By Crystalbelle Lau, Deputy Managing Director, VoxEureka
The New Media Reality
Creators are no longer just part of the media mix—they are reshaping it. With hyper-targeted reach, real-time engagement, and data-driven feedback loops, they’ve fundamentally changed how brands tell stories and measure success.
In Malaysia, where consumers spend nearly three hours per day on platforms like TikTok, Instagram, and Xiaohongshu, creators are not in the wings—they are center stage. This shift from one-way broadcast media to interactive ecosystems transforms creators from voices to communities themselves.
The Malaysia Shift: Creators in the Media Mix
Malaysian consumers are increasingly discerning. The rise of “de-influencing”—audiences rejecting hollow endorsements—is tangible proof that authenticity matters.
Statistically, 58% of Malaysian consumers made a purchase based on influencer recommendations, and influencer marketing spend is expected to reach USD 77.3 million in 2025, up nearly 14% from 2024, with continued growth projected to hit USD 119.3 million by 2030.
Micro and nano creators, valued for trust and relatability, consistently outperform larger personalities in terms of engagement. Micro-influencers represent the largest influencer tier in the country, making up 52% of the total last year, while nano-influencers with impressive engagement rates, averaging 4.7%, outpaced other tiers.
The dichotomy is clear: publishers help build trust; creators bring immediacy and community resonance. It’s time for PR to bridge both.
Authenticity Is Nuanced, Not a Buzzword
True authenticity is earned through sustained, values-aligned engagement. Micro and nano creators shine because they reflect real lives – not staged narratives.
Brands willing to relinquish tight control and let creators tell the story through their lens see far richer engagement. Vanity metrics like likes or reach don’t equate to trust; it’s context and consistency that yield authenticity.
From Gatekeepers to Guides
Publishers were once the gatekeepers. Today, creators are guides, leading consumers through discovery, consideration, and conversion in seamless, authentic loops.
Globally, influencer marketing grew from USD 24 billion in 2024 to an estimated USD 32.55 billion in 2025 – a staggering ~36% rise.
In Southeast Asia, influencers now drive approximately 20% of online sales, with 80% of consumers citing them as a purchase influence . This new dynamic requires PR to shift from scripting narratives to co-creating experiences with creators as consumer experts.
Vox’s Values in Every Partnership
At VoxEureka, we believe in creator partnerships that echo our values: building trust, not scripts; investing in advocacy over ads; and delivering community impact. Every partnership is grounded in:
Mutual Value – growth for both brand and creator.
Transparency – clear goals, shared data, measurable outcomes.
Advocacy over Ads – long-term trust over transactional campaigns.
Community Impact – focus on the cultural resonance within real communities.
Closing Thought
The real question isn’t whether creators are publishers; it’s whether brands are willing to treat them as collaborators: co-building stories, communities, and measurable impact. In Malaysia’s evolving media landscape, brands that grasp this shift will lead. Those that don’t risk being left behind.
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