Amanda Siddharta
Research expert covering Malaysia
Social media in Malaysia - statistics & facts
It would be difficult to find Malaysians without at least one social media account as it has become an inseparable aspect of modern lives. The Southeast Asian country is home to more than 31 million social media users as of 2023. The constant need for digital interaction has made Malaysia the country with the third highest social media penetration rate in Southeast Asia.
Malaysians also consume a lot of social media content. In Asia Pacific, it ranked third among the highest average daily time spent on social media, with around two and a half hours spent on various platforms every day.
Despite Facebook’s dominance in the social media landscape, other platforms including Instagram, LinkedIn, and YouTube are also popular among social media users in Malaysia. One of the latest additions to the industry, TikTok, is gaining popularity, especially among younger consumers. The majority of TikTok’s user demographic in Malaysia are those between the ages of 19 to 32 years old. In January 2023, the TikTok app was downloaded more than 1.2 million times in Malaysia.
Advertising on social media is becoming more common to market a product. In 2023, it was estimated that the total advertising spending on social media in Malaysia reached more than 356 million U.S. dollars and is expected to continue to increase at around 8.4 percent CAGR. With the high volume of content online, however, requires brands to be wary of the engagement rate of their social media advertising. Nevertheless, social media is one of the best ways to get consumers’ attention because of its reach and cost-effectiveness.
Malaysians also consume a lot of social media content. In Asia Pacific, it ranked third among the highest average daily time spent on social media, with around two and a half hours spent on various platforms every day.
Social media landscape in Malaysia
Facebook dominated the social media market share in Malaysia, when it comes to platforms that are available in the country. Despite the risk disinformation and fake news, Facebook is popular as the leading social media platform where Malaysians usually get their political news. Through the Malaysian Communication and Multimedia Commission (MCMC), the Malaysian government has been trying to curb the spread of false information by advising users and issuing clarification statements.Despite Facebook’s dominance in the social media landscape, other platforms including Instagram, LinkedIn, and YouTube are also popular among social media users in Malaysia. One of the latest additions to the industry, TikTok, is gaining popularity, especially among younger consumers. The majority of TikTok’s user demographic in Malaysia are those between the ages of 19 to 32 years old. In January 2023, the TikTok app was downloaded more than 1.2 million times in Malaysia.
Emerging marketing tool
Because of the widespread user base, many businesses have turned their attention to popular social media platforms as a part of their brand strategies. They also invest in social media influencers to promote their brands. Facebook, YouTube, and Instagram are the three most popular social media networks among influencers in Malaysia.Advertising on social media is becoming more common to market a product. In 2023, it was estimated that the total advertising spending on social media in Malaysia reached more than 356 million U.S. dollars and is expected to continue to increase at around 8.4 percent CAGR. With the high volume of content online, however, requires brands to be wary of the engagement rate of their social media advertising. Nevertheless, social media is one of the best ways to get consumers’ attention because of its reach and cost-effectiveness.
