Influencer Marketing Whitepaper Malaysia 2019 published by Cloudbreakr, Asia's media analytics company powered by AI and big data. Contact us at mysales@cloudbreakr.com

1. © All the social profile & images shown is extracted from the internet and owned by the creators respectively

2. An organization devoted to fostering the
community of influencers around Asia, and
spreading inspiring insights in the form of
short talks, seminars and events.

3. We aim to create a community for influencers
and brands who brings impact to the world
through internet and social media.
MISSION

4. Actionable Insights for Marketers:
Malaysia's 1st Influencer Marketing Whitepaper

5. #INFLUENCE
Media profiles with 50m+ post data, covering
6+ Asia Regions
Asia’s 1st AI-Powered
Influencer & Content Discovery Engine
Benchmark: Profile with 5,000 fans or above
Cloudbreakr is a media analytics company based on
big data & AI. We develops intelligent software to
analyze the social trend, optimize the ROI on
influencer & content marketing for brands.

6. Seminar Highlights
• Malaysia Industry overview and statistics
• How to select the most relevant and best-performing influencer/media profiles
• Determining the most suitable type of influencer content for your e-commerce or O2O
campaigns
• How a well-designed influencer content engage the fans and spark purchase behavior
• How to utilize branded content during the post-campaign stage to meet your
advertising goals

7. Influencer Marketing Whitepaper 2019
PART A: Market Overview

8. Whitepaper Methodology
Data Collection Period: June 2018 – April 2019

9. Facebook Instagram YouTube
Reach • 2.3B users
• HK reach: 3.76M
• 1 B users
• 95M photos & videos/day
• 400M IG stories/day
• Accounts for nearly 75% of
internet traffic
Engagement • 1.52B active users who pends
around 35 mins/day
• Users “like” 4.2B posts/day • Over 1.9B monthly users
• 1B hours of videos are
watched/day
Popularity • 32% of influencers rate it as
the best platform
• 24% of influencers rate it as
2nd
• 19% of influencers rate it as
3rd
Conversion
• 3 times as many views, 2
times as many actions and 12
times as many comments
• Successful in promote brand
image
• 49% of Consumers Depend on
Influencer Recommendations
• Successful in create product
awareness
• Vloggers impacts 80% of
purchasing decisions for
followers
• Receive 7x the watch time
than standard ad
Social Trend Statistics 2019
Based on analytics of Statista as of as of 4th quarter 2018

10. Return on Influencer Marketing Activities
Highlights
The high ROI of influencer marketing indicates its position of being one of the
most powerful forms of connecting with a community. Influencer marketing in Malaysia
has a high adoption rate in Malaysia as from the previous branded content ratio stated.
*According to the latest marketing study from Influencer Marketing Hub.

11. Return on Influencer Marketing Activities
Highlights
The high ROI of influencer marketing indicates its position of being one of the
most powerful forms of connecting with a community. Influencer marketing in Malaysia
has a high adoption rate in Malaysia as from the previous branded content ratio stated.
*According to the latest marketing study from Influencer Marketing Hub.

12. What
Marketers
Says about
Influencer
Marketing

13. Profile Tiering Definition
Highlights
#Tier 1 influencer refers to those
with over million followers, while
#Tier 4 refers to 5,000 – 14,999.

14. Population & Gender Breakdown
Highlights
#Tier 3 has the highest population
among all, which is the same as a
statistics we found in 2018.
Meanwhile, Female influencers
accounts for 70% of the
population.
2%
14%
69%
15%
Tier 1 Tier 2 Tier 3 Tier 4

15. Engagement Rate Benchmark
Highlights
#Tier 1 doesn’t always guarantee
high reach due to the large
audience size and social media
algorithm.
Formula:
(Like + Comment + Share) in 30days
Follower

16. Average Engagement Rate (Industry Benchmark in 2019)
Source: Digital Marketing Community
2019 Social Media Industry Benchmark Report

17. Category Breakdown
Highlights
Malaysia has a very diversified
page category, of which Lifestyle
Blogger accounts for over 30%,
while celebrity or entertainer
accounts for 14% and 10% in the
country.
Surprisingly, the number of Food
Blogger is relatively smaller than
the rest.

18. Follower Distribution among categories
Highlights
Celebrity has the highest average
follower number among all,
implying the strong influence from
the TV host, DJ, entertainers and
other public figures, while a lot of
lifestyle blogger also maintain a
huge fans base.

19. Engagement Rate among categories
Highlights
Gamer, Techie and Vlogger has
the highest engagement rate
among all, due to the nature of
content requires in-depth reviews
like video or blog article.

20. Best Timing for Content Publishing
Highlights
The statistic shows that the best posting time is 7 - 9 pm, where both the volume of posts and engagement rate are
highest. It shows that everyday has a very close pattern during dinner time.

21. Influence Power (IP) Score Calculation
Highlights
Influencers are categorized into 4
tiers to calculate their reach with
different starting scores for each
tier, adding up the bonus/penalty
based on their performance.
Each score is calculated in
different ways within each tier,
among different platforms and
different countries.
Audience Size
Fans/Follower/Subscriber Count
Post Interaction
Long term post interaction - short term changes
Explosiveness
Time-sensitive measurement of post’s virality
Appeal
Fans growth within a month
Engagement
Post engagement divided by the total followers

22. IP Score Benchmark
Highlights
The IP score aims to give a fair comparison and ranking among different media
channels in the same region under different tiers. It shows the strength of a media
page than just looking into the fans and engagement rate.

23. Top Ranking Profiles
Highlights
Lifestyle bloggers @liyamaisarah_
is in Tier 1 with high IP score, but
still hold high engagement rate at
7.55%, while the celebrities
showed have 2.5% and 1.3% only.
This implies a mixed metrics
should be considered to form the
influencer strategy with different
tiers of profiles and categories.

24. Top Fast-growing Profiles
Highlights
Follower growth rate is one
important metrics that people
usually miss.
Profile like @miki_tew has highest
engagement rate and top growth
rate, while her Youtube channel
also show significant growth in
subscriber and video views as
from our system records.

25. Influencer Marketing Whitepaper 2019
PART B: Content Trend

26. Use of Language
Highlights
In a multi-cultural country like
Malaysia, English is the most
frequent used language among all,
while the other two are evenly
distributed.

27. Top Content Contributor by Category
Highlights
Among the category, Media &
Page is not top contributor.
Instead, Celebrity and Lifestyle
Blogger generated over 40%,
while traveler and sports lover are
not as active as people perceive.

28. Branded Content Ratio
BRANDED VS ORGANIC
Highlights
Compared to other region like Hong Kong, the level of sponsorship is around 1:4, while
Malaysia market is more commercialized, implying the prosperity of the industry.

29. Engagement of Content Category
Highlights
People have high interest on society, hobby & interest and festival content. Marketer or influencer can consider
creating the branded content in a more authentic way to capture people’s attention.

30. Frequency of Using Video and Image
Highlights
Content in beauty, relationship & memory, animal & pet, have a nearly even ratio between image and video post.

31. Performance of Content Types
Highlights
As same as what the social
platforms have been promoting,
video content generally has a
higher engagement after all.
However, marketer can choose
between to adopt insta-story than
video or live video as a tactics to
lower the cost incurred.

32. Influencer Marketing Whitepaper 2019
PART C: Campaign Practice

33. Social Recommendation Experience Research Purchase Share
NEW CUSTOMER JOURNEY
the seamless experience from social to social

34. Deciding
the Ideal KPI
Measurement
Highlights
The objective and KPI
shall be decided to fit
in different stages to
align with the brand
marketing strategy and
various activities
across the financial
year.

35. Common Campaign Tactics

36. Campaign Tactics

37. Campaign Tactics

38. Campaign Tactics

39. Campaign Tactics

40. Best Campaign Management Checklists

41. Criteria on deciding the influencer mix

42. Evaluating a Channel’s Media Value

43. Common Payment Model
Highlights
The influencer marketing pricing model in Malaysia could be classified into 4 forms (listed above). Majority of
marketers adopt Pay per Post > Free Products > CPE > CPC..

44. Media Price Range
in Malaysia
Highlights
In Malaysia, we distributed
it into 4 tiers.
Tier 1: RM 1,500 -18,000
Tier 2: RM 500 – 7,000
Tier 3: RM 200 – 4,000
Tier 4: RM 100 – 1,800

45. FAQ on Influencer Marketing

46. FAQ on Influencer Marketing

47. FAQ on Influencer Marketing

48. How AI Identifying Suspicious Followers
What the AI model investigates?
Name, Bio, Contact, Account Status, Activeness, Metrics Ratio, Post Engagement, Brand & e-shop check etc.
Brand Account Suspicious – non-active Suspicious – irrational ratio
Want a trial?
The features is charged based on a per profile report basis OR built on top of a campaign service package.

49. How AI Identifying Suspicious Followers
80%
11%
9%
Suspicious Index
Non -Suspicious
Suspicious
Brand/e-shop
Highlights
The features is available from
the internal system on each
profile to check the authentic
score of followers and provide
an 85%+ accuracy.
This allow every marketers to
check the actual reach in an
accurate and reliable way.

50. Advanced AI Application
for Marketers
Powered by

51. Challenge
for Marketers all the time
on social media and
content strategy
Lack of
Persona Matching
Lack of Data in
Campaign Tracking
Lack of
Strategy Planning

52. How we shall adopt AI
To develop the
Marketing strategy Cloudbreakr
AI
Language Processing
Computer Vision
Predictive Analysis
AFFINITY
• Topic Clustering
• Keyword Grouping
• Sentiment Check
AUDIENCE
• Country
• Language
• Demographic
PERSONA
• Identity
• Interest
• Group Type
CONTENT GUIDE
• Best Content Type
• Choose of Wording
• Ref Artwork
PERFORMANCE
• Tiering & Growth
• Use of Channel
• Reach, ER%, CTR
• Estimated KPI
BRAND MATCH
• Brand Affinity
• Competitor Analysis
• Profile Auditing
Social Media Data

53. NLP Model Examples
Semi-supervised Machine Learning for Topic, Interest Group, Sentiment Analysis

54. [ {"sky", "confidence": 0.9991 },
{"outdoor", "confidence": 0.9921 },
{"water", "confidence": 0.9676 },
{ “boat", "confidence": 0.8892 },
Image Recognition Examples
i.e. brand looking for influencers that are active in outdoor activities (sunglass, beach, swim wear)

55. Real Time Content & Profile Search Tool
Based on the analysis of social content & profile data from our AI Engine
Find any relevant topic, keyword, hashtag, images
within a minute
Image Recognition & Language Processing
Identify 200+ niche categories

56. ✓ By Identity labels
✓ By Interest labels
✓ By Followers Number
✓ By Tags
✓ By Locations
✓ By Social Channel
✓ By Performance Metrics
Advance Filters
Bordering which influencer or media to engage?
Integrated profile search tool for smart marketers

57. Wondering about the competitor and trend?
Search and monitor any related topics with any inputted keywords/tags

58. [ {"sky", "confidence": 0.9991 },
{"outdoor", "confidence": 0.9921 },
{"water", "confidence": 0.9676 },
{ “boat", "confidence": 0.8892 },
Upper Body Clothes
•Category： Camisole
•Collar：Others
•Sleeve Length：No Sleeve
•Color：Black
•Pattern：Consistent Color
Bottom Body Clothes
Category : Track Pants
•Color : Red
•Pattern：Consistent Color
Image Recognition Model
Identify 200+ niche categories
Looking for hidden consumer behavior?
Asia 1st image search report combining behavior, object, scene and more…

59. Name Identity # Followers # Connections Clarins Clinique Estee Lauder Fresh Kiehls Shiseido # connected Brands
1 Aiko Narissara Yeung （楊馥甄） Model 151364 134 V V V V V 26
2 P O N Y P O N G 超 妍 Model 310753 117 V V V V V 25
3 🦄 MELO LO 💙🖤 Beauty Blogger 58920 104 V V V V V 28
4 ★Jadelamm. Vlogger 127679 87 V V V V 31
5 Karina Ha Designer / Author 29825 86 V V V V V V 25
6 MERRY SO Designer / Author 78828 82 V 19
7 Louise Wong王丹妮 Model 99338 81 V V V V 18
8 Sadelle Yeung Lifestyle Blogger 83236 69 V V V V 22
9 Boo Chong Designer / Author 44421 67 V V V V 22
10 TONG LI Lifestyle Blogger 30388 62 V V V V 19
11 Rikko Lifestyle Blogger 28193 59 V V V V 15
12 Zelia 鍾浠文 Model 287362 57 V V V V 16
13 NATALIE TINMAN 馮天蔓 Beauty Blogger 32396 55 V V V V 22
14 Cherrie Tam 💕🌻 Vlogger 60075 53 V V V V 24
15 🥞🌈 S P O O N C H A N 🦋✨ Fashion Stylist 87400 53 V V 19
16 RW Lifestyle Blogger 27522 50 V 19
17 Maggie Stadelmann Fashion Stylist 86009 50 V V 7
18 𝕄𝕣𝕤 ℕ𝕘𝕒𝕚 Lifestyle Blogger 162696 49 V V V V 20
19 ANTHE 歐陽舒欣 Model 25881 49 V V V V 15
20 Tina Wong Fashion Stylist 140709 49 V V V 17
Basic Info Brand Connections
Wasting your time to collect competitor insights?
Customized analysis report from monthly, quarterly to annually for agencies & brands

60. INTEGRATED INFLUENCER MARKETING SOLUTIONS
From self-served tools to full campaign solutions
Platform Solutions
• Influencer Discovery Tool
• Topic Search Report
• Competitor Analysis Report
• Profile Auditing Report
Campaign Solutions
• Influencer Identification
• Campaign Creative Development
• Campaign Execution
• Post Summary Reporting
• Product Seeding

61. Future Trend

62. Future Trend

63. Future Trend

64. www.cloudbreakr.com
Download the first Malaysia
Influencer Marketing Whitepape
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Headquarter
Malaysia
SEA Hub
Taiwan
Branch
Thailand
New Office
AI Powered Influencer and Media
Analytics Platform

65. © All the social profile & images shown is extracted from the internet and owned by the creators respectively