The Growth of Snapchat in Malaysia and Influencer Strategies for 2025

As we move into 2025, social media continues to evolve, and one platform that’s making significant strides in Malaysia is Snapchat. While platforms like Instagram and Facebook have long dominated the Malaysian social media landscape, Snapchat is emerging as a growing force, especially among younger users. This shift is providing Malaysian influencers with new opportunities to engage with their audience in unique ways. In this article, we’ll explore how Snapchat is growing in Malaysia, the best content types for influencers, and how short video formats can help influencers succeed on this platform.

Snapchat's Growing Popularity in Malaysia in 2025

In recent years, Snapchat has seen growth in various regions, and Malaysia is no exception. With a steady rise in users, Snapchat is becoming a relevant player in the Malaysian digital landscape, particularly among younger demographics. In 2024, there were over 1.46 million Snapchat users in Malaysia, and projections suggest that number will continue to grow in 2025. The platform's increasing popularity is driven by the rising influence of younger generations who value authentic, ephemeral content over traditional social media posts.

Snapchat's appeal lies in its unique features, including Stories, Snaps, and the Discover section, which offers an immersive, real-time content experience. These tools are ideal for influencers who want to experiment with creative content and engage their audience in innovative ways. As Snapchat continues to carve out a niche in the Malaysian market, influencers are discovering the platform’s potential for fostering community engagement and monetization.

Best Types of Content for Malaysian Influencers on Snapchat

To succeed on Snapchat in 2025, influencers need to create content that resonates with their audience while leveraging the platform’s unique features. Here are the best types of content for Malaysian influencers:

1. Ephemeral Stories and Behind-the-Scenes Content

One of the key features of Snapchat is its disappearing Stories, which allow influencers to share content that is authentic, immediate, and often more casual than posts on other platforms. Malaysian influencers can use this feature to give followers a behind-the-scenes look into their daily lives, whether they’re attending events, traveling, or working on new projects. These Stories help create a more personal connection with followers, which is essential for building loyalty and engagement.

Behind-the-scenes content is particularly effective for influencers in Malaysia who work in industries like fashion, beauty, and travel. Showing followers the process behind their work or how they create content allows them to feel like they are part of the journey, boosting engagement and building a stronger community.

2. Snapchat Challenges and Interactive Content

Snapchat’s interactive features, like lenses, filters, and stickers, can be creatively used for fun and engaging challenges. These features encourage user participation, making them ideal for influencers who want to build engagement while promoting their brand or products. In 2025, Snapchat challenges will be an important content trend that Malaysian influencers can tap into.

Influencers can create their own branded challenges or participate in global trends that align with their niche. For instance, beauty influencers can run makeup transformation challenges, while fitness influencers can showcase workout routines. These types of interactive content are shareable and encourage users to create their own Snaps, further expanding an influencer's reach.

3. Short-Form Video Content

Snapchat’s short-form video content is one of the platform's most engaging features. With the rise of video consumption across all social media platforms, Snapchat has embraced short video formats, including Snaps and Stories. Malaysian influencers can take advantage of this by creating the best short video that capture attention quickly. Whether it’s a quick tutorial, a product review, or a travel vlog, short videos allow influencers to showcase their personality and expertise in a concise, engaging manner.

As video content continues to dominate the social media landscape, influencers in Malaysia should focus on creating videos that are both informative and entertaining. A strong hook at the beginning of the video is essential for keeping the audience engaged, while high-quality production values can help stand out in a crowded content space.

4. Collaborative Content and Brand Partnerships

Collaborative content is a powerful way for influencers in Malaysia to expand their reach on Snapchat. Whether it’s teaming up with other influencers for co-hosted challenges or partnering with brands for exclusive promotions, collaborative content can boost an influencer’s visibility and engagement.

Brand partnerships on Snapchat offer influencers opportunities for monetization, especially as the platform is increasingly focusing on e-commerce features. Influencers can create Snapchat-specific content like product reveals, giveaways, and unboxings to promote brands they work with. By using Snapchat’s interactive features to showcase products in a fun and engaging way, influencers can drive traffic and sales for their brand partners.

5. Exclusive Content for Subscribers

Snapchat’s subscription feature allows influencers to offer exclusive content to their most loyal followers. By creating a private space for paying subscribers, influencers can monetize their Snapchat presence and offer extra value to their audience. This is an excellent strategy for Malaysian influencers who have a dedicated following and want to deepen their engagement.

Exclusive content could include behind-the-scenes footage, personalized shout-outs, or early access to new content. Offering these perks to subscribers helps influencers generate income while maintaining a sense of exclusivity and community.

Short Video Content for Snapchat: Best Practices for Malaysian Influencers

As the demand for short video content continues to rise across social media platforms, Snapchat remains a key platform for delivering this type of content. To succeed in 2025, influencers in Malaysia should follow these best practices for creating effective short videos:

• Keep it concise: Attention spans are short, so focus on delivering your message quickly and clearly. The most engaging Snapchat videos are typically 10-30 seconds long.

• Use trending music and effects: Leverage Snapchat’s wide array of filters, lenses, and trending music to make your videos more engaging and shareable.

• Focus on storytelling: Even in short videos, storytelling is crucial. Create videos that offer value, entertainment, or information in a way that feels natural and authentic.

• Consistency is key: Posting regularly keeps your audience engaged and helps build momentum on the platform.

Conclusion

Snapchat is an increasingly important platform for Malaysian influencers in 2025, offering unique ways to engage with audiences through short videos, behind-the-scenes content, and interactive challenges. By creating compelling content, collaborating with brands, and utilizing Snapchat’s best features, influencers can tap into the growing user base and turn their Snapchat presence into a profitable venture. Whether focusing on fun, ephemeral content or engaging in creative short videos, influencers in Malaysia have exciting opportunities to succeed on Snapchat in 2025.