Content marketing has been through a remarkable period of transformation in Malaysia and around the world over the last decade—connecting brands and audiences through the power of content.
It’s likely entering a whole new era of potential in coming years, as generative AI technologies such as ChatGPT and Google Gemini unlock new capabilities for brands. This transformative potential is something Content Nation explored in our recent whitepaper—The Impact of GenAI Marketing in Southeast Asia.
At its heart, content marketing is marketing driven by building and engaging in valued conversations with an audience. When you compare that to the shouts for attention that underpin the proverbial billboard of traditional marketing, you can see why content marketing has gained such popularity.
It’s all well and good talking about how fantastic this opportunity is, but if we’re going to embrace the potential of content marketing we need to explore the facts and figures around its potential.
So feast your eyes on our amazing exploration of Malaysia’s content marketing opportunity with these 5 amazing facts about content marketing in Malaysia.
1. 97.4% of Malaysians are now online
We talk about this digital population a lot, but it’s an important number to highlight. 33.59 million Malaysians are now online as of 2024. The Southeast Asia region as a whole now boasts an internet population of over 692 million people.
Between January 2023 and January 2024, Malaysia saw a rise in internet users of 357,000, marking a 1.1% increase. Malaysia’s digital audience is growing by the day. Great content marketing is the perfect way to engage with that audience.
With content marketing providing access to 33.59 million connected Malaysians alongside a window into the wider region, are you really happy to miss out on that opportunity?
2. Facebook is only the third most popular website in Malaysia
Why isn’t it first, you ask? Well, because search engine monster Google takes the top spot. That means that the most popular website in Malaysia is a search engine designed to curate and deliver the best (and most relevant) content on the internet, and the second most popular website is YouTube, a giant social media content-sharing machine. Does that content marketing potential look exciting to you yet?
The social reality we live in today sees an estimated 83.1% of Malaysians with some sort of social media account. The average daily use of social media or smartphone by Malaysian consumers is an eye-watering 5 hours and 6 minutes. That’s a truly unique opportunity for great content to resonate with Malaysia’s social audience.
3. Malaysians spend a massive 8 hours and 17 minutes daily online
The 2024 overview of Malaysian social media statistics highlights that internet and social media usage have remained constant in media consumption. The average online time for Malaysians has increased by 2.5%, reaching 8 hours and 17 minutes.
It’s hard to fully quantify the depth of that opportunity, but what’s clear is that it’s huge. The longer people spend online, the more chance of content marketing reaching them. The better your content is, the greater the chance that content will resonate in a way that makes your brand stand out.
4. WhatsApp is the most used social media app among Malaysians
Content marketing in Malaysia is constantly evolving, and what’s driving that are the consumers. According to 2024 social media statistics, Malaysia’s favourite platforms offer insight into the nation’s digital connection habits. Interaction with friends and family remains crucial, as evidenced by WhatsApp being the top social media app used monthly by 90.7% of users aged 16 to 64.
Malaysians use a variety of social media platforms to meet their needs. Following WhatsApp, 84.9% use Facebook and 77% use Instagram. TikTok, popular with the content-hungry generation, captures 68.8% of users and is the platform Malaysians spend the most time on monthly.
5. Malaysians are consuming a whole lot of online video
When analysing the monthly time Malaysians spend on various social media platforms, TikTok stands out with the highest engagement, with users dedicating 38 hours and 49 minutes each month. This high level of interaction is driven by TikTok’s ability to deliver personalised, algorithm-based short-form video content. This trend is indicative of a larger digital landscape where users seek fresh, engaging material for both amusement and community connection.
Additionally, YouTube is the second most popular platform, with Malaysians spending an average of 35 hours and 34 minutes each month, drawn by its wide range of video content. Video continues to engage consumers across the country!
Content marketing is here to stay
There’s no way around the fact content marketing is here to stay. What the intriguing insights above reveal is that overly keen content marketers don’t drive the growth of content marketing. It’s driven by the thirst of an increasingly content-hungry audience.
Modern Malaysia is a vibrant digital hub that is just buzzing with potential. That means if your business wants to make the most of it, content marketing is an essential key to unlocking the opportunity. We’re not here to hard sell you the benefits of beautiful content. That’s not what content marketing is about. We’re here to provide an exciting catalyst to start the discussion.
Those inspirational content conversations are already taking place. The question is, are you ready to become part of it? Contact us today to learn how we can help your business thrive in this dynamic digital landscape. Let’s start the conversation and create content that captivates your audience.
