchasing Power:
Dr. Crystal Abidin’s research found that financial decision-making trends vary across ethnic groups in Malaysia. In Chinese households, men generally have more influence on economic decisions, while in Malay and Indian households, financial choices are usually gender-equal.
In 2024, The average salary in Malaysia is 6,610 MYR (Malaysian Ringgit) per month or 1,508 US Dollars (according to the August 2024 exchange rate.) Mohamad Uzir noted in the report, “On average, the disposable income of Malaysian households accounts for 83.9% of total pre-tax household income.”
Malaysia’s Social Media Trends: Industry Insights and Must-Know Case Studies
At Digital Business Lab, we are dedicated to providing tailored marketing solutions across various industries. Our deep dive into Malaysia’s diverse cultural contexts has revealed valuable consumer insights.
Now, let’s delve into these industry trends and learn from standout case studies that exemplify successful social media strategies in Malaysia.
Banking – TikTok’s Growing Impact on Financial Decisions in Malaysia
TikTok’s influence on financial decision-making is increasingly significant among Malaysian users. The platform has become a hub for financial content, with users actively engaging and being influenced by the information they consume. Notably, 72% of users search for more information after viewing financial content on TikTok, turning the platform into a new-generation search engine. This trend offers banks and financial institutions a valuable opportunity to connect with the large, young demographic active on TikTok.
🔎 Case Study: Maybank’s “You Ask, MAE Answer” Campaign
Maybank, one of Malaysia’s leading banks, has effectively leveraged TikTok to engage with its audience. Understanding the platform’s dynamics and the preferences of its young user base, Maybank created fun and educational content tailored for TikTok users. Their strategy is carefully curated to be subtle yet relevant, packaging financial information in an enjoyable and easily digestible format.
With the tagline “You Ask, MAE Answer,” Maybank emphasizes the convenience of its MAE app, which allows users to perform various financial transactions efficiently, such as fund transfers, bill payments, and expense tracking. This campaign highlights how financial institutions can use TikTok to reach and engage their target audience by aligning services with user needs and leveraging popular social media trends.
@mymaybank
Bolehkah anda membuat transaksi ke Tabung Haji hanya menggunakan aplikasi MAE? Jangan risau! You Ask, MAE Answer. PS: Anda juga boleh mendaftar untuk Haji pada laman web M2U sekarang! 🕋🌙
#ItsGottaBeMAE
♬ original sound – Maybank
Translation: “Can you make transactions to Tabung Haji using only the MAE app? Don’t worry! You Ask, MAE Answer. PS: You can also register for Hajj on the M2U website now!”
Sustainable Living – Rising Awareness
Sustainable living has gained significant importance across all demographics in Malaysia. Most people rate it as “extremely important” or “important.” According to a survey conducted by Rakuten Insight in 2023, approximately 47% of respondents in Malaysia stated that they adopted sustainable practices when purchasing items in the last 12 months. This indicates a growing consciousness about environmental issues among Malaysian consumers.
Further supporting this trend, Speeda reports that Malaysia aims to achieve a significant reduction in greenhouse gas (GHG) emission intensity relative to GDP, targeting a 45% decrease by 2030 compared to 2005. Central to this plan is promoting green growth, encouraging the adoption of sustainable economic practices, and cultivating a culture of environmental stewardship. These national objectives align with the rising public awareness and demand for sustainability.
🔎 Case Study: @spritzermy – Go Sustainble Dangen (with) Spritzer!
Sparkling water brand Spritzer Malaysia recognized the country’s sustainable living trend and leveraged TikTok to engage with eco-conscious consumers. They initiated a TikTok campaign named #ZeroWasteLivin🌎💚, actively using hashtags like #LessWaste, #EcoFriendly, and #Sustainability to reach a wider audience interested in sustainable practices.
Through tutorials and GRWM (Get Ready With Me) videos, Spritzer integrates sustainable lifestyle tips into everyday scenarios, making eco-friendly habits more accessible and appealing to their target audience.
By showcasing practical steps towards reducing waste and promoting their products as part of a sustainable lifestyle, Spritzer effectively engages users and encourages them to adopt environmentally friendly practices.
@spritzermy grocery shopping edisi zero waste bersama #spritzer ♻️ #naturalmineralwater #sustainability #ecofriendly #lesswaste ♬ Dance You Outta My Head – Cat Janice
Healthy Behaviour – Healthy Priorities Have Been Shifted
According to the Asia Pacific Health Priority Survey, 75% of Malaysian respondents have shifted their health priorities after the pandemic. There’s a greater focus on living a healthy, active lifestyle and adopting a holistic approach to health. The top health goals Malaysians aspire to achieve are:
- Improving overall health (60%)
- Building healthy eating habits (52%)
- Improving mental health (50%)
- Becoming fitter (50%)
- Enhancing immunity (49%)
Despite these positive shifts, urban lifestyles in Malaysia often include challenges such as work stress, sedentary habits, and unhealthy eating. Mental health awareness remains crucial, with significant hurdles like lack of understanding, stigma, and insufficient policy support (Hassan et al., 2018).
🔎 Case Study: @guardianmy – My Wellbeing Matters!
Guardian is Malaysia’s leading health, beauty, and personal care pharmacy. Recognizing the rising awareness of health and well-being among Malaysians, Guardian launched the campaign “My Wellbeing Matters!” They created a series of educational videos addressing common health issues faced by modern individuals, including “Three Highs” (high blood pressure, high blood sugar, high cholesterol), heart health, children’s health, weight management, etc.
By featuring content with health experts, guardian builds credibility and attracts a diverse audience with different health concerns. This strategy has helped them grow rapidly on TikTok, with posts from this series typically receiving over 700k views.
@guardianmy Need a little boost? 💪 Remember these simple tips to stay glowing and healthy! ✨ Raisins for energy, nuts & milk for better sleep, dark chocolate for strength, & sunshine for your mood 🌞 Keep these hacks in mind & nurture your wellbeing with guardian today! 🧡 Perlukan boost? 💪 Ingat tips mudah ini untuk kekal berseri dan sihat! ✨ Kismis untuk tenaga, kacang & susu untuk tidur lebih nyenyak, coklat gelap untuk kekuatan, & cahaya matahari untuk mood 🌞 Ingat tips ini & jaga kesejahteraan diri dengan guardian hari ini! 🧡 #guardian #guardianMY #health #wellbeing #foodhacks #essential #nutrient #vitamins #tired #mental #physical #maintain #nurture #meditate #exercise #wholefoods ♬ Some – ♡
Fashion & Beauty
While Facebook remains a popular social media platform in Malaysia, the most significant channels for influencer marketing campaigns in the fashion and beauty sectors are Instagram and TikTok, each holding over 40% and 39.34% market share (Statista Research Department, 2023). These platforms have become pivotal for brands aiming to reach and engage with younger audiences who are highly active on social media.
🔎 Case Study: @Lazada – LazBeauty 100 Experiment
Lazada, one of Southeast Asia’s leading e-commerce platforms, sought to boost brand awareness and increase gross merchandise value (GMV) for its LazBeauty category by targeting Gen Z consumers. To achieve this, Lazada collaborated with popular TikTok creators to launch the “LazBeauty 100 Experiments” campaign.
The campaign aligned with trending beauty content on TikTok by featuring authentic products and encouraging users to try out various viral makeup techniques. By tapping into the platform’s interactive and trend-driven nature, Lazada successfully piqued the curiosity of young audiences.
@lazada_my These #LazBeautyExperimentsMY from @Ivor trying so u dont hve to looks fire! Jom lah try and explore all other experiments with LazBeauty! Get your trendy beauty items on #LazBeautyMY #LazadaMY ♬ original sound – Lazada Malaysia
Conclusion
TikTok offers many opportunities for businesses across various industries in Malaysia. By understanding the platform’s growth, user behaviour, and industry-specific insights, brands can effectively leverage TikTok to reach and engage their target audiences. Explore how TikTok can enhance your marketing strategies and connect with Malaysian consumers.
(1) Mastering TikTok Advertising in Singapore: A Comprehensive Guide for 2023
(2) Winning Organic Strategy on TikTok: The 4S
(3) ① TikTok Ad Formats: Types and Tips
(4) ②TikTok Creator Marketplace: Find your creator
(5) Tiktok Influencer Marketing in SEA: How to Pick Influencers that Drive Conversions
