Following our previous article on top 10 Instagrammers in Malaysia, let's investigate which Malaysian brands are savvy on Instagram.
Following our previous article on top 10 Instagrammers in Malaysia, let's investigate which Malaysian brands are savvy on Instagram. Malaysian brands in this definition include those global brand with Instagram account focused on local audience.
While we will share our analysis later in this article, let's take a look at the top 10 Malaysian brands on Instagram (sort by the most followers, as of April 2016). If we missed out any brands who deserved to be here, please let us know in the comment box below!
Update: There are a couple of feedback from our readers as there are some names missing so now AirAsia should be #4 or later instead of #1, hence we will unleash them right after the top 10 list below!
|# of Instagram followers: 228K|
# of Facebook fans (MY only): 1.96M
Instagram Bio: Hello! Welcome to AirAsia's Instagram. Take a peek into our fun feed, drop us comments or like our photos! Facebook: FB.com/AirAsia Twitter: @AirAsia bit.ly/AirAsiaBOOK
Update: We found out later that Bella Ammara with 640K followers *should be* the #1 most followed Instagram brand account in Malaysia!
#2. Zalora Malaysia
|# of Instagram followers: 170K
# of Facebook fans (MY only): 1.04M
Instagram Bio: Asia's fashion destination:600+ brands,30,000 products,FREE nationwide delivery,30-days return. Hashtag #zaloramy & #mynewzalora. About ZALORAx WEAR: zlr.my/1SewfJy
#3. Malaysia Airlines
|# of Instagram followers: 138K
# of Facebook fans (MY only): 1.09M
Instagram Bio: Follow our adventures and share yours using #malaysiaairlines. For flight queries, please connect with us on Facebook or Twitter. www.malaysiaairlines.com
#4. Lazada Malaysia
|# of Instagram followers: 117K
# of Facebook fans (MY only): 1.71M
Instagram Bio: Follow us on Twitter for exclusive contests and giveaways. Hashtag your photos with #mylazada to get featured and win RM50 shopping coupons. lzd.co/Vercato
#5. Samsung Mobile Malaysia
|# of Instagram followers: 90.3K
# of Facebook fans (MY only): 1.33M
Instagram Bio: This is the official Instagram page for Samsung Malaysia. www.samsung.com/my
#6. KFC Malaysia
|# of Instagram followers: 56.7K
# of Facebook fans (MY only): 2.29M
Instagram Bio: The official Instagram account for KFC Malaysia. Follow us for eye-feasts and more! #KFCMalaysia www.facebook.com/KFCMalaysia
|# of Instagram followers: 53.3K
# of Facebook fans (MY only): 1.84M
Instagram Bio: Malaysia's Largest Marketplace - buy and sell basically everything! www.mudah.my/
#8. McDonald's Malaysia
|# of Instagram followers: 48.7K
# of Facebook fans (MY only): 2.29M
Instagram Bio: Official Instagram account of McDonald's Malaysia. Learn more at www.mcdonalds.com.my www.facebook.com/My.McDonalds
#9. Pizza Hut Malaysia
|# of Instagram followers: 38.8K
# of Facebook fans (MY only): 1.52M
Instagram Bio: The eat, laugh, share moments of Pizza Hut Malaysia! FB: pizzahutmalaysia Twitter: pizzahutmsia YT: pizzahutmalaysia www.phdelivery.com.my
#10. Chatime Malaysia
|# of Instagram followers: 24.6K|
# of Facebook fans (MY only): 148K
Instagram Bio: Follow us to get live Insta updates on recommended Chatime beverages, events, happenings, contests, launches and more! :) #chatimemalaysia www.chatime.com.my
Update: The missing ones!
• Bella Ammara with 620K Instagram followers
• Sugarscarf with 307K Instagram followers
• FashionValet with 290K Instagram followers
• Sole What with 84.2K Instagram followers
• Hermo with 57.8K Instagram followers
• Golden Screen Cinemas with 42K Instagram followers
• TGV Cinemas with 29.2K Instagram followers
Note: # of Facebook fans above is compiled from Socialbakers, as of April 2016.
Brands are generally more savvy on Facebook compared to Instagram
As of April 2016, the top 5 brands on Facebook (with most local fans) are McDonald's, KFC, AirAsia, Mudah.my and Lazada. Only AirAsia and Lazada are in the top 5 ranking in both Facebook and Instagram channels.
Many brands are investing into Facebook instead of Instagram, for example AirAsia has 8.5x more Facebook fans than Instagram followers. Some brands are really weak or have no presence at all on Instagram.
If we consider the ratio of total Facebook users in Malaysia (~18M) divided by total Instagram users in Malaysia (~5M), 3.6x vs 8.5x (in the case of AirAsia) and vs 14.6x (Lazada) point to the obvious fact that local brands are much stronger on Facebook compared to Instagram.
Here are some of the reasons why we think many brands in Malaysia are stronger on Facebook vs Instagram:
• Some brands might know little (or nothing) about Instagram.
• Executing content on Instagram is not as 'commercial' as Facebook.
• Being more visual-oriented, Instagram might not be the best fit for all brands.
• Unlike Facebook, Instagram followers can't be bought via the ad platform yet.
• Without direct organic link, online brands might not see good ROI via Instagram.
Having said that, some brands like Zalora (6.1x Facebook / Instagram ratio) and MalaysiaAirlines (7.8x ratio) are doing relatively well on Instagram. Being a fashion brand, Zalora can be more creative with the content and photos while MalaysiaAirlines has executed an Instagram-dedicated #stylewithmiles campaign.
Another interesting perspective is that most of the active key opinion leaders in Malaysia easily have more than 50K followers on Instagram. The #1 Instagrammer in Malaysia has 3.2M followers compared to a 'mere' 227K of AirAsia, a single influencer is having 14x more Instagram followers than the top brand here!
With all the challenges growing a brand on Instagram, it is logical to see more and more brands leveraging on influencers to promote their brands on Instagram. As an advertiser, you can either contact the influencers directly or engage with a 1-stop influencer marketing agency to handle all your needs.
This Instagram series is written by Max Lim, Business Development Manager of a Digital Marketing Agency in Malaysia.