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As of March 2019, the actress and model Noor Neelofa Mohd Noor (@neelofa) topped the list of the most followed local Instagram accounts in Malaysia, with approximately **** million followers. Noor Neelofa Mohd Noor, known by her nickname Neelofa or Lofa, is also an entrepreneur, who made it to “Forbes ** under ** Asia” list in 2017.

Instagram popularity

Neelofa shows that being popular on Instagram takes more than just having a nice Instagram gallery or advanced photography skills. She is enumerated as one of Malaysia’s leading social media personalities, with the highest number of quality Instagram followers and authentic Instagram engagement numbers. These two qualities are among the most important that are looked for by brands when choosing an influencer for their products.

Influencer marketing in Malaysia

Influencer marketing has been around for quite some time in Malaysia. This type of marketing is popular among brands as influencers can facilitate a more personal relationship between the brand and its customers. Besides, they also have the ability to raise their fans’ awareness of a specific brand and affect their purchase decision. Influencer marketing on Instagram in Malaysia was dominated by micro influencers, defined as influencers with between **** to twenty thousand followers. This is due to the fact that they are more cost effective from the brands’ perspective and that they can stimulate higher rate of engagement organically.