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The entire world and economy were put on a pause because of the COVID-19 pandemic. However, the internet will not pause for anything and as a marketer or even influencer, it is crucial to keep up with the latest internet trends to stay relevant and always adjusting our social media marketing strategy. Without further ado, here are the key insights of Q2 in Malaysia.
1. Hari Raya during COVID-19
For the first time in Malaysia’s history, our government imposed a lockdown on the 16th of March, and the lockdown extended thrice which meets the celebration of Hari Raya. However Malaysian netizens have found ways to cope with the lockdown and celebrated Hari Raya over the internet. According to our platform, hashtags like #raya, #raya2020, and #covEid were used over 1,000 posts regarding Hari Raya posts and the engagement rate was high.
2. Increased online campaigns
We were expecting that brands would reduce their budget on influencer marketing due to the sudden lockdown but from the data that we have extracted from Cloudbreakr’s platform, it shows that there was no sign of decline in campaigns. Hashtags like #sudiomoments, #rayabersamashopee, and #danielwellington were used frequently in many posts.
The table above shows the frequency of brands being mentioned in a sponsored post, and instead of declining, the mentions increased by 494% for Shopee for the Raya Bersama Shopee Campaign and 333% for Sudio during the campaign of promoting their newly introduced wireless headphones. Jazmy Juma’s post for the Raya Bersama Shopee campaign has obtained an engagement rate of 23.31%, whereas Ly Huy’s post for Sudio has obtained an engagement rate of 18.484%.
3. Rise of Tiktok in Malaysia
Other than the increased sponsored posts, we have also noticed a spike in usage of #tiktok and #tiktokmalaysia throughout Q2 from the data captured using Cloudbreakr’s platform. Before the lockdown, there were only very little Tiktok videos posted by influencers because it is time-consuming to produce a high-quality Tiktok video. But when everyone is stuck at home, we can see a significant increase in published Tiktok contents from influencers like Jestina.
Other than general Tiktok dancing videos, influencers around the world have also started a new challenge video named #wipeitdownchallenge in May 2020, accumulated 114 posts within a month, it also attracted influencers like Jenn Chia to join the challenge and obtained an engagement rate of 25.3464%.
We have found that influencers reacted rather quickly to the lockdown when everyone is still lost in directions, they have found new ways to lead internet trends and continue to influence their followers. Instead of only doing what they were good at, many influencers have also ventured into new interests such as baking, cooking, and some even started doing live streams to show the world they are more than just a pretty face.
Did you pick up any new hobby during the lockdown? Share with us in the comments below!