Tackling similarities of influencer marketing

PETALING JAYA: The Malaysian digital landscape is a vibrant tapestry of creativity and influence, populated by approximately 22,500 key opinion leaders (KOLs) vying for the attention of an audience of 32 million.

KOLs are influencers who are perceived to have a stronger authority in their industry.

But the problem lies with the increasing homogeneity amongst the rising pool of influencers, with similar content, promoting the same brands, amidst a background of identical locations and worse, often appearing indistinguishable and almost interchangeable.

With an approximate ratio of 1,500 Malaysians to every influencer in the country, a pertinent question arises: how effective will Malaysian KOLs continue to be amidst these increasing similarities?

Elaborating on the similarities of influencer marketing tactics, Malaysian Advertisers Association president Claudian Navin Stanislaus told StarBiz that duplicative,

impersonal one-size-fits-all influencer marketing tactics are losing their lustre, especially with everyone rushing onto the bandwagon.

“Today’s influencers are going to be challenged to portray their unique identity, sculpt a distinct niche, that resonates with their audience and differentiates them from the crowd.

“As we grapple with an overabundance of influencers, the trend of de-influencing has surfaced as a potential game-changer.

Originally posted on The Star Online


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