54% of Malaysians prefer to engage with influencer-led short videos when discovering new brands, according to AnyMind Group’s Malaysia Digital Landscape 2025 Report

AnyMind Group [TSE:5027], a BPaaS company for marketing, e-commerce and digital transformation, today announced the launch of its Malaysia Digital Landscape 2025 Report, a report with an in-depth exploration of consumer behavior, marketing channel effectiveness, and conversion trends in Malaysia’s fast-evolving digital economy.

The report utilizes first-party data drawn from AnyMind’s proprietary platforms: AnyTag (for influencer marketing), POKKT (for mobile marketing), AnyDigital (for digital advertising), and AnyX (for e-commerce), with hypotheses validated through a commissioned consumer survey with InQognito Insights to reflect the nuances of the Malaysian market.

It analyzes how Malaysian consumers engage with brand content and ads across key funnel stages: awareness, consideration, and conversion, and evaluates the performance of marketing formats, including influencer content, shoppable videos, in-game ads, and mobile placements.

Key findings from the report include:

• 54% of Malaysian consumers find short videos featuring influencers to be the most engaging way to discover new brands.
• In-game ads stand out as one of the most attention-grabbing formats in Malaysia’s mobile landscape, with 36% of consumers citing them as the most engaging.
• Video dominates the consideration game, with 63% of Malaysian consumers finding TikTok social videos more useful and entertaining than other content formats.
• The 3-5 day ad exposure window before purchase is identified as the most effective moment to drive conversions, with Malaysian consumers showing heightened responsiveness to video ads just before making a buying decision.

“For marketers in Malaysia today, guesswork is no longer an option. With a consumer journey that is fragmented and non-linear, relying on the old funnel model is inefficient. Our new digital landscape report is built to solve this, providing the granular data and local intelligence brands need to replace assumptions with agility. It’s about empowering them to make faster, data-backed decisions and craft content that is not just creative, but demonstrably effective across all platforms,” said Lee Chin Chuan, Country Manager, Malaysia, AnyMind Group.

The Malaysia Digital Landscape 2025 report is a localized deep dive into Malaysia’s business and consumer environment, distilled from the broader Southeast Asia Digital Landscape 2025 report and enriched with market-specific insights. It is designed to help marketers navigate and thrive in an increasingly connected, digital-first world.