Influencers focused on strengthening their niche

Shopee’s recent study found that 82% of Malaysian influencers feel excited about staying resilient and relevant on eCommerce.

PETALING JAYA: The growth of live shopping has seen influencer communities drive eCommerce inclusion for brands and sellers.

Shopee’s recent study, Past the Starting Line: Adapting to Malaysia’s Digital Consumers in 2023, found that 82% of Malaysian influencers feel excited about staying resilient and relevant on eCommerce.

Of 940 local influencers surveyed last month, 60% had been with the platform for less than a year.

As part of their new year resolutions, two-thirds of influencers are focused on strengthening their niche as part of their personality and connecting with value-based shoppers through transparency.

Because they get constant feedback from younger shoppers demanding more information to shop smarter, Shopee’s influencers would like to produce more genuine and authentic content across live formats to be more relatable to their followers.

To achieve this, influencers engage consumers through Shopee Live with six in 10 influencers prioritising more personalised video content that revolve around personalised niches and becoming expert at promoting relevant products through reviews, unboxing, tips, and tricks, and live demos.

With the rise of value-based shopping, unboxing has become a popular trend with younger generations entering the marketplace participating in live discussions with Shopee’s influencers.

Live-shopping has become the most trusted platform among these audiences for personal advice, two-way feedback, and product clarifications with compelling proof.

Influencers can use these insights to showcase the full potential of products and demonstrate their effectiveness in action, while developing their authentic voices and collaborating with other influencers within their niche spaces.

Kenneth Soh, head of marketing campaigns at Shopee Malaysia in a statement said: “We are excited to see such optimistic feedback from our influencer community and are thrilled to see their growth.

“These influencers will be a key driving factor in shaping the future of the digital economy and we are glad to see them take a step forward to widen their knowledge and skills through our Shopee Masterclasses.

“We are committed to helping our influencers cultivate more meaningful and loyal relationships online through our Shopee Affiliate Programme, Shopee Influencer Marketing Programme, and Shopee Live.”