Top Social Media Platforms in APAC 2024
The app development process should no longer exist in a vacuum, and today social media platforms play a key role in connecting people to new products and solutions.
Malaysia is no different, and this post provides an overview of social media trends in the country.
By showcasing dominant platforms and demographics, we hope marketers and business owners can refine their app marketing strategies for more targeted results
Let’s begin.
Social Media User Demographics in Malaysia
As of 2024, 28.68 million Malaysians – 83% of the population – are active users of social media. For contrast, only 49.9% of Indonesians are social media users and even beats Singapore’s 85% penetration rate in the same period.
Here are three more statistics to put the 83% in perspective:
- Growth from Early 2023: 20.0%
- Internet Users Engaged with Social Media: 85.4%
- Gender Distribution:
- Female: 44.3%
- Male: 55.7%
In short, Malaysia has an impressive rate of social media usage among its population.
The astute business owner will want to know platform specific numbers, so let’s get to that!
User Statistics: Facebook had 22.35 million users in Malaysia at the start of 2024, covering 64.8% of the total population. Notably, Facebook’s ad reach was 66.5% of the local internet user base. The platform saw a growth of 10.4% (+2.1 million users) over the past year.
Gender Distribution: 44.8% of Facebook’s ad audience was female, with 55.2% male.
Recent Trends: Despite a 1.8% decrease in ad reach from October 2023 to January 2024, Facebook remains a key player in Malaysia’s social media landscape.
YouTube
User Statistics: YouTube reached 24.10 million users, or 69.9% of Malaysia’s total population. This reach equates to 71.7% of the internet user base.
Gender Distribution: The platform’s ad audience was 48.1% female and 51.9% male.
Recent Trends: YouTube’s ad reach increased by 0.8% (+200,000 users) over the past year, showing stable growth.
User Statistics: Instagram had 15.70 million users in early 2024, representing 45.5% of the total population. This figure translates to 46.7% of the local internet user base.
Gender Distribution: 56.0% of Instagram’s ad audience was female, with 44.0% male.
Recent Trends: Instagram’s ad reach grew by 12.9% (+1.8 million users) from January 2023 to January 2024.
TikTok
User Statistics: TikTok’s ad reach was notable, with 28.68 million users aged 18 and above, reflecting 114% of the adult population. Overall, TikTok reached 85.4% of Malaysia’s internet users.
Gender Distribution: 44.3% of TikTok’s ad audience was female, and 55.7% male.
Recent Trends: TikTok saw substantial growth with a 48.6% increase in ad reach (+9.4 million users) over the past year.
Facebook Messenger
User Statistics: Facebook Messenger reached 11.85 million users in Malaysia, covering 34.4% of the total population. This figure is 35.3% of the local internet user base.
Gender Distribution: 43.9% of Messenger’s ad audience was female, with 56.1% male.
Recent Trends: Messenger’s ad reach increased by 5.8% (+650,000 users) from January 2023 to January 2024.
User Statistics: LinkedIn had 7.80 million members in Malaysia, which equates to 22.6% of the total population. This reach is 23.2% of the local internet user base.
Gender Distribution: 42.6% of LinkedIn’s ad audience was female, and 57.4% male.
Recent Trends: LinkedIn’s ad reach grew by 11.4% (+800,000 users) over the past year.
Snapchat
User Statistics: Snapchat had 1.46 million users in Malaysia, representing 4.2% of the total population. This figure translates to 4.4% of the local internet user base.
Gender Distribution: Snapchat’s ad audience was 50.2% female and 47.8% male.
Recent Trends: Snapchat saw a minor increase of 0.9% (+13,000 users) in its ad reach over the past year.
X (Twitter)
User Statistics: X had 5.71 million users in Malaysia, covering 16.5% of the total population. This reach is 17.0% of the local internet user base.
Gender Distribution: 43.8% of X’s ad audience was female, while 56.2% was male.
Recent Trends: X’s ad reach increased by 3.8% (+208,000 users) from January 2023 to January 2024, though it experienced a 7.9% decrease in ad reach between October 2023 and January 2024.
Social Media App Marketing Strategies Based on Usage Statistics
Knowing what we know about social media usage among Malaysians, here is a summary of how we’d fully leverage the unique strengths of each platform based on the user statistics:
| Platform | Key Statistics | Gender Distribution | Defining Takeaway |
| 22.35 million users, 66.5% ad reach | 44.8% female, 55.2% male | To target a diverse audience. | |
| YouTube | 24.10 million users, 71.7% ad reach | 48.1% female, 51.9% male | Leverage high engagement for video content marketing. |
| 15.70 million users, 46.7% ad reach | 56.0% female, 44.0% male | Focus on visually appealing content. | |
| TikTok | 28.68 million users, 85.4% ad reach | 44.3% female, 55.7% male | Harness viral potential. |
| Facebook Messenger | 11.85 million users, 35.3% ad reach | 43.9% female, 56.1% male | Complement Facebook ads. |
| 7.80 million users, 23.2% ad reach | 42.6% female, 57.4% male | Target professionals and B2B audiences. | |
| Snapchat | 1.46 million users, 4.4% ad reach | 50.2% female, 47.8% male | Niche, youth-focused marketing. |
| X (Twitter) | 5.71 million users, 17.0% ad reach | 43.8% female, 56.2% male | Engage with real-time content and updates. |
Conclusion
Malaysia’s social media landscape continues to evolve, with platforms like TikTok and Instagram showing significant growth.
Understanding these trends is crucial for businesses aiming to leverage social media effectively. Stay tuned for more updates and insights on digital trends and user behavior.
For a regional perspective, check out our list of top social media apps across Asia Pacific!
Happy building!
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