11/01/2026

ON SUNDAY January 11, 2026 theSunday Special V

Performance-based content is gaining popularity, especially in the beauty and ö¾łüÿĢěϰÿěßŏłŊľũλ

Building authentic and ongoing relationships with creators is the building block for stronger trust and brand loyalty.”

“The content should feel natural to the creator’s voice and community, while delivering clear outcomes for the brand. When done well, these partnerships scale, build credibility and spark innovation,” he added. W KDW OLHV DKHDG IRU 0DOD\VLD¶V LQÀX encer economy? Tan predicts an increas ingly performance-driven landscape. “We expect it to grow into a more performance-driven scene in the next WKUHH WR ¿YH \HDUV $̇ OLDWH FUHDWRUV DQG KOS will play a bigger role, especially on platforms like TikTok Shop, where social commerce is rapidly expanding. Mega and PDFUR LQÀXHQFHUV ZLOO UHPDLQ YDOXDEOH for reach, but trust and conversions will increasingly come from creators who de liver authenticity and measurable results. “Consumers should look for transpar ency and authenticity in content creators who are genuine, honest and share real life experiences. If there are exaggerated claims, reliance on stock images or even stolen images, these typically point to an unreliable piece of content.” Tan noted. Alongside growth comes the challenge of navigating misinformation. Malaysians are becoming more discerning in spotting fake or misleading content. Advice for the next generation F LQDOO\ 7DQ R̆ HUV JXLGDQFH IRU DVSLULQJ Malaysian creators who want to build their followings. “My advice is to start with what you genuinely care about, whether that’s fashion, food, gaming or even sharing tips from your own career journey. Audiences can tell when content is authentic and consistency in your voice and style is what builds long-term trust,” he said. Sometimes, it’s as simple as being a loyal customer of a brand you already love DQG UHFRPPHQGLQJ LW WKURXJK Ḋ OLDWH RU referral programmes. “The most successful creators are those who balance creativity with credibility.“Aspiring Malaysians should engage genuinely with their communi ties, choose the right platforms and be transparent in their partnerships. That’s what sets them apart in the long run,” Tan concluded. A XWKHQWLFLW\ DV WKH QHZ LQÀXHQFH If one message emerges clearly from 0DOD\VLD¶V HYROYLQJ LQÀXHQFHU HFRQRP\ it is that authenticity has overtaken aspira tion as the most valuable commodity. 0DOD\VLDQV PD\ VWLOO WUXVW LQÀXHQFHUV EXW that trust is conditional, earned through honesty, relatability and a willingness to put community ahead of clicks. N RZ LQÀXHQFH LV QR ORQJHU DERXW ZKR shouts the loudest, but who speaks the most truthfully.

A new playbook for brands This shift in trust dynamics is also chang ing how brands approach collaborations. &HOHEULWLHV DQG PHJD LQÀXHQFHUV UHPDLQ valuable for visibility, but the strategy is becoming more nuanced. “We’re not seeing brands completely DEDQGRQ FHOHEULWLHV RU ELJ LQÀXHQFHUV EXW WKHUH¶V GH¿QLWHO\ D VKLIW WRZDUGV HQVXULQJ a more balanced mix,” Tan said. He recalls one Malaysian streaming platform that engaged a mix of lifestyle DQG HQWHUWDLQPHQW LQÀXHQFHUV LQFOXGLQJ everyday TV show reviewers grouped by genre. “They gamified the process to keep content fresh and engaging. This way, the brand was able to boost subscriptions and in-app interactions,” he explained. Instead of putting all their budget into one big name, brands are now diversifying and cultivating long-term relationships with creators across the spectrum. Building real connections For smaller creators, the challenge is maintaining credibility without sounding like a salesperson. “The key is to lean into authenticity and consistency. Audiences can tell when content feels overly promotional, so it’s important that creators only work with brands and products they genuinely use or believe in. “Credibility can be further strength ened by weaving products naturally into storytelling and maintaining a two-way dialogue with followers through com ments, Q&As or live sessions,” he said. S XFFHVVIXO PLFUR DQG QDQR LQÀXHQFHUV often share recommendations in the form of daily routines or casual anecdotes, rather than polished scripts. Common mistakes brands make Not all influencer campaigns succeed and Tan believes the biggest pitfall is choosing reach over relevance. Other missteps include overlooking smaller

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QLFKH FUHDWRUV RU WUHDWLQJ LQÀXHQFHUV DV RQH R̆ FDPSDLJQ DGG RQV UDWKHU WKDQ long-term partners. “It’s tempting to go for the biggest celebrity with the largest following, but if that person doesn’t align with the brand’s values or audience, the partnership can easily fall flat. Building authentic and ongoing relationships with creators is the building block for stronger trust and Tan is clear on one point, long-term collaborations are more effective than RQH R̆ SDLG SRVWV “When consumers see authentic nar ratives and content, it feels more genuine and resonates deeper with audiences. These types of long-term collaborations strengthen brand credibility and deliver measurable business outcomes from en gagement to conversions - which are exactly what brands now expect. brand loyalty,” Tan stressed. The value of long-term partnerships

Credibility can be strengthened by weaving products naturally into storytelling and maintaining a two-way dialogue with followers.”