Which Social Media Platforms Should Your Business Focus On in Malaysia in 2025?
Not sure which social media platforms work best for Malaysian businesses in 2025? Here’s a localised guide to Facebook, TikTok, Xiao Hong Shu, and more.
Table of Contents
Why Choosing the Right Platforms Matters
Malaysians are some of the most active social media users in the world, spending over 3 hours a day on platforms like Facebook, TikTok, and Instagram. But here’s the catch: not every platform works for every business.
Trying to be everywhere usually spreads SMEs too thin. In 2025, the smarter move is to focus on the platforms where Malaysian customers actually spend time — and where businesses see the best return on ad spend (ROAS).
Top Social Media Platforms in Malaysia (2025)
Still the biggest platform in Malaysia with over 24 million users. It’s especially strong for SMEs targeting families, working adults, and community audiences.
- Best for: F&B, retail, local services, automotive.
- Works well for: Retargeting ads, promotions, FB Groups, and events.
- Why in Malaysia: Many Malaysians still treat Facebook as their “default social platform” for news, updates, and community interaction.
Instagram is highly popular among urban Malaysians, especially Millennials and Gen Z in Klang Valley, Penang, and JB.
- Best for: Fashion, beauty, cafés, gyms, lifestyle brands.
- Works well for: Instagram Reels, influencer collabs, shoppable posts.
Why in Malaysia: “Instagrammable” cafés, outfits, and travel spots trend quickly, making IG key for brand image.
TikTok
TikTok has exploded in Malaysia, with more than 18 million users. It’s now a top search engine for Gen Z and younger Millennials.
- Best for: E-commerce brands, beauty, food, education, entertainment.
- Works well for: Short-form video, viral trends, product demos.
- Why in Malaysia: TikTok Shop has turned the app into both a social + shopping platform, making it crucial for sales-driven businesses.
Xiao Hong Shu (RED 小红书)
Xiao Hong Shu is rapidly growing among Malaysia’s Chinese-speaking community, especially in KL, Penang, and Johor.
- Best for: Beauty, lifestyle, F&B, travel, premium products.
- Works well for: Reviews, KOC (Key Opinion Consumer) KOL (Key Opinion Leader) campaigns, product discovery.
- Why in Malaysia: It’s becoming the go-to app for young Chinese Malaysians when researching products and experiences — like a mix of TikTok + Pinterest.
The platform for professionals in Malaysia, especially in industries like tech, education, B2B, and HR.
- Best for: Professional services, SaaS, recruitment, corporate brands.
- Works well for: Thought leadership, lead generation ads, industry content.
- Why in Malaysia: Many Malaysian decision-makers are active here, making it essential for B2B marketing.
How to Choose the Right Platforms for Your Malaysian Business
Instead of asking “Which platform is most popular?”, ask:
- Where are my customers hanging out online in Malaysia?
- What type of content can my team create consistently (video, visuals, text)?
- Do I need fast results (ads) or long-term branding (community, SEO)?
💡 Pro tip: Most Malaysian SMEs succeed by doing 2–3 platforms really well instead of trying to manage all six.
Final Thoughts
In Malaysia, the best social media platforms to focus on in 2025 are:
- Facebook & Instagram → still dominant for reach and engagement.
- TikTok & Xiao Hong Shu → essential for discovery, virality, and social commerce.
- LinkedIn & YouTube → great for B2B, education, and long-term trust.
Your business doesn’t need to be everywhere — it needs to be where Malaysians are most engaged with brands like yours. Focus on the platforms that align with your industry, audience, and goals, and you’ll see stronger ROI in 2025.