According to a global study by TNS, Malaysia is ranked the highest in terms of Instagram usage in the Asia Pacific. With over 70,000 consumers, the study revealed a sharp increase on social media usage such as on Instagram and Snapchat in Malaysia. The percentage of Instagram users has risen from 59% last year to 73% this year, while 46% use Snapchat.
The rise of these platforms provides brands with new opportunities to target and engage consumers. The study found that KOLs and celebrities hold the key to connecting with consumers. They trust what people say online about brands more than ‘official’ sources, such as newspapers or TV adverts.
Having said that, brands no longer look at social media channels as blank media space for advertising. The results show that consumers are demanding content that is integrated seamlessly into the platform, enhancing rather than interrupting the use of it. Instagram is often used for perfectly tailored images, while Snapchat features raw, humorous images.
The developments in mobile technology are a clear driver to the rise of these platforms, with the number of smartphone users in Malaysia now surpassing 11 million. Instagram and Snapchat highlight how consumers are eagerly adopting visual ways of expressing themselves, as they embrace the ability to capture and share moments.
While young people are the biggest social media users across all platforms, Insta-Grans are also gaining momentum as Internet users in Malaysia aged 55-65 can now be found using Instagram too. Is your granny one of the cool ones? 😉
