21/05/2025

WEDNESDAY | MAY 21, 2025

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Next wave of influencer marketing A MONG the most definining shifts in 21st-century marketing is the rise of social media influencers (SMI). Over the past decade, influencer marketing has evolved from a niche tactic into a core component of digital strategy. Instagram, Roblox and Fortnite. These environments are blurring the lines between entertainment, commerce and connection. Augmented reality and virtual reality are giving customers the ability to try on makeup, furniture or fashion via influencer recommendations, bridging inspiration with action. Influencers are designing digital wearables, selling them as NFT and integrating them into virtual worlds and games. COMMENT by Dr Irfan Hameed

Meanwhile, brands are investing in branded avatars, 3D showrooms and immersive storytelling to reach audiences where they live physically and virtually. Succeeding in the next era Brands must shift from thinking of influencers as amplifiers to seeing them as strategic collaborators embedded across platforms and experiences. Brands should diversify their creator ecosystem to include not only human influencers but also AI avatars, metaverse native personalities and Web3 creators. Moreover, brands can experiment with tokenised engagement, such as using NFT, creator coins or decentralised platforms, to deepen loyalty and ownership. Additionally, they can design campaigns that span across platforms, from TikTok to metaverse environments, or through augmented reality glasses. As influence becomes decentralised, trust and belonging rather than reach will be the ultimate measure of success. We are entering a new chapter in marketing, one where AI refines strategy, Web3 redefines collaboration and immersive technologies reimagine how consumers engage. This is not just a moment of change, it is a complete redefinition of what it means to be influential. Brands that recognise this shift now – who build not just for visibility but for trust, belonging and innovation – will shape culture, not chase it. DrIrfan Hameed is a senior lecturer at the School of Media and Communication, Faculty of Social Sciences and Leisure Management, Taylor’s University. Comments: letters@thesundaily.com income nation also necessitate a workforce that is proficient in English. Programmes like ELEP ensure that our public servants are ready for the challenges of modern governance. A strong command of English, alongside fluency in the Malay language, will help Malaysia build a world-class civil service that is locally grounded and globally competitive. Additionally, the globalisation of business and technology has transformed the way governments interact with the private sector and international organisations. Public servants who are proficient in English can facilitate smoother engagements with multinational corporations, global investors and foreign delegations. This, in turn, will strengthen Malaysia’s economic and diplomatic positioning in the global arena. Recognising these challenges and opportunities, the government must continue investing in English language training for civil servants. Encouraging an environment where civil servants can practise and enhance their English skills, whether through workshops, international collaborations or daily professional interactions, will be key to fostering long-term proficiency. By investing in language proficiency, Malaysia is investing in its future. Our public servants are not just administrators; they are the face of Malaysia on the world stage. NurFarah Idayu Saadon is a training consultant with Intan. Comments: letters@thesundaily.com

Today, brand partnerships with SMI are growing by over 50% annually, underscoring their increasing value and impact. As we look ahead to 2025 and beyond, influencer marketing is entering a bold new phase – one that blends emerging technologies with human connection. What began as a social media trend is now a sophisticated driver of digital commerce. And what’s coming next? It is nothing short of revolutionary. Enabling the next generation of smart influence Artificial intelligence (AI) has quietly become the backbone of modern influencer campaigns. In 2025, it will do far more than simply recommend hashtags or determine the best sharing times. It will power end-to-end campaign management. AI-driven platforms are reshaping influencer discovery and matchmaking. They go beyond vanity metrics, analysing tone of voice, creative execution, audience composition and historic campaign performance. This precision allows brands to uncover high-impact micro and nano-influencers who boast high engagement over sheer follower counts. We are also seeing the rise of virtual influencers – synthetic, AI-generated personas such as Lil Miquela or Imma. These avatars are programmable, consistent and free from human unpredictability. Brands can utilise them to deliver consistent messaging, interact in real time with followers and serve as brand ambassadors year-round. AI does not just automate, it learns. Predictive analytics now anticipate campaign fatigue, forecast return on investment and THE ability to communicate effectively in English is no longer just an advantage – it is a necessity, especially for Malaysia’s civil service. Recognising this, the National Institute of Public Administration (Intan) conducted the first phase of an English language assessment under the English Language Enhancement Programme (ELEP) for public service officers. This initiative reflects Malaysia’s growing need for civil servants who can operate confidently on both local and international fronts. While the Malay language remains the heart of our national identity and governance, English plays a crucial role in diplomacy, trade and global affairs. For Malaysia to compete on the world stage, our public servants must be equipped with strong English skills to negotiate policies, engage with international counterparts and represent the country effectively. Malaysia is a multicultural and multilingual nation where English often serves as a bridge between communities, especially in professional settings. Many government agencies – particularly those dealing with international relations, trade, education and tourism – rely on officers who can draft official documents, engage in discussions and negotiate agreements in English. Having COMMENT by Nur Farah Idayu Saadon

As we look ahead to 2025 and beyond, influencer marketing is entering a bold new phase - one that blends emerging technologies with human connection. – ADIB RAWI YAHYA/THESUN

adapt content in real time to optimise engagement. Brands need to implement AI driven platforms to identify influencers with true resonance, ensure authenticity and automate performance tracking. Web3, smart contracts, decentralised identities While AI maximises efficiency, Web3 changes ownership. Blockchain technologies, smart contracts and decentralised identities enable influencers and brands to partner in new, fairer and more transparent ways. Gone are the days of ambiguity around deliverables or delayed payments. Smart contracts implement campaign terms automatically, paying out when targets are met and monitoring rights usage. Influencers are also embracing Web3 by tokenising their personal brand. Non-fungible tokens (NFT) are emerging as new value exchanges, offering customers exclusive content, experiences or digital goods. Forward

thinking brands are experimenting NFT-based loyalty schemes or co-creating limited-edition drops with Web3-native creators. Decentralised identities further empower creators by allowing them to own their audiences, transferring reputation and influence across platforms without being tethered to any single algorithm or network. Web3 brings radical transparency and new monetisation models. Smart marketers will start integrating token-based activations and decentralised partnerships into their influencer playbooks. Engaging, participatory influence The metaverse is not a concept of the future, it is already here. As digital and real life intersect, influencer marketing is shifting away from 2D digital storytelling to 3D immersive storytelling. Influencers are now organising virtual fashion shows, product launches and question and answer sessions within platforms such as

Why English proficiency matters for civil service

civil servants proficient in English ensures that Malaysia’s interests are well-represented globally. Assessing the English proficiency of civil

the association, civil service officers must be prepared to represent Malaysia at the highest levels with clarity and professionalism. Recognising this, Chief

service officers is not just about passing a test – it is about ensuring they have the skills to perform effectively in their roles. The ELEP initiative is an important step towards identifying strengths and areas for improvement. With targeted training, officers can sharpen their communication skills, making them more confident and effective in handling international matters. As Malaysia assumes the Asean chairmanship in 2025, the ability of our civil service officers to communicate effectively in English will be more crucial than ever. Leading Asean involves extensive negotiations, policy discussions and collaborations with international stakeholders. A high level of English

Secretary Tan Sri Shamsul Azri Abu Bakar entrusted Intan with the responsibility of conducting an initial English proficiency assessment for relevant officers. This initiative is a crucial step in ensuring that civil servants are well-equipped to fulfil Malaysia’s leadership role in Asean. By identifying current proficiency levels and areas for improvement, targeted training can be implemented to enhance officers’ communication skills. This will not only strengthen Malaysia’s representation in Asean but also enhance the overall effectiveness of the civil service in international engagements. Emphasising English proficiency does not mean sidelining the Malay language. Instead, it enhances Malaysia’s linguistic strengths. The civil service continues to uphold the Malay language as the official language of administration and

“A high level of English proficiency will enable Malaysia to steer regional discussions with diplomatic ties and effectively advocate for national and regional interests on a global platform. confidence, strengthen

proficiency will enable Malaysia to steer regional discussions with confidence, strengthen diplomatic ties and effectively advocate for national and regional interests on a global platform. Given Asean’s diverse membership and the role of English as the official working language of

governance but having officers proficient in both languages ensures Malaysia remains competitive at home and abroad. Beyond Asean, Malaysia’s ambitions as a high